Contemporary Issues Project: London Eye Tourism Attraction Analysis

This report provides a comprehensive analysis of the London Eye as a significant tourism attraction in the UK. It begins with an introduction outlining the aim to evaluate the London Eye's importance and objectives including analyzing its strengths, weaknesses, opportunities, and threats (SWOT) from a tourism perspective, as well as exploring ways to enhance tourism through the London Eye. The literature review highlights the London Eye's prominence, its appeal due to the panoramic city views, and its status as a major paid tourist attraction. A SWOT analysis is presented to assess internal and external factors affecting the London Eye's tourism potential. The research methodology section outlines the use of positivism, an inductive approach, and descriptive research design, with qualitative research methods using secondary data from journals and books for theoretical analysis. The results section details the importance of the London Eye, emphasizing its visibility, accessibility, and popularity, followed by a detailed SWOT analysis. The report concludes with recommendations for the tourism authorities to improve London Eye's tourism through modern marketing strategies and enhancements to make the attraction more appealing. The report stresses the need for digital, social media, and mobile marketing, and also suggests adding technical elements and improvements within the place to make it a major attraction from the tourism perspective.

Contemporary Issues Project

Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................3
Importance of the London Eye as Spot of Tourism Attraction...................................................3
Strength, Weaknesses, Opportunities And Threats For London Eye From Tourism Perspective.
.....................................................................................................................................................4
Ways that can be Used To Improve the Tourism With Help of London Eye.............................4
RESEARCH METHODOLOGY....................................................................................................5
RESULT..........................................................................................................................................6
Importance of the London Eye as Spot of Tourism Attraction...................................................6
Strength, Weaknesses, Opportunities and Threats for London Eye from Tourism Perspective. 7
RECOMMENDATIONS.................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Background
There are various places in a country can be considered as the source of attraction for the
tourists. These spots encourage and attract people to visit the place for different purposes. This
research is based on the analysis of the London Eye as tourism attraction. There are various
strengths and weaknesses a tourism place have that can help the government to attract tourists to
visit the place. London eye is considered as one of most famous tourism attraction in UK and
most of people come to London to visit London eye along with other places of tourism attraction.
Aim
To evaluate the importance of London Eye as spot of Tourism Attraction.
Objectives
 To analyse the importance of the London Eye as spot of tourism attraction.
 To analysis the Strength, weaknesses, opportunities and threats for London Eye from
tourism perspective.
 To analyze different ways that can be used by the organization to improve the tourism
with help of London Eye.
Research Questions
 What is the importance of the London Eye as spot of tourism attraction?
 What are the Strength, weaknesses, opportunities and threats for London Eye from
tourism perspective?
 What are the ways that can be used by the tourism sector to improve the tourism with
help of London Eye?
LITERATURE REVIEW
Importance of the London Eye as Spot of Tourism Attraction
As per the view of Moorhouse, Jung and tom Dieck, (2018)There are different places in
UK are considered as the main attraction of tourism and London Eye is one of these attraction

which is most famous across the other places. From the top of London Eye complete city is
visible and this thing attract the tourists to visit. It is a observation wheel that is located in
Lambeth, London. The location of London Wheel is Riverside Building, County Hall,
Westminster Bridge Road. The construction of London Eye was completed in year 2000. The
owner of the London Eye is Merlin Entertainment. Height of London Eye is 135 meter which is
massive and it makes London Eye more attractive. From the perspective it is one of main
attraction for tourists. It was the largest ferries wheel when it was erected in year 1999. On an
average each year 3.5 million people come to visits London Eye. It is most famous paid tourist
attraction in London. Most of people who visits to this place as young from age of 20 to 40. It is
how London Eye is one of the most famous tourist attraction in UK.
Strength, Weaknesses, Opportunities And Threats For London Eye From Tourism
Perspective.
As per the opinion of Font and McCabe, (2019)one of main tourist attraction of London,
London eye have some Strengths, weaknesses, opportunities and threats. These all aspects can
be considered from the tourism perspective to improve the tourism in UK and particularly in
London. SWOT analysis can help the tourism department to know crucial things about London
and it will help the tourism department to make some changes related to the London Wheel to
attract more people to the place. This is how SWOT analysis can help tourism department to
attract more tourists to visit London. Strengths of the London Eye can be used to attract new
tourists, weaknesses can be considered for the further improvement process, opportunities can
be considered for utilization to generate higher revenue from tourism.
Ways that can be Used To Improve the Tourism With Help of London Eye
As per the view of Taheri, Hosany and Altinay, (2019) there are different processes can
be considered by the tourism authority of UK to increase tourism in London with help of
London. As per the travelers London Eye is one of most famous structure in London. Because of
it is considered as tourism spot in country. There are various processes can be used to improve
the tourism activities near by the places. For example promotion of London Wheel in local and
international level can help to attract more people at Loon Eye. Various events can be organized
near the London Eye to attract people to visit place in real. This process can help the tourism

department to attract more people to visit London Eye. This is how various processes and
methods can be used to improve promotion to the London Eye.
RESEARCH METHODOLOGY
Research philosophy
This is basically the belief about way in which data is being gathered and analyzed. There
are various research philosophies like positivism, interpretivism, pragmatism etc. In this study,
positivism has been used. Main purpose behind using thus is that is highly structured as well as
helps in collecting the large amount of samples.
Research approach
This is mainly the procedure which contains detailed methods and steps of data collection
and interpretation. There is mainly three research approaches namely deductive, inductive and
abductive approach. For this study, inductive approach has been used which is generation of the
new theory from data. The main aim of using this approach is that it helps in developing meaning
s from data and helps in understanding the patterns for developing theory (Kumar, 2019).
Research design
Research design is basically the set of procedures which is being used in gathering as
well as analyzing the measures of variables within problem research. There are mainly four types
of the research design namely descriptive, experimental, correlational and casual-comparative. In
this study, descriptive research has been used. Descriptive research is basically the method which
describes characteristics if phenomenon which is being studied. Major purpose of using this
design is that it helps in accurately describes the population as well as situation.
Research type
There are primarily two types of the research which are qualitative and quantitative.
Quantitative research is the one which is the structured way for collecting as well as analyzing
the quantifiable data from various sources. Qualitative research is mainly the collection of non-
numerical data through communication. Here, qualitative research has been used as it will
provide the deeper understanding of topic through responses of people (Melnikovas, 2018).

Data collection
It is the method through which data is collected for research. There are two types of data
collection method namely primary data and secondary data. Primary data is the one which is
collected directly by the researchers from various sources and serves as first-hand information.
These includes surveys, experiments etc. Secondary data is the one which has been already
collected by someone else in past and includes journals, books etc. Here, secondary data from
journals and books has been used as it allows the researcher to have access of information readily
at low cost.
Data analysis
There are generally various methods of the data analysis which helps the researchers in
interpretation of the data collected. In this study, theoretical analysis has been used and the
general discussion over the topic has been done. The major purpose of using this analysis is that
it helps in gaining better understanding of the theories and practices (Cuervo‐Cazurra and
et.al.,2017).
Ethical consideration
Firstly, the data has been collected in the ethical way from the libraries after taking the
permission. Secondly, data from the internet has been taken from the legal websites which are
registered and contain detailed information. Apart from this, consent has been acquired from the
authorized bodies to access journals and government directories. Confidentiality has been
maintained to a high extent (Kumar, 2019).
RESULT
Importance of the London Eye as Spot of Tourism Attraction
There are different things are connected to the London Eye that make it more important
for the tourism purposes. From tourist perspective various thing that are related to the London
Wheel makes it more suitable from tourism perspective. Best attributes of the London wheel are-
London is massive in most popular culture. It is tallest structure or wheel in Europe and view of
whole city is visible from the top of the London Wheel. It is located to the place which is easy to

access. People can easily reach to the place and tit will help the authorities to improve the
number of tourists at London Eye. Main element regarding London Eye is about the view from
the top of it and it is one of most famous location in London and Complete Europe. This things
make London Eye as main attraction of tourism in UK.
Strength, Weaknesses, Opportunities and Threats for London Eye from Tourism Perspective
SWOT analysis is one of the most effective tools that can be used to perform internal
analysis of various processes. This can be used to evaluate various factors that are crucial for a
place, person or an organization (Hassan and Sharma, 2018). To improve tourism at a place it is
important for the authorities to know the internal factors that can affect the tourism at London
Eye. To know these factors it is important to considered all these factors to implement different
changes that are help authorities to improve tourism in UK with help of London Eye. Some of
the main strengths of the London Eye are- it is one of the most famous tourism attraction. Most
of people around the world knows about London Eye. It is the largest fairy wheel in London.
The view from the top is most beautiful. The accessibility to the London Eye is easy and it is
close to many large stations in London. Many celebrities pays visits to London Eye Every year.
On an average 3.5 million people visits London Eye each year. . There are some weaknesses of
London Eye are there which can affect the tourism at the location. Some of main weaknesses of
London Eye are- Less promotion and activities are performed for London Eye that can help the
organization to promote tourism. From the view of tourism it has less activities around that can
attract more tourists. It is a time taking process. It takes around 30 minutes for complete
movement. There is no any interesting story is associated with the place. Less attractive in
appearance. These are some weaknesses of London eye that can affect the tourism at London
Eye. There are some opportunities are also associated with the London Eye that can be used to
improve tourism. Main opportunities that are possible at London Eye are- place around the
London Eye should be developed as tourism hub. Few more elements can be developed in
process to attract more people to the place. More vibrant colors need to be added in the London
Wheel to make more attractive. This is how various opportunities can be added in the process to
attract more people to visit London Eye. There are some threats are associated with London Eye
that cam affect the tourism to the place. Main threat to the London Eye is related to the safety
feature. Bad weather condition can affect the safety of the wheel. Decreasing popularity is also
need to be considered. This is are some major threats for London Eye.

RECOMMENDATIONS
There are different processes and ways can be used by the tourism authorities to improve
tourism for the London Eye. The processes that are added in these process should be based on
latest process to promote this place on global platform. For this process social media, digital and
mobile marketing can be used to improve the tourism. These processes are most effective to get
better result with tourism. Along with these are some changes need to be made with in the place
to make it more attractive and major attraction from the tourism perspective (Reino and Hay,
2016). By adding some technical element in the London Eye it can be made more attractive
from the tourism perspective. For example lighting and laser shows can be used to promote this
place as tourism hub. This is how different processes can be used by the local government to
develop Places around the London to attract more tourist at the place.

REFERENCES
Books & Journals
Cuervo‐Cazurra, A and et.al.,2017. Research methodology in global strategy research. Global
Strategy Journal.7(3). pp.233-240.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Melnikovas, A., 2018. Towards an explicit research methodology: Adapting research onion
model for futures studies. Journal of Futures Studies.23(2). pp.29-44.
Moorhouse, N., Jung, T. and tom Dieck, M.C., 2018, June. THE MARKETING OF URBAN
TOURISM DESTINATIONS THROUGH VIRTUAL REALITY: TOURISM
MARKETERS’PERSPECTIVES. In 8th ADVANCES IN HOSPITALITY AND
TOURISM MARKETING AND MANAGEMENT (AHTMM) CONFERENCE (p. 45).
Font, X. and McCabe, S. eds., 2019. Marketing for Sustainable Tourism. Routledge.
Taheri, B., Hosany, S. and Altinay, L., 2019. Consumer engagement in the tourism industry:
new trends and implications for research.
Hassan, A. and Sharma, A. eds., 2018. Tourism Events in Asia: Marketing and Development.
Routledge.
Reino, D. and Hay, B., 2016. The use of YouTube as a tourism marketing tool.