London Eye: Evaluating Tourist Attraction - Research Report

This research report investigates the London Eye, a prominent tourist attraction in London, from the viewpoint of recent immigrants. The study aims to evaluate the London Eye, examine consumer feedback, and suggest strategies to attract more visitors. The report includes an introduction outlining the significance of the tourism industry and the project's objectives and research questions. Chapter 2 provides a comprehensive literature review, exploring the effects of tourism, conflicts between tourists and hosts, and residents' perceptions of tourism impacts, drawing on various academic sources. Chapter 3 outlines the research methodology employed, detailing the techniques used to gather and analyze data. The subsequent chapters would likely present data analysis, conclusions, recommendations, and reflections on the research process. The research explores various facets of tourism, including its economic, social, and environmental effects, as well as the importance of visitor satisfaction and community support for tourism development. The report provides valuable insights into the London Eye's performance as a tourist attraction and offers recommendations for enhancing its appeal to international visitors.

RESEARCH PROJECT

TABLE OF CONTENTS
CHAPTER 2 : LITERATURE REVIEW........................................................................................1
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................4
CHAPTER 4: DATA ANALYSIS..................................................................................................9
CHAPTER 5 :CONCLUSION AND RECOMMENDATION.....................................................25
CHAPTER 6 REVIEW OF METHODOLOGIES........................................................................27
CHAPTER 7 :REFLECTION........................................................................................................28
REFERENCES..............................................................................................................................30

CHAPTER 1 INTRODUCTION
Tourism industry is analysed as major industry which has achieved high growth and
innovation in the case study. It is plays an important role in increasing growth and development
of economy by attracting large number of visitors. After increase of international visitors arrival
in UK, there are various important steps have been taken by tourist authorities to improve the
facilities and tourist attractions. These tourist attractions are analysed as those places whicj
directly influence the visitors to arrive and stay at tourist destination. Statitics of world tourism
report provide clear information, current trends and development in tour operations industry have
increased the growth and number of international immigrants in UK . There are various tourist
destination in country that widely attracts visitors and other patients from different countries.
Highly effective and important tourist destinations tends to provide major influence on
perception of customers. Great influence have been occurred in the field of study and for
investigation of those trends and development study is carried out researcher. In this research
project, researcher has conducted analysis on top tourist attraction in London from the
perspective of international visitors.
Aim:
“To evaluate the Top London tourist attraction from the perspective of recent immigrates; Study
on London eye”.
Objective:
 To examine top tourist attraction of London; the London Eye.
 To evaluate the consumer's feedback on London eye as tourist destination.
 To suggest ways to attract more visitors towards the London eye.
Research questions
 Is London eye tourist attraction really the best capital has to offer?
 Are customers giving positive feedback for the London eye?
CHAPTER 2 : LITERATURE REVIEW
Effects of Tourism
The author Gee (1989) have stated that tourism has both posivite asa well as negative
effect. As per the opinion of Gilbert and Wanhill, (1993) who stated that any form of industrial
development brings with it impacts upon social and physical environment.The author John
(1992) has stated that tourism activity have impact on economy, society as well as environment.
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As per the perception of Jenkins (1990)the uncontrolled expansion of tourism industry has given
rise to unfavourable impacts especially to the eco-fragile environments According to the view of
Choy (1989), who have said that tourism can be considered as economic tool which supports
nation in development (Swarbrooke and Horner, 2012 ). As per the perception of Cohen (1989)
Many financial or economic benefits associated with tourism can be measured objectively. The
author Pizam (1978) has stated that the social impacts of tourism is subjective as well as
intangible. According to opinion of Gilber (1993) who have stated that tourism industry is multi-
sector activity which has direct as well as significant influence on society,economy and
environment.
As per the study conducted by Rothman (1978) which revealed that domestic people in
London have negative perception related development of tourism. As he stated that people in the
society believes that increase in tourism give rise to several issues such as overcrowding ,
crime, pollution etc. According to the opinion of belisle (1980), the positive impact of tourism is
improvements in local infrastructure As per the perception of Milman (1988) who have said that
tourism industry generate maximum employment opportunities for local people. The author
Davis,( 1988) who perceives that increased recreational opportunities is positive impact of
tourism on society (Moutinho, 2011). As per the opinion of Liu (1984)Tourism helps
government in generating more taxes and support other industries in increasing profitability.
The author Peggy(1994) have stated that tourism always not bring advantages or
different benefits to host country. As per the view of Swinglehurst (1994) tourism has direct as
well as significant impact on culture. According to the opinion of Pandey (1994) tourism is the
industry which is contributing to the generation of foreign exchange as well as creating the
employment opportunities for the people in society. The author Acharya Pradeep (2001) tourism
can be termed as socio-cultural institution with different economical,environmental,
psychological, and political dimensions. According to the opinion of Herbert (1982) tourism
have direct as well as major effect on social – cultural life of people in the society. As per the
view of Nigel (1998), he stated that tourism plays crucial role in transforming cultural as well
social characteristics. Charlie Cooper (1998) argues that tourism creates inherent pressure of
commercialisation and increase in the number of visitors giver rise to many other concerns for
people in society. The author Andereck states that positive as well as negative tourism impact
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has direct influence on level of satisfaction gained by people in the society. According to the
opinion of Vargas-Sanchez (2002) community satisfaction is directly link to perceived positive
effect of tourism. The author Nunkoo (2007) services and conditions are the two factors which
influence people to support tourism. As per the view of Mason (2008) who stated that he impacts
are also very important aspects for tourism planning and management in a destination
(Mehmetoglu, 2014.). According to the perception of Andereck, (2005) impact of tourism are
mainly influenced by different factors such as number of tourist, time , seasonality, etc.
The author Bujosa (2007) have stated that tourism contributes to overall regional
development. As per the view of Vogt (2002) tourism have positive effect on local business.
This sector helps in improving the infrastructure as well as facilities provided to tourist.
According to the opinion of Haralambopoulos (2006) believes that tourism give rise to the
inflation.
As per the perception of Cukier (1994) tourism is the business where an individual can
generate high income as well as profit. According to the view of Ritchie (1978)Tourism also
positively affects the community services and extends the range of leisure activities. The author
García, (2015) the most crucial aspects of tourism, is that tourism activities leads to traffic and
increase in number of visitors give rise to overcrowding at destination
(Christou, Sigala and Gretzel, 2012 ). As per the view of Courtney, (1999) who have stated that
tourism has negative effect on routine life of people in the society. According to the opinion of
Lew (2002) Tourism can also result in increased in serious crime.
As per the view Swarbrooke (1999) who has stated that tourism have major impact on
environment. According to the perception of Williams (1998) characteristics of the destination
influence the impact of tourism. He also stated that tourism has less impact on the destinations
located at urban areas. The author McKercher, (1993) have said that tourism bring resources
which can be further utilised for protecting species. According to the view of Krippendorf,(1987)
seasonality plays significant role in development of tourism (Volo, 2010). As per the opinion of
Musa (2008) the positive effect of tourism is that it lead to the increase in efforts to protect the
natural environment as well as heritage sites.
conflicts between tourists and host
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As per the view of Barke (1999), there are number of factors which has lead to the
conflicts between tourists and host. These variables include economic significance of tourism.
According to the opinion of Nyupane (2011) migration of people from one place to other have
effect on tradition structure of domestic population.
According to the view of Hoy (1980) who has said that there are several factors such as
demographic as well as geographical factor has influence on the choice of an individual related
to travelling to specific destination. As per the opinion of Teye (2002) nature and value are the
two important which have effect on the perception as well as tourist about particular tourist
place. Study conducted by author Burns (1995) reveals that People are often in daily contact with
tourists and this contact can have a positive or negative effect on the domestic people. One
possible outcome of the encounters between the local residents and the tourists is the
demonstration effect (Kerzner and Kerzner, 2017). As per the perception of Wei (1989) there is
high chances of cultural conflicts due to increase in number of visitors. According to the
perception of Reisinger (2002) the significant reason for conflict is lack of knowledge
concerning other cultures.
As per the view of Hofstede (1990) other causes of conflicts are Poor quality of service,
lack of understanding, differences in lifestyle, lack of understanding and trust. According to the
opinion of Jahandideh (2014) the conflicts between hosts and tourist might occur due to
misunderstanding about the information exchange.
Residents perception about impact of tourism
According to the opinion of Nyupane (2011) people are the most crucial aspects of any
tourist place. Domestic people plays important role in promoting the destination and aid travel
companies in changing the perception of tourist about destination. As per the view of
Crompton(1993), there are mainly four different strategies are adopted by local people in order
to provide response to impact of tourism. These are tolerance, adjustment, withdrawal and
embracer. According to the opinion of Brian (1993) who stated that people in society dependent
on tourism clearly differentiated between its economic benefits and social costs. The study
conducted by Dyer, (2007) reveals that domestic people most preferably support the
development of tourism in London (Jackson, 2008). As per the view of Gursdoy
(2007) domestic people can have negative attitude towards visitors visiting destination.
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According to the opinion of Uysal (2002) who has stated that In tourism, social exchange occurs
on an economic, socio-cultural and environmental level.
The author Jurowski (2004) states that economic benefits encourage domestic people to
support development of tourist and have positive attitude towards visitors. According to the
study conducted by Var (1986) who revealed that resident people have supportive attitude , only
in case when tourism have positive effect on economy, society and environment.
As per the view of Dan (1993) he stated that resident people support development of an
industry, if in case they have trust on companies involved in the procedure. According to the
perception of Turner (2003) degree of power hold by local people has direct as well as
significant effect on growth of tourism in the country.
According to the thinking of Andereck (2007) whether the resident supports' tourism
can be measured in terms of their attitudes as well as perception towards an industry. As per the
view of Neto, (2003), increase in number of visitors globally has led to the recognition of the
requirement of sustainable tourism development (Harrison and Lock, 2017). Study conducted by
author Holden (1995) reveals that residents are not able to purchase the same goods as the
tourists. According to the opinion of Braganza (1983) it is very important for travel companies
is to ensure sustainability, as this will assist tourism industry in gaining support from resident
people in development procedure. As per the opinion of Nozawa, (1992) who said that hosts be
respectful of the guests’ culture,in order influence visitors to make frequent visit at specific
destinations.
CHAPTER 3 RESEARCH METHODOLOGY
Research Methodology
Research methods is refers to as several techniques used by researcher in order to
execute different activities during investigation procedure. It also includes the strategies adopted
by researcher in order to achieve desired aims and objectives. Selection of right method or
technique is very important, as this factor can have negative effect on results. The techniques
used assist researcher in reaching to the conclusion and support researcher in making suitable
decision. Nature and type of research are the two factors which are considered by researcher
while selecting the method for performing research activities (Johnson and Christensen, 2010).
Selection of right method enables researcher to conduct research or survey in systematic manner.
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Different methods are adopted by investigation for facilitating each activity during the
investigation. As the present study is on topic To evaluate the Top London tourist attraction
from the perspective of recent immigrates Study on “London eye”, there several effective
methods have been used by researcher in order to draw some conclusion. All the methodologies
utilised by researcher in present research has been discussed below :
Research approach:
It is considered to be as a plan of action which provides the brief overview about the
way different activities will be executed during the investigation process. Research approach
enables researcher to conduct investigation process in systematic manner and help researcher in
generating quality results. Different approaches are used by researcher for executing the
activities such as data collection, analysis and interpretation (Monsen and Horn, 2007). Nature
of the problem is the important factor on the basis of which researcher select the approach
(Rose, 2016). There are mainly three approaches which can be utilised by researcher for
conducting investigation. These are Qualitative, quantitative and mixed.
Qualitative research is the approach which supports researcher in exploring as well as
assist them in developing the understanding about the issues faced by humans. The major
advantage of qualitative research approach is that it allows researcher to evaluate subject
material in detail.
The major drawback of qualitative research approach is that there are high chances of
biases which might have negative influence on decision made by researcher.
Quantitative research is approach assist researcher in testing objective theories
by examining the relationship among variables (Mackey and Gass, 2015). The main advantage
of this approach is data numerical data can be analysed easily by utilising the statistical process.
Other advantage of quantitative research approach is that Probabilistic inference as well as
prediction permits sound implementation of procedure.
The biggest advantage of using the quantitative research approach is that it requires
periodic monitoring of performance which could be time consuming process. Other drawback of
this method is that there are high chances of errors.
Mixed research approach can be used by researcher for collecting quantitative as well as
qualitative information.
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Advantages of utilising the mixed research approach is that , it supports researcher in
organising the group.
Disadvantage of mixed research approach is that when it loses its flexibility. Utilising
the mixed research approach can be much time consuming.
In present study, The researcher have utilised mixed research approaches . This specific
approach has been used by researcher as it provides a more complete understanding of a
research problem. Mixed research approach is utilzied by researcher for completion of project
as it provide support in testing of assumptions. These assumptions have been made on the basis
of aims and objectives for completion of project. Mixed research approach is also appropriate
for researcher as it provides clear direction for collection of data and analysis relevant theories.
Research philosophies – It is a view or perception of people about the way which should be
utilised for accumulating the facts about the phenomenon. Research philosophy is considered to
be as a crucial part of research activity (Zumitzavan and Michie, 2015). It assists researcher in
identifying the risk or barriers which might occur in executing survey ion systematic manner.
Research philosophies also supports researcher in selecting the suitable method for conducting
the study in systematic manner (Mukhopadhyay and Gupta, 2014). There are basically two types
of research philosophies these are interpretative as well as positivism.
The advantage of interventionists research philosophy is that , it enables researcher to
conduct investigation in detail.
The biggest advantage of Positivism research philosophy is appropriate for research
project which is based on the structured and qualitative approach. In addition to this, other
advantage of this philosophy is that Standardisation makes collation and codifying which makes
data collection procedure easier.
Major cons or drawback of Positivism research philosophy is that Highly structured
research design imposes pre-arranged limitation during investigation. Other disadvantage of this
philosophy is that researcher is required to select a large sample in order to draw valid
conclusion.
In present study, researcher has utilised interpretativism philosophy for investigation
(Özerdemand Bowd, 2016). This specific research philosophy has been utilised by researcher as
it is appropriate tool that helps in concentrating on quantifiable information. Interpretativism
philosophy has assisted researcher in identifying the suitable as well as alternative solution to
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specific problem. In context of present survey, Interpretativism research philosophy has enabled
researcher to recommend ways or techniques for attracting visitors to visit London eye .
Interpretivism philosophy have been used by researcher for carrying out analysis on the
completion of research project that helps the organization in completion of research.
Interpretivism is based naturalistic view of data collection and measurement of collection that
needs to be acheived by managers for collecting information. Interview and observation method
is used for collection of data on the analysis of top London tourist destination from the
perspectives of international immigrants
Research design – Selecting the appropriate research design is very much important, as it has
direct influence on overall investigation process. An effective research design supports
researcher in identify the issue as well as analysing the root cause of the same. It is very much
important for researcher to considerer whether the investigation is qualitative or quantitative
when selecting the research design (Silverman, 2016). Research design constitutes the blueprint
for the collection, measurement, and analysis of information. The different types of design
which can be utilised for conducting the study includes descriptive, exploratory , explanatory and
experimental.
Descriptive research design : The major advantage of this design is that it enables the
researcher to gather complete as well as detail information. Other benefit of using the descriptive
research design is that participants are observed in a natural and unchanged environment which
supports researcher in making appropriate decision (Miller and et. al., 2012 ).
Drawback of Descriptive research design is that it cannot be used to correlate variables
or determine cause and effect.
Experimental research design : It is considered to be as most suitable way for drawing
causal conclusions. The biggest disadvantage of this research design is that Experimental study
can create artificial situations which might have negative influence on researcher decision.
Exploratory research design : the advantages if this design used in investigation is that it
assist researcher in developing the depth knowledge about the topic (Flick, 2015). Drawback of
experimental research design is that offer adequate answers to research questions, which creates
problems for researcher to reach conclusion.
In present survey, researcher have utilised Descriptive research design. Investigator has
selected customers for accumulating the facts relevant to the topic. The reason for selecting
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descriptive research design is that , with the support of this method researcher has able to gather
detail information which has assisted him in identifying the issue.
Descriptive research design is utilized by researcher in this to carry out analysis on top
London tourist destination with the perspective of London Eye. These important measures enable
the organization to attract various visitors. These important measures have been undertaken to
carry out research in appropriate manner. It helps in collection of information from secondary
sources and provide complete analysis about theories relevant to the study.
Method of data collection
It is the most important activity in which researcher have to concentrate on the quality of
data gathered. As decision of researcher is completely based on the facts collected during the
investigation. There are two method which can be utilised by researcher for accumulating the
facts relevant to research topic. These are Primary as well as secondary method.
The advantage of utilising primary data collection methodology is that it can be used for
gathering both qualitative as well as quantitative data. Other advantage of primary data
collection method is that there is high reliability of information gathered (Taylor, Bogdan and
DeVault, 2015). The Biggest drawback of primary data collection is that it is time
consuming.Information gathered using secondary method can be biasses. Advantage of utilising
Secondary data collection method is that it saves time which can be used for performing other
research activities.
In present investigation questionnaire as well as face to face interview technique has been
used by researcher for collecting data. This methodology has been selected in order to ensure
reliableness of data. In addition to this, books , journal, magazine have been utilised as the source
of secondary method for accumulating facts. This technique have been used in order to gain in
depth knowledge about topic, so that suitable decision can be made.
Both the primary and secondary method of data collection is used by researcher for collecting
information relevant to the study on top tourist destination in London that affects the business
operations. Questionnaire is framed on the basis of aims and objectives answer research
questions. These important research question the management in completion of research.
Questionnaire provide support in conducting survey of selected sample population whereas
secondary analysis tools involves books, journals and artciles that influence consumers.
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Sampling – This is the important part of investigation process. Sampling is the technique which
is generally used by researcher for selecting the few participants from large population.
Effective sampling strategy can assist the researcher in reaching to the final results. It is very
much essential for researcher to select appropriate sampling technique. As this factor have direct
as well as major effect on overall study (Kumar, 2014). There are different types of techniques
which can be utilised by researcher for selecting the participants. These are simple random
sampling, systematic etc.
The advantage of utilizing the simple random sampling is that it assist in eliminating
biasses. Other pros of this sampling technique is that every person has chances to get reselected.
Major drawback of simple random sampling is that there are high chances of errors.
Systematic random sampling : It enables researcher to ensure that the population is
evenly sampled. It eliminates bias selection.
Disadvantage of systematic random sampling is that Participants might not want to take
part , which might have effect on other procedures or research activities.
In this research, researcher has utilized simple random sampling method for selection of
sample size of population. Logic behind using this method as every individual population will
be provided opportunities to take part in sampling. It is useful for researcher to conduct research
on small sample size. Large sample size helps the scholar in completion of research.
Data analysis- It includes the special procedure executed by researcher in order to access the
most important information. Big data analytics is the another appropriate tool which can be used
by researcher for refining of data (Robson and McCartan, 2016).
Techniques of data analysis have been classified in to two categories such as quantitative
and qualitative. Researcher needs to carry out study on top London tourist destination in
accordance with the case study. These important researchers needs to supports scholar for
completion of research and analysis. Increase in customer preference helps in completion of
research, these essential have been achieved by scholar for completion of research.
In present study, thematic analysis has been used by researcher. This specific technique
has been used by researcher in order to make informational useful as well as easy to understand
by user. This methodology has been selected by researcher considering the nature of research
CHAPTER 4: DATA ANALYSIS
Theme 1: Spending money by customer in London Eye
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