Analysis of London Tourism: Findings, Challenges, and Recommendations

This report investigates the factors that attract tourists to London, examining the city's tourism industry. The study begins with data collection through questionnaires administered to theorists and professors, exploring their travel habits, perceptions of London as a tourist destination, and the importance of tourism to the UK economy. The findings reveal key themes, such as the frequency of travel, the attractiveness of London's attractions, and the impact of tourism on revenue and GDP. The research identifies major challenges faced by tourism firms, including unequal treatment and unstable employment, and offers recommendations such as integrating information communication technology and providing better training. The conclusion emphasizes tourism's significance for the UK's economic growth and development, highlighting London's diverse attractions and the need for addressing industry challenges to ensure long-term sustainability.

Foundation project

Contents
INTRODUCTION.................................................................................................................................3
TASK 1.................................................................................................................................................3
Data Collection..................................................................................................................................3
TASK 2.................................................................................................................................................5
Findings.............................................................................................................................................5
TASK 3...............................................................................................................................................12
CONCLUSION...................................................................................................................................12
REFERENCES....................................................................................................................................14

INTRODUCTION
This study will conduct complete investigation on the fact why tourist opt to choose
London and why they get attracted towards that place. This study will help in examining
the importance of tourism to London (Mason, 2015). It will also helps in effectively
determining the reason why tourist visit the city of London. Furthermore it will include
challenges faced by the tourism firms in London and the recommendations thereto for
long term growth and development (Powell and Iankova, 2016).
TASK 1
Data Collection
Data collection is an effective process which helps in collection information,
measuring and evaluating the data to fill the gaps and gain in- depth knowledge on the
particular subject matter (Mowforth and Munt, 2015). The researcher of this study will opt
for primary source of data collection through questionnaire. This interview will be conducted
from 20 theorists and professors to gain knowledge (Veal, 2017).
QUESTIONNAIRE
1. How often do you travel from across the globe to visit new places?
 Once a year
 Once in 6 months
 Every month
 Very often
2. Do you think London is an attractive tourist spot?
 Agreed
 Highly agree
 Disagree

 Highly Disagree
 Neutral
3. What is the importance of tourism to London?
 Increase in revenue of the UK economy
 It helps in strengthening the reputation of London
 It leads to higher living standards for Londoners
 Leads to higher GDP and supports London’s workforce
4. According to you approximately how many tourist visit London annually from across
the globe?
 Approximately 30 million visitors
 Approximately 20 million visitors
 Approximately 15 million visitors
5. What are the reasons that attract tourist to visit London?
 Rich culture, art, food, architecture, building, fashion, monuments etc.
 Good pub culture
 Royal parks
 Museum and gallery
6. What according to you are the challenges faced by the tourism firms in London?
 Unstable employment and low job status
 Low pay and antisocial working hours
 Low education and training
 Unequal treatment
 Language barrier
 New information technology
7. What recommendations would you suggest to attract large number of customers from
across the globe?
 Integration of advanced information technology
 Proper training and education
 Use of information communication technology
 Understanding various culture, language and beliefs

TASK 2
Findings
Theme 1: Maximum number of participants travel once a year across the globe to visit new
places.
PARTICULARS FREQUENCY
Once a year 11
Once in 6 months 4
Every month 3
Very often 2
FREQUENCY
Once a year
Once in 6 months
Every month
Very often

Interpretation: From the above conducted research out of 20 theorists and professors
established the fact that, maximum number of participants travel once a year across the globe
to visit new places. They said that, travelling gives them refreshment, relieves stress and gain
experience. They also said that, it helps them boost up their mental health and help
understand the new culture of different countries. Remaining 9 participants (4+3+2) said they
so not travel much often to new places.
Theme 2: Maximum number of participants highly agreed that London is an attractive
tourist spot.
Particulars Frequency
Agreed 6
Strongly agreed 8
Disagree 2
Strongly Disagree 1
Neutral 3
Agreed Strongly agreed Disagree Strongly
Disagree Neutral
0
1
2
3
4
5
6
7
8
9
Column2
Column1
Frequency

Interpretation: From the above conducted research out of 20 theorists and professors
established the fact that, 14 participants (6+8) participants agree and said that, London is an
attractive tourist spot which gain attention of large number individuals from across the globe.
They said there are various attractive places in London like Tower of London, Big Ben,
Tower bridge, London eye, Hyde Park, St. Paul Cathedral, The British Museum, River
Thames, The national gallery, London Bridge, Oxford Street, Kensington Palace, Victoria
and Albert Museum, Madame Tussauds London, etc. other 3 (2+1) participants disagreed
with the fact and remaining were unsure about the London attraction. They said it is one the
most attractive place and world’s most important global cities.
Theme 3: Tourism to London is important as it leads to higher revenue for the UK
economy.
Particulars Frequency
Increase in revenue of the UK economy 7
It helps in strengthening the reputation of London 4
It leads to higher living standards for Londoners 5
Leads to higher GDP and supports London’s
workforce
4
Frequency
Increase in revenue of the UK
economy
It helps in strengthening the
reputation of London
It leads to higher living
standards for Londoners
Leads to higher GDP and
supports London’s workforce
Interpretation: From the above conducted research out of 20 theorists and professors
established the fact that, 7 participants sought to agree on the fact that Tourism is important
for London as it leads to increase the revenue for the UK economy. They also said that,
tourism is one of the core sector which leads to higher sustainable growth and development

of the UK economy. It has been established from the literature review that, UK is among the
5th rank across the globe in terms of tourism. Further, 9 (4+5) participants said that, tourism
help in strengthening the reputation of the company which leads to rise in sales, revenue and
profit for long term growth and success of tourism firm. They also evaluated that, tourism
leads to higher living standards for Londoners. Remaining 4 theorists said, tourism leads to
higher GDP and supports London’s workforce which eventually leads to higher opportunities
and better living of life.
Theme 4: Approximately 30 million people visit London annually from across the globe?
Particulars Frequency
Approximately 30 million visitors 9
Approximately 20 million visitors 5
Approximately 15 million visitors 6
Frequency
Approximately 30 million visitors
Approximately 20 million visitors
Approximately 15 million visitors
Interpretation: From the above conducted research out of 20 theorists and professors
established the fact that, 9 theorists agreed on the fact that approximately 30 million visitors
come to London annually from across the globe to see the various attractions and explore
new places for great experience and rejuvenation.
Theme 5: Rich culture, art, food, architecture, building, fashion, monuments etc. are the
reasons that attract tourist to visit London.
Particulars Frequency
Rich culture, art, food, architecture, building,
fashion, monuments etc.
7
Good pub culture 3
Royal parks 4

Museum and gallery 6
Rich culture, art,
food, architecture,
building, fashion,
monuments etc.
Good pub culture Royal parks Museum and gallery
0
1
2
3
4
5
6
7
8
Frequency
Column1
Column2
Interpretation: From the above conducted research out of 20 theorists and
professors established the fact that, 7 individuals sought to agree and said that, London is full
of attractions and the key reason behind tourist visiting London is because of its rich culture,
art, food, architecture, building, fashion, monuments etc. From the literature review it has
been agreed that, it has varied culture, values, attitude and belief. Remaining people get
attracted towards London is because of the varied British beer, pub culture, Royal parks,
Museum and gallery, food market which draw attractions of various tourist from across the
globe.
Theme 6: Unequal treatment is the major challenge faced by the tourism firms in London.
Particulars Frequency
Unstable employment and low job status 3
Low pay and antisocial working hours 2
Low education and training 4
Unequal treatment 6
Language barrier 3
New information technology 2

Frequency
Unstable employment and low
job status
Low pay and antisocial working
hours
Low education and training
Unequal treatment
Language barrier
New information technology
Interpretation: From the above conducted research out of 20 theorists and
professors established the fact that, 6 participants agreed and said that, unequal treatment is
one of the major challenge for the tourism firm as they earn less income as compared to the
man. As supported by the literature review, women earn 10 per cent of the income and own 1
per cent of the property (Smith, 2015). Semi- skilled and unskilled women are doing
vulnerable jobs. Other 4 professors said that, low education and training, poor mental health,
socio- cultural factors, exploitation and poor mental health are the major challenge for the
tourism firm.
Theme 7: Use of information communication technology is an effective recommendation
to attract large number of customers from across the globe.
Particulars Frequency
Integration of advanced information
technology
3
Proper training and education 4
Use of information communication
technology
8
Understanding various culture, language and
beliefs.
5

Frequency
Integration of advanced
information technology
Proper training and education
Use of information
communication technology
Understanding various culture,
language and beliefs.
Interpretation: From the above conducted research out of 20 theorists and
professors established the fact that, 8 individuals said that, use of effective information
communication technology in tourism business helps in reaching large number of customers
from across the globe. It helps in maintaining better interpersonal relationship and eventually
leads to lower cost and personalised services. Other 9 (4+5) said that, proper training and
education to staff help in understanding diverse culture, language and also helps in giving
proper services to the customers which leads to long term sustainable growth and
development of the tourist firm.
TASK 3
CONCLUSION
From the above conducted study it has been summarized that, Tourism is one
of the core sector for the future growth and development of the UK economy. This further
leads to higher growth opportunities and higher standard of living for the individuals residing
the UK (Smith and Diekmann, 2017). It has been established that, UK has varied different
culture, art, food, architecture, building, fashion, monuments, rich pub, delicious beer,
history, parks, gardens, palace, museums, etc. Which are the main reason to attract large
number of customers from across the globe to visit London. Further, this research study
helped in finding that, tourism firm faces various challenges like unskilled workers, unequal
treatment, widespread poverty, exploitation, ineffective education and training, etc leads to

lower operational efficiency, performance and productivity for the business (Öznalbant and
Alvarez, 2019). Furthermore, it has been recommended that, integration of information
communication technology into the business which leads to long term sustainable growth and
development of the tourist firm.

REFERENCES
Books and journals
Mason, P., 2015. Tourism impacts, planning and management. Routledge.
Mowforth, M. and Munt, I., 2015. Tourism and sustainability: Development, globalisation
and new tourism in the third world. Routledge.
Öznalbant, E. and Alvarez, M.D., 2019. A Socio-cultural Perspective on Yoga
Tourism. Tourism Planning & Development, pp.1-15.
Powell, R. and Iankova, K., 2016. Dark London: Dimensions and characteristics of dark
tourism supply in the UK capital. Anatolia. 27(3). pp.339-351.
Smith, M.K. and Diekmann, A., 2017. Tourism and wellbeing. Annals of Tourism
Research. 66. pp.1-13.
Smith, M.K., 2015. Issues in cultural tourism studies. Routledge.
Veal, A.J., 2017. Research methods for leisure and tourism. Pearson UK.