Identifying Roles of Tourism in Host City: Berlin Dissertation

This dissertation delves into the multifaceted roles of tourism within the host city of Berlin, Germany. It begins by defining tourism and outlining the study's background, justification, aims, objectives, research questions, and significance. The research explores the economic and social impacts of tourism, including its effects on employment, income, and cultural preservation. It also examines the challenges faced by the city, such as increased competition, technological advancements, and seasonal demand fluctuations. The literature review covers the concept of tourism, its various types, and critical impacts on Berlin, including both positive and negative aspects. The methodology section outlines the research approach, data collection methods, and analysis techniques. The findings and results chapter presents the collected data and key observations. Subsequent chapters analyze and discuss the findings, drawing conclusions and providing recommendations for sustainable tourism development. The dissertation aims to identify ways to attract tourists, mitigate negative impacts, and develop strategies to overcome challenges, ultimately contributing to a comprehensive understanding of tourism's role in Berlin.

Dissertation
1

Table of Contents
TOPIC: To identify roles of tourism in host city (Berlin)...............................................................3
CHAPTER 1....................................................................................................................................3
1. INTRODUCTION...................................................................................................................3
1.1 Background of the study........................................................................................................3
1.2 Justification............................................................................................................................4
1.3 Aim........................................................................................................................................4
1.4 Objectives..............................................................................................................................4
1.5 Research questions.................................................................................................................4
1.6 Significance of the study........................................................................................................5
CHAPTER 2....................................................................................................................................5
Literature Review.............................................................................................................................5
CHAPTER 3....................................................................................................................................9
RESEARCH METHODOLOGY.................................................................................................9
CHAPTER 4..................................................................................................................................13
FINDING and RESULTS..............................................................................................................13
CHAPTER 5..................................................................................................................................34
Analysis And Discussion...............................................................................................................34
CHAPTER 6..................................................................................................................................40
Conclusion and Recommendations................................................................................................40
RECOMMENDATIONS...............................................................................................................40
CONCLUSION..............................................................................................................................43
REFERENCES..............................................................................................................................45
APPENDIX....................................................................................................................................48
Questionnaire.................................................................................................................................48
2

TOPIC: To identify the role of tourism in host city. A case study on Berlin.
CHAPTER 1
1. INTRODUCTION
Tourism can be defined as a process and activity which are being performed by people or
tourists in order to spend quality time away from home in pursuit of relaxation, pleasure as well
as commercial provision of services (Moutinho and Vargas-Sanchez, 2018). Tourism in one of
the increasing sector which is having great impacts on the economic condition and considered as
the main income source. Modern tourism is intensive and business oriented set of several
activities. The main tourist destination which are most visited and popular are: France, Germany
and Italy (Moch, 2017). There are several positive impacts which tourism has put in many
countries such as: it has promoted the national heritage as well as cultures of many countries.
Growth and increasing expansion of this industry has also impacted positively on education
industry which is improving the living standard of people (Gistituati, Susanti and Suyuthie,
2019). There are several factors which are reasons of increasing tourism. Some factors which
contributed in expansion of this industry include: better transportation or air travel, more paid
holidays, increasing in disposable amount and changing needs of people.
In addition, there are several reasons which shows importance of tourism such as: it
provides employment opportunities to people, it increases income of other businesses which
supply tourist industry, awareness of attraction, longer life expectancy, increasing use of
technology and improving GDP. On the other hand, there are several external factors which
become barrier in the path of the success of tourism industry and create several problems. These
problems include: unfavourable or bad weather conditions which discourages tourists, poor
economy, changes in exchange rates for example if value of pound is lower than UK will be
cheaper to visit so more overseas visitors, terrorism and political instability. So, it can be said
that tourism has critic impacts and plays an important role (Hall and Williams, 2019).
1.1 Background of the study
This study is based on Berlin which is the largest city as well as capital of Germany in the
both area and population context. It has approximate 3,748,148 habitants. It is the main city
which attract tourists to the great extent (Bischoff and Maciejewski, 2016). There are several
reasons of Berlin which attracts tourists towards it such as: it is a city of culture, media, science,
most of the cold war, creativity, inspiration, art and having elegant shopping street.
3

This study is going to show several roles of tourism in the host city (Berlin). It will also
show several positive and negative impacts which tourism or activities of tourists have on the
economy and other elements of the city. With the help of different points of view of author it will
also discuss some ways by which negative impacts of tourism can be decreased (Novy, 2018).
There are several factors which play a vital role in attracting tourists to the great extent and this
study will discuss all those ways in order to take opportunity and improve economy of the city.
Further, this research shows importance of research methodologies and data analysis process in
developing and making research qualitative and increase its reliability. Data collection and
analysis also plays an important role in getting relevant informations and accomplishing pre-
determined goals.
1.2 Justification
It is the topic which can be useful at both commercial and academic level as businesses
can find out opportunities in this industry and can make changes in their strategies accordingly.
To make viewers beneficial is other reason of selecting this topic and knowing roles and impacts
of tourism in Berlin or host city. The main aim of selecting this topic and knowing roles of
tourism in Berlin is it is interesting topic as people have desire to know more about this industry
who is expected to grow more rapidly than it already is.
1.3 Aim
“ To analyse critical impacts of tourism in host city” A study on Berlin.
1.4 Objectives
 To identify the main meaning of the tourism.
 To evaluate critical impacts of tourism on condition of Berlin city.
 To identify problems which are being faced by the host city.
 To identify some ways by which tourism industry can attract tourists to the great extent in
the host city.
 To develop some strategies to overcome problems of tourism which have negative
impacts on Berlin city.
1.5 Research questions
 What is the main concept of tourism?
 What are some critical impacts which tourism have on Berlin city?
 Which types of challenges the host city face in the context of tourism?
4

 By which ways tourism industries can increase tourists traffic in the host city?
 Which strategies can help tourism industries of Berlin city in decreasing negative impacts
of tourism?
For accomplishing the main aim, it is important to answer all these questions with the
help of different views of authors or literature review. The main aim of this research is to
accomplish the main aim of identifying impacts and roles of tourism in the host city. For this
purpose, it is important to follow all steps like research, LR, data collection and analysis.
1.6 Significance of the study
Tourism in becoming more dynamic and rapidly increasing industry and there are several
benefits which a tourism industry can gain by studying and developing of this topic. There are
several reasons to develop research on tourism topic. There are several countries and cities for
which tourism is one of the main key and source of income and Berlin is one of them (Lundberg,
2017). By getting more informations related to the topic, businesses can become part of growing
economies. By conducting this research on the topic of tourism, roles and impacts can be
identified which will be beneficial for entrepreneurs who are thinking about starting a business.
They can identify importance as well as limitations of tourism in order to select the best industry
for operating. Other importance of conducting research and following all steps in a sequence is to
accomplish the main aim and knowing demands which it creates for other industries as it gives
employment opportunities to people which improves living standard of them.
CHAPTER 2
Literature Review
Concept of tourism
According to the Li and et.al., (2017) tourism comprises activities of people travelling to
as well as staying outside from their usual environment for leisure and other purposes. There are
mainly 2 types of tourism on the basis of movement such as domestic and international. On the
basis of nature it has several types such as: adventure, eco, business, leisure, health/medical etc.
All these types such as adventure, business, health and leisure play an important role for the city
and city where there are great opportunities of tourism such as Berlin. So, it can be said that it is
a subset of travel as well as tourists are subset of travellers.
In addition, as per the view of Coccossis, (2017) tourism is an ever expanding service
industry which refers and based on increased need for change of air, environment, cultivated
5

appreciation of scenic beauty etc. It includes several activities which are generally performed and
preferred by tourists to do such as adventures, cycling, bird watching, trekking, reptiles spotting
etc. It is being divided into some parts such as: accommodation, food and beverage services,
transportation, travel services, recreation and entertainment. For providing better services to
tourists, it is important to have skilled workforce.
Critical impacts of tourism on Berlin
Tourism is having several positive impacts in many destinations including Berlin to the
great extent. As per the view of Postma and Schmuecker, (2017) it helps in increasing image of
Berlin and this improved image helps this city in attracting new enterprises, skilled workforce as
well as highly qualified specialists. It is stated that Berlin has increased the number of tourists to
a new level. It is stated as per the report that Berlin has attracted approximate 13.5 Million
visitors (Berlin Hosts the World, 2018). It can also be stated that tourism industry has provided
approximate 240,000 employment opportunities which has generated at least 10.7 billion euros.
Retail trade of Berlin also make itself beneficial from tourism by increasing sales up to 40% in
shopping areas and malls. Tourism has made beneficial to hospitality industry the most because
hospitality industry has several effective services, luxurious hotels, interior, accommodation
which attracted and are attracting visitors to the great extent.
On the other hand, Novy, (2016), argued and said that tourism is having several negative
impacts on Berlin such as: increasing use of natural resources such as water for river rafting and
other activities and for pleasing and satisfying tourists, tourism industry is having negative
impacts on environment. It is not good for societies and for the environment. It is making
increasing use of transportation which is increasing air pollution. Some activities of tourists are
damaging landscape, erosion, disturbance to livestock etc. All this happens because of
construction and recreational of activities. Tourism is seasonal due to which, it can unemployed
several people at the time of off-season which is not good for them. As tourists pay more which
is making local goods expensive that is not good for local people. They find difficulties to pay
more and same as tourists. Demands for holiday home-makers housing is becoming expensive
for local people or people of Berlin. It is also stated that tourists generally lack respect for local
culture as they deny following local dress standards, and they get drunk in public which have
serious negative impacts on local people.
Types of challenges the host city face in the context of tourism
6

As per the view of Visser, (2019) there are various challenges that is being faced Berlin such
as increased competition, advanced technology, variations in demand. Demand variation is a
major factor in tourism productivity. Due to the nature of travel, work and leisure patterns,
seasonality is endemic to the industry, as also are variations across the week and day. Season
ability also affects the travellers visiting Berlin. During off-season, it becomes really difficult for
the tourism industry in Berlin to main quality of their services and satisfaction of guest that lays
negative impact on the performance of tourism industry. Also, it can lay negative impact on the
mind of travellers. The sub-sectors of industry like accommodation and transportation services
also gets affected by this. Berlin tourism has also faced various issues related to spending done
by them on tourist. Also the measurement of industrial productivity is difficult as the inputs and
outputs used in tourism sector are totally intangible. Also, Tourism industry of Berlin has less
skilled labour which can be seen as a major challenge.
On the other hand, Zehrer, (2019) argued that Berlin Tourism industry has a lack of
investment and capital requirements which is much-needed for developing infrastructure
facilities for travellers and visitors. According to the author this is one of the biggest challenge
which is being faced by host city. Also, transportation and accommodation facilities have poor
connectivity that can reduce satisfaction of travellers who are visiting the place. It has been
analysed that revenue of city has been decreased in recent years as they are not investing much in
updating their infra-structure. Tourism workforce tends to be low skilled and transient because of
lack in training facilities and poor use of technology. This has reduced productivity of tourism
sector in Berlin. Also it has decreased growth of industry in host city. There are major skills gap
in labour force of tourism sector, so various programmes are being implemented by Berlin to
overcome the skill gaps.
Ways tourism industries can increase tourists traffic in the host city
In the opinion of Gurran and Phibbs, (2017) number of visitors can be increased by Berlin
tourism industry when they are engaged in providing travellers with high quality service and
increasing guest satisfaction. City must be involved in analysing the likes and preference of
travellers who are visiting to place and make policies according to it. Government must also
provide support in developing infrastructure facilities so that travellers are attracted more
towards Berlin. They can also promote various types of tourism such as leisure, grey, black or
food tourism. This will assist Host city in attracting travellers who are interested in exploring
7

various new adventure sports provided by Berlin. Tourism industry in order to attract visitors can
also engage in making their workforce more skilled so that they can address all needs and
demands of travellers. Tourism in city can also be promoted when the industry is engaged in
promoting one’s culture like for example they can conduct any cultural event so that most
traveller can visit it. This aspect will also increase gross domestic income of host city and will
also make it the most visited destination.
On the other hand, Rasoolimanesh and Ataei, (2018) argued that visitors can be increased by
host city that is Berlin when they are making use of updated technology which can attract more
travellers. Like for example hotels can make use of automation that will enhance the consumer
experience and they would more likely to visit the place. As tourism is very important for city’s
economic growth, initiatives must be taken to promote it. Tourism industry in Berlin can take
digital assistance in which they can provide consumers with different existing offers with
discount so that they are motivated to visit the place. In this tour operators can plan online trip
for travellers where they include everything in which package. This can assist tourism industry in
growing and increasing their revenue aspects. More journalists must be appointed by travel
industry of Berlin where those people will be engaged in providing information to travellers
about exquisite places to visit and explore in Berlin. This aspect will motivate visitors to explore
the place. This will increase economic growth of city.
Strategies that can help tourism industries of Berlin city in decreasing negative impacts of
tourism
As per the view of Peeters and et.al., (2017) various strategies can be adopted by tourism
industry of Berlin in order to minimise negative impact which tourism has caused to
environment. As tourism industry develops capital investment plant so that number of travellers
increases, turnover rises, jobs are created which seeks to exploit the natural and community
resources taking least consideration about culture or enterprise. So strategies like sustainable
tourism must be implemented by travel industry of Berlin. In this they must make sure to have an
effective utilization of resources. They must make sure that resources have to be used sustainably
so that waste can be reduced. concept of sustainability generally is the one in which a new
development does not damage natural, social, economic or cultural diversity. They are also
engaged in promoting Ecotourism.
8

On the other hand, Juvan and Dolnicar, (2017) argued that travel industry in Berlin can also
provide sustainable accommodation to travellers. In this the service are built by companies
keeping in mind the environment. They may install low pressure water installations, lighting
system so that resources are being optimally utilized. They can also implement various policies
where the heritage infrastructure must not be exploited, use of plastic items in industry are being
reduced so that natural lakes are not covered with Dirt. Also tourism industry of Berlin needs to
perform corporate social responsibility, where they can conduct events related to saving of
environment. These type of events will also develop awareness in mind of travellers about
keeping surroundings clean. This can assist the sustainable growth of Berlin. Green hotel
initiatives can also be taken by tourism sector in order to promote sustainability.
CHAPTER 3
RESEARCH METHODOLOGY
Research methodologies: It is the strategy that can be used in order to analyse, select,
process and evaluate data about a particular subject. It assists in having an idea about the validity
and reliability of topic. It provides brief description about the methods which are being used in
report. Evaluation of suitable techniques is being done under this. Methodology assists in
developing those techniques that assists researcher in achieving their ultimate goals and
objectives. It describes methods and design related to research laying special emphasis on
specific subject area. It must be prepared specific in order to achieve goals and objectives related
to research (Walsham, 2018).
Research Type: Research is related to the study of particular topic by using scientific
methods. Study can also be related to problem or issues. There are mainly two types of research
one is quantitative and other is qualitative. Quantitative research is related to numbers which
defines facts and figures. This type of Data is basically non-descriptive in nature. Results in this
type of research are presented by making use of graphs and tables. It is conclusive in nature. On
the other hand, qualitative research is that in which no numbers are being used, as they are
exploratory in nature. This type of data is descriptive and no statistics is being involved in it. It is
easy to obtain qualitative data as no numbers are included in it. This type of data supports
researchers in decision-making. In this situation can be described by making use of feelings.
Qualitative data only includes concepts, definitions, characteristics, metaphase. No calculation is
being done in this type of research. This type of research is mots used by educational researchers.
9

In this study Qualitative data will be used. As this type of research is exploratory it will assist in
collecting, analysing and interpreting data by properly observing the human behaviour. It is used
so that new concepts, models and theories can be easily developed by researchers. It assists
researchers in doing deep research. It will help researcher in identifying the role of tourism in
host city.
Research Philosophies: It is the belief about way in which data needs to be collected. In
this many sources are being used which will help researchers in increasing their knowledge
aspects. It makes researchers aware about the strategies that can be used while collecting
information. The various types of research philosophies include realism, positivism,
interpretivism etc. In Positivism the data which is being used are firmly structured, mainly
quantitative research is being included in type of Philosophy, but sometimes researchers can use
qualitative data to complete research related to project (Mohamad and et.al., 2019). In realism
the techniques that are being used must match the subject matter whether it is quantitative or
qualitative. This will help them in rejection of mythical beings. It directs realism portrays the
world through human senses. It will assist researchers in enhancing their knowledge related to
subject matter.
Research approaches: Research approach is one of the important element or step which
need to be followed by researcher after selecting the main type and philosophy of research. It
refers a plan which combines several steps of broad assumption to detailed method of gathering
relevant informations, analysing that informations as well as interpreting them. There are mainly
2 approaches of research which shows different process of collecting, analysing and increasing
knowledge of researcher related to the topic (Fischer and et.al., 2017). Inductive and deductive
are known as main 2 approaches of research. Inductive approach is all about generating a new
theory for collecting new and effective data related to the topic. The main aim of using this
approach is to explore new phenomena as it is associated with qualitative research. The type of
this research project is qualitative, so, researcher will make an effective use of inductive research
approach.
On the other hand, deductive approach is associated with quantitative research type and it
begins with hypothesis by focusing on existing or already developed theory. It can also be said
that it starts with social theory in which researcher finds compelling and test its implications with
data.
10

Research design: Research design refers an overall strategy which is being chosen by
researcher with the main aim to integrate different components or elements of the study in a
logical manner. In other words, it can also be said that it refers method which of collecting as
well as analysing measures of variables which are being specified in the problem research, There
are mainly 3 types of research design such as descriptive, experimental and semi-experimental.
Experimental research design allow researcher in controlling situations by answering questions
of how and what. On the other hand, experimental research design help ability of researcher to
limit alternative explanation and to make direct casual relationship in the study (Meyers, Gamst
and Guarino, 2016). Whereas, in descriptive research design, researcher observes and measures
elements and data without manipulating variables. It also helps researcher in identifying
characteristics of the population and getting effective results.
Data collection: Data collection is one of the important part of research methodology as
without collecting data, it is not possible for research to accomplish its goals and analyse
informations relevant to the topic. By following an effective process of collecting informations,
researcher can answer all research questions. There are mainly 2 types by which, scholar can
collect data such as primary and secondary. In the primary data collection type, researcher gets
new and first-hand data and can make qualitative as well as reliable research. There are several
sources of primary data collection type which can be used by scholar such as; Survey,
observations, questionnaire etc. Selection of the source mainly depend upon the type of the
research or topic. The main limitation of primary data collection is it is time-consuming as it
involve observation (Ali and et.al., 2018).
On the other hand, secondary data collection is all about gathering those data which are
published already and used before by anyone. Some source by which researcher get these types
of data are: books and journals, articles, magazines etc. Limitation and drawbacks of this type is
criteria is not limited to the date of publication, can not completely rely on due to lack of quality.
For this research and analysing roles of tourism in Berlin, researcher uses both types but majorly
focus on primary data sources.
Data analysis: Research methodologies consists of several steps which need to be
followed in a sequence because all steps are interrelated with each other. For example: researcher
need to collect data for analysing and modifying it. Without collecting and having data, it cannot
analyse them. So, it can be said that it is an important step which need to be followed after data
11

collection. Data analysis also has 2 types such as qualitative and quantitative. Selecting data
analysis method depend upon the main type of the research. For this research, scholar has
selected qualitative research so, data analysis tool will be qualitative. In the qualitative data
analysis, researcher analyse content and all data which are being gathered by observations and
human behaviors in non-numerical form (Friese, 2019). For this research, scholar has used
thematic data analysis which is mainly used in qualitative data analysis.
On the other hand, quantitative data analysis in being used to modify and analyse
numerical data which are being gathered in quantitative research type. There are mainly 2 types
in quantitative data analysis such as descriptive statistics and inferential statistics. In descriptive
statistics or with the help of SPSS tool, scholar summarize data and find patterns. This type
provides absolute numbers as they do not explain the rationale or reason behind these numbers.
Sampling: Sample refers a group of people which are being selected by researcher as a
target people for getting answers or data relevant to the topic. And the process of selecting target
people or sample is called sampling. It also plays an important role in research as with the help
of target people or sample, researcher can get relevant informations and can also analyse that
different people have different views. There are 2 types by which researcher can complete
process of selecting sample such as random and non-random. In Random or probability
sampling, researcher give equal opportunities to all target people and select them randomly
which avoids biasness or problem of favoritism (Elfil and Negida, 2017). For this research,
scholar will make an effective use of random sampling because unbiased random sample is
important for making reliable, ethical research and drawing conclusion. It increases morale and
motivation of people. 30 random people of Berlin has been selected as a sample for this research.
Whereas, in non-random sampling method, researcher select sample or group of people
on the basis of some factors rather random chance. It increases biasness and can demotivate other
people as well. Some factors which are being considered by researcher while taking non-random
sample include: prior experience, convenience etc. It is also called non-probability in which
selected people are not given equal opportunity to take participate in the process.
Ethical consideration: Ethics refers moral principles which shows behaviour of an
individual as how they interact and perform activities. For researcher, it is important to consider
ethics and follow them in order to make all people influence and make them believe that research
is being developed in an efficient manner. There are some codes of ethics which need to be
12