Assessing Tourist Products and Satisfaction: Sea Life Aquarium, London

This report delves into the realm of urban tourism, focusing on the South Bank area of London, with a specific case study on the Sea Life Aquarium. It meticulously examines the concepts of tourist products and tourist satisfaction, providing a comprehensive literature review on city tourism and urban tourism, and the factors that influence these. The study employs a well-defined methodology, encompassing research philosophy, approach, design, sampling, data collection, and analysis, along with ethical considerations. The results section presents the findings of the research, followed by a detailed discussion and conclusion. The report aims to evaluate the tourist product and satisfaction levels at the Sea Life Aquarium, exploring its role in urban tourism and its impact on visitors. The report also explores the historical context of the Sea Life Aquarium, its offerings, and its significance in the London tourism landscape, drawing on various academic sources to support its claims.

URBAN TOURISM- SEA
LIFE AQUARIUM

Table of Contents
INTRODUCTION ..........................................................................................................................1
Background of study...................................................................................................................1
Aim..............................................................................................................................................1
Objective.....................................................................................................................................1
Rationale of study.......................................................................................................................2
LITERATURE REVIEW................................................................................................................2
METHODOLOGY..........................................................................................................................6
Research philosophy...................................................................................................................6
Research approach......................................................................................................................6
Research design...........................................................................................................................6
Sampling.....................................................................................................................................7
Data collection............................................................................................................................7
Data analysis...............................................................................................................................7
Ethical consideration...................................................................................................................8
RESULTS........................................................................................................................................8
DISCUSSION AND CONCLUSION...........................................................................................18
REFERENCES..............................................................................................................................20

INTRODUCTION
Tourism plays a crucial role in the economy as it not only supports the economy of the
country but also responsible for social culture impact of people It helps in providing financial
support to people by delivering them some employment opportunities. An effective tourism
always provide excellent tourism products and satisfaction to visitors through which they come
that destination representatively. A tourism product is defined as the sum of the physical and
psychological satisfaction that is delivered to tourists while they are travelling to several
destinations. Urban tourism is a set of tourist resources and activities that are located in towns
and cities and offer to visitors from elsewhere. The current research study is based on the tourist
product and tourist satisfaction of South Bank Area of London along with case study of Sea Life
Aquarium London. It is situated the Ground floor of country hall on the south bank of river
Thames in the central London. In the March 1997 London aquarium opened and it hosted more
than one million visitors in every year. The purpose of this investigation is to acquire knowledge
about the tourist products and tourism satisfaction that is delivered by Sea Life Aquarium
London.
Background of study
Urban tourism is a kind of activity that is organised in the urban area along with its
inherent property that is characterised by non-agricultural based economy such as administration,
trade and services, manufacturing and transportation. Urban Tourism always encountered and
interacting with locals and support in attracting investment due to projection of the positive
image. The present study is based on the tourist product and tourism satisfaction in the South
Bank Area of London that is rich and posh area of London. The Sea Life London Aquarium was
opened in 2005 and it displayed three robotic fishes that were designed by the computer science
department.
Aim
“To evaluate the tourist product and tourist satisfaction of South bank area of London: A case
study on Sea Life Aquarium London”
Objective
 To asses the concept of tourism product and tourism satisfaction.
 To develop knowledge over south ban area of London.
 To determine tourist satisfaction over Sea Life Aquarium London.
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Research Questions
 What is the meaning of urban tourism and city tourism?
 What is the terminology of tourism product and tourism satisfaction?
 What are changes occurred in the city tourism
 How Sea Life aquarium London satisfied visitors by its entertainment services.
Rationale of study
At the time of selecting proposed research subject, various factors are affected to choices
and preferences of researcher. One of significant elements is interest and curiosity of
investigator. Scholar actual desires to acquired knowledge and deep understanding about the
Urban tourism and south bank area of London where Sea Life aquarium is situated. Scholar is
required to identify the tourist products and satisfaction level among tourists in particular Sea
Life Aquarium. Another major reason for selected this subject as research topic is that scholar
have enough data about the Sea Life Aquarium in the London that is primary and secondary.
LITERATURE REVIEW
Meaning of City Tourism and Urban Tourism
According to the opinion of Hall, (2011) capital cities represent a special case of urban
tourism. Tourism has both material and symbolic effects on the economic and physical structure
as well as on representation and image. Requirement of restructuring in the face of economic
change and competition leads spatial relocation, product transportation and product
reorganisation. In an economy, tourism plays a significant part and role for growth and
development. Goeldner and Ritchie, (2006) stated that urban tourism and city tourism refers to
multiple tourist activities that are organised in the particular city and destination within city. City
tourism is promoted in the globalised and prosperous world. Now a days, due to changing
working patterns, higher disposal income and demand of visitors, city tourism has been
improved as compared to last decades. Growth of internet and multifunctional mobile phones
have made easier and fastest activities of city tourism. With the help of changing technology and
usage of internet, activities of urban tourism has become more improved and enhanced. The
criteria of booking and arrange visit has been completely changed as compare to previous due to
the internet and technologies. Tourist can easily access their destinations, travel, accommodation
and itinerary with help of internet in the city tourism. Globalisation is another one of the element
2

that has affected the city tourism in large manner. In the globalised economy, tour and travel
organisation has grown rapidly according to the demand of tourists and focuses on the
requirement of tourists. Urban tourism has also provided the opportunities of employment to
local people. Urban tourism also helps to economy in increasing national income and revenue. It
also helps in increasing goodwill, image and representation of city and country.
In the opinion of Jasmi and Mohamad, (2018) there are wide varieties of key components
that are related to wide and small area such as food, transport, accommodations, tourist
destination, entertainment etc. Capitals are major sites for accomplish lobbying efforts because
they are seat of national power and authority. With help of combination of this concentration of
government and business power, zone of prestige, heritage sites and cultural institutions can
make capitals for conferences and exhibition. For generate the new capital, effective
international conferences, meetings and events is the attractive criteria.
In the opinion of Di Foggia, (2016) boundaries between the public and tourism are
resolved through which tourism is become more easy and fastest. It is quite harder to distinguish
the tourism from other mobilities. National capital considered on the signifiant issues in the city
tourism. There are major four significant themes in the capital city tourism that is image and
brand, visitors experiences, tourism markets and tourism development. In order to develop and
improve the national capital tourism, these four aspect is very important. Government required to
consider these aspects at the time of planning for city tourism. The image and position of city is
very significant thing while planning for city tourism. In this aspect considers that how the city
requires shaping image and representations and the procedure of city branding. There should
perfect shape and image of the city through which large numbers of visitor can attract. Another
significant theme in capital city tourism is visitor experience that means how visitor have
perception, mentality and experience regarding particular city and destination. If visitors have
great experience and positive perception then it becomes easy to attract visitors and improve
popularity of that particular destination and city in the tourism. Urban tourism is a kind of
activity that is organised in the urban area along with its inherent property that is characterised
by non-agricultural based economy such as administration, trade and services, manufacturing
and transportation.
In the contradicting view Hall, (2002) stated that tourism market is another one of the
significant theme in the city and urban tourism. If tourism market is broad then it becomes easy
3

to generate capital and revenue. Tourism development is an especially difficult and litigious
affair in national capitals. As Pearson. Education.Jansen-Verbeke, Vandenbroucke and Tielen,
(2005) stated that urban areas that incorporate a seat of government frequently includes
governmental and representative worries that are unique in relation to those of other urban
regions. Capital urban communities have the double susceptibility of being where customary
individuals experience their lives and in addition being urban areas with an extraordinary and
exceptionally specific connection to the country. Along these lines, they are all the while a
district speaking to neighbourhood interests, a capital speaking to national power and a host for
worldwide consulates. In the meantime, arranging needs to assess numerous levels from
extremist neighbourhoods, to civil government, national government and its structures and
exercises, and the worldwide reach of multinational organizations and remote governments with
consulates and missions. A further issue may emerge from complex connections between various
levels of government elected and neighbourhood, and between various wards in the capital area.
According to the view of Maitland and Newman, (2009) Tourism product is the sum of
psychological and physical satisfaction that deliver to visitors while they travelling to particular
destination. Tourist products includes several facilities and services that deliver to the tourist d
for meet their requirement regarding tourism. It is a composite product that include sum total of
the country's tourist transport, attractive destinations, accommodation, entertainment, restaurant
etc through which customers can get satisfaction. These all tourist product is delivered by service
providers like travel agencies, tour operators, restaurant, hotel, airline etc. Tourist product is
intangible, psychological, highly perishable, composite product. The entire satisfaction of tourist
is largely depends upon the types of tourism product. It is intangible in nature means certain
facilities and services are made available for a specified time.
In the contradicting view Hall, (2005) stated that tourist product is composite product
because it included complete experience of a visit regarding to particular destinations. There are
various kinds of tourism product such as natural tourism product, man made tourism products,
symbiotic tourism product etc. In the opinion of Khawas, (2017) tourist satisfaction is intangible
in nature that deliver by organisation of tourism for meet expectation and requirement of tourists
regarding to services and facilities. It refers to judgement and decision regarding the features,
quality and effectiveness to product and services that provided by tourism organisation to
tourists. There are several factors that can affect tourism satisfaction level such as requirement of
4

tourist, quality of facilities and services, price factor etc. The satisfaction of tourist is largely
depends upon the quality, features, facilities, prices and cost of the tourist product. It is very
important for tourism organisation to understand the actual requirement of visitors and tourists
regarding the facilities and services of tourism and deliver appropriate services and facilities.
Quality of major factors of the tourism satisfaction because customer entertainment is always
relates to quality of facilities. Thus, corporation should focus on the measure of quality through
which they can deliver effective satisfaction to customers. Price is another factor that can affect
satisfaction to customer because visitor always purchase that product and services in the tourism
that is affordable for them.
In the opinion of Žižović and et.al., (2017) south bank is an area of London that is famous
for the high level entertainment and services. It is situated new the River Thames opposite side
of City of Westminster. It included in the rich area of London where all kinds of facilities and
services can easily provided to customers according to their requirement. This area is very
famous and popular due to its cultural venues and it discovers some of the best art galleries ,
cinemas and museums. There is There are a lots of cultural museum, art gallery, cafes,
restaurants and other interesting places that provide effective satisfaction to visitors through
which large numbers of visitor attracted toward it. The south bank is famous for its cultural
attraction that includes national theatre, London aquarium, London Tate modern, south bank
centre, festival halls etc.
According to the view of Wei and et.al., (2015) Sea life London aquarium displayed three
robotic fish that have been created by the computer science department in the Essex University.
It is one of the mots famous Sea aquarium that provides effective experience and entertainment
to visitors. The Sea Life aquarium purchased by Merlin entertainment in the April 2008.It
delivers the high level of satisfaction to its visitors as it included a new underwater tunnel, shark
walk and a pacific ocean tank. The Sea Life aquarium is the major famous point of the south
bank London area that is popular for the kids. It is well designed and structured that provide
entertainment facility to family's well as kids. Due to effective facilities and services, it is most
entertainment point in the south bank area of London. It provides an opportunity for kinds and
adults to see more than 500 species of sea life. It includes large varieties of fishes and other sea
animals like sharks to star fish. Kid and adults loves the special and attractive features of the
Live aquarium in London.
5

METHODOLOGY
Methodological tools are the research specification which helps the researcher in
managing smooth flow of study. In this the focus of researcher is one determining appropriate
use of techniques which helps in managing systematic process of study. However, scholar will
aim at making use of effective research process in order to derive accurate outcome on aim
which is to evaluate the tourist product and tourist satisfaction of South bank area of London.
Research philosophy
Philosophy for the study is belief which derives the way or method in which data will be
collected and analysed. It is science of collecting and interpreting final outcomes. However,
deriving use of the best philosophy on the basis if research objectives is the foremost concern of
scholar. Philosophy are classified into various types such as realism, interpretivism, positivism
etc. interpretivism research philosophy supports qualitative research and is beneficial for
managing effectiveness in research which is based on humanist approach. On the other hand,
positivism philosophy is used by researcher for determining quantifiable results. Apparently, in
this investigation, researcher will be based on interpretivism philosophy with the helps of which
the researcher will be able to derive use of specific data collection and analysis tool.
Research approach
Approach to research helps the researcher in deriving meaning of collected data. It is
based on logical arguments in the form of results which are finally outlined in the form of
discussion. It enables flexibility in investigation methods and results at the time of analysis and
discussion. Approaches are categorised into two that is inductive and deductive where inductive
approach helps the scholar in making reasoning to results with the help of evidences. However,
deductive approach, the scholar aim at logically arguing the statements of collected data. The
study is based on deductive research approach, where the focus of researcher will be on logically
and analytically analysing collected data.
Research design
Design of the research is the procedure which derives data collection and analysis of
study. It is based on variables which are appropriate and specified on the basis of problem
statement. Research deign is categorised into various types such as, descriptive, correlational,
experimental and semi experimental. Every design offers different way of deriving research
process and outcome. Thus, in this investigation researcher will make use of descriptive research
6

design where the scholar will be able to determine characteristics of a population on basis of
research aim and objectives which is to evaluate tourist satisfaction on the basis of tourism
product.
Sampling
Sampling is the process of segregating small number of valid sources from large number
of predetermined number of observations. Choosing to sample method sis the wise choice which
derives the validity of data collected and analysed. There are various type of sampling method
that is probable, random, cluster, stratified, systematic etc. The focus of researcher is on
choosing approach which will helps the scholar in eliminating risks of biasses in results.
Therefore, this study will be based on random sampling where the sample of researcher will be
50 potential travellers of Sea Life Aquarium, which is located on ground floor of County hall on
the South Bank of the River Thames in Central London.
Data collection
Collecting information is the key concern of researcher as in this the scholar aim at
deriving best tool for gathering data. Collection of information is based on research type and
aim of study. The data collection tools are classified into two types that is primary and secondary
where primary data is based on present findings which are gathered through interview, surveys,
questionnaire, focused group etc. However, secondary data is based on past facts and findings
and are available in online, books, journals, articles, governmental publication etc. Herein, the
study to evaluate tourism product and satisfaction of South bank area of London, the researcher
will make use of both types of information collection tool that is primary and secondary where
the primary will be based on interview of sample participants with the help of questionnaire and
two open-ended question. Further, secondary study will be based online articles, journals and
books like, City Tourism/ National Capital Perspectives, edited by Robert Maitland & Brent W.
Ritchie, Urban Tourism by B.S.Badan. Harish Bhatt etc.
Data analysis
Analysing data is another critical concern of the research, where it is important for the
researcher to frame valid and logical argument on the basis of collected information. Method of
analysing data are classified into two that is qualitative and quantitative. With the help of
qualitative analysis the research is able to draw theoretical arguments which are in descriptive
form. Quantitative analysis help the researcher in drawing results in numerical terms which are
7

quantifiable. However, this study on Sea life Aquarium in London, the researcher will consider
the use of qualitative analysis where the researcher will make use of thematic analysis which will
be framed on the basis of questionnaire. Analysing results with the help of themes will help the
scholar in developing critical understanding research aim which is to evaluate tourist product and
tourist satisfaction of South bank area of London.
Ethical consideration
Adhering to ethics is the crucial concern of research because in this, focus of researcher is
to ensure that beliefs values, attitude and moral of no person are harmed at time of primary data
collection. Therefore, in this study, the researcher will ensure that no participants is forced to
share personal information about travelling and visit to location. The research er will aim at
analysing travelling preferences and views over Sea Life Aquarium in London. Apart from this,
the scholar will ensure that logical discussion of arguments is not biasses towards one specific
choice.
RESULTS
Theme 1: BFI South bank and Sea Life London Aquarium are most visited tourist
destination of London.
PLACE OF ATTRACTIONS Frequency
La Shard/Shangri La Hotel 10
Sea Life London Aquarium 25
Borough Market 2
Southwark Cathedral 3
Shakespeare’s Globe Theatre 15
Tate Modern Art 10
London Dungeon 8
BFI Southbank 19
HRM Belfast War Museum 16
8

As per theme 1, it has been analysed that most travelled tourist destination are Sea life
Aquarium which is located at ground floor of County Hall on the South Bank of the River
Thames in central London. As per 25, travellers out of 50 discussed about the legibility of
destination whereas as per tourist it is the world of adventure with glittering scales. Further, the
respondents shared about the experience of sea life aquarium where individual get to explore sea
life in completely unified way. On the other, there were respondents who visited all the places
because the city was attractive and location were beautiful. In addition, the second most visited
tourist preference is BFI Southbank which is leading repertory cinema of London and is famous
for seasons of classic and independent non English films (BFI Southbank, 2018). Thus, from the
discussion it and illustration, it can be said that most consumer visited 2 and more location and
there were travellers who were in London for explore specific locations.
Theme 2:
PLACE OF ATTRACTIONS LEVEL OF
9
10
25
2 3
15 10
8
19
16
La Shard/Shangri La Hotel
Sea Life London Aquarium
Borough Market
Southwark Cathedral
Shakespeare’s Globe Theatre
Tate Modern Art
London Dungeon
BFI Southbank
HRM Belfast War Museum

SATISFACT
ION
Disappointed
Not
satisfied
Satisfie
d
Extremely
satisfied
La Shard/Shangri La Hotel 3 2 4 1
Sea Life London Aquarium 4 2 9 10
Borough Market 1 1
Southwark Cathedral 1 1 1
Shakespeare’s Globe Theatre 3 3 5 4
Tate Modern Art 1 3 4 2
London Dungeon 1 2 4 1
BFI Southbank 3 4 8 4
HRM Belfast War Museum 4 5 3 4
According to theme 2, researcher analysed about level of satisfaction of tourist according
to individual level of satisfaction, for which it has been determined that travellers are satisfied by
tourist attraction of London. Further, among 25 tourist who visited Sea Life London Aquarium,
10
La Shard/Shangri La Hotel
Sea Life London Aquarium
Borough Market
Southwark Cathedral
Shakespeare’s Globe Theatre
Tate Modern Art
London Dungeon
BFI Southbank
HRM Belfast War Museum
0
2
4
6
8
10
12
LEVEL OF SATISFACTION
Disappointed
Not satisfied
Satisfied
Extremely satisfied

10 were extremely satisfied and 9 were satisfied by shared their views over improvement in
tourism services at south bank area.
Theme 3: It is very easy for tourist to find places in London.
How was to find places? Frequency
Very easy 30
Hard 11
Very hard 9
According to theme 3, it has been analysed that in London it is easy for the travellers to
find location as the local people are supportive and the destination are at clear direction. The
tourist discussed about the clear marking and labelling of street signs which makes easy for
tourist to derive direction to specific place. On the hand, as per travellers, it is very difficult of
tourist to find place in London because tourist attraction are located on outskirts and are very far
from each other (Markusen and Gadwa, 2010).
Theme 4: Majority of travellers, travel in group.
How do you travel? Frequency
Alone 23
11
Very easy Hard Very hard
0
5
10
15
20
25
30
35
30
11 9
Frequency

In group 27
According to theme 4, it has been derived majority of travellers travel in group as it
promotes convenient in travelling to other country. Further, the guest shared about the travelling
experience in group where the individual were able to get comfortable accommodation and
transportation services which assisted them in making their trip worth. Further, the travellers
shared about tourist destination which like sea life Aquarium, Southwark Cathedral, Tate
Modern Art, BFI South bank which are places to be explored in group (Hayllar, 2010). However,
the alone travellers shared about the interactive nature of city which promotes their solo trip plan
in London. Thus, according to alone travellers it has been determined that the localities of
London are supportive and therefore the person can alone enjoy and explore tourist destinations.
Theme 5: Majority of travellers have visited some restaurants during your trip in London
I would like to ask you, have you visited some restaurants
during your trip in London? Frequency
Yes 46
No 4
12
Alone
In group
21 22 23 24 25 26 27 28
23
27
Frequency

As per theme 7, it has been analysed that majority of travellers have explored the
restaurants for London and the best part of their experience was different types of cuisines at one
place. The individual has discussed about the taste which was prepared by the chef according to
the liking of travellers. In addition, it has been derived that only 4 travellers did not visit
restaurant because the individual were for business trips and therefore has enjoyed food services
planned by event teams.
Theme 6: Majority of participants did not share the amount they have spent on restaurant.
If the answer is ‘yes’, how much have you spent on restaurant? Frequency
￡50 16
￡100 14
I prefer to not answer 20
13
Yes No
0
5
10
15
20
25
30
35
40
45
50 46
4
Frequency

According to theme 6, it has been analysed that most participants did not share the
amount spent on which they have spent on restaurant of London because some of them did not
remember and there were people according to whom it was an ethical question and therefore
scholar did not force them to share. However, as per 16 travellers they have spent 50 pounds in
total on food of restaurant which is quite appropriate and reasonable.
Theme 7:
From a scale to 1 – 4, how can you
describe your tourist experience
with South bank area? LEVEL OF SATISFACTION
Rating 1 TO 4 Unsatisfactory Satisfactory Good Excellent
1 2 1 1 2
2 3 1 2 3
14
￡ 50 ￡ 100 I prefer to not answer
0
5
10
15
20
25
16
14
20
Frequency

3 1 4 6 5
4 3 4 5 6
As per theme 7, it has been identified that there are tourist are satisfied and unsatisfied
with tourist service. On the other hand the travellers also were asked to are on the basis of good
and excellent. From the study, it has been evaluated that there are 9 tourist who were completely
unsatisfied from tourism services where 2 travellers rated as 1 on scale which denotes below
level service. However according to unsatisfied travellers changes can assist London city in
managing improvement in tourism.
15
31/12/1899 01/01/1900 02/01/1900 03/01/1900
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Tourist's experience
Excellent Good Satisfactory Unsatisfactory

On the other hand, there are 16 travellers, according to whom tourist destination and
services of London city are beyond remarkable and therefore, 2 travellers rate the services 1 on
scale. Apparently, 6 travellers rated it as 4 which denotes extreme level of satisfaction of tourist.
Theme 8: Tourism experience with regard to walking conditions, legibility, cleanliness.
As per theme 7, it has been identified that tourist experience is the concern which derives
increasing travellers in country. However, it is the responsibility of localities to ensure safe and
able condition of local markets and tourist places in order to grab attention of travellers. The
major components of tourist experiences are, walking conditions, legibility and cleanliness.
With the helps of discussion with tourist, it has been derived that the individuals are influenced
by the division of roads in city. As per the views, it has been analysed that travellers believe
adequate segregation of path and tracks has reduced the chance of congestion.
Further, the travellers has discussed about convenient in walking and cycling due to
urban cyclic tracks of London. The travellers stated about reduction in time of travelling via
walking which has assisted the tourist in managing budget and exploring urban tourism of
London. As per cleanliness, the tourist stated that internal of London city was more clean in
comparison to tourist destination which boosted morale of travellers to explore cultural trends of
locates and ancient London (Maxim, 2016). Thus, it can be outlined as per most of the travellers'
legibility of London city has motivated tourist to explore destination of London such as Sea Life
London Aquarium, BFI Southbank, DungeonTate Modern, Art Southwark Cathedral, HRM
Belfast War Museum and many more.
Theme 9: Opinion of travellers over London city.
In accordance with theme 9, it has been analysed that travellers are satisfied with
hospitality and tourism management of services. Overall tourist discussed about their views over
safety where the individuals were insecure travelling cultural and heritage site because of
increasing threat and crowd of local people. However, travellers are most interest in exploring
cultural trends of domestic citizens as it helps them in developing knowledge about trending
market situations.
On the other hand, the tourist discussed about the hygiene and cleanliness of city where
tourist has discussed about the level of cleanliness in the city and at tourist location. In
accordance with respondents, it has been determined that hygiene is the priority which lay direct
impact on minds of tourist. However, with the interview and discussion, it has been discovered
16

that according to most tourist London is good for urban tourism but there are tourist destinations
which are messed up with food waste (Meijers, Burger and Hoogerbrugge, 2016).
The travellers also stated about interaction with local people which was highly influential
and sellers were approaching to tourist by their own which motivated travellers to interact and
develop knowledge about local culture and trends. Moreover, experience of shopping of tourists
also remarkable which helped the guest in developing understanding over the heritable and
ancient beliefs of Britishers.
Theme 10: Yes, respondents will repeat the tourist visit in London.
Do you think, you will repeat the tourist visit in London? Frequency
Yes 35
No 5
Maybe 10
According to theme 10, it has been evaluated that majority of travellers will visit London
again because it is the city of adventure, where the travellers get to explore different aspects of
living. As per the travellers the city is interactive and promotes involvement local people with
travellers which is the advantage that promotes solo trip experience of tourist across the globe
(Karydis, 2011). On the other hand, there were respondents who were not sure of travelling back
17
35
5
10
Yes
No
Maybe

again because according to them the individual had bad transportation experience which
consumed their time and spoiled trip to tourist destination.
Theme 11:
Based at your tourist experience in Southbank area of London
city, do you’ll refer the place to your family, or to your friends? Frequency
Certainly 20
Maybe 25
I don’t know 5
As per theme 11, it can be said that tourist are influenced by south bank area of London
and will be influencing their family and friends to visit the place. In accordance with their
experience it has been derived that the individual has unique experience which influenced their
opinion towards city. On the other hand, there are people who were not sure but reacted
positively which denoted that the visitors are satisfied with the services but there are various
other travelling which the tourist considers when travelling and suggesting (Brunner, 2012).
18
20
25
5
Certainly
Maybe
I don’t know

DISCUSSION AND CONCLUSION
The study summarized about tourist product and tourist satisfaction of South bank area of
London. In this the researcher specifically discussed about Sea Life Aquarium London which is
place of adventure and offers glittering experience to travellers. Moreover, the study was based
on urban tourism which is the concept of exploring internal places and cultural trends of city.
However, the study is based on both types of information that is primary and secondary
where in primary the researcher conducted interviews of 50 potential travellers with the helps of
11 questions in questionnaire. The questionnaire consist of two open ended question where the
travellers will be able to share their over all experiences on overall tourism in London. From the
views of respondents it has been derived that majority of travellers are influenced by south bank
area of London as it offers unique tourist destination like, cinema with classical season and sea
life experience.
Further, from the results, it has been evaluated that according to travellers the food
services are the affordable price which helped in enhancing their tourism experience. In
addition, it has been determined that hospitality and food services are the heart of London city
which helps in influencing travellers experience. Apart from this, it has been determined that
almost all specified location in questionnaires are visited by travellers but the most visited
destination are, Sea Life London Aquarium, La Shard/Shangri La Hotel, Shakespeare’s Globe
Theatre, BFI SouthbanK and HRM Belfast War Museum. Herein, from the results, it has been
outlined that according to most travellers, it is very easy for the tourist to find place because of
appropriate labelling and marking of signs. Thus, it from the results it can me concluded that
most of the tourist are influenced by urban tourism of London as it helped them in exploring
ancient and heritage trends of Britishers.
19

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