Key Criteria for Successful Pop-Up Tourism Ventures in Birmingham

This report investigates the key criteria for successful pop-up tourism ventures, focusing on the Five Ways Underpass in Birmingham. The study aims to understand the concept of pop-up tourism, identify success factors, and determine how these ventures attract specific target markets. The research employs a qualitative study with an interpretivism philosophy and a descriptive research design, using both primary and secondary data collection methods. The methodology includes a literature review, questionnaire-based data collection, and thematic analysis. The report explores the rationale behind the study, which is to utilize available spaces in the tourism sector effectively and attract visitors. Key factors for success include infrastructure, targeting younger demographics, and leveraging social media. The report also examines how pop-up ventures offer differentiated products and services to attract tourists. The expected outcome is to provide insights into how to meet visitor expectations and effectively utilize space for pop-up tourism ventures.

Tourism Investigation
Table of Contents
1.0 INTRODUCTION................................................................................................................1
2.0 AIM AND OBJECTIVES.........................................................................................................1
3.0 RATIONALE OF THE STUDY..........................................................................................1
4.0 LITERATURE REVIEW..........................................................................................................2
4.1 Concept of pop-up tourism venture.......................................................................................2
4.2 Investigate key criteria for a successful pop-up tourism venture..........................................2
4.3 How pop-up tourism venture is helpful to attract the specific target market........................3
5.0 METHODOLOGY....................................................................................................................3
5.1 Type of the study...................................................................................................................3
5.2 Research philosophy..............................................................................................................4
5.3 Research design.....................................................................................................................4
5.4 Research approach.................................................................................................................4
5.5 Data collection.......................................................................................................................4
5.6 Sampling................................................................................................................................5
5.7 Data analysis..........................................................................................................................5

6.0 CONCLUSION..........................................................................................................................5
REFERENCES................................................................................................................................6

1.0 INTRODUCTION
The event which is temporary and includes people to take part as attendees lies under the
pop-ups (Jones, Comfort and Hillier, 2017; Niemelä and Kauko-Valli, 2014). In the tourism
industry, pop-up ventures include restaurants, bars, hotels and associated with a wide range of
services and offer at a specific location for a temporary time period. The current research is
based on the investigation of the success of pop-up ventures of tourism at Five Ways Underpass
(Birmingham) and its impact on the attraction of tourists. For this purpose, a research proposal
has been prepared by setting up the aim and objectives for the tourism industry. A literature
review has been prepared to know the success criteria of pop-ups along with reasons how it
attracts the specific target market of tourism.
2.0 AIM AND OBJECTIVES
Aim
To investigate the key criteria for the successful pop-up tourism venture for attracting the
specific target market to utilize the space of Five-Ways Underpass (Birmingham)
Objectives
 To understand the concept of the pop-up tourism venture
 To investigate key criteria for a successful pop-up tourism venture
 To understand the role of pop-up tourism venture in attracting the visitors
 To recommend different ways for utilizing the space of Five-Ways Underpass for pop-
up tourism ventures in Birmingham
3.0 RATIONALE OF THE STUDY
The increasing competition in the field of tourism industry require keen attention on the
novel concept. However, the available areas can be covered under the tourism activities so as to
attract the customers towards the same for the specific time span. In this regard, this novel
concept under the tourism is being studied so as to utilize the available areas for offering the
services to end users in the cost-effective manner. This would be helpful for grabbing the
attraction of visitors and increase the overall rate of return of the tourism sector of the
Birmingham. Therefore, the outcome of the study would be helpful for overall tourism sector.
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4.0 LITERATURE REVIEW
4.1 Concept of the pop-up tourism venture
Pop-up tourism ventures are associated with temporary buildings which are framed for
the specific time period or may be for forever to attract a large number of tourists at a specific
market area (Microsoft devices team, 2018). Pre-built units are constructed in the form of steel
frames in the pop-up hotels and that can be conveniently demolished after completion of the
purpose of tourism. Here, plenty of hotels are focusing on to become the pop-up ventures due to
the demand of clients and develops more attractiveness in the hotels. In this regard, the way of
pop-up tourism is mostly adopted by hotels because it is helpful to promote tourism and
technical culture in tourism by using the concept of pop-up houses (Jones, Comfort and Hillier,
2017).
4.2 Investigating the key criteria for a successful pop-up tourism venture
According to Pallavicini (2017), pop-up stores are helpful to develop a concept of
temporary in the market with respect to expectations of tourists. The pop-up store concept has
been used by UK and USA to grab the consumer’s attention. On the other hand, Alexander,
Nobbs and Varley (2018) argued that pop-up concept cannot use only in the tourism industry;
however, it also affects the success of retail businesses due to the availability of diverse services
and products. Apart from this, Haas and Schmidt (2016) mentioned that the tourism industry can
be successful by targeting young customers because current generations are closer to the
adventurous environment in the tourism sector. For example, as per the report of global trends,
World Travel Market (WTM) has launched in London to attract a large number of tourists for
pop-up ventures (Associated newspaper limited, 2018). Besides this, pop-up tourism is mainly
affected by an adequate infrastructure of the hotels (Royo Naranjo, Espino Hidalgo, Pérez Cano
and Mosquera Adell, 2015). The infrastructure majorly attracts the customers due to appearance
and attractive menus of the restaurants and bars. On the other hand, Eventbrite (2018) explained
that the advanced growth of social media has an important in the marketing of pop-up tourist
ventures. Moreover, the success of pop-up ventures has been harnessed and the tourism industry
is effectively as well as innovatively prompted their restaurant businesses. Therefore, it reflects
that the infrastructure, focusing in youngsters and social media are the key factors for the
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successful pop-up tourist ventures because the tourism business is based on these factors which
attract a huge number of customers in the tourist sector.
4.3 How pop-up tourism venture is helpful to attract the specific target market
Iordache (2013) asserted that the pop-up tourism ventures are basically framed to attract
the tourists for a specific time or seasonal basis because after that they can be easily demolished
if not in a regular use. For instance, Switzerland tourism has launched pop-up hotels for the
specific time period of summers. With the help of pop-up hotels, the country is focusing on
attracting a large number of tour groups and ensure that to provide the high quality of services in
Swiss hospitality industry (Luxury travel magazine, 2018). Similarly, Forgacs and Dimanche
(2016) mentioned that pop-up tourism offers the differentiated products and services to attract
the travelers such as by providing organic food and circumstances services along with bookings.
By considering this, Papaya Playa Project in Tulum, Mexico has designed an eco-friendly pop-
up hotel which was built only for 5 months. The hotel was associated with 85 cabanas along with
offering the plant-based as well as organic food to attract the tourists. Further, the hotel also
rendering the additional services spa treatment at So Happy Neo Spa (Microsoft devices team,
2018). Hence, the tourism industry is applying the standard ways to attract customers such as
healthy and organic food items, extra and quality services. Further, it also seduces the tourists by
using the effective designs and infrastructure in the pop-up hotels.
5.0 METHODOLOGY
5.1 Type of the study
Two types of research studies such as qualitative and quantitative studies are used in the
research as per the nature of the study (Ritchie, Lewis, Nicholls and Ormston, 2013). In this
context, a qualitative study will be carried out by the researcher for the current study because it is
based on the key criteria of successful pop-up tourism venture at five ways underpass so that a
target market can be attracted. Hence, the use of qualitative study justifiable because it is based
on an in-depth analysis of the research problem and provides adequate outcomes for the study.
5.2 Research philosophy
There are two types of philosophies such as interpretivism and positivism which can be
used by researchers on the basis of assumptions and beliefs (Goldkuhl, 2012). In this context, the
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researcher will apply the interpretivism philosophy because in which researcher can use own
ideas and experiences for the completion of research. Hence, the current study demanded the in-
depth analysis for the pop-up tourism ventures, so, application of interpretivism would be
justifiable.
5.3 Research design
Three types of research designs are used by researchers including descriptive, exploratory
and explanatory. Researcher uses the descriptive research design which is related to detail
analysis of the research problem and develops direct interaction with respondents (Malhotra and
Malhotra, 2012). Therefore, the use of descriptive design will be suitable for the current study
because it requires the exclusive analysis of pop-up tourist venture to know about the preferences
of clients.
5.4 Research approach
Basically, two types of research approaches manipulated by the researchers like inductive
and deductive which are used on the basis of purpose of study (Soiferman, 2010). The inductive
approach starts from specific to general aspects and allows the investigator to use own
knowledge and experiences; however, a deductive approach based on the only specific
information. Owing to this, the selection of inductive research would be justifiable because the
research will begin with the specific issue related to select destination for the pop-venture.
Gradually research will towards the general information which may help in developing new
theory on the basis of collected information.
5.5 Data collection
There are two types of data collection methods such as primary and secondary to derive
realistic information for the study (Kettle, Dowswel and Ismail, 2010). By considering this, for
the current study, both primary and secondary data collection methods will be used by the
researcher to collect the required and authentic data. Here, primary data will be collected by
questionnaire method and secondary data by literature review because with respect to current
study, interview method would be time-consuming and costly to collect the relevant data.
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5.6 Sampling
Probabilistic and non-probabilistic sampling methods are in use to collect the data
(Yeager et al., 2011). The study under consideration will be based on the probabilistic sampling
wherein several objects of the study have the equal chances to get selected in the study. In this
context, simple random sampling will be used for the selection of 20 visitors though which
important input about the pop-up venture will be derived. Thus, the simple random sampling is
the most suitable for the current study to approach the targeted population.
5.7 Data analysis
Data can be analyzed by qualitative or quantitative methods as per the purpose of the
study (Silverman, 2016). In the current study, qualitative data analysis method will be used to
evaluate the success factors of pop-up tourism ventures. Further, the analysis would be done by
thematic analysis by framing the different themes with detailed information from the data
collected by visitors and other secondary information.
6.0 CONCLUSION
On the basis of the research proposal, it has been found that a research proposal is based
on the key criteria of success of pop-up tourist venture at Birmingham. The respective industry
gets affected mostly by the structure of hotels and the quality of services. Apart from this,
qualitative study and interpretivism philosophy will be used by the researcher for the current
study. Further, descriptive research design and inductive approach will be applicable to derive
the in-depth results of the research. The expected outcome reflects that incorporation of desire
and expectations of visitors would be helpful in meeting the expectations of buyers and
accordingly the available space can be utilized.
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Eventbrite, 2018. The Rise of Pop-Up Dining Events and the Experiential Diner. [Online].
Available at: <https://www.eventbrite.com/blog/academy/the-rise-of-pop-up-dining-events-and-
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hotels/>. [Accessed on 5th November 2018]
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