A Research Report on the Tourism Attractiveness of London

This research report investigates the tourism attractiveness of London, focusing on the British Museum as a key attraction. The study employs a SWOT analysis to assess the strengths, weaknesses, opportunities, and threats influencing London's tourism sector. The report examines the city's cultural and historical significance, the museum's role in drawing visitors, and the impact of factors such as high costs, competition from other cities, and the threat of terrorism. The findings highlight the potential for tourism expansion, driven by London's strong economy and the opportunity to leverage technology to promote cultural tourism. The report concludes with recommendations for enhancing London's appeal as a global tourism destination.

Research report on
Tourism attraction
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CONTENTS
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................3
METHODS......................................................................................................................................4
FINDINGS AND DISCUSSION....................................................................................................5
CONCLUSION AND RECOMMENDATIONS............................................................................7
Conclusion...................................................................................................................................7
Recommendations........................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Tourism attraction is a place of interest that tourists likely to visit for its inherent,
exhibited natural or cultural value, nature or beauty of place, historical significance or for leisure.
It is mainly refers to that factor of a country or a place which support in increasing the flow of
tourism within that particular place (Aitchison and et. al., 2014). The London is the capital of
United Kingdom which is a 21st century city with so much in a city 2 see i.e. iconic big ben
clock, British monarch, Thames River, London eye observation and many more. So due to these
all factor London is chosen for performing this study. the main aim over which the research of
current study depends is “To investigate about the tourism attractiveness factor of the city in
term of its future expansion”. With the help of this researcher will try to investigate about that
whether in near future the tourism practices within city like London will increase. So, for this
study British Museum is selected as a Tourism attraction.
The main purpose of this study is to determine how attractive London is for the tourism
and up to what extend it interact or will attract the people in near future to the city. This potential
aspect for the increase in tourism practices for British Museum, analysis will be performed by
using an analytic framework such as SWOT analysis (Pappalepore, Maitland and Smith, 2014).
It is a framework which help in determining the internal and external factors that may have
influence over a particular place by presenting the strength, weakness, threat or opportunity of
tourism that London have.
LITERATURE REVIEW
As per the information presented by the Buttafarro.T., Deluca. J., and Gensler. K., 2010,
London a city found by roman empire in 50 AD, a city that renowned the centre for British
empire, having a population of around 7 million people. They perform SWOT analysis over the
Greta London area in order to determine the attractive of city to invite people worldwide to visit
a energetic, modern and vibrant city. Here the most attractive destination in London is British
Museum and the biggest strength of it is that the natural History Museum is famous fro its
culture and also consider as a cultural tourism attraction. It maintains around 70 million artifacts
as well as specimens which is a biggest factor for its attraction. Another strength of it is strong
financial position because of funding that it gets from the government, trusts and internal
revenue that it create through the visit of tourists (Pappalepore and Duignan, 2016). This British
Museum has also certain weaknesses such as major events that mainly performed are free of cost
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to the tourists and public of London which limited its revenue from the tickets and other charges.
Despite of this another weakness that affect tourism is city is very expensive and it ranked at
third position in world which sometime restrict the people with low budget to stay in city and at
that time the attractiveness of this Museum is not much helpful. Other than this some threats are
also there like competition i.e. while attracting the tourism, The British Museum of London also
faced a tough competition from cities like Paris, Rome, Berlin etc. as its cultural tourism is also
very much attractive as where this British Museum attract 5.4 million people each year, Louver
Museum has the capacity to attract 6 million people each year. But the city is in advantage of
good economy as much of the world is suffering from recession, the British pound is more strong
currency in world. This state that there is a greater opportunity for the expansion of London in
term of tourism activities through its attraction point i.e. British Museum. This is so because the
for the development or enhancing infrastructure the authorities can easily get fund for the regular
polishing and improvement of museum which further support in getting more and more tourist
get attracted toward it.
METHODS
Research methodology is considered to be a main part of a research which represent range of
tools and techniques, methods and approaches used by a researcher in order to work over a
particular area of study. This method ensures the readers regarding the validity and reliability of
study conducted by representing methods that are adapted by investigator to perform research.
For the current research following methods are used,
Type of investigation: - This is a method or type of study which the researcher has
consider for the research going on which can be either qualitative or quantitative. From these two
of them the qualitative method of investigation is consider for this study as it supports in
gathering detailed information about several favourable and unfavourable factors about London
in for of SWOT analysis to determine the [prospects of future growth and expansion (Omland
and Thapa, 2017).
Research approach: - The approach within an investigation is that method which is used
to analyse the data gathered as per the aim of study. The approaches are of two type such as
inductive or deductive. Among these two methods inductive approach will be used which
support in analysing the qualitative data by using a theoretical framework and several concepts in
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order to justify the information to present valid and accurate findings (Tuohy, D. and et.al.,
2013).
Sources of data collection: - This involve the medium or sources through which data is
collected for an investigation which involve either primary or secondary source. For conducting
current study, the secondary data collection source will be used which support the researcher in
gathering information about London tourism attraction from already published data that help in
determining whether the tourism industry involve growth and expansion opportunity in London
or not it (Walliman, N., 2017). For the sake of current research, the information will be gathered
from online articles, blogs and reports presented by tourism industry.
FINDINGS AND DISCUSSION
From the investigation made to determine the tourism attraction of London city it has been
determine that there are several points or areas which are really attractive or gain attention of
people who visit London. These mainly includes tower of London Medieval castle, London eye,
British museum, Big Ben, national gallery, Viatorial & Albert museum and many more. These
are the tourism attraction places within the city (Maxim, 2015). But the most attractive place
among them that help in attracting larger number of people is The British Museum and certain
other factors that are connected with it plays a crucial role in attracting tourism to country, but to
determine the growth and expansion for future perspective a SWOT analysis is performed as per
the collected information in order to determine potential future expansion opportunities. The
SWOT analysis is mentioned below:
Strength:
The London city has a range of historic places as it is around 2000 years old and from its
history it can be said that it is one of the powerful and wealthy cities which is all because of its
art, culture and architecture base. Therefore, the biggest strength of city is cultural tourism where
the British Museum is considered as one of highest tourism attraction place. The main strength of
this museum is that it has the potential to attract larger number of tourist that are current under
the ration of around 5.4 million each year, as the name of museum and its attractiveness is highly
in the mind of people and also appreciated for its cultural heritage.
Another biggest strength of the British Museum is that it maintains around 70 million
artifacts as well as specimens (Smith and Diekmann, 2017). Along with this it maintains a strong
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financial position as it directly get fund support from government as well as trustee as it
constitute a main part in tourism practices. This support the authorities that handle the museum
to manage and ensure its regular repairing to maintain its beauty as this in turn help in attracting
tourism.
Despite of this there are range of competent staff throughout the world are being
appointment from different part of the world such as scientists, researcher and experts are being
assigned for the management of things that are placed in museum and maintain them through
performing several activities so that they kept stores without being damaged even for more year.
Weakness:
The main weakness which is affecting the tourism practices in London is its expensive
services. The transportation in city is relatively higher or can say just double from other cities
like Paris, Rome and Amsterdam. These all affect the budget of people which act as a barrier to
travel within city and not even the attractiveness of Museum be able to manage with this.
Another weakness is that the objective as well as goals of NHM team has to be firstly
approved from the government before being implemented. Hence the interference of government
or other authority in management of Museum maintenance related practices are relatively higher
which make it difficult for smooth operations that somewhat affect the growth of tourism
practices. Another weakness is that the tourism visit is seasonal to the city but the management
team has to keep the Museum open for the whole year but it doesn’t get that must local tourist
that can cover the revenue. Hence it leads to simply waste of efforts, money and time (Wood,
2014).
Threat:
The tourism is not only affected by the tourism attraction places or the services that are
offered to tourism rather it also get affected or restricted due to external environment factors.
When it is talk about threats for the tourism practice in London that it first strikes to the
Terrorism. This city is being targeted from history through number of terrorist attack and the
most recent attack was in year 2005 i.e. bomb attack which results into death of several people
that are attending Olympic game at that time (Tourism, 2020). This is creating a situation of
threatening people to visit London as they are having a fear of terrorist attack.
Another threat to the growth and expansion of tourism practices in London is increasing
competition in tourism from other cities like Rome, Paris, Berlin, Madrin, Amsterdam etc. These
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places are also having range of locations that are good from tourism attraction and also less
expensive as compare to London, which is a barrier to the tourism growth and expansion of
London (Hannam, Butler and Paris, 2014). This is the reason the Louvre Museum of Paris has
high figures of tourism attraction within a year i.e. 6 million as compare to British Museum of
London i.e. 5.4 million.
Opportunity:
The main opportunity for tourism expansion and growth lies in the country is that the
economy of the country which is ranked under top 5. This is a greater opportunity for British
Museums as it can demand for the further research to determine the unique things to add into
museums to enhance its attractiveness. This will help in increasing the tourism practices which in
turn also support in boosting up the economy.
Another opportunity present in front of London to increase tourism growth in city is to
promote the culture tourism throughout the world by leveraging the technology such as internet
in order to create awareness and present the beauty of museum with the help of displaying range
of pictures that help in attracting people to the nation and museum as well (Paulauskaite and et.
al., 2017).
CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above performed investigation and its finding it has been concluded that the
London city is having higher tourism attraction and from this information it can be said that there
is huge chance of getting expansion and growth of tourism in near future. This is so because the
main tourism attraction of city is its British Museum which is famous for its cultural heritage
which is a point of attraction for the people throughout the world. Other than this it is highly get
supported by the government to maintain its beauty and attractiveness by regularly funding its
management project which is one of the biggest factor and on behalf of it can be said that
through this support from government it become easier to further expand tourism practices. By
taking advantage form all of these factors, the tourism practices can be increased within city
which form up a base for future growth and expansion.
Recommendations
From the study it has been found that there are number of factors that are present within
country which restrict the tourism practices within London such as increasing crime, expenses,
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terrorism and competition. Therefor in order to reduce these barriers following actions can be
taken by London tourism institutions,
 The tourism authority of London must focus toward promoting the city along with British
tourism more and more throughout the world using right marketing strategies and tactics
so that awareness among people regarding its tourism attraction places can be increase
that help in dealing with competition.
 There must be some policies are required to be created related with the security regime of
tourist who visit London for some reason. This support in providing them surety that they
are free from any kind of crime and remain safe while their visit or stay at London.
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REFERENCES
Books & Journals
Aitchison, C. and et. al., 2014. Leisure and tourism landscapes: Social and cultural geographies.
Routledge.
Hannam, K., Butler, G. and Paris, C.M., 2014. Developments and key issues in tourism
mobilities. Annals of tourism research, 44, pp.171-185.
Maxim, C., 2015. Drivers of success in implementing sustainable tourism policies in urban
areas. Tourism Planning & Development, 12(1), pp.37-47.
Omland, H.O. and Thapa, D., 2017, May. Methodological approach for identifying mechanisms
in ICT4D: A critical realism perspective. In International Conference on Social
Implications of Computers in Developing Countries (pp. 182-193). Springer, Cham.
Pappalepore, I. and Duignan, M.B., 2016. The London 2012 cultural programme: A
consideration of Olympic impacts and legacies for small creative organisations in east
London. Tourism Management, 54, pp.344-355.
Pappalepore, I., Maitland, R. and Smith, A., 2014. Prosuming creative urban areas. Evidence
from East London. Annals of Tourism Research, 44, pp.227-240.
Paulauskaite, D. and et. al., 2017. Living like a local: Authentic tourism experiences and the
sharing economy. International Journal of Tourism Research, 19(6), pp.619-628.
Smith, M.K. and Diekmann, A., 2017. Tourism and wellbeing. Annals of Tourism Research, 66,
pp.1-13.
Tuohy, D. and et.al., 2013. An overview of interpretive phenomenology as a research
methodology. Nurse researcher. 20(6).
Walliman, N., 2017. Research methods: The basics. Routledge
Wood, A., 2014. Learning through policy tourism: Circulating bus rapid transit from South
America to South Africa. Environment and Planning A, 46(11), pp.2654-2669.
Online
Buttafarro.T., Deluca. J., and Gensler. K., 2010. London The World’s City. [Online] Available
through: < https://delucajv.files.wordpress.com/2010/11/rebranding-london.pdf>.
Tourism. 2020. [Online] Available through:
<https://www.londonfirst.co.uk/what-we-do/economy-and-tax/tourism>
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