The Influence of Tourism on London's Events Industry: 2012-2016

This report investigates the impact of tourism on the development of the events industry in London from 2012 to 2016. The research employs an interpretive philosophy, inductive approach, and primary data collection through questionnaires distributed to London residents. The study analyzes customer satisfaction with tourism services, pricing, and event preferences, using thematic analysis to interpret the data. Key findings reveal high customer satisfaction with tourism services and a significant influence of tourism on event demand and success. The report includes detailed results on customer demographics, travel frequency, and event interests, along with recommendations for improving business performance through marketing activities. The conclusion emphasizes the positive correlation between tourism growth and the event industry's prosperity in London.

The influence of tourism on the
development of events industry in London,
2012 -2016

Abstract
Travel and tourism sector plays an important role in the growth and development of a
country. Today, tourism is one of the growing industries which provide large number of jobs in
the UK economy. Therefore, UK government focuses in this sector and provides enough fund in
order to attain long term goals. The current report is related with the inbound tourism
development in UK and near future. In the study, interpretive philosophy, inductive approach,
primary data collection method and thematic perception test has been used for the data
examining. The research concluded that tourism significantly affects the events industry as
growth in tourism bring more demand for the creative events and contributed towards success of
the event industry.

TABLE OF CONTENTS
METHODOLOGY..........................................................................................................................1
2.2 Undertake the proposed investigation in the agreed specification and procedures..........1
2.3 & 3.1 Results and analysis................................................................................................3
3.2 & 3.3 Discussion and Conclusion....................................................................................9
RECOMMENDATIONS...............................................................................................................11
REFERENCES..............................................................................................................................13

METHODOLOGY
2.2 Undertake the proposed investigation in the agreed specification and procedures
Research methodology describes about the research project and how to implement that
investigation. This is very important thing to complete any research target and task. At present
time all companies who want to start their project or innovate new product so it have to conduct
an inquiry. This is helpful to provide information about task. This method aids to develop
business and product also (Müller, and Jugdev, 2012). It is a systematic process which includes
research objectives, goal, mission and target. In this research project manager describe about the
methods and tools which is used to complete mission. Manager use descriptive method to
achieve target and this method also describe about characteristics of investigation and ask about
queries from consumer or external market. This method supply important data and information
which is using in research. At present time tourism sector is growing itself and its show the
positive effects on tourism. According to above data it refers that at present time people are
aware about the historical place evaluation and government also help to keep clean and better
country's Historical place and tourism place which is mostly liked by people to visit (Bryman,
and Bell, 2015). Research methodology can use in travel and tourism sector to collect any
information regarding tourism place.
Research philosophy: Out of interpretivism and positivism, interpretivisim philosophy
has been used for the current investigation. The reason behind this is the nature of the current
study is qualitative, in which, researcher has evaluated the impact of tourism on the development
and success of London’s event industry, therefore, this paradigm is considered as the best choice.
Research approach: Out of two most common approaches, deductive and inductive,
current study had applied later approach. It is because, scholar has designed research questions
targeting the key aims and objectives of the study and no hypothesis has been developed.
Therefore, being qualitative nature of the study, scholar has used inductive approach to examine
the issue thoroughly which aims at emergence of new theory.
1

Data collection: In order to gather data, scholar had generated required quantum of
information approaching primary source of data collection. There are number of research
instruments which scholar can use for collecting first-hand information such as interview,
questionnaire and others. Out of these, researcher has used questionnaire as a tool for the data
gathering. London population is the target population for the research; however, being large
population size, scholar has selected a sample of 20 consumers using random sampling method.
The questionnaire has been circulated to the chosen respondents from the London people through
e-mail and their responses have been gathered directly on mail.
Data analysis: In order to examine data set, thematic analysis technique has been used, in
which, a multitude of themes have been created reflecting the majority of responses from the
research findings. It is considered suitable because of qualitative nature of the study.
It is essential for a company is that to analyses the customer with the using of various
tools and techniques which can help to increase inbound tourism.
Questionnaire
Name:
Age:
Gender:
Q. 1 Are you satisfied with the company’s products and services?
A) Yes
B) No
Q. 2 Do you satisfied with the price offerings of the Thomas Cook?
A) Yes
B) No
Q. 3 How many times you visit in a year with your family?
A) Monthly
B) Every 3 months
C) Every 6 months
D) Once in a year
Q. 4 How would you describe your occupation?
2

A) Professional
B) Retail
C) Self employed
D) Student
Q.5 Which of these best described your immediate travel party?
A) Alone
B) Friends
C) Couples
D) Family
Q.6 Are you visited London and attend any events?
A) Yes
B) No
Q.7 Are you satisfied with London visit?
A) Agree
B) Strongly agree
C) Disagree
D) Strongly disagree
Q.8 What kind of events you like the most?
A) Food events
B) Sport events
C) Cultural events
D) Educational event
2.3 & 3.1 Results and analysis
With the help of using collection of data through questionnaire, this is the responsibility of
the cited business organization is to interpret and analyze these data so that they can improve
number of tourist in the city of London in an effective manner.
Theme 1: Customers are satisfied with the tourism services offered by Thomas Cook
Number of
respondents Percentage
3

Yes 16 80%
No 4 20%
20 100%
Theme 2: Customer satisfaction on the firm’s pricing product and services.
Number of respondents Percentage
Yes 12 60%
No 8 40%
20 100%
4
Yes No
0
2
4
6
8
10
12
14
16
18 16
4
Column B

Theme 3 Visiting frequency of the customer with family
Monthly 3 15%
Every 3 months 11 55%
Every 6 months 6 30%
Once in a year 0%
20 100%
Theme 4 Occupation of the potential customers
Number of respondents Percentage
Professional 8 40%
Retail 4 20%
Self-employed 5 25%
Student 3 15%
20 100%
5
Yes No
0
2
4
6
8
10
12
14
12
8
Column B

Theme 5 Immediate travel party of the company
Number of respondents Percentage
Alone 5 25%
Friends 4 20%
Couple 6 30%
Family 5 25%
20 100%
6
Professional Retail Self employed Student
0
1
2
3
4
5
6
7
8
9 8
4
5
3
Column B
Alone Friends Couples Family
0
1
2
3
4
5
6
7
5
4
6
5
Column B

Theme 6 Visit London and attend any event by customers
Number of respondents Percentage
Yes 15 75%
No 5 25%
20 100%
Theme 7 Customer satisfaction level with the London visit
Number of respondents Percentage
Agree 9 45.0%
Strongly Agree 6 30.0%
Disagree 2 10.0%
Strongly disagree 3 15.0%
20 100.0%
7
Yes No
0
2
4
6
8
10
12
14
16 15
5
Column B

Interpretation: According to the given data there are 9 customers who satisfied with
such events, 6 customers strongly believe that they are highly satisfied, 2 customer disagree and
rest of them are highly disagree.
Theme 8 Kind of events according to customer needs
Number of
respondents Percentage
Food events 5 25.0%
Sport event 8 40.0%
Cultural event 2 10.0%
Educational event 5 25.0%
20 100.0%
8
Agree Strongly agree Disagree Strongly disagree
0
1
2
3
4
5
6
7
8
9
10
Column B

3.2 & 3.3 Discussion and Conclusion
Theme 1: Customers are satisfied with the tourism services offered by Thomas Cook
Interpretation: On asking the customers about the products and services which offers by
the Thomas Cook regarding the customer satisfaction. Most of the respondents were agree that
the cited business organization is provide good products and services in an effective manner. As
per the results, 16 respondents out of 20 are satisfied with the products and services of the
company. On the other hand, only 4 customers are feel that the product and services. It shows
that the firm providing valuable products and services in an effective manner.
Theme 2: Customer satisfaction on the firm’s pricing product and services.
Interpretation: This question is based on customer satisfaction on the pricing of the
product and services. It is essential for a company is to set its product at the lower rate which can
help to provide competitive advantage in an effective manner. The most of the customer are
satisfy with the pricing strategy of the company. According to the given data there are 12
customers who agree that the price of the product is services are quite attractive. Whereas 8
customers out of 20 feels that the price is to high which are not the value of the products and
services. Therefore, it is the responsibility of the cited business organization is to offer attractive
price as compare to its customers.
Theme 3 Visiting frequency of the customer with family
9
Food events
Sport events
Cultural events
Educational event
0
1
2
3
4
5
6
7
8
9
5
8
2
5
Column B