Urban Tourism: Cambridge Town Expectation and Analysis

This report investigates urban tourism in Cambridge, focusing on its potential and visitor expectations. It begins with an overview of research aims, objectives, and questions, followed by a literature review on urban tourism. The methodology section details the research design, approach, and data collection methods, including ethical considerations and data sources. The data analysis chapter examines the collected data and its relation to variables, while the conclusion and recommendations section summarizes the findings and suggests areas for improvement. The report highlights the importance of urban tourism in Cambridge, emphasizing the need for effective marketing and management strategies to attract visitors. The study analyzes the characteristics of visitors, techniques for managing tourist crowds, and the elements of tourist products provided by urban destinations. The report concludes with recommendations for enhancing the urban tourism experience in Cambridge.

Urban Tourism

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research............................................................................................................1
1.2 Background of research.........................................................................................................1
1.3 Introduction Of Cambridge...................................................................................................2
1.4 Research aims........................................................................................................................2
1.5 Research objectives...............................................................................................................2
1.6 Research questions................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Introduction...........................................................................................................................3
2.2 Urban Tourism .....................................................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................4
3.1 Type of methodology............................................................................................................5
3.2 Research Design....................................................................................................................5
3.3 Research approach................................................................................................................6
3.4 Data Sampling.......................................................................................................................6
3.5 Ethical Consideration............................................................................................................6
3.6 Sources of Data.....................................................................................................................7
CHAPTER 4: DATA ANALYSIS..................................................................................................7
4.1 Data analysis.........................................................................................................................7
4.2 Data and relation variables....................................................................................................9
CHAPTER 5: CONCLUSION AND RECOMMEDATION........................................................17
5.1 Conclusion...........................................................................................................................17
5.2 Recommendations...............................................................................................................18
REFERENCES..............................................................................................................................19
.......................................................................................................................................................20

TITLE: To determine the possibility and expectation of urban tourism in Cambridge town
CHAPTER 1: INTRODUCTION
1.1 Overview of research
Research is one of the main and important part of the travel and tourism industry in order
to identify the basic needs and wants of the visitors about destinations and many other things.
Urban tourism is essential and common characteristics in travel and tourism sector in any nation,
mainly in the UK due to its archaeological, historical, and many other applicable aspect. Urban
tourism is a fast growing sector in travel industry that mainly emphasising on the guarding of
natural environment, refreshment and enjoyment for the travellers within the places.
There are different problems in the urban tourism which is face by the travel industry in a
direct way (Bramham and et. al., 2017). Urban tourism mainly emphasis on the experience of
visitors in Cambridge, United Kingdom. Main aim of this report is to explain and discuss main
advantage of tourism spot in order to analysis the particular elements of urban tourism given to
the travellers and to evaluate the importance of marketing of such h type of the tourism and its
related concepts and issues of this tourism.
1.2 Background of research
Urban Tourism is one of the wider and main topic that have knowledge of what really
urbanization It (Novy and Colomb, 2016). It is mainly refer to the dimension of large number of
the person maximising in the towns rather than the rural and distinct places. It is important and
essential for the person to increase their basic skills and knowledge. A statistics data gives that
15% of the person were really urban in year 1900. In 2000 it maximised to 48%and terms for
62% in the upcoming year or by 2031. as many destination is nearby with living it positively
attracts large number of the person in order to study and travel the destination. Another is culture
which are adopting by them in an accurate and systematic manner. Lifestyle and clothing of the
urban areas highly attract the million visitors to visit specific places. There are some destination
which are cover in urban areas such as Tokyo, new york, Mexico city and many other places
(Delaplace and et. al., 2014). All these destinations are invite million number of the tourist to
visit these place happily. Statistic data of the person living in these places will be 4 to 6 billion
from the year by 2002 to 2021.
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The urban towns are having monetary and fiscal advantages where a board relatedness of
the route of transport motive survive. They are having adequate and proper system to develop the
living equipping with the help of better resources. Such types of areas are present with accurate
workforce and proper infrastructure (Papadimitriou, Apostolopoulou and Kaplanidou, 2015). It
can be applied In the regular success and development in the towns. Although these manpower
mainly interoperates the people majority which is surrounded in rural cities only, but urbanized
is determined to be well accoutred with the manpowers. In such towns the mutual and core
relationship like economical, political, social, legal are accurate with the urban groups,
individuals and landscape that have more advantages from them.
1.3 Introduction Of Cambridge
Cambridge is one of the well known as well as famous towns in the United kingdom that
has large number of the attractive tourist destinations (Füller and Michel, 2014). For instance: in
this investigator play important role in order to obtained information and data from Cambridge
town that identifies the tourism is one of the main sector for urban centre and its surrounding
locations. Along with them, it is created about 352 million for the nation economy and utilize
over 6600 people. It is very essential and attractive place which attract large number of the
tourist to visit and travel specific destination systematically and happily (Dirksmeier and
Helbrecht, 2015). There are some well know and popular destinations includes, Club & bars,
Fitzwilliam Museum, Cambridge University, cinemas and theatre, Granta putting firm, parks and
nature reserves etc. All these places are highly engage million number of tourist to visits all
destination. So it can increase sales and turnover of the tourism industry in quick or speed way.
1.4 Research aims
One of the main aim and motive of this research is; “To determine the possibility and
expectation of urban tourism in Cambridge town”
1.5 Research objectives
One of the main objectives of this research is to attract large number of the person in
order to visit in Urban areas. There are some another objectives which are determined as below:
 To discuss and identify the quality of tourist to urban places.
 To prepare and plan a tool for Cambridge city in order to manage the crowd and visitors
of foreigners.
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 To critically discus about marketing and management qualities which distinct to urban
land site.
 To analysis the nature of specific components of tourist products provided by urban
destinations.
1.6 Research questions
Q1) What are the characteristic of visitors to urban destination?
Q2) What are the techniques for Cambridge city to handle the tourist and crowd of foreigners?
Q3) What are the major quality of marketing which distinct to urban land site.
Q4) What are the elements of tourist products given by urban places.
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
It is the way of research that assist researcher in order to organise investigation
effectively. With the support of this, investigator gather large number of the necessary data
linked with specific aim of research which support researcher in take effective judgement and at
the similar period assist in plan valid conclusions. So in this market researcher easily assemble
essential information and data regarding the writers point of view with the use of articles,
journals, newspapers, books and many other things.
Developments and advancement are essential for the tourism in order to attract million
number of visitors for visit in urban areas. It is popular in all over the world related to this aspect
only. Not only international travellers, but the national tourist also relish urban moving as they
acquire innovative plans, platform of enormous learning's and many other natural pictures or
piety visions. Large number of the visitors move in attractive locations such as Cambridge towns
which offers enormous relax as they learn to understand the heritage and culture of the country.
2.2 Urban Tourism
Urban tourism is a kind of tourism that mainly related with different activities in urban
places. These types of activities or actions are not only linked with leisure time but also certain
fashion, educational tours, infrastructures, business conferences and many others. It is mainly
relying on the visitors coming in the destination. According to facts, approx 899 millions of
visitors are visiting globally. In this income level of the visitors in terms of recognition,
development of sites, revenue are effective for an economy. As per the Bramham, (2017), that
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says different changes of employment is also developed with the urban tourism. They pull and
request the visitors as for the way of infrastructure, communication, information and transport
services they are having.
Cambridge city are capable to attract the million number of visitors. In this travellers are
highly pull in the styles of education and universities that are having here. There are different
places which are covers in this city such as cam river where certain exercises of river can be
being out which considers, river carrier's exercises, punting, ploughing and many other beautiful
places. According to Delaplace, (2014) that says there are various lovers on ancient monuments
and historical areas can also travel the university library where visitors get entire information
about monuments believe entire globe written by research scholars. In this classical and
historical pub sharing beverages and food for the visitors. Tourism develop a large sales in all
over the globe as well as hence legal authority are in tendency for urban tourisms. There are
some theories and models are working in this industry which are described as below:
Maslow Hierarchy motivation theory: It is very essential and beneficial theory that was
created in every place according to the resources. After some time duration its condition for that
all roots are over and open to demand or need more. With the use of this theory, tourism sector
easily attract large number of the visitors in limited time period. For example: US has more
power to determine innovative form of developing and trading their economic base of countries.
Earlier, they analysis the stage of investing and saving composition where, tourism industry start
mercantilism inter nations and transacting with international exchange and reserves. This
beginner the exports and imports. All stages of motivation is beneficial and valuable for the
visitor to happily visits in urban areas. Entire stages are assist the tour operator to fulfil basic
needs and demands of the visitors. Then they turn towards, self-actualization and later on esteem
requirement.
CHAPTER 3: RESEARCH METHODOLOGY
Concept of the research is very effective and systematic in nature which is important for
the each and every tourism industry in order to identify basic needs and wants of the visitors.
Main aim of the research is to analysis the requirement and demands of the tourist about
destinations, products and many other things (George and Booyens, 2014). It is essential and
main elements of research project which assist the investigator to research regarding the market
trends and audience wants. There are some tools and techniques of research which are used by
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the investigator to research systematically. In this requirement of the research is to create better
plan in relation to determining the needs and wants of the clients regarding to business products
or services. It also assist in analysing the market trends in limited time period. This part of the
research is beneficial and essential for doings the accurate evaluation of finding as well as data
which are collected systematically (Pons, Rullan and Murray, 2014). In other word, it is also
valuable and useful approach in order to evaluate the trends of market and needs of the
customers.
3.1 Type of methodology
Types of the methodologies is very essential and important method for the each and every
organisation to investigate requirement of the audience and trends of market. Under this, main
role of the investigator is to organise research and implement an effective tool which can help
them to easily understand customer's requirement (Ivanovic, 2014). There are mainly two types
of research methods which is apply by each and ever business entity such as qualitative and
quantitative. According to quantitative, enquiry is evaluated in form of numerical, figures and
facts terms. When, qualitative research is analysed as per the quality of goods. It is essential that
information or data should be relevant, accurate and proper (Yovcheva, 2015). So in this
investigator can easily evaluate all necessary data in a easy and systematic manner. This study is
related with accomplishing the satisfaction level of tourist as well as possibility and expectation
of urban tourism in Cambridge town. Both types of research are important but research only use
qualitative methodologies because it provide accurate and proper information as compare to
quantitative aspects (Richards, 2014).
3.2 Research Design
It is identify as a term of blueprint which is mainly based on different activities and plan.
It is needed by the research to conduct research in a systematic and planned manner. There are
various types of designs or blueprint which are apply by the investigator with the motive of
conducting research systematically. These are such as descriptive, exploratory and experimental.
Main aim of applying descriptive design method is to analysing necessary information in
detailed manner which are present already (Kusakabe and et. al., 2015). Another is exploratory
design method which is focused on analysing new facts or figures which are gives different
benefits to the investigation related to the operations of research. On the other hand,
experimental research design is mainly rely on analysing mathematical and scientific
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measurement for the motive of giving beneficial theories or models. Under this, investigator
apply the descriptive approach which is essential in giving necessary data in a detailed way.
3.3 Research approach
It is identify as an essential and valuable tool of a research which is beneficial for the
investigator to research all activities effectively. In order to conducting the investigation, there is
a requirement is to choose one research approach appropriately. Thee are mainly two approach
which is apply by the research such as deductive and inductive. According to deductive method,
it is available in design or plan innovative models and theories which are formulated as per
assumption. Output of this approach is totally based on facts which are related with the
operations of research (Maitland and Newman, 2014). When, inductive approach is relay on
actual facts material and depend on real number and patterns observation which are enforced on
development and growth of urban tourism in Cambridge town. Both approaches are important
bust, investigator only use inductive method because as compare to deductive it is more Better.
3.4 Data Sampling
This part of investigation is related with selecting sample size that are displaying entire
populations. In this, there are mainly two types of sampling approach such as non-probabilistic
and probabilistic. As per the type of probabilistic approach, it covers random aspects of sampling
in which all sample are given same chances to them. Another is non-probabilistic, it is also
essential that covers purposive and convenience choice (Rogerson and Rogerson, 2014). But in
this research only choose convenience approach of sampling for the motive of research. In this
size of sample is chosen due to convenience sampling approach.
3.5 Ethical Consideration
It is one of the main and essential approach of organising the investigation in an accurate
way. At the period of organising investigation, there are certain issues which are encountered due
to an investigator and these are based on cost and time. In northern word, it is a role of researcher
in order to maintain data safely. In this research never asked individual question with large
number of the persons (Maxim, 2015). So it is essential for the researcher to do investigation in
proper manner. At the period of organising research program , it is the role of manager is to
apply entire elements in accurate way.
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3.6 Sources of Data
There are mainly two types of data sources such as primary and secondary. All those are
beneficial and valuable for the research to analysis basic needs and demands of the audience.
Primary methods includes different aspects such as questionnaires, interviews, observation,
scientific experiments and case studies (Rogerson and Visser, 2014). On the other hand
secondary data, this kind of data is already present and determined by someone. There are some
common sources of this kind such as magazines, books, trade journals and many others.
CHAPTER 4: DATA ANALYSIS
4.1 Data analysis
Data is one of the main and important section of the research approach which is
beneficial in calculating accurate data systematically. With the use of data sources, researcher
easily identify final results in a better manner. Themes are created by the investigator which is
based on different questions about research (Mowforth and Munt, 2015). It is very important and
main part of the research to analysis the wants and demands of the clients about the specific
topic. Each and every investigators use the questionnaire approach which assist to ask relevant
questions regarding the main topic of research. In this 40 respondents are suggested which are
undertaken in this research foe assemble necessary data linked with specific topic.
QUESTIONNAIRE
NAME:
GENDER:
AGE:
OCCUPATION:
EMAIL ID:
CONTACT NO:
QI) Does individual travel urban places in comparison to rural destinations?
 Yes
 No
Q2) Which more do you prefer to visit urban places?
 Motorbike
 Private Bus
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 Tour car
 Hire vehicle
 Other
Q3) With which tour group you go to visit urban places?
 Spouse
 Tour group
 Friends
 Family
Q4)What keep the main motive of your urban travel?
 Business
 Recreation
 Tour package part
 On holiday
 Other
Q5) What are the major ways from you get information about visiting urban places?
 Brochure
 Worth of Mouth
 Centre of tourist information
 Recommendation
 Other
Q6) What are the problems that you are faced related with analysing data regarding urban
accommodation?
 Yes
 No
Q7) What are the issue that you are face while visiting to urban places?
 Yes
 No
Q8) What are the main component of urban tourism in Cambridge place that you are attracted to
visit?
 Service offered by tour operator
 Different tourist destinations
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Q9) How many times you visit urban places?
 One times
 Two times
 Three times
 Four Times
 Others
Q10) Any valid recommendation in relation with visit in urban places.
4.2 Data and relation variables
THEME 1: Individual travel urban places
QI) Does individual travel urban places in
comparison to rural destinations?
Frequency
Yes 25
NO 15
INTERPRETATION: As per the above shown data that described about the interest of
the visitors for travailing in urban places. According to mentioned graph, it can be concluded that
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Yes NO
0
5
10
15
20
25
30
Column B