Urban Tourism and Shopping Destination: A Case Study of Newcastle

This report provides a detailed analysis of urban tourism in Newcastle, Australia, specifically focusing on its appeal as a shopping destination. The introduction outlines the aims and objectives, including analyzing Newcastle's tourism, identifying motivational factors for tourists, assessing the shopping market, and recommending improvements. The literature review explores the impact of urban tourism on the industry, motivational factors influencing tourists, and the market dynamics of Newcastle as a shopping destination. It examines various factors like geographical, climate, and demographic influences. The report also includes an analysis of the city's historical context, cultural programs, and shopping centers. The methodology, data analysis, results, discussion, and conclusion, along with recommendations, are presented to provide a comprehensive understanding of Newcastle's urban tourism landscape. The report aims to provide insights into the city's potential for growth and strategies for improvement in the urban tourism sector.

URBAN TOURISM ON
SHOPPING WITHIN THE
NEWCASTLE

Table of Contents
INTRODUCTION...........................................................................................................................1
Aim and objectives......................................................................................................................1
Structure of the paper..................................................................................................................1
LITERATURE REVIEW................................................................................................................2
METHODOLOGY .........................................................................................................................6
DATA ANALYSIS..........................................................................................................................6
RESULTS AND DISCUSSION....................................................................................................15
Conclusion & Recommendation....................................................................................................16
Recommendation...........................................................................................................................16
REFERENCES..............................................................................................................................18
APPENDIX....................................................................................................................................21
Questionnaire: ...............................................................................................................................21

INTRODUCTION
The theory and practice of touring, the business for attracting, accommodating and
entertaining the tourist and the operating tours. The business that helps to attract the tourist with
the beautiful places. Before the war the cities used to be very beautiful and the people used to
serve and entertain the visitors with the local cultural programmes (Shi and Chen, 2017). The
people used to participate in the tourism sector by making the visitors visit their historical places,
monuments, etc to make the tourist feel comfortable and connected with the country. The
problem in connecting the tourist with the ancient places started after the devastating results and
effects after the war.
The behaviour of the visitors also changed after the war, they wanted a luxurious and
leisure facilities by the tourism sector. Newcastle a city in a metropolitan area in Australia is
very famous for the shopping for the tourist. It is rapidly growing in the sector of tourism for
being very popular in the shopping destination with the presence of high street brand and the
modern facilities. In the present report the aims and objectives, the structure of the urban tourism
will be discussed in detail. The literature review, data analysis and conclusion will be explained
in detail.
Aim and objectives
Aim- To analysis of Newcastle as the shopping destination from urban tourism- A case study on
Newcastle.
Objectives-
 To analysis tourism of urban areas and impact on the industry.
 To identify motivational factors which play important role on tourist.
 To assess the market of Newcastle for shopping destination.
 To recommend ways through urban tourism can be improves in systematic manner in
several areas.
Structure of the paper
In the structure of the paper consist introduction part which provide overview for
analysis. Further part of structure determines literature review which analysis the work done in
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the present field which help to choice the methodology and results as well. It assists to find
conclusion and also provide recommendations in systematic way.
LITERATURE REVIEW
Tourism and urban areas which impact on the industry
As per the views of the author Shiftan, (2016), said that the state is developing in the
sector of tourism on the global platform with the raise in economy after the world war. During
the time of war the places in the city were destructed. The discussion made in the previous part
of the report that have been highlighted in the tourism and needed to improve the various
activities and facilities. The integration of all the parts in the tourism sectors are taken for the
better survival of the industry. On the other hand the author Shim and Santos, (2016), argued that
the economy of the country had an adverse impact due to the war and the visitors were afraid to
visit the city. In the modern time the tourist are finding the special places to visit to avail the
shopping activities and the facilities. The rise of historical places and the local cultural programs
are attracting the tourist to visit the place to explore it in a wide manner.
According to the author Srikanth and Prasad, (2016), the increasing importance of the
cultural programmes and the values have lead the tourist to visit the places again and again
which have in return increased the scope for the tourist shopping destination. The tourism sectors
also helps the government to maintain the economy of country. The tourist looks at the
authenticity of the region or the place which is impossible in the world which lead to the fast
growth of the trial and adventure tourism in the modern world. However, the author (Wall,
2016), stated that the views of the tourist changes according to the presentation of the culture and
entertainment. The tourist sector of the country is trying to focus on the culture to explain it to
the tourist to increase the economy and the visitors interest towards the country's history. The
people of the country are trying protect the museums and the heritage places to visit the various
part of the country by the tourist.
As per the views of the author Wise, (2016), explored that the areas related to the urban
world may not be authentic, but the local people are trying conduct the programmes by which the
tourist can relate the history of the place in a short period. This helps to grow the tourism
industry with securing the cultural activities of the city. The protection of the culture helps to
retain the history of the place for the next generation. On the other hand the author (Yuan and Li,
2016), said that the availability of the shopping destination is the main reason to attract the
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visitors. The people generally prefers to engage in the luxurious activities so they visit the town
and enjoys the surroundings. The sound of the areas available and surrounding of the sights helps
the tourist to get involved in the culture of the place. The increase in satisfaction of the tourist is
beneficial for the tourism sector.
According to Rabbiosi, (2016) Urban Tourism is that branch of tourism which deals with the
tourism that have city as there interest and main destination. Cities have always been target of
many trips and journey. Urban tourism started developing after the war in globalized world. In
current scenario urban tourism has become important part of this globalized world, where
everyone is aware of its importance and the role it plays in the economy. As the urban tourism
gets its recognition many plans' have been implemented to improve and develop it for e.g.
different leisure activities which are provided for the entertainment of tourist. These activities
have been turned into commodities, and had been accepted throughout the world. This activity
provides a view of there environment, giving special attention to the forgetting history of the
place. Önder and Zekan, (2017) said that urban tourism give importance to the neglected history
and environment of the place, that's why cities have been included so that they could promote
there culture to tourist. There is still big difference in no. of tourist between rural and urban
tourism. To make urban tourism more attractive many initiatives have taken place like providing
them with accommodation facility and dinning attraction. According to Shim and Santos, (2016)
urban tourism has been accepted as major branch of tourism because of the additional activities it
provides and also because of the leisure activity of region.
Urban tourism is still confined are mainly found in some region of Europe. Shim and
Santos, (2016) in his studies has concluded that tourism activity are connected with non tourist
activity you cannot separate tourist from commercial and residential area. This not only help in
the development of area but help in regeneration of cities. It is the one of the main reason behind
the development of cities, which has started to target the satisfaction of the customer as there
main goal. As per the view of Shi and Chen, (2017) There is great change in the market of urban
tourism earlier where it was confined in there particular region, now they include many other
benefits in there activity like providing them wit transportation, low budget tour where they have
to spend less on there accommodation and transport.
Motivational factors which play important role on tourist
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Author Zaidan, (2016), said that the in the previous time the visitor used to involve the
fulfilment of the basic needs of the human being. The development of the economy is based on
the entertainment by the luxury items. With the increasing economy the people are focusing
more and more on the to shop the luxury items, the many debates regarding the expensive
shopping in the tourism activity. On the other hand the author Zhang and Shen, (2016), stated
that the targeted cities for the purpose of the historical as well as the shopping activities has a
large scope of growing the economic conditions of the city. The huge number of metropolises
have the large choice for the customers. There are many shopping centres with the cheaper price
of the products in the cities. Some cities are trying to develop the economy of the region by
selling the products on the cheaper rates as compared to the tourist places.
As per the views of the author Zheng and Huang, (2016), argued that in Newcastle the
place is dominating by a huge number of stores and are beneficial for the purpose of shopping
which is also helping the government. The urban area in the coastline is purely earning on the
basis of its natural beauty. In the country there are many historical places and heritage places to
be visited which are associated to the cities historic condition. However, The development of the
country is in process by shopping centres and the activities performed to promote the country's
tourism. The celebration of the festivals and events is the best way to promote the country's
shopping destination. The tourism sector of the country is paying a lot attention towards the
promotion of the marketing activities as well as the historical places of the country. The
management of the government towards the shopping destination and historical visit of the
places for the tourist.
According to Srikanth and Prasad, (2016) with growth of urban tourism in every part of
worlds, it comes with great benefits but local people get the most advantages in this, in different
ways. It also helps in economic, social and environmental growth. The tourism and community
depend on each other where tourism provide community with economic growth and good
community attract more tourist towards each other. Local economy of any tourist region develop
consistently and more rapidly than of any other region. It creates no. of job in different sectors
like hotels, agencies diners etc. As per the view of Shi and Chen, (2017) Urban development
help in improving the living standard of people of the particular region, as it provide wit better
infrastructure and attraction. People also get influenced by people of different culture they get
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chance to learn of different culture of world, they learn many positive things and gain knowledge
about different language and world.
Market of Newcastle for ascertain shopping destination
As per the view of Caldeira and Kastenholz, (2017), earlier part of the shopping pattern
developed in the global economy after the end of war. This is because, during war cities places
destruction and also provide sense of history at last time. In the present time, there are several
factors exists which impact on the shopping tourism such as geographical, climate, demographic,
etc. In the Newcastle, area there are several types of factors comes in environment that influence
to customers. However, Kalandides and Quin, (2016) stated that in Newcastle there are several
shopping destinations exists which enhance outcomes and results in systematic manner for
accomplishing more profits and revenue. In term of tourist motivation psychological theory
includes for many travel motivation researchers to create base for theoretical assessment. Tourist
motivation explains several factors which could be influence to the travellers which assists to
explain behaviour in critical manner.
According to the Kellner and Egger, (2016), culture theory is determines the branch of
comparative anthropology which seek to define heuristic concept in tourism sector operations. It
could be applied in diverse attempts to understand dynamic culture and involve arguments about
the relationship between culture and nature. Split among the high and low culture interpret in
culture or tradition to engage several concepts to cover same ground of shopping areas. On the
other hand, Lim and Bouchon, (2017) heritage studies privileging the theory. It studies about the
debate for theorisation at the global environment to enhance shopping of urban people. Many of
the core ideas can be shape to field which rooted in the context of Newcastle. It can be
determines culture of the particular areas which segment the market in effective manner.
As per the point of Liu and Lin, (2017), urban theory is the agglomeration of the social
aspects in term of classical, neoclassical. Modern, etc. Reference in the social theory assumer
invisibility of the political, social and economic forces. Religious functional theory have been
proposed through Karl Marx who determines focus on the economic background. In the urban
tourism of Newcastle includes sociological and anthropological about the religion which
generally attempt for functions of shopping. Momtazpour and Rahmani, (2016) argued that
theory of consumption has been put forward which is known as the life cycle and consumption in
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the period of current income for whole time expected income. There are several types of theories
has been take place which related to consumption (3 Important Theories of Consumption, 2017).
METHODOLOGY
Methodology in the present research determines targets to find potential results in
Newcastle. In the shopping destination of the coming years developed continuously which
developed through two types of researches such as qualitative and quantitative. In the qualitative
research, subjective views can be developed which considered and depend on knowledge of
researcher (Andersson, 2017). On the other hand, quantitative research includes number of
variable that used in accomplish aims and objectives. In addition to this, nature of the present
research suggests that it is important for identifying views of the several tourists towards
shopping facilities in the particular region. Due to limitations and space time, quantified results
could be presented in the form of number.
This research also help to fulfil goals and objectives with aim in the large extent.
Therefore, survey also need to be conducted on the tourists in the shopping hours. Questions are
also prepared in a way to take more time for the tourists. There are different types of questions
has been taken that are close and open ended (Bear, 2016). Data also generated in the lieu of
survey which will be analysed through tabulation and charts and figures. Sample size has been
taken 20 which determines evidence to fulfil aims and objectives of the present research.
DATA ANALYSIS
Thematic analysis:
Collected data as tourists belong to other countries' opinions can be understood through
thematic analysis as below:
Theme 1: Satisfaction of tourists with Newcastle destination
Satisfied 12
Highly satisfied 2
Neutral 3
Dissatisfied 2
Highly dissatisfied 1
Total number of respondents 20
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Interpretation: At first, researcher asks about satisfaction level of respondents with
Newcastle destination. However, it is resulted that 12 out of 20 are pleased with tourism
destination as well express their view that it attracted them visit frequently. Moreover, some of
them give 1st order services of travelling and accommodation for visitors who come for different
purposes like; education, entertainment, research etc. Therefore, positive and effective opinions
are gained at most on tourism destination and city's special facilities to maintain their
satisfaction.
Theme 2: Frequency to visit Newcastle
Once in a year 10
Between 2-5 years 5
It's first time 5
Total number of respondents 20
7
Satisfied
Highly satisfied
Neutral
Dissatisfied
Highly dissatisfied
0
2
4
6
8
10
12
Column C

Interpretation: In this data collection, researcher asks about frequency of respondents to
visit Newcastle. As per result, it is interpreted that 50% out of them visit annually for their
purposes. Including this, remaining 5 visits the place between 2 to 5 years which is also good to
maintain their attraction with tourism destination effectively. However, 5 out of them visit
Newcastle at first time also get attracted with destination and facilities of country to its tourists.
On behalf of this, it can be forecast that number of tourists can be enhanced for destination and
taking advantages to its speciality at higher level.
Theme 3: Purpose behind visiting Newcastle
Tourism 5
Entertainment 3
Shopping 12
Total number of respondents 20
8
Once in a year
Between 2-5 years
It's first time
0 2 4 6 8 10 12
Column C

Interpretation: Through this analysis, visitors' reason behind visiting Newcastle is to be
interpreted. In which, it is recognised that out 12 out of 20 visits for shopping which
demonstrates its shopping which is presented in yellow colour in this bie chart. However, orange
represents for entertainment purpose and blue for tourism attraction of tourists. Besides this, it is
also interpreted that tourists recommend their friends and family for shopping and other
purposes. Thus, it can be forecast that number of visitors can be enhanced on larger scale for
tourism and entertainment in Newcastle.
Theme 4: Tourists' views on shopping in Newcastle
Satisfied 15
Effective 3
Unsatisfied 2
Total number of respondents 20
9
5
3
12
Tourism
Entertainment
Shopping