Imperial War Museum London: Urban Tourism and Customer Satisfaction

This report investigates the development of urban tourism and its influence on customer satisfaction, with a specific focus on the Imperial War Museum in London. The study explores the concept of urban tourism, its importance, and its impact on the growth and development of London City. The research includes a literature review covering urban tourism concepts, customer satisfaction, and the impact of tourism on London's development. The methodology section outlines the research design, approach, data sampling, and ethical considerations. The report analyzes data to determine the relationship between urban tourism and customer satisfaction, providing insights into tourist motivation and the effectiveness of city marketing strategies. The conclusion summarizes the key findings, and recommendations are provided to enhance the urban tourism experience and improve customer satisfaction within London's tourism sector. The research also touches upon the role of museums and the impact of urban development, such as the South Bank area, on tourism.

Urban Tourism

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Background of research....................................................................................................1
1.3 Rationale of Research.......................................................................................................3
1.4 Research Aim...................................................................................................................3
1.5 Research Objectives.........................................................................................................3
1.6 Research Questions..........................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
2.1 Concept of urban tourism.................................................................................................5
2.2 Importance of urban tourism and its impact on customers satisfaction in London.........5
2.3 Impact of urban tourism on growth and development of London City............................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
Type of Investigation..............................................................................................................8
Research Design.....................................................................................................................8
Research Philosophy..............................................................................................................8
Research approach..................................................................................................................8
Data sampling.........................................................................................................................9
Ethical consideration..............................................................................................................9
CHAPTER 4: DATA ANALYSIS ...............................................................................................10
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................20
5.1 Conclusion......................................................................................................................20
5.2 Recommendation............................................................................................................20
REFERENCES..............................................................................................................................21

TITLE: To determine the development of urban tourism and its influence on customers
satisfaction. A case study on IMPERIAL WAR MUSEUM LONDON.
CHAPTER 1: INTRODUCTION
1.1 Overview of research
Tourism is necessary part of an economy for several countries because it can bring the
economic advantages such as development of areas, provide employment etc. The tourism
develops positive affect on development of destination, unplanned and uncontrolled development
may responsible for negative affect on attraction places (Hooper-Greenhill, 2013). It plays an
important role in an economy of local city. It not only support economy but also responsible for
the socio- culture affects on persons. The tourism tries to develop better employment related
opportunities as it impacts on the cultural and social relation among people from various parts in
all over the world. It does not give only opportunities to explore the new place but also provide a
break from daily life. In the urban tourism it includes social economic and environmental
applications which helps in attracting more tourists. In last years, with growth of tourism sector,
tourism as necessary function of the cities that is more valued through city administration. South
Bank is a commercial and entertainment district in the Central London. At the time of Middle
Ages, South Bank developed as place of entertainment outside formal regulation of London City
on north bank as it involved prostitution, bear- baiting and theatres. By 18th century, there was
more genteel entertainment of pleasure gardens has been situated. There was shift in use when
London County Council needs new Country Hall that was built among the 1917 and 1922 on
south bank near the North Lambeth's Lower Marsh. Role of museums in developing the urban
tourism is to be researched with the special attention to constructs motivation of tourists and add
some possible value of “museumpark”. Under this, tourists were help in context to determine
motivation (Smith, 2012). Tourism marketers and urban authorities, behaviour patterns and
motivation of the museum tourists provide the interesting clues at the time of producing
attractive urban tourism goods and services.
1.2 Background of research
Urban tourism is a part of tourism that depends on the agrarians with the touristic related
activities. The visitors enjoy those areas which has characteristics of the urban. Role of museums
in the growing urban tourism is to be investigated with special attention to motivation that
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constructs of tourists and also added value to “museum-park”. There are many people which like
to see the museums. In 19th century, an industrialisation brought arrival of entertainment sector
and urbanisation previously seen. In order to develop the South Bank to urban, government had
£12 million budget, spent on across country. There was vast majority dedicated to construction
of various new buildings which prepared South Bank. Government conducted the different
programmed which can have entertained the visitors. In to 1960s, development of areas
continued with focus on newest architecture trend (Kavoura and Bitsani, 2013). In this present
time period, probably included most iconic attention on South Bank, arrival of London Eye
marked celebration of new millennium. Slowly slowly, South Bank incorporated the additional
cinemas and also world class Television which aids in increasing reputation of South Bank. Now
in this present time period, London is a successful city. City refers to a place where large number
of people live with better facilities such as utilities, housing, communication, sanitation,
transportation etc. The spending power of every tourist is different from the each other. On the
average overseas, tourists of other countries can spend 110 British pounds which is more than
domestic visitors (Ashby and Johnson, 2013). If the destination will according to demand of
visitors, then in this case they will be satisfied from the services. At the time of visiting if tourist
will be attracted towards the destination place then it will help in satisfying them.
For many people, tourism is an effective method of fulfilling psychological needs like
performing the leisure activities, competition, capabilities, travelling etc. The visitors motivation
is to be seen through several years by understanding their decision making behaviour (Sainz,
2012). It is regarded as international integrating network of cultural and biological forces which
provides direction and value to the travel experience, selection and behaviour. In London city,
more attraction places are Coca-Cola London Eye, Sea Life London, British museum etc. In all
over the world, London is one of the popular tourist destination and around 30 million tourists
from the other countries used to visit its place every year. Many people travel from one country
to another in all over the world to admire the several impressive monuments of London. Tourists
are of different types such as Adventure, Religious, Leisure, Cultural etc. The purpose of
travelling of every person varies. Under this, the market segmentation of tourism is divided on
the basis of demographic, and geographic. Marketing mix is considered as a tool that a company
uses to pursue the targeting aims of marketing . There are four different components included in
the marketing mix product, price, place and promotion. Under the product, travel company
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should provide all the necessary facilities to visitors so that they can travel without any issue.
Tourists want travelling packages as well as services on reasonable cost. It is necessary that the
tourist destinations should be according to the demands and needs of visitors so that they are
satisfied (Bryce, Gorman and Baxter, 2013). In order to aware people about the destination
places, government use different methods such as websites, print media, social media etc.
1.3 Rationale of Research
The main purpose behind conducting this research is to know about the development of
urban tourism and its influence on customers satisfaction. The satisfaction level of consumers is
necessary for development and growth of the tourism sector. City marketing refers to a technique
of promoting the city with main objective is to encourage the activities through which minds of
tourists can be attracted. It is helpful in changing perceptions of externals about the city which
further encourage tourism, enable the business relocation etc. Before urbanisation, South Bank
area was not famous and people do not like to visit that place but after develop the many
attractive buildings, travel places etc. Many people take interest to travel South Bank (Vale,
2014). It helps in increasing the number of visitors. From last five years, there has been many
changes taking place at South Bank which increases its effectiveness. It includes development of
marketplace and its infrastructure which helps in assisting people to visit this place. This market
has generated potential where new food vendors can open their restaurants and earn an effective
profitability. Along with this, in terms of infrastructure, there has an accessibility of Borough
High Street in South Bank due to heavy efforts of new glass-fronted section. Restaurants and
cafes offer a wide variety of rich continental food to customers on affordable price rates (Isaac
and Budryte-Ausiejiene, 2015). Moreover, many traders have opened outlet in marketplace of
South Bank where a tourists can find old and traditional fashioned clothes also.
1.4 Research Aim
To determine the development of urban tourism and its influence on customers
satisfaction. A case study on IMPERIAL WAR MUSEUM LONDON.
1.5 Research Objectives
 To analyse the concept of urban tourism.
 To Identify the importance of urban tourism and its impact on customers satisfaction in
London.
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 To determine impact of urban tourism on growth and development of London City.
1.6 Research Questions
 What is concept of urban tourism?
 What is importance of urban tourism and its impact on customers satisfaction in London?
 What is impact of urban tourism on growth and development of London City?
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CHAPTER 2: LITERATURE REVIEW
It is main part of research and under this an investigator collect data and information
related to research topic from the various different sources of secondary data such as books,
articles, journals and many others.
2.1 Concept of urban tourism
Urban Tourism concept is broad and it includes all types of entertainment activities
which are conducted in cities. Urban tourism encompasses activities of domestic and
international tourism and local people in the urban areas, contextualized through developed
through infrastructure, natural landscapes, amenities etc. On the basis of view point of Yoshida,
Bui and Lee (2016), it has been stated that Urban areas for an instance cities and towns are the
sources of the traveller’s act as gateways, tourism destinations to some of the other places. Urban
tourism refers to several visitor’s activities under which the city is a major destination as well as
interested place. There is more than 50% population of world that is urbanized, thus features as
well as dynamics of urban tourism are necessary to understand as the drivers of an economy of
global tourism. It is inseparable from economic, technological, social and spatial issued of local
responses and urbanization to globalisation.
The urban tourism gives many benefits to the local people in several different ways such
as provide employment etc. Development of tourism in the urban areas has caused the socio
cultural, environmental and economic. The urban tourism includes various kinds of activities and
people visit the urban cities for the various objectives. They like to travel the tourist’s attractions,
special events, historical buildings, galleries etc. According to Mok, Sparks and Kadampully
(2013), it has been concluded that Urban cities provides many activities to enhance the tourism
and also attract the large number of people. In context to urban tourism, it enhances reputation of
heritage and also determine which are consumers through visitors and residents. Urban tourism is
helpful in support an economy of country and also try to provide the better employment related
opportunities to the local people. It helps in attract the large number of people towards it.
2.2 Importance of urban tourism and its impact on customers satisfaction in London
People has been travel in all around the world with the different reasons. The reasons can
be related to education, business and leisure, it falls in wider categorisation of the tourism
(Importance Of Urban Tourism, 2018). In addition to this, transformation and technological
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developments of world in global community has result in extensive development of tourism.
According to view point of Bhati, Pryce and Chaiechi, (2014), it has been stated that tourism is a
main reason for increase intercultural relation. Look in to some of the touristic countries shows
their socio cultural structure that had more impact on the tourism. Under this, nature of urban
tourism is cosmopolitan and still it received less attention and demarcation in an economy. In the
travel and tourism sector, consumer satisfaction is regarded as necessary objective and it is a
responsibility of tourism to fulfil their demand in significant manner. From the last decade, the
urban tourism has been enhanced constantly. The urban tourism provides many benefits to
consumers and also offer the attractive destination places on the basis of their needs as well as
demands. It will helpful in develop the positive impact on the urban tourism. If quality of
services and products will be better, then in this case visitors will be loyal and they will retain for
long period of time. Under this, tourism wants to be explore urban utilities of some other places
(Ashton, 2012). In addition to this, urban tourism bears whole various geographical pattern from
city for attract visitors. The urban tourism plays an essential role in offering the job related
opportunities to the local people. It enhances the living standard of people and develop the
positive affect on mind of people.
2.3 Impact of urban tourism on growth and development of London City
On the basis of view point of Sigala and Gretzel (2017), it has been stated that urban
tourism is developing rapidly in each country of world. It gives many benefits to the local people
in several ways. Growth of tourism in the urban areas has caused the environmental, economic
and socio cultural. London is leading tourism destination in all over the world and it attract 19.1
million international tourists. In order to London, its government spend more money to make the
destination places more attractive. From this large number of people will come for travel purpose
from many different countries to London. The urban tourism has wide effect of economic factor
in the urban areas. Under this, society plays a necessary role to develop the more tourism in
London. When large number of people come for visit then development of urban tourism will be
enhance and visitors will ready to spend more money in various ways such as shopping, food,
accommodation etc. On the other hand, positive effects of the urban tourism aids to enhance in
local economy of London city and enhance living standard of local people (Impact of Urban
Tourism Industry, 2018). Under this, many jobs are developed in the local areas in various
sectors such as restaurants, hotels, travel agencies etc. It assesses in improve the transportation
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facilities and also develop the more opportunities for business. Urban city gives many attraction
places and managed infrastructure related to tourism (Li and Qian, 2017).
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CHAPTER 3: RESEARCH METHODOLOGY
This methodology is considered as necessary part of a research in which whole concept
of information gathering process has described. Data prepared by this kind of methodology helps
an organisation in making proper decisions related to a task.
Type of Investigation
A researcher can used various types of research like qualitative, quantitative and applied.
In this context, applied research uses in addressing frequent problems and reducing the same. It
is generally complied in technical language. While quantitative research consider numerical form
of data in a structured way with main aim is to compare and measure adequate amount of
information. Other than this, qualitative research concern about gathering theoretical data and
make interpretation on it by analysing view point of users.
Research Design
It is an effective design of research which offer a chance to project maker to conduct
further activities in a proper manner. This process helps in making a research valuable by which
large information can be generated with less efforts as well as in short period of interval.
Moreover, research design conducted either in descriptive, exploratory or experimental manner
as per objectives of a project. This present research has been made on descriptive design which
helps in obtaining data by concerning on real status of phenomena.
Research Philosophy
This philosophy helps in determining the best method of philosophy for an investigator.
Furthermore, this process also aids in deciding if data obtain belongs to research question or not.
It is generally classified in three major parts that are- Positivism, Realism and Interpritivism.
Under this, positivism is considered as observable social entity while realism taken as
epistemology that based on scientific enquiry. Along with these, interpretivism emphasises on
differences among human and social elements. This project is based on positivism research
because it includes qualitative data.
Research approach
It includes two methods of research via inductive and deductive. In this context,
inductive is generalised from specific to general while deductive includes opposite process.
Therefore, this research intakes deductive approach.
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Data sampling
It is a statistical analysis technique which is used to choose as well as manipulate subset
of data points to examine larger data. In this process, present data constitutes 20 respondents for
investigation.
Ethical consideration
This part assists an investigator to concern on ethics while gathering data from different
sources. It helps in protecting vulnerable group as well as other users who take participation in
questionnaire from exploitation. Researchers should be ensured that respect, dignity, privacy and
fair treatment.
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