Factors influencing visitor's choices to visit Urban Destination-London

By

ACKNOWLEDGEMENT

My family, friends and my mentor confidence in me made this research possible. hence, I want to say thanks for their confidence in me.

DECLARATION

This research is my own unaided work and this research is being submitted for the first time for any educational purpose. The ideas presented in this research are mine and does not reflect the ideas of the university.

ABSTRACT

The researcher studied the factors affecting the visitor choice to visit London. The researcher used mixed research. The instrument of questionnaire was used to analyze the following research questions i.e. what are the most significant factors that are contributing towards the choice of London as an urban tourism destination? What are the demographic variables (income and gender) explain the differences in trip characteristics? What are the main types of tourist motivation associated with urban tourism destination, particularly London? What are the possible strategies for London to retain current tourists and win new ones? The researcher did in depth study of the literature and came to meaningful conclusion.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Introduction1

Need for the Study2

Purpose3

Aim and Objectives3

Significance4

Research Questions5

Hypothesis6

CHAPTER 2: LITERATURE REVIEW7

Theoretical Framework for Urban Tourism7

Destination Image and Travellers' Experiences of Urban Tourism10

Organic and Induced Images11

Destination Image Elements13

Attributes for Destination Image Measurement14

Motivations and Preferences in Travel Choice15

Destination Area and A Tourist Experience17

A Conceptual Framework for Analyzing Urban Tourism Contexts Affecting Travellers' Preferences19

Typology of Traveller Destinations19

Urban Tourism Elements20

Urban Attractions22

CHAPTER 3: METHODOLOGY24

Theory of research24

Rationale25

Research Type25

Research design26

Sampling technique27

Sample size27

Reliability/Dependability27

Triangulation28

Validity29

Ethical Considerations30

Gantt chart30

CHAPTER 4: DISCUSSION32

Questionnaire analysis32

Hypothesis Testing41

Policies to promote tourism42

CHAPTER 5: CONCLUSION44

Recommendations45

REFERENCES47

APPENDICES49

CHAPTER 1: INTRODUCTION

Introduction

Among the fastest growing industries of the world, tourism is at the top. In United Kingdom, tourism is considered to be the third largest industry that has been generating £ 248.4 billion in the expenditures from the international and local travellers and tourists (Ackroyd 2001 880). The tourism market has been becoming highly competitive as a result of growth and significance of tourism in London. To understand the motivations of tourists is one of the most significant ramifications for tourism industry. Prior researchers have focused over surveys and telephone interviews for gathering information about the barriers and trips that they have taken. This study will be based over the visitor intercept survey for finding out the factors that have been influencing the tourists to choose urban tourism destination. The tourists would be selected randomly while their visit to London.

International tourism has grown rapidly since the early 1950s, particularly after the liberalization of foreign exchange and travel restrictions that characterized the years following the Second World War (Law 2002 220). Global tourism activity has shown a growth of 7.1 percent per year, from 25 million arrivals in 1950 to 625 million arrivals in 1998. Subsequently, international tourist arrivals are expected to mature, reaching 1.6 billion in 2020(Marcon 2002 25).

Large cities, especially, have been important tourism destinations since the 1980s because of their multiple functions. Urban areas have a geographical concentration of various attractions and facilities for both pleasure and business travellers, providing a wide range of cultural ...