a report on urban tourism

5/19/2018 A Report on Urban Tourism

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Chapter 1: Introduction

1.1. Brief introduction of background:Urban tourism is one of the most common and

important features in tourism industry in any country, mostly in the United Kingdom (UK)

because of its historical, archaeological and other relevant background. Urban tourism is

one of the growing business sectors in tourism industry that has been focusing on the

protection of natural environment as well as enjoyment and refreshment for the visitors

within the destinations.

1.2. Purpose of the report:Under this essay, the author will discuss and explain some of

the most common and important issues and concern of urban tourism with the focus on

visitor experience in ambridge, UK. !he main purposes of this essay are include" to

discuss and explain main features of urban tourism spot, to critically evaluate the specific

components of urban tourism provided to the visitors, and to analyse the marketing

features of the urban tourism and some other related issues and concepts of the urban

tourism.

1.3. Introduction of Cambridge:ambridge, one of the most famous and well known

cities in the UK that has different tourist places. #or example, the researcher had obtained

information from ambridge ity ouncil ($%%&) that shows that tourism is a major

industry for ambridge and its surrounding area. 'n ambridge alone, its generated *+

million for the local economy and employs over -,+%% people. s an example, the author

would like to mention that over /. million people visited ambridge in $%%0 and the

number of visitors will be increased in the next few years (ambridge ity ouncil, $%%&).

1ome of the most famous places include ambridge University, #it2william 3useum,

4ranta 5unting ompany, ambridge city areas, bars 6 clubs, theatre and cinemas, music

venues, nature reserves 6 parks etc. (ambridge, $%$).

1.4. Brief outline of the report:!his report has been designated in following ways to

discuss and explain urban tourism, case of visitor experience in ambridge, UK"

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7rief introduction on the urban tourism in first chapter8

Key theories and practices in urban tourism in second chapter8

!he methodology that has been used to collect primary and secondary data in third

chapter8 !he analysis of the findings in forth chapter8 and

!he discussion and conclusion on urban tourism, mainly on ambridge on the basis of

findings in fifth chapter.

Chapter 2: Literature reie!

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2.1. Introduction:Under this report, the researcher will explore some of the most common

and important theories and practices on the urban tourism, particularly focusing on the

ambridge, UK, one of the most famous and well known tourist places in the UK.

2.2. Concept of urban tourism:Urban tourism is one the growing business sectors in

tourism industry. !he concept and phenomenon of urban tourism has important and

divisive implications for the purpose of social science and management of tourist

destinations (1elby, $%%/). 1o, urban tourism is a form of tourism that focus on the

attractions and activities of an urban areas or cities of a country with having cultural,

historical and some other background. #or instance, ambridge is famous urban tourism

destination because of its historical and cultural importance, while 9as :egas is a famous

urban tourism destination because of its entertainment activities. !hus, 1elby ($%%/) has

noted that urban tourism is an established phenomenon and contemporary policy that has

been concerned with the aim of minimising the negative impact of the tourism activities.

'n similar views, 1pirou ($%) has mentioned that urban tourism is one the most powerful

forces and has significant influence on the management of cities both in the current and

future perspective. ;e has mentioned that urban tourism has been playing significant roles

in local economy and thus national economy of a country. ;e has also mentioned that

urban tourism has some sorts of non"economic importance as well like to provide greater

attention to the management of local heritage and thus to explore its cultural identity to the

visitors.

ccording to 9aw ($%%$), urban tourism simple denotes tourism in urban areas. s

example, 9aw ($%%$) has mentioned some of the following urban areas


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cultural significance and importance to the visitors. ;e has noted that urban destinations

have been providing recreational and leisure opportunities for the visitors. s an example,

arr (&&A) has stated that ambridge is becoming very famous and well known city in the

world because millions of people are visiting the city each year. arr (&&A) has noted that

the ambridge 1tructure 5lan (&&"$%%%) regards ambridge as the major tourist centre

and the engine of tourism for the rest of the region and thus an important contributor to

economic growth. !he main reason is that ambridge is regard as large historic cities in

the UK. !here are several historical places, including universities, colleges, and park areas

etc.

2.4. #emand and suppl$ of urban tourism:Kotler et al. (&&*) have mentioned that

there are strong relationship between demand and supply of urban tourism because the

urban areas should sell their distinctive tourism products to specific markets through

effective place"marketing. @ue to great concern for the protection and preservation of

urban areas from being degradation and destruction, the tourism industry must focus on the

demand and supply of tourism. 5ender and 1harpley ($%%+) have identified following

demand and supply of urban tourism"

i. %he demand for urban tourism& identifying urban tourists8 motivational factors8

measuring demand8 trends


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important aspect in urban tourism. !hey have mentioned that urban tourism is not a single

product, it is a combination of diverse range of products and services and thus there should

be proper approach to manage and market the products of urban tourism, i.e. the

management and marketing of the urban places


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primary aim of the study along with the key issues in urban tourism derived from the

literature review. !he researcher and his group members had carried out twenty five

Buestionnaire survey among the visitors in ambridge through random sampling method.

!he author thinks that the sample si2e may be small to draw valid conclusions8 however

the researcher has his group member had obtained some secondary information from

different relevant sources, such as books, journals, articles and other publications.

7ased on the data and information obtained and derived from the primary and secondary

sources, the author will represent all of the findings through using standard tools and

techniBues and the author will critically discuss findings to draw discussion and conclusion

on urban tourism, mainly focusing on the visitors experience in ambridge.

@uring the data collection, the researcher has worked with group and they have spent

relevant time and effort to collect most appropriate data from the visitors in ambridge. ll

of the group members carried out survey among the visitors at mainly most visited places

including university areas and some other attractive spot in ambridge.

1o, the author believes that he will be able to make valid conclusion on the urban tourism

in terms of visitor experience in ambridge.

Chapter 4: +indings

!he researcher along with group members had carried out twenty five Buestionnaire survey

among the visitors in ambridge to discuss and explain some of the most common issues

and concerns of urban tourism in the UK. !he author would like to represent some of the

most relevant and appropriate findings on the visitors experience in ambridge as follows"

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4.1. #emographic characteristics of the respondent:!he primary data has been carried

out among different aged people with having different social and cultural backgrounds.

!he author would like to represent the demographic characteristics of the respondent in

Buestionnaire survey in a table as follows"

!ableC /.. @emographic characteristics of the respondents

Key demographic feature !otal number of respondent 5ercentage (D) of total

,ge group:

i. % to $% years

ii. $ to *% years

iii. * to /% years

iv. / to above

i. *

ii. &

iii. 0

iv. +

i. $D

ii. *-D

iii. *$D

iv. $%D

-e/gender:

3ale

#emale

*

$

+$D

/0D

Location of residence:

UK

European country

?ther

0

/

*

*$D

+-D

$D

Personal status/position:

Employee

1tudent

?ther profession

&

-

%

*-D

$/D

/%D

1ourceC Fuestionnaire survey data

4.2. 0athering information about Cambridge b$ the respondent: !he data derived

from primary source in relation to how the visitors gather and obtain information about

ambridge can be shown as follows"

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#igureC /.. ?btaining and gathering information about ambridge by the respondent from

different source

4.3. (ain attractions in Cambridge:!he primary data shows that there are several most

common and important attractions in ambridge that has significant values and importance

in terms of urban tourism. !he findings can be represent as follows"

#igureC /.$. 3ain attractions in ambridge for visitors

4.4. Personal satisfaction on the isit:3ost of the respondents are almost satisfied with

this visiting or trip in ambridge. !he author would like to show that the primary data as

follows"

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#igureC /.*. 5ersonal satisfaction on the visit in ambridge

4.'. Personal ie!s on Cambridge as tourist place: ambridge is well known and

famous tourist place. !his notion is proved by the primary data that has been collected

from twenty five visitors in ambridge. !he author would like to represent the data as

follows"

#igureC /./. 5ersonal views on ambridge as tourist place

4.). %ourist spots and places in Cambridge:ambridge has wide range of tourist spots

and places that attracts different group of people both of the UK and other international

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countries. !he author would like to represent the primary data on the personal views

regarding lot of tourist spots and places in ambridge in a table as follows"

!ableC /.$. 5ersonal views on tourist spots and places in ambridge

#eature of likert"scale !otal number of respondent 5ercentage (D) of total

respondent

1trongly disagreed /D

@isagreed $ 0D

=o comment /D

greed 0 *$D

1trongly agreed * +$D

1ourceC Fuestionnaire survey data

4.*. %ransportation s$stem to get access to Cambridge:ambridge is well connected to

other major cities in the UK and the city has better transpiration system for the visitors

within the different tourist places and destinations. !he author would like to show primary

data on the personal opinion about transpiration system to get access to ambridge as

urban tourism destination as follows"

#igureC /.+. !ransporation system to get access to ambridge

4.. Personal satisfaction on the elements of urban tourism in Cambridge: #rom the

review of literature, it is clear that there are several common and important elements in

urban tourism, including main tourist destinations, accommodation and restaurants, car

parking facilities and so on. !he author would like to represent the data on the personal

level of satisfaction of the respondents, i.e. visitors in ambridge as following figure"

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#igureC /.-. 5ersonal satisfaction on the elements of urban tourism in ambridge

4.. Personal ie!s on promoting and marketing Cambridge as tourist destination:

ambridge has some effective and appropriate policies and plans to promote and improve

its urban tourism that has been derived from the review of literature. ;owever, the primary

data shows that there is need for some further and future steps to promote and market

ambridge as one of the most attractive tourist destinations in the UK. !he researcher

would like to summari2e the findings from the primary data as follows"i. !he relevant authorities should carry out media promotion and other marketing

initiatives8

ii. !he relevant authorities should focus on the internal promotion and marketing activities8

iii. !he concept of word of mouth can play important role to promote and market tourism

products and services in ambridge8 and

iv. !he relevant authorities should provide factual information on advertisement in

different media such as newspaper, television etc.

4.1. Personal opinions to improe urban tourism in Cambridge:!he researcher would

like to sum"up the primary findings on the personal opinions in relation to improve urban

tourism in ambridge from the visitors experiences as follows"

ambridge can be a most important holiday destination, so the tourism authorities must

focus on the tourism products and services in accordance with the demands and

expectations of the visitors and tourists around the world8

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!he relevant tourism authorities in ambridge should make relations with some local

communities and businesses to ensure sustainable use of resources that have vital and

significant influence and impact on the urban tourism development and management in

ambridge8 and

!he ambridge tourism authorities should develop management and marketing plan as

well as sustainable tourism policies to ensure environmentally friendly urban tourism

in ambridge.

1o, it is found that the primary data were most relevant and appropriate to make valid

discussions and conclusions on the urban tourism, particularly visitors experience in

ambridge.

Chapter ': #iscussion and conclusion

7ased on the characteristics of the respondents who have visited in ambridge, it can be

noted that most of the visitors are young and adult with having different cultural and social

backgrounds. #or example, *-D respondents were aged between $ to *% years, followed

by *$D respondents of aged between * to /% years. 1o, it is clear that ambridge is one

the most attractive tourist destinations to young and adult people from different countries

including UK (e.g. *$D)8 European countries (e.g. +-D) and other countries (e.g. $D).

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!he demographic characterises also represents that the percentage of male and female

visitors are almost similar, such as +$D male and /0D female who have visited

ambridge.

3ajority of the respondents, such as -%D have obtaining and gathering information about

ambridge as tourist destination from their friend. !he rest of the respondents, such as

$0D have mentioned that they have obtained information about ambridge though

different websites followed by $D who have mentioned that they have obtained

information about ambridge through various advertisements in different media. 1o, it can

be said that word of mouth, like information from friend to friend is one of the most

effective and appropriate sources from which the visitors are obtaining and gathering

information about ambridge as tourist destination.

ambridge has lot of attractions for the tourists. 1ome of the most common ones include"

cultural and historical places as mentioned by //D, while second highest constitute $0D

that focus on the natural beauty of the region as elements of tourism in ambridge. 7ased

on the primary and secondary findings, ' would like to say that there are some other

important elements, such as accommodation, transpiration, and food centres etc. that have

significant influence and impact on the urban tourism in ambridge.

3ajority of the respondents, such as 0%D have provided their experience as good while

visiting in ambridge. ?n the other hand, $D of the respondents have mentioned that the

visiting experience in ambridge can be categori2ed as average. !hus, it clear that there is

need for some initiatives and steps by the relevant authorities to improve tourism products

and services in ambridge to ensure excellent visiting experience by the visitors and

tourists.

ambridge has been considering as one the most important tourist place in the UK because

of its several elements of urban tourism. #or example, -%D of the respondents have

strongly agreed and *$D of the respondents have agreed that ambridge is one the most

common and important tourist place in the UK because of its natural, cultural and

historical backgrounds. Ghile there was small percentage, such as /D of the respondents

are disagreed that ambridge is not important tourist place in the UK. t the end, it can be

said that ambridge has great importance and significance as tourist place in the UK.

3ajority of the respondents, such as +$D respondents are strongly agreed and *$D of

respondents are agreed that ambridge has lot of tourist spots and places and this is proved

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from the review of literature that shows that ambridge has several tourist spots and

places, including ambridge University, ambridge hapel ollege, 4ardens 6 parks,

hotels and restaurants and so on. 1o, ' would like to opine that there is great chance to

develop ambridge as one the most and popular urban tourism sectors in the UK.

'n urban tourism, transportation system is considered as one the most crucial additional

elements. 7ased on the primary data, it is clear that ambridge has well transpiration

infrastructure and transportation system to ensure better travelling of the visitors and

tourists in ambridge and other surrounding area. #or instance, /0D of the respondents

have mentioned that public train, followed by public buses, as mentioned by $0D of the

respondents are the most important and effective transportation system in ambridge for

the visitors and tourists. !hus, it can be noted that transportation system has vital influence

on the urban tourism that obtained both from the review of literature and primary data in

terms of visitors experience in ambridge.

!he primary findings represent that nearly half of the respondents, such as /0D are

satisfied with the elements of urban tourism in ambridge, while $/D of the respondents

are highly satisfied in this case. ?n contrast, there are only small percentages who have

mentioned that there is lack of appropriate elements of urban tourism in ambridge. 1o, it

can be noted that the relevant authorities should focus on the all the relevant elements of

urban tourism in ambridge to ensure optimal benefits and outcomes from the urban

tourism in ambridge.

!he author would like to opine that there are great opportunities and chances to develop

ambridge as urban tourism destination, the relevant authorities should provide more focus

on the following key issues and concerns"

i. =eed to focus on the main attractions and spots that have values and importance to

visitors and tourists and thus develop and implement different plans and policies to

ensure sustainable operations and management of the urban tourism in ambridge8

ii. =eed to develop and implement most relevant and appropriate marketing strategies

to deliver information to diverse group of people both in the UK and other

international countries8

iii. =eed to focus on the demand on urban tourism products and services in

accordance with demand and expectations of the visitors and tourists including

domestic and international8 and

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i. =eed to build strong relationships with the visitors and tourists in relation to

introduce word of mouth communication approach to disseminate urban tourism

products and services available in ambridge.

#inally, the researcher would like to say that this report has discussed and explained all of

the relevant issues and concerns of urban tourism management through focusing on the

visitors experience in ambridge, UK. !his report has thus helped to develop and improve

knowledge and understanding on the urban tourism management both from personal and

academic point of views.

List of references

shworth, 4. H. and !unbridge, H. E. ($%%%). The tourist-historic city: retrospect and

prospect of managing the heritage city. ?xford, UKC Elsevier 1cience 9td.

ambridge ($%$). Visit Cambridge and beyond: the official website for Cambridge and

surrounding area I?nlineJ. vailable atC httpC


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ooper, . . and ;all, 3. 3. ($%%0). Contemporary tourism: an international approach.

?xford, UKC Elsevier 9td.

Kotler, 5., rmstrong, 4. and rmstrong, 4. (&&*).Principles of marketing.Essex, UKC

5earson Education 9imited.

=agle, 4. (&&&). Tourism leisure and recreation.heltenham, UKC !homas =elson and

1ons 9td.

5ender, 9. and 1harpley, . ($%%+). The management of tourism. 9ondon, UKC 1age

5ublications 9td.

1elby, 3. ($%%/). !nderstanding urban tourism: image culture and e"perience.9ondon,

UKC '. 7. !auris 6 o 9td.

1pirou, . ($%). !rban tourism and urban change: cities in global economy.=ew >ork,

U1C outledge.

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a report on urban tourism

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