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TLH307 Urban Tourism

tag 0 Download16 Pages / 4,000 Words
  • Course Code: TLH307
  • University: University Of Sunderland

    MyAssignmentHelp.com is not sponsored or endorsed by this college or university

  • Country: United Kingdom


Chapter 1: Introduction 

1.1 An Introduction to Urban Tourism
1.2 Background
1.3 Case study
1.4 Outline of the report 
1.4.1 Aim/Objectives
To understand the main reason for visiting tourist historic city Cambridge
To assess visitors experience and satisfaction level at Cambridge
To assess visitors profile and their spending power at Cambridge
To provide findings and recommendations

1.4.2 Research questions

Why tourists visits Cambridge?

How satisfied/unsatisfied tourists are with their experience in Cambridge?

What kind of tourists visit Cambridge and what is their spending power?

Chapter 2: Literature Review

2.1 Introduction

2.2 Main body

2.2.1 Definition of urban tourism

2.2.2 The Demand and supply of urban tourism

2.2.3 Current data bases

2.2.4 Introduction to case study: Cambridge

2.2.5 Motivation and experience of tourists in historical cities 

Why tourists would visit whu would experience motivational theories linked to historical cities

Chapter 3: Research Methodology

3.1 Introduction

Research methodology is one of the significant part in the project as it helps to establish research tool, a questionnaire which benefits to establish data collection.

A deductive approach has been used in this research project, as it starts with the current theories and hypothesis that was already developed by the researches and authors, following their discussions, findings and hypothesis, while an inductive approach starts with the observations and theories are expressed at the end of the research project. That gives a freedom for the researcher to explore the project then link it to authors and theories or create new theories, rather following previous authors work.

Qualitative data approaches in a form of narration, this form data can be collected through the open type questions in the survey questionnaire, these type of questions requires code words and interpretation to analyse the data. Other sources of this data would be physical observations, such as structured, semi- structured interviews. These type of research method is also effective way to collect data, however in this case study is not appropriate as requires, pre booked place, specific time, and number of visitors to attend to interviews, also more time as it is based on a communicational method and it is hard to manage the interview process and it takes more time to analyse it and provide findings, from the other hand, the information would be more accurate than in a quantitate approach, as requires to provide visitors opinion, rather than provided convenient answer.  However, semi-structured interview would be more convenient method to collect data from local people, shop owner etc.

Quantitative data approaches in a form of numbers, the answers of the questionnaire are being coded in a form of numbers and conducted in order to receive the research information.

For this project a qualitative and quantitative approach has been applied, in a survey questionnaire form, in order to collect and analyse data of tourist motivation at Cambridge.  

The advantage of the survey questionnaire is a time saver, easier to manage and for the group of researchers easier to spread randomly in a different locations. The disadvantage of the survey may be, that due to time and random selection of surveyors the information may not be accurate, as different selection may assess expectations, satisfaction level within the city.

3.2 Fieldwork

A questionnaire survey have been used for this project, as it is one of the most effective approach to collect the primary data about visitor’s motivation in Cambridge. This method has been chosen as it helps to focus at the group of people at the same time and allows to collect and evaluate visitor’s opinion and gain understanding in terms of visitor experience and satisfaction level.

Trip to Cambridge were taking place on Wednesday 10/05/17. Meeting point has been selected at the front of the Cambridge Visitor Centre at 11.30 am.

3.2.1Population/Sampling methods

Non-profitability sampling method has been used in place, as respondents have been chosen randomly, eighteen years old and English speakers. There was the convenience sampling as well, as all respondents were at the town centre, market place, and park.

There was a plan to spread one hundred questionnaires, however only eighty four we were able to analyse, as some of them had no sense or were incomplete and were not able to analyse.

3.2.2 Data analysis/presentation

A Microsoft Excel programme have been used in this project to analyse selected data from the respondents in Cambridge. Both statistical for the quantitative and graphic tools for the qualitative data have been used to analyse findings. For the better visual quality data have been presented in a form of tables and charts accompanied by the explanations underneath.

3.3 Ethics/Limitations 

Throughout the process of data collection, presentation and overall project the confidentiality, integrity and honesty have been maintained. Data were collected from the randomly selected visitors will be kept safe and confidential up to three months after project deadline date, in case of, some of the information may be requested by the lecture or other group members or for further studies.

Harvard reference system have been used throughout the work, in order to explore better understanding of the previous authors and researchers remaining work about the visitors motivation and expectations and satisfaction in tourist historic city Cambridge.

In this chapter all of the important stages of research activities are included, that helps to asses a current research design, and framework of how data were collected and analysed in a group. Next chapter will provide visual findings followed by explanation.

Chapter 4: Findings/ Discussion


The purpose of this research was to understand what motivates tourists to visit Cambridge, and to understand their satisfaction level within city. The findings and discussion have be followed by analysis and relevant link to literature review, to evaluate the theories supports or contrasts the information selected in Cambridge.  

4.2 Explanation/ Key Findings/Discussion

A survey questionnaire have been released in Cambridge for one hundred respondents, however only eighty four were able to analyse why visitors visit the Cambridge?  

The results gathered from the survey questionnaire are provided in this chapter in different sections.

4.2.1 Tourism motivation

4.2.2 Tourist experience

4.2.3 Tourist satisfaction

4.2.4 Tourist profile 

Chapter 5: Conclusion

5.1 Objectives

To understand the main reason for visiting tourist historic city Cambridge

To assess visitors experience and satisfaction level at Cambridge

To assess visitors profile and their spending power at Cambridge

To provide findings and recommendations

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