Final British Tourism Report

Recession Affects on Tourism

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ACKNOWLEDGEMENTS

I would like to take this opportunity to thank a number of people, firstly my tutor (put your tutor name here) for giving me guidance and support during this project. Also I wish to thank those who helped me, and participated with this study. Lastly, thank you to my friends and family for their encouragement throughout.


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FEW WORDS ABOUT REPORTThe purpose of this report is to understand the significance of recession on the choice of destination; we have used tunneling technique while forming this report, started with the broad concept of tourism moved forward towards evaluation the result of recession and of different marketing techniques in driving tourist decision. To bring quality to work we have relied on both, primary and secondary data. This report will be helpful to develop basic understanding of recession affects that helps management to improve their strategies for industry enhancement.

REASON FOR CHOOSINGRecession has affected every aspect of life, though news related to further recession couldnt stop British tourist to travel outside the UK. However certain changes can be seen in their preferences as a result of recession influence we want to highlight those factors which have affected tourists motivation level and will suggest some recommendation to improve the situation.

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ABSTRACT

This Research has been compiled to solidify the basic ideas about prevailing human resources practices regarding motivating employees. Social research is based on behavioral variables and they are difficult to pinpoint. This research tries to answer the question How recession has influences the destination choices of British tourists? Literature Review is included and reveals a number of variables, three two of which have been focused on for purposes of this study, which identify the important factors that motivates tourist to travel outside the UK. Tools used to collect relevant data have been written down. And the sampling technique has also been explained. The design of the research is contained in the following pages and the hypothesis testing methodology that the researchers used is carefully outlined. Due to quantitative in nature, statistical measures have been used to analyze the results, our research findings reveals that there are many motivational / driving forces for British tourists. We have focused on two: Recession and Destination marketing strategies. It is evident from our analysis that both have influenced the British tourist mind in deciding the destination for holiday trip. Recession has made them take more vigilant decision while planning their holiday or business trip outside the UK. On the basis of our findings from literature review and conducted survey, few recommendations have been made at the end to make traveling more convenient and enjoyable in this hour of recession.


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Table of Contents FEW WORDS ABOUT REPORT REASON FOR CHOOSING ABSTRACT1 INTRODUCTION

1.1 Background of Study 1.2 Research Question1.3

1.4 Research Objectives 1.4.1 Significance 1.4.2 Direction of Approach

1.5 Inductive 1.5.1 Reality Level 1.6 Micro-level 1.6.1 Justification Style 1.6.2 1.6.3 1.6.4 Formal or Substantive Degree of Abstraction Theoretical Framework

1.7 Brainstorming 1.7.1 Definitions 1.8 Travel destination choice can be affected by following economic and non economic factors 1.8.1 Operationalization c. d. Balanced & Co-ordination Enjoyment


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1.9 Summary 2 APPROACH TO RESEARCH

Interpretive Social Science

2.1 Reason for Research 2.2 Nature of Social Reality 2.3 Role of Common Sense

2.4 Theory looks like 2.5 True or False 2.6 Good Evidence 2.7 Errors to Avoid 2.7.1 Reductionism 2.7.2 Spuriousness

2.8 HYPOTHESIS 2.9 Research Design 2.9.1 Survey Method 2.9.2 2.9.3 Objectives of Questionnaire Sampling Design

2.10 Ethical Consideration 2.11 Potential Problems & Remedies 3 Literature Review

3.1 Choice Modeling 3.2 Strategic Management in Hospitality Industry 3.3 UK Tourism Industry 3.4 Summary 4 TOURISM

4.1 Out bound tourism. 4.2 In bound Tourism


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4.3 Tourism Industry 4.4 Tour Operators & Branding 4.4.1 Brand Identity 4.4.2 4.4.3 4.4.4 4.4.5 4.4.6 Brand Image Brand character Brand culture Brand Personality Brand essence

4.5 Data Presentation & Findings 4.6 DATA ANALYSIS 4.6.1 Statistical techniques 4.6.2 4.6.3 Statistical tool Hypothesis Testing

4.7 Discussion 4.8 Importance of Tourism Brochures in Attracting Target Market 4.9 Summary 5 6 CONCLUSION RECOMMENDATIONS

6.1 Prioritize 6.2 Plan 6.3 Opt for No frill services 6.4 Discount packages 6.5 Low fare packages 6.6 Tips for Making Effective Destination Marketing 7 REFERENCES


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CHAPTER 1

INTRODUCTION


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INTRODUCTION

Tourism industry is counted amongst the few top industries across the world, though it was terribly affected by terrorist attacks but the glory is back again. Tourism is a competitive and dynamic industry now can be considered as the few fastest growing industries of the world. But you need to have money to enjoy the essence of this industry In UK_ tourism is one of the fastest growing industry, though British tourists are affected by different factors but their decisions are highly influenced by the prevailing recession, as it has affected every aspect of economy as well as our everyday activities, hence tourism industry is also got influenced by it.. Therefore a research has to be conducted to see what the key driving factors are for British tourists and which factors plays vital role in decisions making. The purpose of this report is to point out the influence of recession on tourism industry as one of the most critical element affecting the growth and development of tourism industry. Our aim is to carefully examine the emerging trend in tourism management and economies that affects the tourists choices in UK and highlight those factors which will affect or boost the motivation of British tourist to travel outside the UK 1.1

Background of Study

Defining tourism industry is not that easy as it looks so, because it is not an industry which can be explained with single service or product, rather its a cluster of services that cannot be assemble under single head. Moreover this is not product or service oriented industry rather it is procurer oriented industry. However well known tourism definition states that, it is an activity of traveling and staying outside your native place for either business or enjoyment purpose for not more than one year. Tourism is counted amongst few top industries of UK, it comes on third position in export earning as more than 16bn each year is spent by in bound tourists and contributes more than 3bn to the exchequer. Every 1 in twelve jobs in UK is related either directly or indirectly with tourism industry Deloitte study defines its economic importance by revealing that income from tourism equals to 8.9% of UK GDP. The report predicted that the tourism contribution to economy GDP is expected to remain same by the year of 2020. In 2008 UK was positioned number seven in international tourism earnings league, after USA, Spain, France, Italy, China and Germany according to UNWTO figures. 1.2 1.3 How recession has influences the destination choices of British tourists?

Research Question


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Factors affecting the traveling decision vary from person to person, for some people budget is important, for some people enjoying holidays is more important. Different people have different esteem level and could be satisfied differently, but economic situations definitely affect the mass on the whole but differently indeed. It is evident fact that recession has influenced every aspect of our lives, therefore many Britons prefer to stay in homeland rather going out for holidays due to strong fear of pound value loss. Now British tourist make more vigilant choices while planning their holidays or business trip, recession has influenced their choice of destination , duration and even frequency of their leisure or official trips. By carefully examining he change in tourist choices and preferences we will explore the factors affecting their decision, moreover we will analyze the impact of recession on British tourist choices. Our research will be limited to a specific group; we shall be questioning the students of tourism management as well people who frequently travel for business as well as for leisure purposes. 1.4

Research Objectives

This research is formulated to examine British tourists behavior and emerging change in their traveling trend. This research will try to find out: - what are motivating factors for British tourists and how their decisions are derived by current economic situation. We also want to examine the British tourists choice of destinations throughout the year and to conclude on whether a recession can have any implications on this decision. Moreover this research will examine the relationship between recession and British tourist destination choices. This aim leads to several objectives: To determine what are the motivating factors for people to travel from the UK. Explore the role of marketing in stimulating tourism growth in UK. Identifying which current issues are affecting British tourism Understanding the influence of recession on travel choices To draw a conclusion on whether the UK recession altered people choices on travel Suggesting the ways to make effective choices while planning your business or holiday trip

This research will provide an insight in to UKs inward and outward tourism industry. In the course of our study, we are hoping to find out the factors that affect the growth of tourism industry. We want to discover which negative factors should be eliminated and what positive factors promoted to enhance development in this business. We hope that the investigation outcomes will help us to form an appropriate management theory in relation to recession and British tourist destination choices. 1.4.1 Significance Our research will lead to a better understanding of those factors that drive British tourist destination choices Our study will be valuable to concerned authorities and planners (tourism operators and travel agents who want to enhance this industrys business and introduce strategic reforms to improve current tourism situation). When we will finalize our findings and determine the result, it will serve as a guiding principle for tourist as well as travel agents in making the right choices.


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1.4.2 Direction of Approach 1.5

Inductive

We currently rely on our research question and have a few indistinct notions. We welcome any new idea or consideration, generated during surveying the target respondents. 1.5.1 Reality Level 1.6

Micro-level

W The level of reality for the dissertation is set out to be micro, as we have chosen to work on a limited segment of UK economy that is tourism industry and recession. 1.6.1 Justification Style Interpretive We are trying to understand the British tourist behavior in relation to prevailing threat of recession 1.6.2 Formal or Substantive Substantive Our research will try to formulate a substantive theory because we are addressing a specific area of concern 1.6.3 Degree of Abstraction Middle Range Substantive Theory Tourism has become a socializing activity and a source to bring foreign money into your country, but to attract more tourists you need to offer attractive packages and services, as it directly associated with leisure activities. Family, colleagues and friends pass on information of the tourism and hospitality services that they get during their visit to any country. 1.6.4 Theoretical Framework Symbolic Interactionism When people interact, they create perceptions of acceptable and desired behavior. Their interactions with each other influence their choice of a destination for vacations. 1.7

BrainstormingSkewed Perception Coping Mechanism Self Image Conformity

1.7.1 Definitions Skewed perception is the biased and distorted process of acquiring, interpreting, selecting, and organizing information from the vast array of stimuli that are presented to them. Coping mechanism is a usually unconscious mental and emotional pattern that shapes behavior in a


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given situation or environment and is the process of managing taxing circumstances, expending effort to solve personal and interpersonal problems, and seeking to master, minimize, reduce or tolerate stressor conflict. Image is the conception that one has of something or place, including an assessment of qualities and personal worth. An image is the mental picture, generally of a kind that is quite resistant to change, but also items that have been learned by that person about any object or place, either from personal experience or by internalizing the judgments of others. Conformity is the action or behavior in correspondence with socially accepted standards, conventions, rules, or laws. In psychology, conformity is the degree to which members of a group will change their views and attitudes to fit the views of the group. The group can influence members via unconscious processes or via overt social pressure on individuals. 1.8

Travel destination choice can be affected by following economic and non economic factors

1. Enjoyment 2. Balance & Co-ordination 3. Ambition & Recognition 4. Group Conformity 5. Low cost flights 6. Affordable destination 7. Pounds Value drop 8. Current Economic situation 9. Budget 10. Priority 11. Innovative management 12. Less frequent trips 13. Choice of cheap destination 14. Affects of destination marketing 15. Holidays 16. No frills Hotels Sociable attitude Definitions Enjoyment: It is hard to live a dull life, an element of excitement adds spice to routine dull looking life, people plan their holidays to enjoy the days at its fullest. Hence enjoyment could be a factor that motivates British tourist to go outside the UK. Balance & Co-ordination: Balance in routine activities gives people the confidence to move freely and to engage in physical activities. As the time passes, due to identical routine decline in balance and co-ordination can be witnessed, this imbalance can be prevented by planning a holiday trip to their desirable destination. Ambition: An eager or strong desire to achieve something, to go somewhere, among tourists could lead them to travel the best possible place.


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Group conformity Doing what others are doing .One can get motivated when a group of acquaintances are putting combine effort to plan some vocation or business trip outside the UK. Low cost flights As we know that recession impact can be witnessed in almost every field of life. Thus tourists approach towards traveling also changed. People tend to use the best possible low cost flights in order to save few pounds. Affordable destination Instead of leaving traveling, tourists opted to visit affordable destination in their holidays. They prefer to go to those destinations which is they can afford with increasing recession in homeland. Exchange rates Continues drop in Pounds value has also affected tourists choices of traveling in UK. This dropping value has created fear amongst tourists that they may not be able to meet their expenses during their trip. Current Economic situation Prevailing economic crisis across the world has badly affected the traveling trend in UK; people tend to stay in homeland rather visiting some other land to enjoy. Budget Annual budget is another important influencing factor that drives tourists traveling decisions. It is reported that UK people allocate a significant portion of their budget to leisure activities. Priority Traveling also depends upon people preferences, whether they want to save money and stay at homeland, or they spend money and finance their lavish trip outside the UK Innovative management Another emerging trend is to frequently introduce and adapt newer ways of management workings. In this ever growing world, tough competition exists in tourism marketing you need to introduce innovation and change on regular basis to achieve the competitive edge in the market. Facilities like Thermal baths and health spa have never been introduced before; its uniqueness is an attractive feature and competitive advantage of your countrys hospitality services. Less frequent trips People tend to make less frequent trip, inside or outside the Europe, due to heavy recession. Choice of cheap destination It was said that nothing could stop Briton tourists to spend on traveling, but the recession has affected their preferences and now they opt to visit such destinations which are affordable and cheap. Affects of destination marketing Destination marketing has a strong impact on tourists. Tourists get attracted to the highlights of the desired destination. Therefore presenting travel destination in a proper way increase number of tourists coming in. Holidays Above all holidays are the main driving force for British tourist, like everyone they love to spend their holidays in best possible way.


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No frills Hotels Another factor influencing the selection of travel destination is availability of no frills hotels. No frill services idea has been taken from low fare air service. In this hotels provide you basic requirements of living without luxuries in exceptionally affordable prices. The basic idea behind this concept was to approach the market segment which doesnt afford high rates of super luxury service. Sociable atmosphere People get attracted to such places where they get friendly and welcoming response .Creating sociable atmosphere for people coming from diverse backgrounds is an essential element. Respecting and understanding everyones cultural beliefs and limitation is a success factor in this business. 1.8.1 Operationalization Skewed Perception a. b. c. d. Choice of cheap destination Affects of destination marketing

a. Balanced & Co-ordinationPounds Value drop Current Economic situation

Coping Mechanism a. b. c. Holidays Budget Priority

a. EnjoymentImage a. b. c. Ambition Innovative management Affordable destination

Conformity a. b. c. Less frequent trips Group conformity Sociable atmosphere

Even though we think we have named all possible reasons, we are open to suggestion and definitely include any new reasons that individuals might state as their motivation to work.

1.9

Summary


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The subsequent sections are structured as follows: Chapter Two - Methodology, detailing the approach and methods employed to conduct the research. Chapter Three - A review of prior literature is given, to establish context. Chapter Four- The findings from the study are presented analyzed and discussed. Chapter Five- The main conclusions from the research findings are drawn, along with recommendations for further research, and for enhancing the motivating techniques.


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CHAPTER 2 RESEARCH APPROACH &METHODS

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APPROACH TO RESEARCH


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Interpretive Social ScienceAs mentioned earlier, we have chosen inductive way to conduct this research because of its aptness in analyzing quantitative data. Since the study is planned and focused around individual observation therefore this seems to be accurate option, as it improves event knowledge and helps understanding the peoples reactions to economic issues, moreover it also assist in theory development through data analysis. (Bryman and Bell, 2007). 2.1

Reason for Research

Recession brings tremendous change in UKs native behavior which leads travel agents and tourist operators to introduce different strategic reforms; it also affects the market situation. We want to understand and describe the influence and role of recession over British tourists travel preferences 2.2

Nature of Social Reality

After the recession many British tourists stopped from frequent traveling, due to fear of pound value loss they hesitate to travel for lavish destination for leisure purposes, which affects the tourism industry as well as the business of travel operators and travel agents. 2.3

Role of Common Sense

What does their common sense tell them about motivating techniques? 2.4

Theory looks like

Research will look like as Descriptive as well as prescriptive because it will start with explaining what happens in tourism industry in context of tourists behavior in last couple of years and move forward with research findings and explain what further action would be suitable to improve the situation.

2.5

True or False

We will analyze personal and professional points of view and try to discover how tourists reactions to recession acquiescent with the ethical and value system. 2.6

Good Evidence

It is context-specific. Motivation can influenced due to many reasons and each reason we present will be backed by information gathered from our surveyed data.

2.7

Errors to Avoid


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2.7.1 Reductionism We are limiting our research around single issue of tourism industry UK, although we feel that our research has covered all the aspects influencing tourist decision; however we hesitate to presume that the results of our research will applicable to all other fields. 2.7.2 Spuriousness Hypothesis testing would be set to test the relationship between any two variables that we think are influential factors for British tourists. It will be tested to avoid being deceived by a hallucination. 2.8

HYPOTHESISH0: Current economic situation has influenced tourist destination loyalty H1: Current economic situation has no relation with tourist destination loyalty H0: destination promotional schemes and tourist decision are independent variable H2: destination promotional schemes and tourist decision are dependent variable H0: Economic recession has influenced the tourist choices of destination H3: Economic recession has no influence on tourist choice of destination

2.9

Research Design

A formal structure research method will be suitable for conducting such type of research especially when the data is quantitative. Therefore we have chosen conclusive research method to be followed. Decision making will be based on the findings that we will get from our survey and literature review. The type of conclusive research that we will be adopting is descriptive research method. This method helps to estimate the perceptions of factors characteristics. It is also very supportive in making specific predictions. 2.9.1 Survey MethodThe survey method of obtaining information is based on the questioning of respondents. Respondents are asked a variety of questions regarding their perception of recession and marketing strategy influence. This will help us measure its worth in todays life. We will follow structured data collection. Formal questionnaire will be prepared and the questions are asked in a prearranged order. A blend of fixed response alternate questions and open-ended questions will be used. We will follow structured data collection.

We will be conducting online survey by emailing the questionnaire to different professionals and students of Tourism and hospitality management to get our result. 2.9.2 Objectives of Questionnaire The main objective of our questionnaire is to translate the information into a set of specific questions that the respondents can and will answer.


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Pros 1) Questionnaire is more object oriented than interviews 2) Its a quick mode of data collection 3) It makes possible to gather information from large group of people 2.9.3 Sampling Design

Cons 1) It is not easy to explain your point while fulfilling a Standardized format based questionnaire. 2) People may not like to reveal any personal reason 3) Open ended questions cause problem in data handling as its generates lots of data

Sampling unit Sampling unit will consist of respondents having age of 20 years or more. We will be conducting online survey by emailing the questionnaire Management students; professional and frequent travelers will be included in our sampling unit. . Both males and females will be interviewed.

Sample size Sample size of 100 people will be used. Sampling procedure The procedure that will be used for this research will stratified sampling. We form our strata according to different professions of respondents. Sampling frame Sampling frame includes the following age groups: 20-24 years 25-30 years 31-35 years 36 or more

Sampling technique Sampling without replacement will be used. According to this approach one element cannot be selected again, once it is used it is removed from the list to ensure not be selected again.


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2.10 Ethical Consideration We will make sure that ethical violation would be conducted. We know that our research tactics will affect the people from whom we will we be gathering data and information, so to avoid any violation we will make sure to pursue the following points. We will not force a specific outcome; rather go with an open mind to accept whatever will be the finding We will respect the privacy of our participants Proper credits will be provided to the document sources, we know that our college does not accept plagiarism. Plagiarism is a fraudulent act of a researcher when he or she uses the writings of other writers without citing the source (Nueman, 2003). It is more like stealing the work of another researcher, it also include the immoral action of obtaining information from internet sources without providing proper citation. 2.11 Potential Problems & Remedies Many respondents are unaware of the asked question or are unable to transform the event in a descriptive way; hence conscious effort should be provided in allocating the questionnaire at rite place to rite person. Researcher must take care to not to let their prior theoretical frame work or pre conceived notion blind them to contrary event in a social setting. Qualitative researcher need to be sensitive to distinction of race, sex, and age and to other major social divisions.(neuman,2004) The facts reveals in open ended questions, that it can be affected by individual biasness, for that we will concerned more than five responses before drawing any conclusion regarding particular variable or speculation.


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CHAPTER 3: Literature Review

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Literature Review

In this literature review we will be looking for the work carried out in my chosen field. We would concern different books, electronic journals and other web resources to conduct this literature review. Ann rowe and john d smith argues that Travel agent provides special service to tourist in order to help them in their travel arrangements, theses agencies are specialist in retailing travel destination to tourists for business or promotion services. Tour operators are responsible for providing travel packages for individuals. The diagram below divides the travel and tourism in six different segment, Source http://assets.cambridge.org/052189/235X/sample/052189235XWS.pdf travel and tourism


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Wilma den Hartigh (2009) argues that in spite of economic crisis all over the world, British tourists dont stop visiting South Africa. South Africa possess many attractions for British tourist, such as happening sports event, exchange rates, value of money and a very well reputed travel destination, as per tourism trade publication Travel Daily News International, south Africa is cheap for UK tourist as pound rates are always appreciated against rand. And British tourist loved to spend an affordable holiday. This shows as long as South Africas rand value lower than pound, South Africa will remain attractive place for British tourist facing recession currently. British are known as if they live for their holidays, despite of all the warnings of recession by global financial institutions , one third of British people kept on spending nearly ten percent of their saving in traveling. However the storm of recession has affected that behavior towards traveling and they take more vigilant decision regarding holiday or business tours.web source http://www.mediaclubsouthafrica.com/index.php?option=com_content&view=article&id=1236:britishtourists-turn-to-sa&catid=50:visit_news&Itemid=117#ixzz0kA8TL4cO

Alison Healy , 2010 wrote in his article that a clear decline in tourist spending could be witnessed in new publication of Filte Ireland; the decline is mainly backed by prevailing recession all over the world. According to Tourism Facts 2009 B&Bs occupancy rate has fallen to 31 percent from 35 percent in 2008. Guest-house occupancy rate has also declined to 44.4 percent from 49 percent whereas hotels bedroom occupancy showed a down trend to 55 percent from 58 percent in 2008 therefore many hotels have reduced their room fares. Source: The Irish Times publications, http://www.irishtimes.com/newspaper/ireland/2010/0317/1224266441928.html Samantha Williams, (2008) argues because of pound weakening position, UK is becoming one the most desirable and affordable holiday destination. The tourism ministry is urged to take supportive measures for this increasing inbound tourism in UK. decline in pound value against USD and euro attracts a large number of tourist for business as well as holidays purpose, this drop present an bizarre opportunity for UK to attain triumph in this inbound tourism industry. This opportunity works as blessing in disguise, golden chance in the shadow of recession for UKs economy. As we all know tourist are the great source of foreign money.


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www.tourismalliance.com Recession boosts UK domestic tourism

At the same time Roger Munns (2008) wrote in his article that regardless of bank of England clear warnings about upcoming recession in euro zone, British tourists kept on spending on their traveling activities, author continues by revealing details that the 64 billion sterling spending has been reported under the head of tourism last year by the population of 60 million people. In UK holiday planning is often treated as an essential part annual budget rather as an expenditure occurring on leisure activities. Source http://www.articlesbase.com/travel-articles/british-tourists-spend-spend-spend-581261.html 3.1

Choice Modeling

According to Verma and Plaschka (2003) the famous choice modeling shows way for market-driven policy development, it illuminates customer clusters, signifying the possibility of change in the value driver level, yield assessment of overall brand equity, creating a new brand image, and recognizing the customers' change barriers. According to the authors the essence of research on customer choice modeling that has been published over the last few years has proved to be very supportive for hotel managers, this supportive theory possess complete information and insight to hospitality management industry that will helps manager to successfully pursue in their profession in light of these strategies and practices. Source: Verma, R. and Plaschka, G. (2003) The Art and Science of Customer-choice Modeling: Reflections, Advances, and Managerial Implications. Cornell Hotel & Restaurant Administration Quarterly; Vol. 44, Issue 5/6, p. 156 3.2

Strategic Management in Hospitality Industry

Michael Ottenbacher argued in his thesis submitted in March 2003 that brilliantly managing two or three activities doesnt guarantee success in hospitality industry, in fact it is obtained by simultaneously managing numerous phases proficiently, and in a well balanced way. We can divide the determinants of success into four different categories which are as follows: Phase One Two Three Four Categories product-related market-related process-related organizational- related

Market and organizational dimensions determine and relate the key success factors in hospitality management. Employees management related factors are of supreme concern in any field, thus primary importance has been given to factors related to employee management in hospitality industry. The author argues that employees management have its own issues, human resources management issues, strategic issues, assessments issues that focuses and based on human behavior are essential in nature and effects the employees performance and motivation level to excel. 3.3

UK Tourism Industry

According to English Tourism Council, Insights, (1999, Pg F-15) approximately 54 million trips abroad of UK


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residents were recorded only in 1999 which shows the rise of 6% as compare to 1998.main driving force behind these trips were Holidays, as record shows that mostly holiday packages were selected for traveling.the table beneath shows the historical data of Top ten destinations for UK visits abroad, 1998 Destinations Visits(thousands) Spending ( millions) Nights spending(s) 1France 11518 2663 4 231 2 Spain 9650 3236 11 335 3 Irish Republic 3937 749 6 190 4 USA 3542 2827 15 798 5 Germany 2062 597 6 289 6 Italy 2012 1024 9 510 7 Netherlands 1952 474 4 243 8 Greece 1860 651 13 350 9 Belgium 1699 311 2 183 10 Portugal 1299 468 11 360Source: ONS, Travel Trends, A Report on the 1998 International Passenger Survey

Like other countries UK tourism industry also comprise of three type of markets, inbound, out bound and domestic tourism, which means foreign tourist come to UK, UK tourist go abroad and UK tourists traveling in UK respectively. By PS70.04bn an increase of 1.4% in travel and tourism expenditure was witnessed in 2006 in UK. Total 227 million trips and 1.35 billion overnight stays are reported during the span of four years, 20022006.in which bound traveling shows the extraordinary growth among the three. Source ; business wire publication, 2007 Germany is getting ahead in Europes hotel industry also. It has been ranked as number 1 in European ranking by 44,812 lodging companies and UK on number 2 with 37,852 guest houses and Italy has been ranked as 3rd with 36,776 accommodation facilities. However France has been placed at fourth position with only 27,914 operational lodging companies. In number of new hotel projects Germany again steal the position of 1 with 214 projects and 43,378 guest rooms followed by UK (127 projects/22,899 rooms) and Spain (46/10,076). In Italy there are 41 hotel projects (7,070 rooms) under development and in France only 29 projects (5,444 rooms). Source: FACET Foodservice Annual Count and Expenditures Tracking; tophotelprojects.com International Hotel Construction Project Database, year of publishing 2009, web link http://www.prlog.org/10250551-europe-hospitality-ranking-germany-ranked-first-with-44812-lodgingcompanies.html) 3.4

Summary

Tourism is a competitive and dynamic industry and can be counted among the few fastest growing industries of the world. Although it was badly affected by terrorist attack all over the world but the movement is back again. Tourism industry is significant for any economy as it brings revenue and is the greatest source of receiving foreign money, thus many programs are designed and run by different federal governments to promote this industry By going through the previous researches conducted by different authors, we came to the conclusion that there are many factors having influence on how tourists choose tourist destinations throughout the year. We came across the fact that UK tourism industry is greatly affected by prevailing recession in the economy, though we know that traveling decision is based on human behavior, and it can be affected by anything. Reason varies from person to person but overall economic conditions must have affected the thinking of British tourists.


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Hence along with other factors recession also has implications on tourists decisions. Hospitality industry is an essential element for the growth of tourism industry by different means. It greatly affects the number of tourist coming in, in any country. Therefore new reforms and trends are constantly being introduced to keep up the high standard of the said industry. Hence different managerial reforms in hospitality field have successfully improved German hospitality & tourism industry. Every tourist wants an effortless entry and affordable services at their holiday destination, Other trends like Pursuing Consumer oriented strategies, serving like a servant, Affective handling of diversity in customers and Innovative management also plays significant role in attracting and retaining tourist from all over the world. After investigating and consulting books, online available journals, and articles we have also come across the fact that much research has not been conducted in this area of concern. Since importance of the relationship between the two industries cannot to be ignored thus we decided to do our research in order to make a little contribution in this field. Due to scarcity of available written material on the selected field we have decided to majorly rely on primary data to draw any conclusion.


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CHAPTER FOUR: FINDINGS, ANALYSIS AND DISCUSSION

REPORT 4 TOURISM

Tourism can be defined as an activity of traveling and staying outside your native place for either business or enjoyment purpose for not more than one year. The success of this industry depends upon the satisfaction of its customer. This industry needs to constantly grow, adapt and be flexible to changes as it has to deal with leisure and satisfaction of human being. Its a greatest source of revenue and jobs for destination for example tourism is source of 131,000 direct jobs in British Columbia and producing $13.8 billion in revenues annually there. This is normally divided among following five sectors Accommodation Food and Beverage Services


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Intangibility Variability Recreation and Entertainment Transportation Travel Services

In separate ability Pershabilty

Normally tourism is divided among the following two categories:1) Out bound tourism. 4.1 2) In bound Tourism

Out bound tourism.

Out bound tourism involves the business activity in which the person going to other province, territory or country for business purpose. For example you spent February in one territory and in June in some other province of your country for business or other purpose.. 4.2

In bound Tourism

Inbound tourism when your countries run a marketing campaign to attract tourist to your country from all over the world. Different countries run proper promotional program as its a big source of generating income. 4.3

Tourism Industry

It is a service based industry. The ministry of tourism in any country worked day in day out to make this industry profitable and income generating source for the country. Different types of policies are being adaptive to counter any hurdle or obstacle in the growth of tourism industry. The ministries in different countries aim at enhancing the tourism by enhancing its tool more attractive to grab a large number of tourists. They make sure that the rule passed by World tourism Industry is strictly followed. Every possible step has been taken in meeting the standards. The diagram on next page shoes the nature and characteristics of a service industry.


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4.4

Tour Operators & Branding

First we will define what branding is then we will discuss the role of tour operator in creating brand image of the destination. By branding we dont just mean forming a logo for destination rather many different element works together to create an image of the destination. According to Rod Davies 2003, Branding contains following five components Brand Identity Brand Image Brand character Brand culture Brand Personality Brand essence 4.4.1 Brand Identity Brand identity is helpful in establishing a relationship of brand with its customer. By brand identity we mean the representing the picture of brand how the brand strategies wants it to be perceived. 4.4.2 Brand Image Its about the external image of the brand. Brand image is the main component of creating brand image. It is related to current identity of brand that how it is perceived by the customer. 4.4.3 Brand character It is based on honesty, trust worthiness, and integrity. Providing your customer what you have promised to deliver. 4.4.4 Brand culture Brand culture is about the system of values, which surround a brand much like the cultural aspects of a people or a country. 4.4.5 Brand Personality Is about human characteristic and sentiments that we associate with a brand such as gender, age or warmth and schmaltziness 4.4.6 Brand essence Is about creating or gaining a long term strong image, which does not get affected by exchange of ideas or communication among customer. 4.5

Data Presentation & Findings

Demographics The first section deals in acquiring demographics of our respondents. Questions related to age, gender profession were asked to evaluate our respondents on provided demographics information Q-1 What is your age group?Responses 33 27 21 19 100

Category 20-24 years 25-30 years 31-35 years 36 or more Total


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Category Student Teacher Employee (job holder) Business person Others Total

Responses

33 19 26 22 0 100

Conclusion: Since we are conducting our survey online and sending to people related to different profession hence our respondents are expected to belong to different age groups. As the data above shows that 33% of respondent belongs to 20-24 years category, 27 % lays between age category of 25-30, 21% falls under the category of 31-35 years and 18% respondents belongs to 36 or more age category who are suppose to be Employees, teachers and other professionals. Q-2 Gender

Category Male Female Total

Responses

59 41 100

Conclusion: 59% respondents are male whereas 41% female respondents share their views regarding motivating factors for British tourists to travel outside the UK. Q-3 Profession?


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Conclusion: This question is asked to differentiate the opinion according to status of respondents, as it is clear from the data above that 33% of our respondents are students who are well aware with the influencing factors of travel and tourism, 19 % are teachers by profession and 26 % are doing jobs in different companies, 22 % business man share their views regarding their motivation to travel.

Q-4 Have you ever traveled outside the UK ?

Category Yes No Total

Responses

69 31 100

Conclusion: since we were conducting online survey hence It was a conscious effort to choose only those respondents who are lives in UK and have traveled abroad for some purpose, out result shows us that we have succeeded in scanning the right type of respondents as results reveals that 69% of our respondents have traveled outside the UK and 31 % have still dont get chance to visit aboard. Q-5 For what purpose mainly?


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Category Business Family Holiday Leisure trip Others-----Total

Responses 22 26 21 31 100

Conclusion: The purpose to ask this question is evaluating the nature of trip that are respondents made outside the UK. we have found through our survey that 22 % of our respondents frequently travel outside the UK for business purpose 26% go only in holidays , 21% stay out to get rid of the tiring working schedule and have some nice time with family or friends and 31 % respondents chose the category of OTHERS, we presume that this may includes the respondents who havent got chance to go outside UK for traveling. Q-6 What do you think, what are the major driving forces of traveling?

Category Destination attraction No frills hotels Ambition & Recognition Group Conformity Total

Responses 32 34 22 12 100


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Conclusion: the purpose to ask this question is to evaluate the importance of different driving forces of traveling outside UK by spending so much money. We have come across the fact that destination beauty is the biggest attraction that British tourists couldnt resist to travel outside their home land, we have got 32 % votes in favor of destination attraction, No frill hotels are another attractive feature that allows tourists with low budget to visit their dream destination,34% respondents agreed to this factor ,22% reveals that ambition to travel is the important force that drive tourists to travel abroad even in current economic conditions and 12 % just go because their acquaintances are going. Q-7 How do you get attracted to any destination?

Category Cheap destination Effective brochures Priority Innovative management Others Total

Responses 26 14 38 16 6 100

Conclusion: 26% respondents look at affordability in choosing destination, 14 % rate effective marketing brochures as a very important factor, 38% considers that nothing but setting your priority of staying home or visit another destination is motivational driver for British tourist.16% thinks innovative hospitality management styles are necessary element that determine tourist motivation and 6% have their other opinions regarding destination choice Q-8 what motivates you to travel outside UK?


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Category Cheap destination Holidays Budget Enjoyment All of above None of above Total

Responses 14 19 22 19 26 0 100

Conclusion: motivation is an important element for any activity; this question is intended to evaluate the motivation factors that drives you travel outside UK. We have found majority votes for budget as an important motivational factor for travel followed by availability of holidays to go and enjoy, and 26% believes that all the stated factors are important driving factors for traveling

Q-9 Do you think marketing strategies effectively generate an effective number of tourists for destination?

Category Yes No Total

Responses 74 26 100


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Conclusion: While evaluating the influence of marketing strategies in generating sufficient number of tourists for any destination, we have come across the fact that majority of our respondent around 74 percent, gives marketing immense importance in generating tourists for destination but a small number nearly 26% doesnt give it enough importance they think besides effective marketing there are certain other elements important for generating a adequate number of tourists. Q-10 Which is the effective marketing tool for destination promotion? Category Brochures Advertisements Word of mouth Others--------Total Responses 33 28 33 6 100

Conclusion: we have listed few marketing tool used in promotional activities of different travel destination. Brochures are coming up the most favorite tool as 33 percent votes in favor of brochures, 28 % consider attractive advertisement on media channels as effective marketing tool, 33% votes for word of mouth and 6 % present their different opinion regarding effective marketing tools.


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Q-11 Which strategies should be opted to make marketing more effective? It was an open ended question, we have grouped the answers into following categories, and results are as follows:-

Category Strong destination Branding Extensive media coverage brochures Discounted promotional schemes Total

Responses36 29 30 5

100

Conclusion: we have got mixed response in answer to this question, 36% respondents thinks creating strong brand image of destination helps I attracting sufficient number of tourist, and 29 % believes that extensive media coverage will be required make destination marketing more effective, 30 % agrees with brochures as a strong marketing tool and 5 % votes for discounted promotional schemes as attractive marketing tool pull more tourists for travel. Q-12 which of the following has the greatest impact on choice of traveling destination??


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Category Joy Time limit Current Economic situation Budget Others Total

Responses 26 18 26 22 8 10 0

Conclusion: there are different factors that affect the destination choices of British tourist; we have listed a few of them to identify the basic influencing factors of destination choices. According to our survey 26% respondent believes that joy is the basic factor that drives British travelers to trivial outside UK, 18 % agrees with time limit as an important element of destination choice,26% says economic condition also affects the choice and 22 % believes that budget the most important element for finalizing the holiday trip, as you cant go beyond your pocket.8 % have their own opinion. Influence By influence we mean the degree to which certain product/services use affects your routine or daily life. The questions are arranged in this section to measure the influence of recession on British tourists motivation level to travel. Q-13 How important economic situation is, in motivating tourists to travel?? Category Important Very important Necessary Not so important Total Responses 30 31 27 12 100


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Conclusion: this question has been asked to evaluate the importance of economic conditions for British tourists traveling decisions.30 % of our respondents consider them important while planning for business or vacations trip, 31 vote it as very important element, 27 % consider it as one of the necessary element to consider while planning any trip but at the same time 12 % respondents doesnt give it enough weight and doesnt consider it important to mull over. Q-14. Do you agree with the fact that recession has influenced the tourists decision? Category Agree Strongly Agree Neutral Disagree Strongly disagree Total Responses 39 32 29 0 0 100

Conclusion: as we have already acknowledge the importance of current economic situation in traveling decision making, therefore now we will evaluate the influence of recession (basic economic issue these days in UK).majority of our respondents agrees with the fact that prevailing recession definitely has strong influence on tourists traveling and destination choice decisions.39 % agrees,32 % strongly agreed, and 29 % stay neutral regarding recession affects.


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Q-15. In which ways you think recession has affected tourists choice of destination??

Description Less frequent trips Choice of cheap destination Low cost flights Affordable destination All of above Total

Necessary 23 20 18 23 16 100

Conclusion: by listing few options of how could recession has affected the traveling decision o f British tourist, this question has its significant importance as we again wanted to identify the ways recession could influence the tourist traveling preferences, our results reveals us the it makes us to look for affordable destination package of limited time, and tourists tend to travel less in order to save money, as 23% respondents voted in favor of less frequent trips as a result of recession. Q-16. Why recession has limited the tourist activities? Category Loss of pound value Travel Expense exceed budget limit Loss of jobs Others---Total Responses 30 33 22 15 100


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Conclusion: this question answer the why and how recession has limited the tourism scope in Briton. Results reveal the fact the 30 % respondents thinks that the fear of pound value loss stop tpurist from traveling, as they may are afraid of being run short of money and face loss in pound exchange, 33 % thinks that due to pound value loss their travel expense exceed their budget, 22 % faced loss of jobs and couldnt think of making any trios till they get new and 15 % have also other issues that hinder them to travel as frequent as they do before recession.

Q-17. What changes does UK recession have brought into their choices?

Category Inbound traveling rather outbound traveling Make less holiday trips Save rather spend money Affordable destination Discount packages rather luxury deals Total

Responses 25 16 17 24 18 100


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Conclusion: It was again an open ended question to know about the change the recession has brought in their traveling decisions; respondents express their view differently, however we have succeeded in bounding them into five main categories. Above table and chart depicts the number of responses we get in each category.25% agreed with the change of inbound rather outbound traveling, 16% expressed their views in favor of making less holiday trips (holiday trips are avoidable, business trips are not) 17% agrees by saving money for rainy days rather spending on traveling as recession has also brought job loss, and 24 % started looking for affordable destination rather their dream destination to go on holidays with their loved ones.

Q-18. How would you rate the change in terms of importance? Description Necessary Very Important Important Not so Important Total Necessary 35 41 24 0 100

Conclusion: in above question respondents express different views regarding the influence and change that recession has brought in to their traveling activity, the changes identified in previous questions were evaluated


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here in terms of their importance. We found that 35 % thinks that it is necessary to consider the change in current economic condition, 41 % deem them important enough to not be ignored and 24% rate hem as very important factors to be considered while planning for their trip. Q-19 How should tourist deal with recession?

Category Planning Opt for No frill services Discount packages Low fare packages Total

Responses26 33 16 25

100

Conclusion: we have asked this open end question to get recommendation on dealing with recession and continuing the traveling activity, we have got mix response in answer to this question but mostly reply that tourists should go for no frill services rather luxurious services to save travel expense, 26 % says that planning is an important element that saves both, time and money. Other also expressed their views in favor of opting discounted and low fare travel packages.

4.6

DATA ANALYSIS

As the data that we need for our research is not available, so we will be relying on primary data resources. The procedure will be to interview some people individually to feel how people feel about the topic in question. 4.6.1 Statistical techniques Statistical techniques that we will be using for conducting our research will be bivariate technique. We are using this one because this is suitable for analyzing data when there are two or more measurements of each element and the variables are simultaneously analyzed. We will be applying t- test and correlation to analyze


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data 4.6.2 Statistical tool This tool will be t-Test and Chi Square. These techniques are used for estimating the dependency of a variable on another.

4.6.3 Hypothesis Testing

From above identified three hypotheses, we have chosen two hypotheses to test here:-

Hypothesis Testing :1 H0: destination promotional schemes and tourist decision are independent variable H2: destination promotional schemes and tourist decision are dependent variable

Level of significance 0.05 Test X2= E(fo-fe)^2/fe

Degree of freedom 3 Critical region X2 >X2 = 7.82Do you think marketing strategies effectively generate an effective number of tourists for destination? Yes Which is the effective marketing tool for destination promotion? Brochures Advertisements Word of mouth Others--------Total

No

Total

24 27 23 0 74

8 2 10 6 26

32 29 33 6 100


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Calculations Sr. no 1 2 3 4 7 8 9 10

o 24 27 23 0 8 2 10 6

e 23.68 21.46 24.42 4.44 8.32 7.54 8.58 1.56

o-e 0.32 5.54 -1.42 -4.44 -0.32 -5.54 1.42 4.44

(o-e)^2 0.1024 30.6916 2.0164 19.7136 0.1024 30.6916 2.0164 19.7136

((o-e)^2)/e 0.004324324 1.430177074 0.082571663 4.44 0.012307692 4.070503979 0.235011655 12.63692308

EX^2 = 22.91181946Conclusion: since the calculated value falls under critical region, therefore we reject our null hypothesis and accept alternative hypothesis which state that: destination promotional schemes and tourist decision are dependent variable Hypothesis Testing: 2 H0: Economic recession has influenced the tourist choices of destination H3: Economic recession has no influence on tourist choice of destination

Level of significance 0.01 Test X2= E(fo-fe)^2/fe

Degree of freedom 20 Critical region X2 >X2 = 37.57

Do you agree with the fact that recession has strongly influenced the tourists decision?Agree Strongly Agree Neutral Disagree Strongly disagree

Total

How do you think recession has affected tourists choice of destination?


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Less frequent trips Choice of cheap destination Low cost flights Affordable destination All of above None of above Total

15 10 6 4 4 0 39

4 6 9 11 2 0 32

4 4 3 8 10 0 29

0 0 0 0 0 0

0 0 0

23 20 18 23 16

0 0 10 0

Calculations Sr.no 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

O 15 10 6 4 4 0 4 6 9 11 2 0 4 4 3 8 10 0 0 0 0 0 0 0 0 0

e 8.97 7.8 7.02 8.97 6.24 0 7.36 6.4 5.76 7.36 5.12 0 6.67 5.8 5.22 6.67 4.64 0 0 0 0 0 0 0 0 0

o-e 1.03 -1.8 -3.02 -4.97 -6.24 4 -1.36 2.6 5.24 -5.36 -5.12 4 -2.67 -2.8 2.78 3.33 -4.64 0 0 0 0 0 0 0 0 0

(o-e)^2 1.0609 3.24 9.1204 24.7009 38.9376 16 1.8496 6.76 27.4576 28.7296 26.2144 16 7.1289 7.84 7.7284 11.0889 21.5296 0 0 0 0 0 0 0 0 0

((o-e)^2)/e 0.118272018 0.415384615 1.299202279 2.753723523 6.24 0 0.251304348 1.05625 4.766944444 3.903478261 5.12 0 1.0688006 1.351724138 1.480536398 1.662503748 4.64 0 0 0 0 0 0 0 0 0


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27 28 29 30

0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

EX^2 = 36.12812437Conclusion: since our calculated value does not fall into critical region, therefore we have no reason to reject null hypothesis and accept alternative. So we accept null hypothesis which states that HR management plays significant role in increasing employees motivation.

4.7

Discussion

On the basis of literature review and our survey results we have found that marketing techniques to make more effective . 4.8 Importance of Tourism Brochures in Attracting Target Market Stephen P Robbins, 2002 wrote while defining the strategies that Mostly brochures are the only promotional tool that the tourism operators possess. It indeed is the most powerful and popular merchandising source in this field. Special attention should be given in forming the brochures. It has a strong impact on customer. Mostly customer perceives things by evaluating the quality and standard of its promotional tool such as brochures. The quality of brochures affects the purchase of commodity in products and number of tourists in tourism. Information provided in brochures is very attractive in pulling the clientele as tourists. Brand image and creating brand awareness is very influential on distribution channel also. Predominantly push and pull strategies are more influential in nature. Normally tourism operators use push and pull strategies to attract tourist within the country and from other countries of the world. This combination may be more effective than either strategy on its own because intangibility, heterogeneity, perish ability and ownership issues affect the supply and demand of tourism services. Tourism is a service industry and brochure is a marketing tool, our diagram beneath will show the type of marketing required in service industries.

Interactive Marketing


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Internal Marketing

External Marketing

4.9

Summary

In this Chapter we presented and analyzed our research findings. Questions were asked regarding role that Recession plays on British tourists motivating to travel. Respondents were evaluated on the basis of demographic information taken in first few questions and influence of recession and marketing strategies of destination that affects tourists decision. We test our hypothesis against alternative and conclude that recession and promotional strategies do influence the tourist decision regarding destination choice. Then based on our literature review and survey result we discussed the importance branding in destination marketing.


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CHAPTER FIVE: CONCLUSION AND RECOMMENDATION

5

CONCLUSION

From the results above, of primary as well as secondary data we came to the conclusion that British tourists decision regarding destination choices is affected by different factors which are difficult to pinpoint, however for our study we have focused on economic recession and marketing strategies influence on tourist affects.


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We have come across the fact that economic recession has affected tourist choice in many ways. British were known to spend on their holiday trip planning. But after recession now most of the tourists prefer to stay in homeland rather going abroad. They tend to save for rainy days rather spending on leisure activities. Those who still manage to go, they look for more affordable rather favorite destination to spend holidays. They also look for travel discounts and no frills service packages while finalizing any destination. Therefore they should plan each and every thing in advance to save time and money While evaluating the value of marketing strategy we got to know that effective branding of destination attracts a large number of tourist, travel agents and operators should brand the destination and provide that much importance to designing that much is given in any companys product or services. We have asked for reforms and suggestions that tourist should follow in making their successful trip. That part will be deal in subsequent portion of recommendations. 6 RECOMMENDATIONS

The growth of British tourism industry is somewhat static due to current economic situation; however wet summers in England could work as a competitive advantage in future and helps in attracting a great number of foreign tourists. There are different personal as well as social factors that influence the choices of destination for British tourists, but current recession has affected all of them likewise, now everyone think twice while planning for outbound travel for business or leisure purpose. On the basis of our conducted research and literature review we have identified following trends / factors that will be very helpful in facilitating the tourist in their decision related to inbound or out bound traveling in this hour of recession. Here we will present certain recommendation to make your dream holiday come true even in recession. Prioritize Plan Opt for No frill services Discount packages Low fare packages 6.1

Prioritize

It is always best to prioritize your needs, what is more important for you, either you want to save for rainy days or want to live for present. British normally love to spend their income on holidays. It is better that you prioritize whether you want to stay homeland and save your money during holidays or you want to go for outbound traveling. Once you decided for outbound tourism then the second step comes. That is planning. 6.2

Plan

Once you are done with prioritizing then comes the planning. It is suggested to plan every little tiny thing in advance, at least a month before going on holidays. From travel agent selection to reaching the destination and coming back home, everything should be planned according to your budget, because no else except you know how far your budget allows you to go. It is suggested to browse fpr different destination, travel packages and best timings to visit any particular destination, know everything about the destination before hand from transport, hotels, to happening events to avoid hassles. It will help you save time, money and schedule your


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work accordingly. 6.3

Opt for No frill services

The success in hospitality management is in overcoming the difficulties and maintaining high level of services in a time of turbulence. Given nature of business, large chances of confusion may exist in deals with human behavior thus the secret of success is effectively managing issues of turbulence. These days prevailing recession is the basic trouble of any economy hence No frill services is the best suited idea for people having limited budget. It has been taken from low fare air service. In this hotels provide you basic requirements of living without luxuries in exceptionally affordable prices. The basic idea behind this concept was to approach the market segment which doesnt afford high rates of super luxury service.

6.4

Discount packages

Recession brings few advantages with it, discounted services and freebies are among them. After all travel agents have to introduce reforms in their strategies to attract and retain tourists. It is suggested to search and consult more than two travel agents before finalizing one, and choose the best rates for your trip. But one needs to be cautious to avoid getting huge itinerary in shadow of attractive discounts. 6.5

Low fare packages

It always suggested choosing airline with direct flight availably, airline also offers no frills service at much lower rates than expected. By choosing such airline one can save a lot of money, as fare charges are suppose to be one of the major expense in distance destinations.

6.6

Tips for Making Effective Destination Marketing

Before we made few recommendations for tourist and we will see destination marketing can be improved to attract a sufficient number of tourists in this tough time of recession. We will discuss the general tips for branding any product, commodity or services. These guidelines will be helpful in creating strong brand image of destination brochures or anything else. If you are facing hardships in creating a strong brand image for your product, the first thing that you should do is to hire consultants or brad managing experts. Who will be responsible for web, stationery, logo, tagline, mission statement, cards, postcards, brochures, elevator pitch, newsletters, letters, project sheets, resumes and other related work? They will manage to effectively bring your image and logo under your brand. Build up strong a mission statement that represents your reason for existence and add value to customer Develop an impressive tag line representing the destinations identity and purpose of operations Set deadlines for the task you want to accomplish within a year. Made calendars and build a matrix for outreach Regularly write on paper, post on your web portals and regularly made press releases to media as well as press release on internet Diversify all marketing, PR and media to reach the markets where your clients are to be found as opposed to marketing within your own service industry


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Develop different tip sheets declaring how your company/country is different and competitively ahead in the market. Make a poster to use as a marketing tool for your company. Calendar should contain the photo of different awards and a ritual in your company .you can post it on your web portal or other promotional mediums.

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REFERENCES

1. Judith Bell Doing Your Research Project: A Guide for First Time Researchers in Education, Health, and Social Science 4th Edition 2. ONS, Travel Trends, A Report on the 1998 International Passenger Survey, business wire publication, 2007 3. Roger Munns (2008) http://www.articlesbase.com/travel-articles/british-tourists-spend-spend-spend581261.html 4. Samantha Williams, (2008www.tourismalliance.com Recession boosts UK domestic tourism 5. Alison Healy , 2010, The Irish Times publications http://www.irishtimes.com/newspaper/ireland/2010/0317/1224266441928.html 6. Wilma den Hartigh (2009), http://www.mediaclubsouthafrica.com/index.php? option=com_content&view=article&id=1236:british-tourists-turn-tosa&catid=50:visit_news&Itemid=117#ixzz0kA8TL4cO 7. Ann rowe and john d smith http://assets.cambridge.org/052189/235X/sample/052189235XWS.pdf travel and tourism 8. Bryman, A. and Bell, E. 2007. Business research methods. 2nd edition. Oxford: OUP 9. European Hotel Review, Edition July 2009, published by STR Global, the leading provider of market information to the worlds hotel industry, web source http://www.hospitalitynet.org/news/154000320/4042411.search? query=change+in+hospitality+germany 10. FACET Foodservice Annual Count and Expenditures Tracking; tophotelprojects.com International Hotel Construction Project Database, year of publishing 2009, web link http://www.prlog.org/10250551europe-hospitality-ranking-germany-ranked-first-with-44812-lodging-companies.html) 11. Stephen P Robbins,2002, Seventh Edition MANAGEMENT Strategic Management 12. Kotler Armstrong, 2000, tenth Edition Principles of Marketing Company and Marketing Strategy 13. Kotler Armstrong, 2000, tenth Edition Principals of Marketing Product services and branding strategies 14. Bateman Snell, 2003, Fifth Edition Management Competing in New Era The Responsive Organization. 15. Rod Davies, February 2003, (E- Articles) Orient Pacific Century ,Asia Market research dot com available at www.asiamarketresearch.com/columns/tourism-branding.htm 16. Philip Kotler, John Bowen, James Makens, International edition June 2009,5th edition Marketing for hospitality & Tourism 17. Stephen page, 2009, 3rd edition transport & tourism the global perspective 18. Airey & Tribe, 2005 (E books) International hand book of tourism


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19. Brand NSW Brochurs Guidelines, available at http://corporate.tourism.nsw.gov.au/Brand_NSW_Brochure_Guidelines_p3384.aspx 20. Philip Kotler and gray Armstrong, Twelfth Edition Principles of Marketing Company and marketing strategy. 21. Travel & Tourism Competitiveness Report 2009, published at 4th march 2009, web source http://www.weforum.org/en/initiatives/gcp/TravelandTourismReport/index.htm 22. Verma, R. and Plaschka, G. (2003) The Art and Science of Customer-choice Modeling: Reflections, Advances, and Managerial Implications. Cornell Hotel & Restaurant Administration Quarterly; Vol. 44, Issue 5/6, p. 156 23. W. Lawrence Newman, 2005 Social Research Methods Quantitative research design 24. W. Lawrence Newman, 2005 Social Research Methods Survey research

APPENDICES

STUDENTS QUESTIONNAIRE Dear Respondents: We the students of (put your university name here) are conducting a research to identify the influencing factors of tourism, in light of current economic situation in UK. We will appreciate your cooperation in filling this questionnaire. Demographics Q-1

What is your age group? 20-24 years 25-30 years 31-35 years 36 or more Gender Male Female

Q-2


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Q-3

Profession Student Teacher Employee (job holder) Business person Others

Significance Q-4 Have you ever traveled outside the UK ?

Yes No For what purpose mainly? Business Family Holiday Leisure trip Others-------

Q-5

Q-6What is the major attraction to travel outside the UK? Destination No frills hotels Ambition & Recognition Group Conformity Q- 7 what is your motivation to travel outside UK? Cheap destination Holidays Budget Enjoyment All of above None of above Q-8How do you get attracted to any destination?

Cheap destination Effective broachers Priority Innovative management


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Others

Q-9Do you think marketing strategies effectively generate an effective number of tourists for destination? Yes No Q-10Which is the effective marketing tool for destination promotion? Broachers Advertisements Word of mouth Others--------Q-11Which strategies should be opted to make marketing more effective? -----------------------------------------------------------------------------Q-13which of the following has the greatest impact on choice of traveling destination? Enjoyment Time limit Current Economic situation Budget others Q-14How important economic situation is, in motivating tourists to travel? Important Very important Necessary Not so important Q-15Do you agree with the fact that recession has influenced the tourists decision? Agree Strongly agree Neutral Disagree Strongly disagree

Q-16 How do you think recession has affected tourists choice of destination? Less frequent trips Choice of cheap destination Low cost flights Affordable destination All of above None of above


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Q-17 Why recession has limited the tourist activities? Loss of pound value Expense exceed budget limit Loss of jobs Others---Q-18. What changes does UK recession have brought into their choices? --------------------------------------------------------------------------------------------------------------------Q-19. How would you rate the change in terms of importance?

Necessary Very Important Important Not so Important

Q-20 How should tourist deal with recession? --------------------------------------------------------------------------------------------------Thank You for your time. Thank You for your time.

Documents

Final British Tourism Report