Case study or Cambridge UK-An exploration of the perception of tourists visiting Cambridge.

Module Name; -URBAN TOURISM: ASSIGNMENT

Research Report (4000 words) (university degree);Times new roman font size 12 single spacing

The Case study is Cambridge UK: The research topic within the overarching themes of urban tourism and tourism in tourist-historic cities will depend on your aims and objectives.

STRUCTURE TO FOLLOW;

• Introduction to urban tourism: Introduce background, aim & objectives (purpose of study), key facts& figures of the Cambridge and brief outline of whole report.
• Literature Review: Define urban tourism, supply & demand, current date, city type i.e. historic city, specific research focus (relate literature to your chosen topic).
• Methodology: The Approach used and how it was used, focus mainly on:
• Findings: presents and summarises the key findings of your research, presentation between quantitative and qualitative research findings.
• Discussions: critically reflect on your results linking them to the academic literature/existing research on tourism.
• Conclusions:coherent conclusion to the chosen focus; provide some final recommendations based on the issues raised in the findings and discussion section (OR provide recommendations for further research).
• References: Harvard style referencing throughout assignment and keep complete and accurate bibliography. (academic sources -journals, books, articles etc. some web reference – proper intext citations.

What? (chosen research approach and method),

Why? (justification for choices, link to nature of research objectives) &

How? (fieldwork and design of research instrument).

Please Note:

• Description and Evaluation: Whilst you should describe any graphs/ tables – or interview/ field note extracts which you have presented, you must also take time to discuss and evaluate these findings.
• Present Results Thematically: Often students take a sequential approach to presenting data by describing each question one by one or separating quantitative and qualitative results. Instead try to discuss your results thematically and use different questions/ types of data to explore this theme.
• Link Findings to Theory: Where possible try to relate your results to the ideas, cases and theories that you have discussed in the literature review.

What I have started already as follows:-As already approved by professor

Note: Please continue off from what I have started as required and approved by professor and follow the structure to follow and do the literature review and rest of assignment in the exact Order from structure to follow since literature review was left out and should be included}

Topic: Cambridge UK- An exploration of the perception of tourists visiting Cambridge.

Aim: The aim of this research is to gain a better understanding and insight into tourists visiting a historic city.

Objectives:

• To explore the reasons that appeal to tourists visiting Cambridge.
• To understand the tourist perception of Cambridge.
• To uncover the overall tourist experience.

Methodology:

Primary Research: Using the Qualitative Research Method (only) in a narrative description to present my findings and discussions.

Research Instrument: A semi-structured interview questions (qualitative) for a group of 60 tourists in Cambridge was prepared. This was designed to acquire first hand information on exploring the perception of the tourist visiting the city of Cambridge.

Primary Research completed:

A summary of the semi – structured interviews individually conducted on tourists in the city of Cambridge:

Q1: What are the Ages, Gender, Place of Residence of tourists being interviewed

Answer:

The tourists that were interviewed individually were between the ages of 18-25, 25-45 and the 45 + (plus), who were also both male and female genders. Their places of residences varied from domestic tourists to other Europeans countries, Americans and Asians and finally Australians were all interviewed.

Q2: Why did you decide to visit Cambridge?

Answer:

Some of the tourists interviewed, had invitations for Kings College Alumni Tours and other campus tours by students of other institutions. Other tourists were on holiday with their families and some were on day trips visiting friends and family.

Q3: Do you often visit historic cities or places? If yes, why is that/what do you like about them?

Answer:

Majority of the tourists answered yes on visiting historic cities. They enjoy learning about a history of a city and its ancient artefacts. Visits to museums and historic sites/ heritage homes and experience history in modern days.

Q4: How would you describe Cambridge?

Response:

The widely held realisation of the fact, the whole cities made up of different campuses. The mixture of old with the modernity. Whilst others mentioned the sense of walking in history.

Q5: What have you seen and done in Cambridge so far? Are you planning to see/do anything else?

Response:

The common replies for the day, are on the alumni tours of Kings College and Kings College Chapel, Cambridge university and other campus tours. The visits to the Round Church and Fitzwilliam Museum, the Corpus Clock and the Pink Floyd and Pop Culture tour Cambridge.

Q6: What do you like the most about Cambridge?

Response:

The popular response from the tourists was the more relaxed atmosphere in the city surrounding compared to other city centre, the short distances to travel from the little shops and galleries around the street corners, also surrounded by restaurants and other eateries. The city being easy to get around with local activities to enjoy with less travel in city and lastly, the sense of community amongst the residents.

Q7: Is there anything you dislike about Cambridge?

Answer:

The young tourists mostly complained about, the not so great night life in the city. They further commented on the city being too quiet at times, also tending to attract certain demographics such as particular age groups like either young adults (students) and the elderly.

Q8: How long are you staying in Cambridge for? If only for the day, why are you not staying longer? If overnight, what kind of accommodation have you chosen?

Responses:

Majority of the domestic tourists, were there on day trips, some were visiting friends and families or had a free day available, others were on family outings and touring the campuses in the city. Similarly, the international tourists had also taken days from their planned visits to visit Cambridge historic sites and toured the campuses. Most of them were staying for 2- 4 days because of their other commitments. Hotels and bed & breakfasts seems the popular choice of accommodation in the city.