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 Cambridge, UK. The 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: Cambridge, one of the most famous and well known
cities in the UK that has different tourist places. For example, the researcher had obtained
information from Cambridge City Council (2009) that shows that tourism is a major
industry for Cambridge and its surrounding area. In Cambridge alone, its generated 351
million for the local economy and employs over 6,500 people. As an example, the author
would like to mention that over 4.1 million people visited Cambridge in 2008 and the
number of visitors will be increased in the next few years (Cambridge City Council, 2009).
Some of the most famous places include Cambridge University, Fitzwilliam Museum,
Granta Punting Company, Cambridge city areas, bars & clubs, theatre and cinemas, music
venues, nature reserves & parks etc. (Cambridge, 2012).

1.4. Brief outline of the report: This report has been designated in following ways to
discuss and explain urban tourism, case of visitor experience in Cambridge, UKPage | 1

Brief introduction on the urban tourism in first chapter;

Key theories and practices in urban tourism in second chapter;

The methodology that has been used to collect primary and secondary data in third
chapter;

The analysis of the findings in forth chapter; and

The discussion and conclusion on urban tourism, mainly on Cambridge on the basis of
findings in fifth chapter.

Chapter 2: Literature review

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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
Cambridge, 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. The concept and phenomenon of urban tourism has important and
divisive implications for the purpose of social science and management of tourist
destinations (Selby, 2004). So, 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. For instance, Cambridge is famous urban tourism
destination because of its historical and cultural importance, while Las Vegas is a famous
urban tourism destination because of its entertainment activities. Thus, Selby (2004) 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.
In similar views, Spirou (2011) 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. He has mentioned that urban tourism has been playing significant roles
in local economy and thus national economy of a country. He 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.
According to Law (2002), urban tourism simple denotes tourism in urban areas. As
example, Law (2002) has mentioned some of the following urban areas/cities having urban
tourism because of its particular characteristics- i. London, Paris, New York etc. as capital
city of the country; ii. Canterbury and York because of its metropolitan centres and walled
historic cities; iii. Oxford, Cambridge and Vienna as regard as large historic cities; and iv.
Disneyland and Las Vegas because of tourist-entertainment complexes.
At the end, the author would like to say that urban tourism is becoming very important
business sector as well as having vital roles in the management and preservation of natural,
social and cultural heritages and attractions to create both economic and non-economic
outcomes through urban tourism.

2.3. Visitors to urban destinations: According to Nagle (1999), urban areas or cities are
important tourist spot or destination for visitors destinations because of their social and
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cultural significance and importance to the visitors. He has noted that urban destinations
have been providing recreational and leisure opportunities for the visitors. As an example,
Carr (1997) has stated that Cambridge is becoming very famous and well known city in the
world because millions of people are visiting the city each year. Carr (1997) has noted that
the Cambridge Structure Plan (1991-2000) regards Cambridge as the major tourist centre
and the engine of tourism for the rest of the region and thus an important contributor to
economic growth. The main reason is that Cambridge is regard as large historic cities in
the UK. There are several historical places, including universities, colleges, and park areas
etc.
2.4. Demand and supply of urban tourism: Kotler et al. (1993) 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. Due 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. Pender and Sharpley (2005) have identified following
demand and supply of urban tourismi.

The demand for urban tourism- identifying urban tourists; motivational factors;
measuring demand; trends/patterns in demand; tourist-consumer behaviour; and
modelling/forecasting demand etc. and

ii.

The supply for urban tourism- primary components, including activity and
leisure settings; secondary elements including accommodation and restaurants; and
additional features including information services, car parking and so on for more
detail and clearly to the visitors.

Thus, the author would like to say that there should be appropriate combination and
coordination between the demand and supply of urban tourism in relation to create most
effective and efficient tourism management in urban tourism.

2.5. Management and marketing of urban places: The concept of urban tourism is
highly diverse and complex because of the size of urban destinations, business type and
sector as well as the organization and process involved in the urban tourism. So, Cooper
and Hall (2008) have mentioned that the issue of management and marketing is an
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important aspect in urban tourism. They 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/destinations.
According to the Cambridge Local Plan 2006, it is clear that the main aim of this plan to
conserve the character and environment of Cambridge and thus to ensure a satisfying and
enjoyable experiences for the visitors both the country and other international countries
(Cambridge City Council, 2009). The policy has been set out to focus on the visitor
management and as well as to encourage tourism that is sustainable and environmentally
friendly. So, it can be noted that there is great importance of the management and
marketing of urban places, including Cambridge in relation to create sustainable urban
tourism.
2.6. Culture and heritage tourism: Culture and heritage tourism is a type of tourism
where culture and heritage become an important component or element in tourism. Culture
and heritage have significant influence and roles in urban tourism. For example, Chhabra
(2010) has mentioned that cultural attractions play an important role in urban tourism at all
levels while the heritage has significant impact on the attracting visitors to a particular
urban area. So, he has noted that culture and heritage have positive impact on the social
and economic perspective of the urban tourism; however, there may have some negative
impacts as well on the urban tourism.
2.7. Tourist-historic cities and related features of tourism: According to Ashworth and
Tunbridge (2000), the tourist-historic cities and other related features in urban tourism can
be viewed as

A form and a function of urban tourism that reflects the urban activities in tourism;

A type of particular city and a specialised morphological-functional region within

the city in urban tourism; and

A form of historic resources in urban tourism.

So, it is clear that in urban tourism, the issue of tourist-historic cities and related features
have crucial influence on the management of urban tourism.
Chapter 3: Methodology
For the purpose of collecting primary data on the visitor experience in Cambridge, UK, a
well known and famous tourist place in urban tourism, the author had carried out
questionnaire survey as a group member. All of the questions were constructed through the
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primary aim of the study along with the key issues in urban tourism derived from the
literature review. The researcher and his group members had carried out twenty five
questionnaire survey among the visitors in Cambridge through random sampling method.
The author thinks that the sample size may be small to draw valid conclusions; however
the researcher has his group member had obtained some secondary information from
different relevant sources, such as books, journals, articles and other publications.
Based 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
techniques and the author will critically discuss findings to draw discussion and conclusion
on urban tourism, mainly focusing on the visitors experience in Cambridge.
During 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 Cambridge. All
of the group members carried out survey among the visitors at mainly most visited places
including university areas and some other attractive spot in Cambridge.
So, the author believes that he will be able to make valid conclusion on the urban tourism
in terms of visitor experience in Cambridge.

Chapter 4: Findings
The researcher along with group members had carried out twenty five questionnaire survey
among the visitors in Cambridge to discuss and explain some of the most common issues
and concerns of urban tourism in the UK. The author would like to represent some of the
most relevant and appropriate findings on the visitors experience in Cambridge as followsPage | 6

4.1. Demographic characteristics of the respondent: The primary data has been carried
out among different aged people with having different social and cultural backgrounds.
The author would like to represent the demographic characteristics of the respondent in
questionnaire survey in a table as followsTable: 4.1. Demographic characteristics of the respondents
Key demographic feature
Age group:

Total number of respondent

Percentage (%) of total

i.

10 to 20 years

i.

i.

12%

ii.

21 to 30 years

ii.

ii.

36%

iii.

31 to 40 years

iii.

iii.

32%

iv.
41 to above
Sex/gender:

iv.

iv.

20%

Male

13

52%

Female
Location of residence:

12

48%

UK

32%

European country

14

56%

Other
Personal status/position:

12%

Employee

36%

Student

24%

Other profession

10

40%
Source: Questionnaire survey data

4.2. Gathering information about Cambridge by the respondent: The data derived
from primary source in relation to how the visitors gather and obtain information about
Cambridge can be shown as follows-

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Figure: 4.1. Obtaining and gathering information about Cambridge by the respondent from
different source
4.3. Main attractions in Cambridge: The primary data shows that there are several most
common and important attractions in Cambridge that has significant values and importance
in terms of urban tourism. The findings can be represent as follows-

Figure: 4.2. Main attractions in Cambridge for visitors

4.4. Personal satisfaction on the visit: Most of the respondents are almost satisfied with
this visiting or trip in Cambridge. The author would like to show that the primary data as
followsPage | 8

Figure: 4.3. Personal satisfaction on the visit in Cambridge

4.5. Personal views on Cambridge as tourist place: Cambridge is well known and
famous tourist place. This notion is proved by the primary data that has been collected
from twenty five visitors in Cambridge. The author would like to represent the data as
follows-

Figure: 4.4. Personal views on Cambridge as tourist place

4.6. Tourist spots and places in Cambridge: Cambridge 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. The author would like to represent the primary data on the personal views
regarding lot of tourist spots and places in Cambridge in a table as followsTable: 4.2. Personal views on tourist spots and places in Cambridge
Feature of likert-scale

Total number of respondent

Strongly disagreed
Disagreed
No comment
Agreed
Strongly agreed

1
2
1
8
13

Percentage

(%)

of

total

respondent
4%
8%
4%
32%
52%
Source: Questionnaire survey data

4.7. Transportation system to get access to Cambridge: Cambridge 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. The author would like to show primary
data on the personal opinion about transpiration system to get access to Cambridge as
urban tourism destination as follows-

Figure: 4.5. Transporation system to get access to Cambridge

4.8. Personal satisfaction on the elements of urban tourism in Cambridge: From 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. The author would like to represent the data on the personal
level of satisfaction of the respondents, i.e. visitors in Cambridge as following figure-

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Figure: 4.6. Personal satisfaction on the elements of urban tourism in Cambridge

4.9. Personal views on promoting and marketing Cambridge as tourist destination:
Cambridge has some effective and appropriate policies and plans to promote and improve
its urban tourism that has been derived from the review of literature. However, the primary
data shows that there is need for some further and future steps to promote and market
Cambridge as one of the most attractive tourist destinations in the UK. The researcher
would like to summarize the findings from the primary data as followsi. The relevant authorities should carry out media promotion and other marketing
initiatives;
ii. The relevant authorities should focus on the internal promotion and marketing activities;
iii. The concept of word of mouth can play important role to promote and market tourism
products and services in Cambridge; and
iv. The relevant authorities should provide factual information on advertisement in
different media such as newspaper, television etc.

4.10. Personal opinions to improve urban tourism in Cambridge: The researcher would
like to sum-up the primary findings on the personal opinions in relation to improve urban
tourism in Cambridge from the visitors experiences as followsCambridge 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 world;
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The relevant tourism authorities in Cambridge 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
Cambridge; and
The Cambridge tourism authorities should develop management and marketing plan as
well as sustainable tourism policies to ensure environmentally friendly urban tourism
in Cambridge.
So, 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
Cambridge.

Chapter 5: Discussion and conclusion

Based on the characteristics of the respondents who have visited in Cambridge, it can be
noted that most of the visitors are young and adult with having different cultural and social
backgrounds. For example, 36% respondents were aged between 21 to 30 years, followed
by 32% respondents of aged between 31 to 40 years. So, it is clear that Cambridge is one
the most attractive tourist destinations to young and adult people from different countries
including UK (e.g. 32%); European countries (e.g. 56%) and other countries (e.g. 12%).
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The demographic characterises also represents that the percentage of male and female
visitors are almost similar, such as 52% male and 48% female who have visited
Cambridge.
Majority of the respondents, such as 60% have obtaining and gathering information about
Cambridge as tourist destination from their friend. The rest of the respondents, such as
28% have mentioned that they have obtained information about Cambridge though
different websites followed by 12% who have mentioned that they have obtained
information about Cambridge through various advertisements in different media. So, 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 Cambridge as tourist destination.
Cambridge has lot of attractions for the tourists. Some of the most common ones includecultural and historical places as mentioned by 44%, while second highest constitute 28%
that focus on the natural beauty of the region as elements of tourism in Cambridge. Based
on the primary and secondary findings, I 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 Cambridge.
Majority of the respondents, such as 80% have provided their experience as good while
visiting in Cambridge. On the other hand, 12% of the respondents have mentioned that the
visiting experience in Cambridge can be categorized as average. Thus, it clear that there is
need for some initiatives and steps by the relevant authorities to improve tourism products
and services in Cambridge to ensure excellent visiting experience by the visitors and
tourists.

Cambridge has been considering as one the most important tourist place in the UK because
of its several elements of urban tourism. For example, 60% of the respondents have
strongly agreed and 32% of the respondents have agreed that Cambridge is one the most
common and important tourist place in the UK because of its natural, cultural and
historical backgrounds. While there was small percentage, such as 4% of the respondents
are disagreed that Cambridge is not important tourist place in the UK. At the end, it can be
said that Cambridge has great importance and significance as tourist place in the UK.
Majority of the respondents, such as 52% respondents are strongly agreed and 32% of
respondents are agreed that Cambridge has lot of tourist spots and places and this is proved
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from the review of literature that shows that Cambridge has several tourist spots and
places, including Cambridge University, Cambridge Chapel College, Gardens & parks,
hotels and restaurants and so on. So, I would like to opine that there is great chance to
develop Cambridge as one the most and popular urban tourism sectors in the UK.
In urban tourism, transportation system is considered as one the most crucial additional
elements. Based on the primary data, it is clear that Cambridge has well transpiration
infrastructure and transportation system to ensure better travelling of the visitors and
tourists in Cambridge and other surrounding area. For instance, 48% of the respondents
have mentioned that public train, followed by public buses, as mentioned by 28% of the
respondents are the most important and effective transportation system in Cambridge for
the visitors and tourists. Thus, 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 Cambridge.
The primary findings represent that nearly half of the respondents, such as 48% are
satisfied with the elements of urban tourism in Cambridge, while 24% of the respondents
are highly satisfied in this case. On contrast, there are only small percentages who have
mentioned that there is lack of appropriate elements of urban tourism in Cambridge. So, it
can be noted that the relevant authorities should focus on the all the relevant elements of
urban tourism in Cambridge to ensure optimal benefits and outcomes from the urban
tourism in Cambridge.

The author would like to opine that there are great opportunities and chances to develop
Cambridge as urban tourism destination, the relevant authorities should provide more focus
on the following key issues and concernsi.

Need 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

ii.

ensure sustainable operations and management of the urban tourism in Cambridge;

Need to develop and implement most relevant and appropriate marketing strategies
to deliver information to diverse group of people both in the UK and other

iii.

international countries;
Need 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 international; and
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iv.

Need 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 Cambridge.

Finally, 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 Cambridge, UK. This 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
Ashworth, G. J. and Tunbridge, J. E. (2000). The tourist-historic city: retrospect and
prospect of managing the heritage city. Oxford, UK: Elsevier Science Ltd.
Cambridge (2012). Visit Cambridge and beyond: the official website for Cambridge and
surrounding area [Online]. Available at: http://www.visitcambridge.org/things-to-do
[Accessed date 19 January 2013].
Cambridge City Council (2009). Tourism facts and figures [Online]. Available at:
http://www.cambridge.gov.uk/ccm/content/leisure-and-entertainment/tourism/tourismfacts-and-figures.en [Accessed date 19 January 2013].
Carr, M. (1997). New patterns: process and change in human geography. Cheltenham, UK:
Thomas Nelson and Sons Ltd.
Chhabra, D. (2010). Sustainable marketing for cultural and heritage tourism. New York,
USA: Routledge.
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Cooper, C. C. and Hall, M. M. (2008). Contemporary tourism: an international approach.

Oxford, UK: Elsevier Ltd.
Kotler, P., Armstrong, G. and Armstrong, G. (1993). Principles of marketing. Essex, UK:
Pearson Education Limited.
Nagle, G. (1999). Tourism, leisure and recreation. Cheltenham, UK: Thomas Nelson and
Sons Ltd.
Pender, L. and Sharpley, R. (2005). The management of tourism. London, UK: Sage
Publications Ltd.
Selby, M. (2004). Understanding urban tourism: image, culture and experience. London,
UK: I. B. Tauris & Co Ltd.
Spirou, C. (2011). Urban tourism and urban change: cities in global economy. New York,
USA: Routledge.

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