London Borough of Haringey - Assignment Example

 London Borough of Haringey The Government and the tourism industry explore ways of improving how they work together at all levels to ensure continued development (VisitBritain, 2005). Tourism contributes to the economy of the region but the decision to capitalize on opportunities is based on a body of knowledge. This process of collecting information and data and assessment is known as research. Research enables strategic decisions regarding growth potentials of new and developing markets. This paper will determine the basis how authorities concerned conduct research and adopt decision, particularly in relation to London Borough of Haringey as a tourist destination. The World Travel & Tourism Council (WTCC) believes in producing authoritative economic research that provides all stakeholders with reliable information (HotelOnline, 2005). WTCC examines historical events to forecast the impact to assist the government and industry leasers to help formulate strategies. For instance, events like the Gulf war (1991), Croatia Peace (1996), 9/11 World (2001), and the Hong Kong SARS (2003) have all been necessary to characterize and determine the impact on travel and tourism. The UK travel and tourism industry is one of the largest in the world. Tourism accounts for ten percent of the capital’s economy. It also enhances Londoner’s quality of life by supporting leisure and cultural facilities. The London Development Agency (LDA) is responsible to identify, explore and devise tourism strategies in different parts of London. The North London Tourism Strategy and Action Plan (NLTSAP) is the fourth of London’s sub regional tourism strategies to be produced. This plan recognizes the need for local knowledge and local ownership. Devising a plan and formulating strategies requires extensive consultation with key stakeholders like LDA, North London Ltd, North London Tourism Steering Group, Visit London. The input is provided by Borough’s, public sector agencies including the Learning Skills Council and the tourism industry itself. Borough of Haringey is a sub-region of North London. The North London economy was studies and the significant areas for growth and opportunities were identified. Haringey heartlands were found suitable and the Haringey City Growth Strategy was a key driver in considering it a potential tourist destination. The North London Tourism Strategy & Action Plan 2005 to 2007 was then prepared (LDA, 2005). The policy decision of promoting Haringey was based on a Tourism Plan, Visit London, published by the Mayor of London. The decision to promote local tourism was based on certain statistics that were collected. Data was collected on the average disposable income and the amount that was spent on leisure spent on leisure related items. This includes visits to restaurants and cafés, cinemas, theatres and other forms of entertainments. Quantitative research demonstrated the facts and figures based on which it was decided that boroughs could cash in on the trend to promote tourism. Statistics was also taken from other studies like the GLA Economics. Surveys were also conducted by Mintel, London Tourist Board and private agencies like Countryside Agency (ALG, 2005). Other surveys essential to adopt tourism policy decisions include International Passenger Survey, the UK Occupancy Survey, and the Survey of Visitors to Visitor Attractions (TTT, 2005). Even though facts and figures were collected from different agencies and previous surveys, policy decision entails detailed planning. Arguments have to be presented in a logical manner which should reflect the reality of developing tourism. The research also suggested that tourism causes congestion and parking problems. In addition, while job opportunities increased due to tourism, these jobs are mostly poorly paid, part-time and seasonal. The concerned authorities have to take these into account before a policy decision is reached. The local culture and facilities need to be considered along with the sentiments of the public. The secretary of culture, media and sports states that robust and up to date market intelligence, research and other data – business to plan investments and all levels of government is required to make the right policy decisions (TTT, 2005). Reliable data is essential to any new development planning. The government has appointed a Sector Skills Council and the final job is overseen by a new Tourism Review and Implementation Group (TRIG). For policy decisions data is collected from Review of Tourism Statistics Report and then analysed to support the marketing aims. Each Regional Development Agency is expected to collect data and evaluate the impact on their region. The approach across regions should be consistent. The above details suggest that any policy decision taken in London is an amalgamated decision based on data collected from the England Marketing Advisory Board, local authorities, the Local Government Association, London 2012, the Mayor of London, People1st, tourism’s professional bodies, Regional Development Agencies, Regional Tourist Boards and other designated regional delivery partners, the Tourism Alliance, and VisitBritain. Although research has been considered important in every business activity, there is no consensus on how it should be carried out. Research is a method of enquiry or investigation; it is systematic and methodical and it increases knowledge (Amaratunga et al., 2002). Research relies on facts, experience and data, concepts and constructs, hypotheses and conjectures, and principles and laws. There are different paradigms for research which are classified under qualitative or quantitative research. According to Taylor et al., (1995) quantitative data is numerical in form. Questionnaires and interviews are the usual research methods used under this paradigm. Some researchers claim that unless human behavior can be expressed in numerical terms, it cannot be accurately measured (cited by Jones, 2004). Qualitative data covers a range of material collected from previous research, literature review, case studies and unstructured interviews. Some researchers argue that the qualitative approach is better as it provides greater depth. With qualitative data it is possible to preserve chronological flow, see precisely which events lead to which consequences and derive fruitful explanations. In qualitative study any number of approaches may be used to generate theory. Case-study approach is the ideal methodology when a holistic, in-depth investigation is required (cited by Tellis, 1997). Case studies bring out details from different view points and using multiple sources of data. Yakovleva and Flynn (2004) cite Robson who defines case study research as “a strategy for doing research which involves an empirical investigation of a particular contemporary phenomenon within its real context using multiple sources of evidence”. The consumers’ perception, their attitude and behavior towards regional tourism can be ascertained. A case study approach is an empirical enquiry and empirical evidence is essential to come to a conclusion. Case studies are multi-perspectival analysis (Tellis). Case study is not sampling research and hence is not possible in the case of tourism. The major disadvantage of the case study approach is that it is not possible to draw generalizations. Besides, case studies tend to be selective, that is they focus on one or two issues that are fundamental to understanding the system. Survey methods refer to quantitative analysis where data is collected through mail questionnaires, interviews and published statistics (Gable, 1994). The data is then analyzed using statistical techniques. The survey based method has been applied in case of borough of Haringey as information has to be collected about strategies and strategic actions and it has been possible to extensively survey the relevant areas of interest. A questionnaire helps to collect qualitative information from the tourists. It would also demonstrate their level of understanding of the concept of tourism. Questionnaires are an inexpensive way to collect data and very often it is the only method to collect information for analysis (Fao, n.d.). In the administration of questionnaire, the researcher’s control is limited (Gatech, n.d.). Hence the validity of the results are more reliant on the respondents. This makes it difficult to claim complete objectivity with questionnaire data. Questionnaires are used when resources are limited or when the privacy of the respondents needs to be protected. It also helps in corroborating with other findings, like the case study or the surveys. In this case, the tourism authorities have not employed questionnaires method as it would be difficult to administer and it is not possible to estimate what percentage of people would respond. There is no need for privacy to be protected and it would be an expensive method for this research. Besides, data collection and analysis are known to hide certain facts. Analysis and interpretation is the major part of the research process. Analytic techniques such as rearranging the arrays, placing the evidence in a matrix of categories, creating flowcharts or data displays, tabulating the frequency of different events, using means, variances and cross tabulations to examine the relationships between variables would facilitate analysis (Tellis). To analyze the data it is important to rely on the theoretical propositions of the study and then analyze the evidence based on these propositions. The policy decision about borough of Haringey has been taken based on surveys by different authorities and then tabulating the data collected over a period. The analysis has been made scientifically and where discrepancies were noted, further investigation was ordered. Hence the policy decision for tourism promotion in borough of Haringey has been very systematically arrived at. References: ALG (2005), London for Londoners, Asociation of London Government, 27 May 2007 Amaratunga, D., Baldry, D., Sarshar, M., & Newton, R., (2002), Quantitative and Qualitative Research in the built environment: application of mixed research approach, Work Study, Vol. 15 No. 1 2002, pp. 17-31 Fao (n.d.), Marketing Research and Information Systems, Chapter 4, 26 May 2007 Gable, G. G., (1994) Integrating case study and survey research methods: an example in information systems. European Journal of Information Systems 3(2):pp. 112-126. Gatech (n.d.), Questionnaire Design, 26 May 2007 HotelOnline (2005), World Travel & Tourism Council Crisis Committee Issues Estimate of London Bombing Impact, 27 may 2007 Jones, C., (2004), Quantitative and Qualitative Research: Conflicting Paradigms or Perfect Partners? 27 May 2007 LDA (2005), NORTH LONDON TOURISM STRATEGY & ACTION PLAN 2005–2007, 27 May 2007 VisitBritain (2005), VISITBRITAIN LEADS INDUSTRY CALLS FOR BETTER TOURISM CO-ORDINATION, 27 May 2007 Tellis, W., (1997), Application of a Case Study Methodology, 27 May 2007 TTT (2005), Tomorrow's Tourism Today, 27 May 2007 Yakovleva, N., & Flynn, A., (2004), Innovation and the Food Supply Chain: a Case Study of Chicken, Economic and Social Research Council, 27 May 2007 Read More