Importance of Fairs, Festivals and Events in Tourism of London - Essay Example

?Research proposal-"importance of fairs, festivals and events in Tourism of London" Table of Contents Research proposal-"importance of fairs, festivals and events in Tourism of London" 1 Table of Contents 2 Introduction 3 Research Aims and Objectives 4 Literature Review 5 Resources 7 Timetable for Research. 8 Access and Ethics. 8 Validity and Reliability 10 Research Design 11 Research Approach 11 Conclusion – 12 References 13 Bibliography 14 Introduction United Kingdom has always been hailed as a country that has very rich history. The Country’s unique identity has always been the rich historical back drop. London being the capital of UK has always been the centre of many interesting historical events. London as city has many stories which boast about the cultural richness of the city. There are many festivals that are celebrated in London to keep its rich history alive in the mind of the people. However these distinct festivals and events can be utilized in promoting the Tourism in London. Festivals have a huge influence on the development of the tourism of a state (Raj. R, 2003, p.8). The organizers of such cultural events often develop an annual theme to attract tourist to their state. Visitors are often get immersed in the culture of the state they visit through these fairs and events. Events also ensure the visitors an entertaining period during their travel stay. Events have great potential to create a vast amount of publicity. This publicity helps in gathering visitors in the specific state. These events have sponsors and several programs that appeal to vast number of people. These events generate a lot of tourist. The tourists on their visits frequent the local restaurants, tourist spots, shopping malls and hotels thereby directly influencing the tourism industry. Tourism industry often requires boosts like fairs and certain cultural events to get the attention of the tourists. Events like sports gathering or a conference also helps the tourism industry. The Olympics slated to be in 2012 in London is already drawing many attention. The tourism industry is aware of this opportunity (London2012, 2011). Many hotels and restraints are working on business strategy to utilize this opportunity. Hotels are planning to more rooms and special services for the convenience of the visitors. Restaurants are planning to have menus which centre around the culture of London and the 2012 Olympics. Festive occasions like the royal wedding which was telecasted around the world in all the prime channels also boost the tourism in London. The monarch culture in United Kingdom gives it a very a distinct identity. People are often attracted to such occasions which help people to travel back in time to the medieval period of Monarch establishments and era. The role of government conducting events to promote tourism has changed over the time. The stakeholders like the local shopkeepers, hoteliers and business houses directly linked to the tourism industry also take keen in interest in promoting their culture. Visitors are often attracted to places which have a distinct culture. Places which have a special historical significance also are hot spots for visitors. To keep these historical events alive the locals often enact the historical events to attract tourists. Tourists also love becoming a part of the history and learning. Fairs, Festivals and Events are few of the main strategies which are applied by the government or the local stake holders to increase the revenue of tourism. Cultural tourism specially has become very famous with the tourists because it gives them a taste of an era and culture that are new to them. Visitors often find such tourist spots entreating and refreshing. Globalization has indeed made people open up to foreign customs (Liang, Illum & Cole, 2008, p.11). The awareness and knowledge regarding foreign culture and history has also increased the curiosity amongst the tourists. The tourists are now more open towards understanding the culture and the customs of the destinations they visit (Gordin. & Matetskaya, 2005, p.18). Research Aims and Objectives The present paper focuses on the importance of fairs, festivals and events on the tourism of London. Tourism and travel is regarded as one of the most important channels to raise economic revenues or national income. One of the most important of all factors which helps to enhance the popularity of the tourism sector is to include fairs and festivals intrinsic to a particular locale, in the tourism package as well. This is because fairs and festivals often speak about the underlying tradition and culture of a given region. These factors are often treated with high importance especially by the foreign tourists. These tourists are found to be highly interested in the cultural aspects of their visiting regions as such events actually help them to know the very core of the locality where they are travelling. In other words, inclusion of such cultural events often helps in quenching the thirst of travelers interested in the demographic features of different regions of the world. This had been the core nature of tour organization and management of independent tourists previously; however, the demand among traditional or conventional tourists has coerced the traditional tour operators to include such features in their tour package as well. In fact, as travel and tourism counts as one of the most important of all sources to earn national income, even the festival organizers today are found to have emphasized highly upon the cultural themes of the economy. This could perhaps be counted as one of the reasons why even the national government is found to get indulged into the same so as to promote cultural tourism. Hence, the purpose of the present paper might be cited as follows – Firstly, it is highly necessary to consider the importance of fairs and festivals in promoting cultural tourism in UK. Although proven beforehand in context of other economies, the issue needs to be examined in context of UK a well as there might arise variations in the same. Secondly, it is important to measure the importance of such cultural events for the travel and tourism sector given that it is now at the verge of becoming an important additive component of the same. The era of conventional tour operators is fast receding and the trend is that of independent travelers who urge to know the intrinsic features defining a particular region of the world. This is one of the reasons why the importance of fairs and festivals needs to be evaluated for any particular economy. Lastly, it is equally important to have a clearer view about the extent to which the tour operators are prepared to stretch themselves to ensure the inclusion of such events in their tour package. There might crop up a variety of challenges during any transition phase which is the tour operators need to keep a track of. In fact, the national administration must also take into account this problem and adopt measures to take care of the fact to make the transition as smooth as possible. In short thus, the research objectives of the paper will be to examine the degree to which the travel and tour operators need to introduce cultural events in their agenda. In addition, it is also important to keep an account of the challenges that these tour operators might face in the process so that the transition becomes an easier one. Apart from that the national government’s role also needs to be assessed in this regard. Literature Review The importance of introducing fairs, festivals or other cultural events in the tourism package of various operators had already been examined by past researchers and observers. Conclusions arrived at in these previous research papers could be treated as guidelines for the present paper. Instances of some such research works have been enlisted as follows in line with the research objectives of the present paper. The foremost objective of the present paper is to assess the validity of the claim that introduction of cultural events in the tourism agenda is likely to attract more and more business. One of the primary reasons behind this claim is the increased leisure time that people nowadays have an access to. They are tempted to spend more in order to know about the innate culture and heritage of their visiting countries (Robinson, Heitman & Dieke, 2011, p. 128). Many researchers have in fact, taken the instance of India in this regard given that the country is known for its rich heritage and culture. These fairs and festivals reflect not only upon the culture and heritage of the said nation but also throw some light upon the lifestyles of the nationals which tourists these days are actually interested in knowing given the monotone that today’s busy lifestyle has rendered. For example, the cattle fair of Haryana, India, is considered as a big attraction among foreign tourists who find the idea of selling and buying animal on such a large scale very amusing. In fact, the local administration too is quite aware of the fact owing to which they make special preparations to amuse and entertain these tourists. However, there still remains a long way to go in this aspect given that many of the important festivals in the state are still unrecognized since most of them are celebrated in almost an equivalent way (Punia, 2008, p.75). When an empirical research was conducted among respondents, 100 foreign and 100 domestic tourists, in order to figure out the importance of cultural events in promotion of travel and tourism industry, a favorable response was obtained. To be precise, 95 percent among the foreign tourists and 90 percent of the domestic ones opined in favor of this inclusion (Malhotra, 1997, p. 156). The second objective of the paper will be to examine past literature works on the challenges that the tour operators face in order to introduce such cultural aspects in their tourism agenda. In addition, it is also important to examine the challenges that such inclusions are likely to be confronted with. Tourism operators interested in including fairs and festivals in their tour packages need to adopt extra measures to attract the same number of tourists at times when there are no such festivals in the near calendar dates. In other words, it is equally important to take into consideration the ebbs and flows of cultural festivals in any given region in order to intimidate the tourists exactly about the same. These tour managers need to keep a track of the variety of festivals surmounting any given region not only to optimize the supply of their respective services but to avoid too much redundancy in their tourism package (Sharma, 2004, p. 117). A second challenge which might pester the tour operators is that they cannot take the risk of concentrating too much on the inclusion of such cultural levels. This is because all of their customers might not be equally interested in knowing about the cultural aspects of the said country or region as well. In fact, it could be said that the more spiritual or religious minded tourist show greater interests in knowing about the cultural aspects of different places. For instance, many Japanese tourists are often found to show interest in knowing about the places where Gautama Buddha had preached; these places are highly regarded as pilgrimage sites for the former. However, Japanese tourists of every age and taste need not prefer these sites always. This is the very fact that tour operators need to keep a note of and hence, it is necessary for them to identify the target group of consumers (Raj & Morpeth, 2007, p. 57). The final objective of the paper will be to assess the role that the national government could possible play in enhancing cultural tourism in any given region. The cultural and heritage elements are likely to attract a large crowd not only from foreign nations but also from different parts of the domestic country. The foreign tourists are especially to be ensured about the safety and security in the place where they are visiting. This is the very domain of the national government (Anand, 1997, p. 223). In addition, it is also equally important to keep an efficient surveillance upon the transportation system of the concerned nation so as to provide the best of convenience to the tourists as possible. In fact, lack of good transportation and infrastructure could actually be treated as a plausible challenge being faced by the tour operators in providing good service to the tourists. Intervention by the government could actually solve this problem by a large extent (Bhargava & Bhatt, 2005, p. 473). The function of the national government must be significant in this regard given that the Resources The present paper tries to focus upon the importance of fairs and festivals upon the upliftment of the tourism sector in UK. The research to be conducted will entirely be based upon qualitative data. Qualitative data on the other hand, will be drawn from the researches being made by past researchers and observers. In other words the resources being used in the present paper to reach the outcome will be secondary in nature. These resources have been drawn from authentic sources such as those of journals and government sites. However, the conclusions being drawn from these resources will entirely be the outcomes of both primary researches conducted among tourists or other locales as well as secondary researches based on analyses from empirical evidences. The present paper too follows the latter process, i.e., analyzing the empirical evidences or other secondary data in order to achieve the research objectives of the present paper regarding the importance of including local fairs and festivals in the tourism agenda of tour operators. Timetable for Research. June July August September October November June 30th – Access all the research papers on Tourism in London and all over. To study the material properly and have a proper literature review done. July 31st- All the data from sources the internet, journal and other publications scanned and collected. August31st- Getting clarifications from original authors and interviewees regarding certain facts. Having discussions with them to get better insight September30th- Systematically arranging the data. October 31st- Analyzing the data and reflecting on the finding November 30th- Drafting the report and binding it. Access and Ethics. Access to the journals that have relevant information about the recent trends in tourism can be done through internet or libraries. Contacts of any of the interviewees in the secondary research material will give the researcher an opportunity to contact the interviewee in case of doubt. Credibility needs to be maintained when the researcher is scanning information from the journals and published materials. Journals often have contact details of the persons who have conducted the research; they can be further contacted for clarification. Reliable trade journals have to subscribed to understand the recent trend in the tourism industry. To confirm certain facts that are published certain key figure working in the industry can also be contacted. However , the approach must be cautious as the main aim is to get some clarity and not probe further. These key figures should not get uncomfortable with the person conducting research; this will close the access point and cause further problems. To have further access to the data the persons who have conducted the primary research must be given due credit on the publication of the research. The key figures must always be approached with courteous mannerism. For proper secondary research the data scanned for should be authentic have the permission of the original author to be utilized in further research. The sites visited must have proper author citation and date mentioned. The librarian must be properly instructed regarding the kind of data and journals required. The data processing and selection must be done in an unbiased way. The researcher at no cost must have a preconceived notion and search for certain study material only. Having a set mind set forces the researcher to access only a certain kind of information. The researcher might overlook certain valid information because of a closed approach. While searching for data the researcher must be open to all kind of data regarding the specific topic immaterial of the point the researcher wants to make. The sources must be credible and not very old. The researcher must not refer research material which does not fit the ascertained time frame. Since maximum emphasize is given on the secondary research material, the researcher has to refer more than ten source to be certain about the facts. Facts which are varying in each research material must be taken in terms of the average quantity. Observation is the key in secondary research. The researcher must not get lost in all the details and data in the primary research data. The researcher must concentrate on the data which is relevant to this research. Irrelevant data collection often diverts the researcher from the main focus. Various sources need to be referred but the essence of the research must not be lost. The research must not come across as a conglomerate of several past research material. The researcher must keep a distinct identity of the research giving due credits to the sources which were used for the study. Validity and Reliability To ensure that the information which is collected authentic reliable sources will be consulted. Journals published by credible authors regarding the direct relation between the events, fairs organized and increase in tourism will be consulted. The information hence gathered will be further discussed with eminent faculty members to gain clarity. Discussions conducted on the direct influence of events and tourism will be referred. Reliable published journals and media releases regarding the expected growth in tourism due to certain events like Olympics of 2012 will also be carefully referred. Recent interviews of stakeholders of London tourism will be considered to gain an accurate picture (Page, 2009, p. 442-444). Interviews, which quote facts and figures expected by the local shopkeepers and hoteliers, must be taken into account. The local stake holders should also be considered for their opinion regarding the recent trend in cultural tourism. The last few years’ data indicating the relation between the several fairs, events and the tourism in London will be accessed (Picard & Robinson, 2006, p.148, 149). The past years data regarding the visit of tourists for certain events and fairs must be considered. The general turnout of tourists for certain main events, fairs and festivals needs to be documented and consulted for accurate information (Knight, Robinson & Fyall, 2008, p.8, 9). The impact of event and fairs on tourist also will be monitored and recorded. The feedback given by the visitors about their experience in the events and fairs will be gathered with help of secondary research. This will help to ascertain the fact that the fair, events and festivals indeed attract more tourists. The focus of this research is mainly to understand the influence fairs, events and festivals have on tourism. This makes it mandatory that both variables the events, fair and the tourism industry must be first observed separately to make a valid point. To establish the fact that the events get more tourists and not that the tourists who come for general vacations participate in events both have to be understood separately. The tourism industry must be observed, when no event, fairs or festivals are organized to make the point of this research. Different festivities must also be documented and their significance have to be considered in regards with the tourism industry. Reliability when qualitative work in concerned often focuses on the interviews or data published. Biased opinion is bound to take place in such research design. This makes it very essential that the interviews and data referred are taken from variety of reliable sources to establish the authenticity of the data. Validity of this research depends on systematic recording of data derived from the secondary research. The time frame must also be kept in the mind. All the years when major events or festivals were conducted must be considered. The trends predicted by the stakeholders must be kept in mind while analyzing the past data. The responsibility of accurate data analysis in this research depends on deriving the selective data from authentic sources. Research Design The present paper aims at attaining the importance of including cultural events such as fairs and festivals in their tourism agenda. However, stress has been entirely given to secondary research rather than primary one. Moreover, the research will entirely be qualitative in nature so that the conclusions to be drawn will be based on the outcomes being reached by eminent researchers and observers in the past. The information being gathered in the literature review of the paper will be assessed entirely so as to attain an end result about the need to include such cultural events like fairs and festivals in the travel programs. Furthermore, certain theoretical evidences will also be sought out in order to put forth the rationales behind such inclusions in the travel agendas of tour operators. Hence, the foremost task will be to assess the results arrived at by researchers in the past in this regard through an examination of the literature review. However, one possible drawback of such a method might be that such a research cannot be regarded as appropriate for the environment prevailing in UK and the choices that tourists in London are likely to adapt to. On the other hand, this problem could be solved as much efficiently as possible through keeping a track of the economic rationales underlying consumer behavior given that every people is expected to behave in a rational manner. Hence, the final conclusion to be drawn will entirely be based upon the outcomes of secondary researches being conducted given theoretical allowances. Primary research method had deliberately been avoided in the present case in order to avoid the time, cost and energy incurred in the same. Research Approach The present paper attempts to adjudge the amount of importance that fairs and festivals could actually play on enhancing the tourism industry in London. The research methodology being adopted is entirely secondary in nature which will be borrowed from past research works and literatures. However those researches will be based upon cases other than that in the context of London. This is the very reason why effort has been made to introduce economic theories as well. These economic theories take into account the rational behavior portrayed by consumers which is the reason why they need to be examined as well. In fact, a more appropriate research approach will be that of adjoining the case studies attained in the literature review part with that of the economic theories so as to make an appropriate comparison. Such an approach is likely to make the research paper a suitable one in the absence of primary research methods. Conclusion – The research will help to understand the significance of festive occasions and events in promoting tourism in London. This research will also shed light on the growing trend of cultural tourism. This research will also help in understanding the responsibilities of all the stake holders of tourism in developing tourism in London. London is embracing itself for the inauguration of Olympics 2012. This research will help in understanding the significance of such commercial events of global scale in increasing tourism in the city. This research will also elucidate the present trend followed by London tourism industry to attract tourists. The research has enough ground to cover regarding the reaction of tourists towards the recent festivals and cultural events conducted for the tourists. The research will be able to establish the exact impact that events, fairs and festivals have on tourism. It will give sufficient information regarding the operations of the stakeholders in promoting the events. The diminishing role of government and increasing role of the stake holders to attract tourists to London clearly indicates a shift in paradigm. This research will be able to explain whether the shift is significant or negligible fir the tourism in London. The mindset of the local towards promoting their ancient traditions and culture to attract more visitors can also be observed with the help of this research. The information gathered from this research will give a fair insight on the willingness of the visitors to experience a foreign tradition as a part of recreation. The impact of globalization and the willingness on the part of tourists to participate in foreign events will also be a main focus of this study. References Anand, A. (1997). Advance Dictionary of Tourism. New Delhi, India: Sarup & Sons. Bhargava, G. K. & Bhatt,S. C. (2005). Land and people of Indian states and union territories. 28. Uttar Pradesh. New Delhi, India: Kalpaz Publications. Gordin . V.E. & Matetskaya (2005). St. Petersburg festivals: aspects of cultural policy and cultural tourism .[Online] Available at: http://www.eventsandfestivalsresearch.com/files/proceedings/Gordin_Matetskaya [Pdf] . Accessed on May 09, 2011. Knight. J.A , Robinson. M & Fyalll. A (2008), International perspectives of festivals and events: paradigms of analysis, Elsevier. Liang .Y, Illum. S.F & Cole .T.S (2008), Benefits received and behavioural intentions of festivals visitors in relation to distance traveled and their origins, [Online], Available at : http://www.ijemr.org/docs/Vol4-1/LiangIllumCole , [Pdf], Accessed on May 09, 2011. London (2012). Official London 2012 shops , [Online] , Available at: http://www.london2012.com/about-us/our-brand/retail-information/official-london-2012-shops.php, Accessed on May 09, 2011. Malhotra, R. K. (1997). 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