Destination Marketing and Urban Tourism Demand - Essay Example

The previously mentioned data makes it imperative for any zone to develop itself, which would not only help in maintaining a secure and healthy lifestyle it would also help to attract tourists and generate revenue. The following research has been influenced by the thought, which allows examining the extent to which urban tourism could be developed in a given region, Southampton. The researcher has studied at the Solent University, which required him to stay in the Southampton region. From personal experience and through a close analysis of data, the researcher perceives that there are several specific opportunities to increase tourism in Southampton, stimulating the local economy and hence improving the quality of life for the city.

Moreover, the choice also stems from a remark made by Pinch (2002, p.71) in an article published in Cities, whereby the author states that the region is ‘predominantly seen as a working-class port’ and it is devoid of the ‘glamour, glitz, urban character or dynamism’ – attributes which are commonly used while describing a thriving urban city. The researcher believes given the regeneration works conducted at Southampton, this view could be altered largely. Moreover, as per the data mentioned above, it is evident that seaside holidays are on the rise and Southampton could make use of its geographical location to attract tourists.

This research inspects the current/potential developmental trends undertaken to promote urban tourism at Southampton. The aim of the study is to identify which developments have the greatest potential to create greater tourism in Southampton by examining historical barriers to tourism development and recommending ways to overcome those barriers, as they exist today.

Primary data for this study were collected through questionnaires on the current state of tourism trends at Southampton. The researcher also held semi-structured interviews (Saunders et al. 2007) with individuals at the council office and with local residents in trying to assess their opinion on the subject. The researcher also aimed to get responses from the above populations on how urban tourism could be developed in the region. The resultant data gathered through primary research was subjected to qualitative analysis so suggestions promote urban tourism in Southampton could be ranked.

The study of urban tourism leads one to the research for enhancing towns and cities and to understanding the nuances of local culture, heritage and way of life, which would be influenced by the same. The very concept of urban tourism has far-reaching implications as it helps to bind people, demography, consumption patterns and therefore the implementation of urban tourism has to strike a balance between the said variables (Baker, 2008).