Tourism

According to the United Nations World Tourism Organization (2010), tourism remains to be a primary driver of the economy of both developed and developing countries. Their most recent assessment of the industry project an average growth of 3-8, the positive outlook attributed to the recovery experienced in 2009 which showed robustness despite the persistence of global economic slowdown.  However, Goh and associates (2008) points out that to be able to realize the potential of these trends, there is a need to review current literature and strategies to accommodate changes in the market. Some of the factors that they believe need to be considered are changes in social dynamics due to the growth of social networking and buying behaviors in response to recent financial crises.

British tourists are a particularly attractive market because higher levels of disposable income and frequency of holidays taken (Aggressive new plan to attract British tourists, 2005). One of the most important considerations of British tourist is the quality of their accommodations, particularly the availability of leisure amenities and activities that are available (Chan  Wong, 2006). Early researches developed by Sogar and Jones (1993), McClellan (1995), Mill (1996), Zins (1998) and Nevin (1999) point out that there has been a wide recognition of the competitive advantage of leisure hotels in cultivating tourism because they are destinations that are the most associated with relaxation and recreation. Though research also see a significant growth in urban and eco-tourism, leisure resorts are still able to corner a significant section of the market because of they have a greater appeal for families and more mature markets even if they are considered to be tradition and relatively more expensive.

Problem Statement
Developing insights to why British tourists choose leisure hotels for their overseas holidays will reveal the factors that influence their preference in accommodations which can then be used to improve competitiveness of marketing and promotion activities. Therefore, there is a need to study the motivations behind these choices and develop effective strategies in response to these findings either to enhance or address deficiencies in marketing and promotion programs.

Objectives
The main objectives of the research will be as follows
To be able to determine factors that influence selection of destination when British tourists plan their overseas holidays
To evaluate the significance of these factors in other populations
To be determine how British tourists evaluate their experience in leisure destinations
To be able to evaluate how previous experience of leisure hotels determine choice
To map current strategies used in promoting leisure hotels among British tourists
To be able to recommend areas of development to strengthen marketing and promotion of leisure hotels

Significance
Considering that British tourists represent a large segment of the tourist market, particularly in Europe, developing such competencies can directly augment financial and strategic performance. More importantly, the study can serve as foundation for the review of current marketing and promotion strategies congruence with motivation for tourism of a specific population which in turn can serve as the foundation for more intensive research regarding the appeal of leisure hotels in comparison to other tourist destinations (Yavas  Babakus, 2005). Developing the research will also determine whether the British preference for leisure hotels is due to socio-cultural factors or due to their perception of these destinations. In doing so the research will determine whether the preference for leisure hotels is particular to British tourists or whether this is common to all tourist populations.

For example, if the former supposition is true, this would suggest that the market foe leisure hotels can be expanded by identifying populations who share similar socio-cultural contexts with British populations. If the latter supposition is true, then strategies that is to be developed should focus on developing the current competencies of leisure hotels have over other destinations. Regardless of the direction of future research, the data that can be developed from the study of the reasons why British customers choose leisure hotels when they plan overseas holidays will serve as the platform for these studies. Thus, the accomplishment of the research aims to improve research regarding the topic and at the same time, develop competencies for future researches.

Research Questions
How do British tourists evaluate their holiday destinations
What political, social or economic conditions factor into decision processes
Do they consider recommendations or suggestions
What literature or promotional activities create a greatest impact on their choice
What are the perceptions or expectations of leisure hotels
What features, amenities and services are expected
How are these evaluated
Can previous experience of leisure hotels impact future choice of destination
How do British tourists evaluate their accommodations
How are standards developed and utilized
Are socio-cultural factors significant
How does this affect their overall evaluation of leisure hotel experience
What is the degree of rigidity for choices made
Does preference change significantly
What factors can change choice of leisure hotels
What factors can change choice of holiday destination
Are the findings among British tourists applicable to other populations
Can the findings be extended to other European populations
Can the findings be extended to international markets
How do these findings impact the marketing and promotion of leisure hotels
Is this an indication of current marketing and promotion of leisure hotels
How can competencies and competitive advantages be further reinforced
What the vulnerability of current strategies
How can the study impact the strategies of other tourist destinations
What are competitive implications of the study
How can results of the study be used to promote other tourist destinations
Can leisure hotels sustain their appeal to British tourists


Related Literature
Research developed by McClellan (1995) during the growth of tourism industry in Britain shows that lifestyle is one of the major factors that prompt the trend towards leisure activities. This suggests that general psychographic profile of the British tourists as individual who highly value their vacation time and have a high degree of expectation regarding the quality of tourist products and services they acquire. Their standards are influenced not only by their own personal preferences but also their exposure and experience of local tourism industry. In general, this establishes higher standards since Britain itself is considered to be a prime tourist destination and at the same time because of the relative development of its tourism industry. Moreover, since standard of living is relatively higher in the Britain, there is a natural expectation of the amenities that should be available in their destinations.

Authors such as Franklin (2004) and Cooper (2005) both believe that there is an urgent need to review perspective and strategies in tourism in response to changes in social, economic and political conditions. One of the key trends that they see is the prioritization of tourism development which has allowed tourists to greater options, shifting significant market power to their side. However, there is also a realization that the popularity of tourism has also increased the potential for intercultural conflict and security issues (Phillips  Louvieris, 2005 Weaver  Lawton, 2004 Frisby, 2003). These range from reactions due to social and cultural differences, crime and even terrorism (OConnor, 2007 Feickert et al, 2006). In many cases, government concern for the safety of their citizens, the UK government IS considered to be one of the most vigilant in giving warnings, as another driver for the preference or leisure hotels (Frisby, 2003). One of the main reasons for this is that leisure hotels are more established and can provide better security for its clients than smaller operations.

Though there has been some concern regarding the growth of the industry in 2008, the UNWTO (2010) has reinforced its growth projections of the industry which is expected to at least average 5 for the next twenty years. For individual players in the industry, though the prognosis for the industry is highly encouraging, the resulting intensification of both direct and indirect competition is challenging them not only to attract tourists but also to cultivate a captured market (Michels  Bowen, 2005 Dekay et al, 2009). Developments in information and communications technology (ICT) are also changing competitive landscapes access to information is making comparison of services and products more effective, if not available to prospective clients. This is also increasing the power of personal opinion and experience in the evaluation of products and services through social networking, public forum and independent surveys and evaluations.

These developments can have a profound impact on the choice of tourism decisions. Djafarova and Andersen (2008) suggest that though there are more sources of information and options, this does not imply that tourists choice reflect this diversity or choices. Particularly in the case leisure hotel selection, relationships and experience that have been developed from previous experience. Leisure hotel marketing efforts have primarily been focused on this because it also allows hotels to have more flexibility in the pricing of services and products (Chan  Wong, 2006). If selection is made due to the recommendation of third parties, there is also a need to factor the levels of confidence and the nature of relationship surrounding the endorsement. Majority of the current research regarding selection of tourism destination have centered on the effectiveness of marketing and promotion programs and decision factors have generally been only secondary research concerns (OConnor, 2007 Feickert et al, 2006).

Sogar and Jones (1993) also point out that differences in the definition of what constitutes leisure and in turn, leisure accommodations can also be challenging. They also point out that there is a need to qualify purposes for leisure hotel visits. Though the research can be limited to specific purposes, they can significant impact to subsequent choices in leisure tourism. Goh and associates point out that the need to delineate these differences is blurred among customers and clients but may be critical in evaluating empirical data to establish tourists motivations. This suggests that even if the purpose of tourism is not for leisure, leisure hotels can still be a destination. For example, business travel generally includes an element of leisure and thus the potential for leisure hotels as a destination. The implication is that the study of preferences for leisure hotels is not limited to holidays and thus, there is a need be sensitivity not only for differences in   motivation but also objectives of tourism.

Leisure hotel tourism also requires the consideration of niche marketing perspectives. As such, there should be recognition of the unique nature niche marketing whereas scale of operations is the primary objective of traditional tourism models, niche marketing highlights the development of relationships and channels (Franklin, 2004 Chan  Wong, 2006). This also presents an opportunity for small and medium scale companies to compete with larger and more established companies and therefore further expanding the competitive fields. However, this does not diminish the challenges in developing effective insights to tourist choices and behavior. This is said to be even more challenging if the population of study has historically displayed strong opinions about their choices and preferences dealing with British tourists may be a challenging, as evidenced by independent surveys regarding their tourism activities (British worlds worst tourists, 2002). This also highlights associations and attributions that can be developed for social and cultural groups through tourism which may not necessarily be representative of the population or be consistent with these populations ordinary behavior.

In summary, tourism will likely continue to grow and garner interest. Majority of current research recognize its potential but also point out that there is a need to update current literature to accommodate changing social, economic and political conditions. Together with developments in information and communication technology, these are effectively changing the landscape for tourism particularly in how customers make their choices and evaluate products. In most cases, researchers suggest building knowledge from niche markets before extensive applications of new perspectives, principles and strategies are to be implemented. This will not only streamline the effectiveness of marketing and promotion efforts but also help validate research and insights critical to future competitiveness and viability of operations.

Methodology
For the purpose of this research, there will be no discrimination to the purpose of visits to leisure hotels. Data will be collected from research and surveys. Research will involve the literature from peer-reviewed journals, industry data and institutional studies. The research will mainly focus of trends among British tourists choice in destination and accommodation but will also incorporate general tourism trends in Europe and the rest of world. Supporting research will be developed from other industries as well to develop a comprehensive scenario of current market trends in tourism. As there is limitation of primary data or research specifically studying the current study, the research will aim to develop its own or develop data from currently available secondary data. Whenever possible, the review of literature will be limited to research developed in last ten years. This is also to recognize the rate of change in the industry and more importantly, the escalating international competitiveness.

The surveys for the research will primarily be a qualitative research. The target number of respondents will be twenty individuals, British tourists who have taken overseas holidays to leisure hotels in the last six months, twenty to forty years in age, and has plans to go on to another holiday which includes a stay in leisure hotel in the next year. The study will evaluate the decision processes involve and their evaluation of their recent holiday. The next set of evaluation will involve a focus group discussion among survey respondents to evaluate the data collected from the paper survey. The target number of participants for the discussion is ten or 50 of the total number of paper survey respondents. Results of the focus group discussion will also serve to validate the review of literature. Discussion and analyses of the research will aim to determine the most critical factors affecting British tourists preference of leisure hotels and how these are supported by research.

Scope and Limitations
The research will assume that the research published in academic journal or widely circulated publication as valid research for inclusion. Empirical data will also be considered as the primary evidence for developing statistical analysis and conclusions. Surveys and information gather from respondent-tourists will be assumed to be valid for inclusion. The research will assume that the respondents have sufficient experience to participate in the study. Synthesis will be developed from the research and surveys and will be assumed to be representative of the British tourism industry though the reviewed literature will not be limited to the mentioned populations. These assumptions are to be used to facilitate the collection and study or data as well as to liberalize availability of literature.

Due to the time and resource constraints of the study, the research will only have a small sample population. Though the research will aim to augment this limitation by extensive literature evaluation, the lack of primary data is expected to be also restricting the conclusiveness of findings. Considering that the destinations of the respondents are overseas, these destinations will also not be able to be directly factored into the research and the study will have to rely on the study participants evaluation and literature about the destinations available to the public. Moreover, the results of the research may be limited to decision processes involve in the selection of leisure hotels and not to any other tourist destination or accommodations.

Research Plan
Upon the completion of the research, the study will be able to provide a definitive answer regarding the reasons for the selection of leisure hotels as an overseas tourist destination. To facilitate the organization and implementation of the research, it will be divided into three phases literature review, survey and focus group discussion, and finally synthesis of research literature with survey and discussion results. Two weeks will be reserved for each of the first two phases and the rest of time allotted for the research will be reserved for the synthesis phase. Support in analyzing research and survey data will be solicited from academic advisers and other professionals such as statisticians if required by the research. The allocations of other resources have not yet been determined but will be ascertained before the completion of the first phase of the research.