Analysis of the product and destination image of Brighton

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Contents
Introduction:...............................................................................................................................................2
Key factors and priorities:............................................................................................................................3
Aim and Objectives......................................................................................................................................3
Literature Review........................................................................................................................................4
Tourism Stakeholder:..............................................................................................................................4
Product:...................................................................................................................................................4
Destination Image...................................................................................................................................5
Q-Methodology:..........................................................................................................................................6
Introduction:
Brighton, the biggest and best-acknowledged beach hotel at the English Channel,
stretches a few 5 miles alongside the pebbled and on occasion steep chalk coastline of
the South Downs. Once a fishing village with narrow, winding lanes, the 18th-century
noticed Brighton blossom into an stylish excursion spot wherein England`s elite
comfortable in elegant spas and resorts beneathneath the restorative have an impact on
of sea air.
Although Brighton`s well-known pebble seashores at the moment are coated with
memento stores and enjoyment arcades, it stays a culturally colorful vacation spot and
one of the maximum famous locations to go to in England — in particular in summer.
The town's busy calendar of activities consists of the famous Brighton Festival every
spring, horse races within side the summer, and the well-known London to Brighton
Veteran Car Run in November.
In order to understand the roles of stakeholders in tourism, it’s important to identify the
key stakeholders which are:

 Tourism
 Product
 Destination image

Key factors and priorities:

 Understand the tourist needs and desires

 Gave equal power
 Business Association
 Media
 Tourism Developer

Aim and Objectives

 To examine the Brighton how appropriate as a tourism destination

 Conclude the key stakeholders and also understand its priorities

 Creates a platform and a big audience for the arts and heritage in the city,
helping to sustain a vibrant arts scene enjoyed by local people.

 Delivers an extensive choice of independent shops and places to eat and drink
that the resident

 Population alone could not support. Ensures a vibrant weekday city centre which
becomes increasingly important as more of Brighton’s population commute to
jobs outside of the city.

 Creates job opportunities in the city that cannot be outsourced to another location
or automated – tourism is based on personal service delivered in the destination.

 Provides a platform to talk about the city at a national and international level that
creates profile and positioning.

 Examine the product and image of Brighton as a tourism destination.

(Ref: book of brighton visitor/strategy)

Literature Review

Tourism Stakeholder:
Wide Range of business are stakeholders in tourism. These directly associated with
travel and tourism, such as airline. And also indirectly associated with tourism, such as
water removal company.

Product:
According to Philip Kotler, tourism product is something that can be offered to tourist to
visit a tourist destination. BY:
 Composite
 Highly Perishable
 Intangible
 Attraction

Destination Image

Mayo (1975) examined regional tourist images that are directly observable and
measureable.
Crompton 1979, the sum of beliefs, ideas and impressions that a person has of a
destination.
A successful and thriving destination, the goal for tourism in Brighton & Hove is to
safeguard the long-term sustainability of tourism.
That does not mean standing still and maintaining the status quo. It means selective,
clearly defined and carefully managed growth which will influence how Brighton talks
about the place to the outside world - to potential visitors, buyers and investors – and
how city partners value tourism and integrate tourism into the wider planning of the city.
It means going about the day-to-day business of tourism in different ways. It also means
safeguarding jobs and nurturing the facilities that attract visitors and looking at creative
ways to fill the gaps. Achieving the goal delivers four benefits for tourism in Brighton &
Hove.
• The value of tourism grows – delivered through higher-spend year-round
overnight visitors, from markets that will visit on weekdays as well as at
weekends. The number of visitors and trips will not change significantly
but the type of people, when they visit and how long they stay will.

• There’s a deeper cultural fit between the city and local people – tourism is
embedded more strongly in the city’s futures planning and the type of
tourism developed chimes with local culture and lifestyles, which helps to
increase the appeal of tourism as a career choice.

• Brighton is the city in the region – that strengthens the voice and role of
tourism, and its benefits to the city.

• Businesses become more resilient – because everyone shares the same

focus, there are year-round tourism, and focused investment in people
and place.
(Ref: Brighton economy/book)
Q-Methodology:

In Q-methodology the systematic point about Brighton tourism is:

Tourism studies is with inside the midst of a `crucial turn` far from conventional positivist
approaches, toward greater reflective and crucial paths of inquiry. This paper introduces
readers to Q-method, a technique of studies that tourism researchers not often use and
which could offer beneficial facts in crucial tourism studies regarding the exploration and
assessment of subjectivity. The paper offers the basics of the method and affords
examples of its software in tourism and different regions which can without delay hobby
tourism researchers. In so doing, the paper encourages and enables using Q-method
among tourism researchers interested by improving the character and richness in their
methodological options for growing tourism knowledge.

Steps in mistreatment Q-methodology includes 5 steps. the primary step involves

distinctive a “concourse”, that is at technical thought used in letter for a discourse
structure of all the potential statements that respondents may build concerning the
topic at hand (Stephenson, 1993). A concourse will take two forms: realistic and ready-
made (McKeown & Thomas, 1988). In a realistic inquiry, researchers typically
discovered interviews, and statements drawn directly from oral communication with the
participants square measure utilized in the following Q-sort. Ready-made concourses
draw upon a variety of data sources, like literature reviews, existing scales or
standardized things. In apply, however, researchers will use any range of sources to
develop their concourse. Rajé (2007), for example, used analysis participant statements
to get a way of the discourse concerning travel for different social teams, however
turned yet to tutorial papers, newspaper articles and policy documents as sources of
statements. This apply of drawing on a set of reticulate claims from a vary of sources,
resulted within the development of a hundred and eighty statements chosen to hide the
big variety of views available on the theme. In Q-methodology, a concourse is
structured in feelings rather than facts; every of these statements expresses feelings
and emotions (not essentially knowledge) driven by immediate experience and lived
through personal expertise (McKeown, 1990). As man of affairs (1978) argues,
feelings square measure subject to fortuitous experiences, in common oral
communication, singing songs, reading for fun, etc., in infinite things and musings,
lived at random. Concourses can include not solely verbal statements however may
incorporate collections of objects, pictures, recordings, and even musical picks. Man of
affairs himself (1935), as an example, conducted early illustrative Q-studies employing a
set of vases to investigate people’s predilection for vases. In the context of tourism
analysis, students have utilized as “statements” a variety of images representing
different landscape experiences and traveler activities (e.g., Davis, 2003; Dewar, Li,
& Davis,2007; Fairweather & Swaffield, 2001). additional unremarkably, however, Q-
methodologists employ sets of statements. Ideally, the concourse may be a applied
math population of all potential discourses relating to the studied instance, with a much
infinite range of statements (McKeown, 1990). The universe of statements, therefore, is
subject to sampling. Consequently, the second step of the Q-process is a sampling task
wherever the man of science uses a structure for choice of a Q-sample (or Q-set) from
the concourse. As van Exel and Diamond State Graaf (2005) counsel, such a structure
could be obligatory on the concourse, on the premise of some theoretical
expectations, or could emerge from any examination of the statements. For example,
in a study concerning service quality in overseas education, the researchers sorted
the statements into classes of physical quality, interactive quality and corporative
quality (Pereda, Airey, & Bennett, 2007). In order to arrive at this structure, they
reviewed twenty four studies associated with quality in education to establish that
these dimensions are well-included in the relevant literature. or else, Yu, Hsu,
and Ye (1997) initially categorized statements in their concourse in line with their
charm to reason, the senses, social needs, and also the ego. They then engaged in
associate inductive approach in that four charms of hotel characteristics emerged
from these statements: rational appeal, social charm, ego-enhancing appeal, and
sensory charm. Eventually the character of the structure used is of very little
consequence, given that the final Q-sample ensures a good illustration of all the main
ideas, viewpoints, feelings and opinions that relate to the topic of study
(McKeown & Thomas, 1988). The main concern in a Q-methodological study isn't
the Q-sample itself (which is, in any event, not thought of to impose any which means
a priori), however the understanding informing the participants’ engagement with the
conferred things (Stainton Rogers, 1995). In alternative words, if a Q-set provides a
comprehensive list to explain completely different aspects of the study topic, “the
engagement of the participant cluster with that Q-set can afford a general summary of
relevant viewpoints on the subject” (Watts & Stenner,2005, p. 76).Convenience and
applied math demands dictate the precise size of the Q-sample (Kerlinger,1986).
Thomson (1981) proposes in small-sample Q-studies that the quantity of things
necessary is a operate of the quantity of people collaborating in the study, with the
range of Q-sample items being a minimum of double the quantity of participants.
usually speaking, however, researchers(Stainton Rogers, 1995) take into account a Q-
sample of forty to eighty statements as adequate for stable results, without
overwhelming participants. To guarantee content validity, colleagues or others
usually review sample statements in one or additional pilot studies (Brown, 2004).
Finally, the task of the researcher is to refine statements wherever necessary, willy-
nilly assign them a range for data recoding functions, and unharnessed them for
“sorting”. The third step, once the development of the Q-sample, involves the choice of
individuals who can type the things. These participants square measure best-known
as the person sample (P-sample).Understanding that Q-methodology, as a result
of of its stress on individual perspicacity, works well with little numbers of subjects is
imperative (Valenta & Wigger, 1997).
A study by van Exel, de Graaf, and Rietveld (2004), examining however folks
approach medium-distance travel selections, illustrates the method. The
researchers purposively invited car-minded as well as public transport-minded
participants for his or her P set, basic cognitive process they would have differing
viewpoints onthe subject. For the aim of this case, a 1st wave of respondents was
noninheritable among theauthors’ circles of family, friends, and acquaintances. any
participants were recruited throughsnowballing sampling, wherever existing participants
recruited additional participants from their circles.This method resulted in thirty-nine
folks collaborating in the study.
In the finish, the purpose of Q-methodology is to permit people to reason themselves
on the premise of the viewpoints they express (Watts & Stenner, 2005). Its nature is
preliminary. In such circumstances, the quantity of respondents related to an element is
of less importance than World Health Organization they're (van Exel & Diamond State
Graaf,2005). within the fourth step, respondents have to specific their views on the
topic by inserting all statements during a pre-structured Q-sort table (see Figure 1).
This is a ranking procedure which Watts and Stenner (2005, p. 77) decision “a
convenient means that of facilitating the evaluations and rankings of the participants”.
In apply, statements square measure written on separate cards and respondents
rank these in line with a condition of instruction. as an example, participants could be
asked to type the opinion statements on an easy time, with “most agree” on the one
end and “most disagree” on the opposite. No ideal vary exists; typical Q-studies,
however, use a range of -5 for things thought of “most disagreeable” within the read of
the participants, through zero, to +5 for things thought of “most agreeable” (van Exel &
Diamond State Graaf, 2005). Q-sort).
Cottle and McKeown (1981) and Brown (1980, 1985) demonstrate that the
distribution form has no major effects on Q-results. Therefore, each the vary
and the distribution of the Q-sort table square measure arbitrary and frequently rely on
the quantity of statements in the Q-sample (Akhtar-Danesh, Baumann, & Cordingley,
2009).The final step of the method is information analysis, that involves the sequent
application of three applied math procedures: correlation, issue analysis, and the
computation of issue scores (Brown, 2004). Many packages square measure
accessible to assist with the appropriate analyses. Therefore the discussion below
provides a terribly laconic summary of what is occurring ,rather than a concrete list of
directions. Brown (1980) provides data on the technical and computational aspects of
the analysis of Q-sorts. Typically, Q-analysis begins by computing the correlation
matrix of all Q-sorts, which indicates the degree of (dis)agreement in points of
read among the participants. Next, this correlation matrix is submitted to issue
analysis, with the objective to determine attitudinal groupings, that is, to examine
however several essentially completely different Q-sorts square measure in proof. In
comparison to normal correlation analysis, Q-factor associate is an inverse, in that it
seeks to cluster respondents instead of variables (Kline, 1994).
https://www.researchgate.net/publication/215393382_Q-
methodology_and_Tourism_Research

 Boosts the revenue of the economy

 Develops the infrastructure
 cultural exchange The first attraction of Q-methodology to tourism
researchers is its emphasis on the subjective, lived experiences of
individuals.

As Brown (1996) writes, it is life as lived from the stand point of the person
living it that quantitative procedures typically pass over, and it is subjectivity
in this sense that Q-methodology examines. What is of interest to Q-
methodology, therefore, is what is meaningful to participants and hence how they
make sense and meaning of their realities. This represents a departure from the
positivistic idea of definitive truths, which Q replaces with a fuzzier world of
multiple realities. Indeed, Q-methodology, according to Kitzinger (1986, p.
153), rejects the idea of one objective reality and derives new meaning by
investigating “numerous truths or multiple versions of reality and then exploring
the implications of each”. Thus, the increasing number of tourism researchers
pursuing accounts from the actors affected by or interested in tourism, rather
than simply objectifying their subjects will find Q-methodology interesting. In
this connection, Q-methodology emerges as a useful response to the joined calls
of Hollins head (2006) and Westwood et al. (2006) to widen research options
and encourage greater participant involvement where the issues facing
tourism researchers involve multiple truth.

Result
Advantage a higher knowledge in their site visitors and the nearby tourism market. By
understanding site visitors` options and motivations, you may greater without problems
outline and resolve enterprise problems, set priorities, growth the call for in your
offerings and give a boost to profits
Domestic visitor expenditure increased by 11% and overseas visitor expenditure rose
by 13%. It is estimated that around 10.7 million tourism day trips were made to Brighton
and Hove in 2019, an increase of 12% compared to 2018. As a result day expenditure
increased by 15%. visitors, up by 13% compared to 2018.
 Conclusion

In conclusion, we can say that tourism is a very productive activity both for the tourist
and the government. As they support each other simultaneously. Also, the government
should consider improving the conditions of the country as more and more number of
tourist visit their country.

Reference

Maja Uran, Emil Juvan article/journal

Barighton economy/strategy/book

https://www.researchgate.net/publication/215393382_Q-
methodology_and_Tourism_Research

https://www.visitbrighton.com/

https://www.telegraph.co.uk/travel/destinations/europe/unitedkingdom/england/
brighton/articles/brighton-travel-guide/

(McKeown & Thomas, 1988)

https://books.google.com.pk/books?
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2Upddt&sig=tYYA2aD7ahP8eK0g4wgT62w4brM

https://www.britannica.com/place/Brighton-England

(van Exel & Diamond State Graaf, 2005).

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(Watts & Stenner, 2005)

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