Tourism and urban regeneration: an analysis of visitor perception, behaviour and experience at the Quays in Salford
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Business and Management.
Whilst there is now a substantial body of literature relating to tourism’s economic impact at the macro level, less is known about tourism expenditure at destination and sub-destination levels. The thesis focuses on the Quays in Salford, Greater Manchester – the city’s former docklands, which have been regenerated and repositioned as its flagship tourism product. It reviews pertinent literature and reports the findings from a questionnaire survey of visitors’ perceptions, behaviour and experience of the Quays including expenditure by local category/tourism product component. The perceived performance of the destination’s secondary components was found to be significantly higher than that of its primary features and significant between-group differences were found on the basis of visitors’ socio-economic and behavioural variables, as was the case with visitor satisfaction and intention to both recommend the Quays and return to the destination. Most visitor expenditure was on shopping and in restaurants and cafés and visitors were segmented on the basis of behavioural traits and into heavy, medium, light and no expenditure groups; socio-demographic/behavioural profiles of each segment are presented. Heavy spenders are more likely to be female, in a family group and have shopping as the main visit motivation. A principal components analysis revealed that four product performance dimensions: ‘primary attractions’, ‘secondary attractions’, ‘access’ and ‘environment’, explained 62 percent of the variance in the data and just under 38 percent of overall visitor satisfaction. Not surprisingly, given the perceived performance of the destination’s secondary features, they explained more of the variance in visitor satisfaction than its primary attractions, which in turn, were more influential than the environment and access components. A comparison of the result with those found in previous research and the contribution of the thesis to the academic literature are discussed. Implications for destination planning and marketing are also evaluated.
Craggs, R. Tourism and urban regeneration: an analysis of visitor perception, behaviour and experience at the Quays in Salford. 2008.