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  ATTRACTING BRITISH TOURISTS TO SICILY. MARKET ANALYSIS TITLE PAGE DECLARATION ABSTRACT ACKNOWLEDGEMENTS CONTENTS TABLES AND FIGURES LIST OF ABBREVIATIONS INTRODUCTION Why Sicily is attractive for tourists Sicily is separated from Italy not only by the sea but also by centuries of different history and culture. For the centuries the biggest Mediterranean island was ruled by different cultures who left behind rich cultural inheritance. The Greeks constructed monumental theatres and temples, the Romans impressive mosaics and the Arabian invaders Mauritanian architectural motives and influence in the cuisine (National Geographic). No wonder that the German poet Johann Goethe said ÒWithout Sicily, Italy Creates No Image In The Soul: Here Is The Key To EverythingÓ.  Nowadays the island attracts tourists from around the world due to its pristine beaches, warm climate, rich culture and tasty cuisine. However, the numbers are not impressive. In the 2017 only 3.5% of all the tourists that visited Italy chose Sicily as their destination and only half of them were foreign (Istat).  Why British market The British tourism was chosen for many reasons, which I will intend to clarify. First of all British citizens have a long-lasting tradition of travel outside their country. The reason behind this is probably the wealth of the British citizens and the unpredictable weather even in the summer. Consequently, the age range of the travellers is relatively wide, which makes the study more interesting. The next motive for this choice was the money that an average Briton spends on travel. According to the Annual Report of the World Tourism Organization they spent 64 US$ billion in 2016, which gave them fourth place in the world regarding travelling expenditures. That leads to another reason for choosing British population, which is the high average salary. In April 2018 the median gross weakly earnings were £569 (Office for National Statistics). Not only they are the ones that allocate substantial assets for travel, but also they are amongst the nations that spend one of the longest periods of time outside their country (STATISTIC). The final reason for choosing the British population for the study is the relative close distance to the Sicily. The destination can be easily reached by direct flights lasting between 3 to 4 hours to four Sicilian airports.  Aim of research As mentioned above Sicily is clearly a highly attractive touristic destination. Surprisingly, this is not reflected by the numbers of visitors and I find this phenomenon worth investigating. Therefore, the aim of this study is to understand the complex motives of British tourists while choosing the travel destination and their perception of Sicily. Furthermore, the purpose is to analyse the Sicilian touristic market and identify the areas for possible improvement to boost the number of visitors in the biggest island of the Mediterranean See. Structure In the literature review the basics of the phenomenon of tourism will be explained, followed by the description of the different types of tourism. The explanation of main theory will include the analysis of the main necessities of tourists, meaning the basic infrastructure. After that the study will describe in more details the British tourist profile. ......................................... The last part of the literature review will focus on the analysis of the Sicily as travel destination. Following the literature review, the methodology of the study will be described...................................  The last part will involve the analysis of the results of the survey, which involved ........... participants and discussion of the foundings as well as analysis of the study. Limitations The study is limited ÉÉÉÉÉÉÉÉÉÉÉÉÉÉÉÉÉÉÉÉÉÉÉÉ 2.LITERATURE REVIEW 2.1.The phenomenon of tourism The Travel industry is broadly recognised as a complex topic with a complicated structure. Numerous lecturers have considered the travel industry from their own field of study, contributing from the viewpoint of their areas. Others have contended that the complexities of tourism ought to be handled with a systematic approach and consequently have utilised different concepts from the frameworks thinking hypothesis. Even today, no one has yet exhibited an incorporated model linking existing distinct structure thinking interpretations. Tourism can be defined as a composite of activities, services, and enterprises that distribute a trip experience: conveyance, accommodations, victualing and gastronomy and  businesses, for people that are voyaging outside the place of residence (Goeldner, Charles R., Ritchie, J. R. Brent 2003). The travel industry is the whole world industry of movement, inns, transportation, and every other part that, including advertising, assist the requirements and demands of voyagers. Being the world largest trade, tourism has an enormous social and economic impact especially in the last decades when it ceased to be a luxury accessible only to the wealthiest. Together with the massive movement of travellers to variety of destinations comes major consequences on the regional economy, culture and environment (L.Lickorish). In order to protect the sustainability and the universal access to tourism The World Tourism Organisation (UNWTO) was established. It is a United Nations agency that promotes tourism and provides knowledge of tourism  policies worldwide.  2.2 Demand for tourism   The demand is defined by Cooper (2004:76) as Òa schedule of the amount of any product or service that people are willing and able to buy at each specific price in a set of possible prices during some specified period of timeÓ. In the case of tourism, a purchased service is a travel to a destination outside normal residence. The demand for travel varies in time and nowadays undeniably maintains continuous growth. According to the World Tourism Organisation in the 1995 international tourist arrivals accounted for 565 million, in 2016 the number reached billion 235 million. Factors shaping the demand for tourism There are many factors that shape the demand for tourism all of which were investigated by the World Tourism Organisation (today UNWTO) in the 1995 and they are presented in the table below. The most important factor impacting the tourism demand remains to be economic and financial development of the country. This is confirmed by 2016 annual report of WTO that names China, USA, Germany and UK as the top tourism spenders. Unsurprisingly, these countries are also among the top 10 with the highest GDP ( Among the other factors worth mentioning one can acknowledge consumer awareness of tourism possibilities which is continuously evolving as a result of the growth of television programs, traveling blogs and magazines. The growing knowledge of interesting tourism destinations is driving the desire to travel (J.Swarbrooke, S.Horner, 2007). Another factor that contributes substantially to the growing demand for tourism is developing air travel infrastructure. In the last years one observes increasing number of low-cost airlines and thereby decreasing cost of flight tickets. This phenomenon easies the access of long-distance travel to broader public. (STATISTIC- number of flights, flight cost) Factors shaping the development of tourism, WTO 1995 TRAVEL DECISION PROCESS  The consumer decision making process is an intricate procedure that includes every one of the phases from issue acknowledgement to post buying operations. Every one of the shoppers has their individual wants in their day by day lives, and these necessities settle on them settle various choices. These decisions can be complex, relying upon the  purchaserÕs sentiment about a specific item,  judging and contrasting, choosing and  buying among the various sorts of items. Consequently, knowing and assuming the central problem of the procedure of consumer decision making and use the models in reality, is turning into a typical viewpoint by numerous organisations and individuals.  Numerous studies analyse the determinants of destination choice, emphasising the complexity of the travellers psychology. Undeniably, tourism market aims to motivate the consumers to identify travel as vital aspect of their life and in order to successfully obtain that it needs to broaden the  process of competitive analysis. Due to social and economical changes in recent decades the consumers can allow themselves to travel further from their place of residence and allocate more funds for the escapades. Therefore, they constantly seek different experiences the fact to which the travel industry quickly adapts. Exogenous factors affecting tourism include: ! economic and financial developments ! political/legislative/regulatory factors ! demographic and social changes ! environmental planning and impact issues ! technological innovations and improvements ! trading developments ! infrastructural, equipment and facility investment ! the safety of travel Key market forces directly affecting the demand for, and supply and distribution of tourism products and services include: ! consumer knowledge of tourism possibilities, and tourist requirements ! trends in the structure of the travel and tourism operating sector, marketing ! destination product development, and products/services development by the private sector operators ! supply of skilled and experienced human resources
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