CONTENTS Page

Appendices List.................................................................................

1. Introduction 1.1Justification and structure of report ……………………………… 3 1.2. Aims and Objectives …………………….…….…………………4 1.3. Background of Oxford city. …………….………………………..4

2. Literature Review 2.1. Urban Tourism................................................................................5 2.2. City Typologies...............................................................................8 2.3 Tourism in historical cities...............................................................9 2.4 Urban tourism supply and Jansen-Verbeke Model (1986)………...9

3. Methodology 3.1. Methodology and Methods...........................................................11 3.2. Field work.....................................................................................13 3.3. Research Limitations and Ethical consideration….......................13

4. Results and Discussions.......................................................................14

5. Conclusion...........................................................................................23

Bibliography............................................................................................25

1.Introduction

1.1 Justification and structure of report
This report examines the perception of tourists towards Oxford’s tourism supply and analyses Oxford’s tourism supply in great detail using the Jensen-Verbeke’s (1986) model. Thereby, identifying the key features that attracts tourists to Oxford city as well as areas that city needs to develop, promote or rectify for development of tourism in Oxford. This report will address those critical issues from the point of view of sociology, tourism and marketing. Graburn and Jafari (1991) also mentioned that there should be multidisciplinary approach to analyze tourism successfully. Under literature review, this report will describe the nature of urban tourism, eloborate the features of tourists and destinations, city typologies etc. Moreover, report will go on to describe the characteristics of tourists Concepts and relevant theories relevant to tourist motivation, theories of cultural/heritage/urban/religious etc. tourism, theories of consumption, tourist typologies, tourist enclaves and bubbles, management and business concepts. In addition to that, there will be a critical analysis of findings of previous researchers on this topic and will justify the planning and implementation of this project.
Under the methodology, explanation of research methods used in this research will be discussed with other alternative methods. Moreover, this report will explain the limitation of this research. Thereafter, presentation of findings will be done along with discussions. Finally, this report will provide recommendations for the improvement of the future research projects.
1.2 Aim and objectives
The aim is to identify and understand the supply for tourism of Oxford according to Jensen-Verbeke (1986) and to understand how tourists perceive Oxford’s tourism supply.
Objectives:
1.Identify and understand the supply for tourism of Oxford according to Jensen-Verbeke(1986) model.
2.Understand how tourists perceive Oxford’s tourism supply.
1.3 Oxford city
Oxford is located 60 miles away from west of London surrounded by rich farming country of the Thames valley and central Oxfordshire. This city is known as very important Anglo-Saxon and medieval town. First Oxford was a 'the city of dreaming spires' followed by established for motor industry. Then, it became a university town. Oxford’s inhabitants were used to call as citizens in 11th and 12th centuries. Then, they were called burgesses and hence town was called by vill or borough. Oxford became a city with following the creation of Oxford see at Oseney in 1542 and at Christ Church in 1546. From 1974, Oxford became a district. University used its powers over its own members as well as over the town in mid 14th century thereby, regulating trade and other matters such as policing the streets. Over time, local community depended largely on the university until the rise of the motor industry. Until to date, Oxford University has been showed its dominance so much so that Oxford is known by the world more for the university than the place.
Nowadays, Oxford city is world famous for not only its university and associated schools but for historical provisions such as museum, site seeing, leisure and sport opportunities, preserved cultural places and events.
2. Literature review
2.1 Urban tourism
According to Law (2002), urban areas are often depending on large-scale mining and manufacturing are considerably larger when compared to rural areas. In addition, Selby (2004) identified that there are visitors to these urban areas from various parts of the world. As far as tourism is concerned, Edwards et al. noted tourism as another force among many social and economic forces. Selby, (2004); Law,(2002), describes urban tourism as tourism within cities and towns. Urban tourism is mixture of three different aspects. They are city, tourist and resident. He further described these factors using urban regeneration, visitor perception and satisfaction, sustainability and marketing. XX() identifies that when an urban area provides opportunities for tourist to enjoy cultural, social, leisure activities at a particular destination, it becomes a urban tourist destination. He further showed the importance of urban tourism since it generates income, investment and employment opportunities. Urban areas are usually gateway for tourist entry. It also a centres of accommodation and excursions. Further more urban tourism is a important factor that leads to urban regeneration. More over, urban tourism provide vast amount of facilities such as shopping, sports and leisure, relaxation, entertainment, visiting , social relationships and educational objectives. Therefore, tourist visit tends to be not single but combination of those factors and often impossible to identify a single purpose. For instance, it is hard to identify whether visitor to Rome is a religious or cultural visitor.
In order to understand the urban tourism further, human geography provides a central place theory. According to this theory, there is a hierarchy of settlements depending on the quantity of services provided by each destination. Usually, a low order settlement provides fewer goods and services such as petrol stations and groceries. On the other hand, top order hierarchy provides more facilities such as hotels, cinemas, banks along with large number of lower order facilities. Therefore, fewer numbers of visitors are attracted to lower order settlements and less number of people required to maintain these services as compared to high order settlements. This theory could be connected to provision of leisure and recreational services. There are four levels in this hierarchy. Lowest level depicts the local leisure towns and cities such as Bedford which satisfy the local market mostly. Regional leisure and tourist cities are the next level providing special attractions. Oxford is a good example for this. Next level is National and international tourist cities such as Stratford –on-Avon. On the top of the hierarchy lies the International tourist city such as London, Paris etc. In these cities, large number of visitors are seen and often densely populated generating income, employment etc. (Nagle,1999).
Further, there are three approaches to urban tourism when considering the existence of urban tourism (Ashworth 1989). First approach understands urban tourism from the perspective of supply such as tourist facilities in the city. Second approach understands urban tourism from the perspective of demand such as perception, behaviour and motivation of tourists and thirdly private and public sector urban tourism policy. Moreover, it was found that tourists still eager to visit capital cities although there are leisure and other facilities available in home country (Law 2002).
In eighteenth century, urban tourism is greatly associated with the history (Ashworth and Tunbridge 1990). In addition to that, technological advancements and globalization have great impact towards tourism. He further states, that rapid increase in personal income, increase in own transport facilities along with decrease in cost of travel and time have caused immensely for the high growth of demand for holidays and recreational facilities (Williams and Shaw, 1992).
There had been a substantial dearth of knowledge relating to urban tourism for several years due to lack studies on tourism and absence of relevant data in the text books (Law, 2002). Page (1995) attributed this overlook to insufficient support from the public sector leading to limiting funding and source of data. Similarly, Shaw and Williams (1994) showed that in spite of growth of interest on tourism over recent decades, still availability of literature on the subject seems not adequate.
Otgaar, Berg, Berger, Feng, (2010) concluded from their findings that there will be decline of tourist attractions to traditional museums and historic sites while they will look more pleasure from science parks or museums.
2.2 City typologies Page(1995) categorised cities in to nine types. Firstly, there are cities known as capital cities such as world famous London, New York and Paris. Then, another type was identified as Historic cities. Oxford city is a good example for a historic city. Another category is known as Metropolitan centres or wall historic cities such as York. He identified another type of city as a inner cities ( e.g. Manchester). Next type is Industrial cities (Bradford). Cities such as Florene are categorised under cultural cities. There is a another type identified as tourist entertainment complexes (e.g. Disneyland). Cities such as London Dockland are identifies as revitalized waterfront areas. Finally, there are also specialised destinations such as Bath which provides spas and pilgrimage facilities for tourists.

2.3 Tourism in historical cities
Ashworth and Tunbridge (1990), shows that urban cities have become multifunctional tourist destinations to cater for all types of visitors. Despite the fact that development of various primary elements such as amusement, sport and cultural events are taking place to attract tourists (Jansen-Verbeke 1986), uniqueness of the ancient cities due to their historic elements remain welcoming visitors.

2.4 Urban tourism supply and Jansen-Verbeke Model (1986)
Page J and Joanne Connell ()identified that supply of services, attractions, and facilities available in a particular destination has greater impact on the assessment of patterns, perceptions and activities of urban tourism. Hence, Jansen-Verbeke (1986) from Netherland developed a model to analyse tourists consumption and availability of products and services for their visit.
Jansen-Verbeke, M (1986) used these dimensions to identify the nature of tourists visiting and organisations responsible promoting urban areas for tourism. This model helps to analyse relationship between the product, the tourist and promoter. It was identified that promoter affect this relationship in two distinct ways. Firstly, promoters develops a image of the city and other resources to attract potential visitors, investors and businessmen. Secondly, this promotion results in direct product improvement in the city.
Therefore, this model illustrates interrelationship of the various element of the city and the significance of the city as a leisure product.

Elements of Tourism : Jansen-Verbeke (1986)
According to this model, facilities in the urban city is categorised into to primary, secondary, and additional elements. Jansen-Verbeke, M (1986) 'Inner-city tourism:resources tourists and promoters' Annals of tourism Research, 13(1):79-100 under primary elements, this model illustrates cultural facilities, sports facilities and amusement facilities. Whereas, hotel and catering, markets and shopping facilities comes under secondary elements. Additional elements consists of accessibility and parking facilities, tourist facilities such as information centres,signposts, guides, maps and leaflets. In addition to that physical characteristics and socio-cultural features could be identified in relation to primary activities. These includes, ancient monuments and statues, historical buildings,harbours, historical street layouts, parks and open spaces,canals,river fronts etc. socio-cultural features consists of friendliness of the folklore, local language, local customs and costumes, security and liveliness and ambience of the destination.

3.Methodology
3.1 Methodology and methods
Report of this paper contains the results gathered using quantitative approach. According to Bryman (1998) there are two main research methodologies known as quantitative and qualitative method. Quantitative methods involve statistical analysis after collecting data using various techniques such as questionnaires, observation, postal surveys, email surveys and personal interviews. Whereas, qualitative research collects data using interviews and participant observations and the gathered data are in the form of words and results usually becomes more descriptive (Saunders et al., 2009). Furthermore, there are inherent advantages and disadvantages of using these two techniques. Researcher adopted the quantitative methods for this study since, it’s time and money costs less compared to qualitative method to collect large amount of data and wider geographical area (Cooper, 2008). Unlike qualitative approach, interpretation of results is not subjective and easy to analyze Robson (2002).allows participants to express their views freely, ability to understand about the social phenomena more accurately etc. Moreover, it was understood that questionnaire was the best data collection for this study considering the above-mentioned factors (Saunders et al., 2009).
Hence, researcher collected primary data using questionnaire. Questionnaire is a specific technique designed for the collection of data from the respondents. In questioners, questions are arranged according to predetermined order to which, respondents are asked respond (Bryman,A.1998). Furthermore, two main categories of questioners could be identified. They are self-administered and interviewer administered questioners. For this study, questioners are chosen over interviews due to its specific features. They are, questioners are more objective than interviews, it is easy to cover large sample within a short period of time, with questioners, bias can be avoided since there is no visual or verbal clues to the answer (Saunders, 2009).

3.2 Fieldwork
In this study, questionnaire consists of fifteen questions and they addressed their involvement, attitudes of tourism supply in Oxford. First three questions were asked as generally to understand about the places that they visited most in Oxford. On 11th of March 2013, research team surveyed 30 visitors who arrived from various destinations of the world. They administered these 20 questioners by spreading within various streets in Oxford.
(see the questionnaire in the appendix 1)

3.3 Limitation of the research and ethical consideration.

Firstly, due to the time constraints and financial limitation, it was unable to increase the size of the sample spending few more days in Oxford. This may have considerable impact of the accuracy on results. Secondly, no literature review was done prior to preparation of the questionnaire. Had it done then researcher would have identified more dimensions to be included in the questionnaire based on the previous studies. This was identified when analysis the Jansen-verbeke model (1986) and where various vital elements have been overlooked and should have been considered them to include in questioners to arrive at more valid conclusion.

It is essential to adhere to ethical standards when planning the research, during data collection, storing the results and finally interpreting that information ((Saunders et al., 2009). Therefore, researcher executed the study following under mentioned steps.
Researcher carefully executed the data collection without harming their privacy.
No pressure was given to participants and gave liberty to withdraw from the research any time.
Respondent’s names or their personal information were not recorded assuring their anonymity.
This report presents the results without fabrication.
Author avoided plagiarism in this report by duly acknowledging research information.

4.Results and Discussion
This chapter presents the findings from the survey carried out in Oxford by way of pie charts and tables. Hence, firstly, there will be a description of the profile of the subjects. Thereafter, main findings would be analysed using percentages and averages.
4.1Objective 1: Identify and understand the supply for tourism of Oxford according to Jensen-Verbeke (1986) model

4.2Objective 2: Understand how tourists perceive Oxford’s tourism supply.

Since, the respondents for this survey were tourists from various places of the world they represented different nationalities, religions, cultures, ages, genders and other social backgrounds.

Figure 1

As shown in the figure 1, one third of the respondents heard about Oxford through internet. And another 33% also influenced by their friends. 17% of participants knew about Oxford through television. Another 10% and 7% heard from Magazines and news respectively.

Figure 2
Furthermore, figure 2 illustrates the visitors loyalty to this destination. Here, 67% have visited Oxford before and only 33% are new visitors.

Figure 3

From the figure 3 it could be identified that 67% of respondents interested in history and culture while only 20% and 13% of participants interested about heritage and facilities respectively.

Figure 4

figure 4 shows the priority order of visitor attractions in Oxford. According to the responses, 13% of the respondents have visited Christ church cathedral while 12 % of each visited St Mary the virgin church, Oxford museum of natural history and Pitt rivers museum.

Figure 4

Moreover, when enquired about the attitude of Oxford as a tourist destination 83% respond as superb. Remaining 17% of respondents said that destination was good.

Q6. Using a mark from 1 -5 where 1 is worst 5 is highest

Worst
Bad
Good
Very good
Superb
Oxford vision
0
0
8
2
20
Oxford culture
0
0
0
1
29
Oxford heritage
0
0
0
2
28
Oxford shopping
0
0
11
7
12
Oxford transport
0
0
5
10
15
Oxford catering and restaurant
0
0
0
4
25
Oxford accommodation
0
0
3
7
20
Oxford sport facilities
0
0
3
7
20
Oxford tourism information
0
0
0
0
30

Table 1

Table 1 depicts the rating given by the respondents for various dimensions. For the Oxford vision, 20 respondents said superb while two persons responded saying very good and remaining 8 respondents said good. When inquired about the culture of the Oxford, more than 90% said superb. Similarly, for the Oxford heritage, 28 participants said superb while other 2 said very good.12 people were delighted with shopping and 7 said shopping was very good and remaining 11 responded as good. Out of 30 participants, 15 said transport facilities were superb. And another 10 said very good and remaining 5 said they were good. More than 75% responded that catering and restaurants were superb while small proportion said they were very good. 66% of subjects were highly satisfied with accommodation facilities. Other 34% also satisfied with those facilities. As far as the sports facilities are concerned, again 66% of the participants were delighted while others were satisfied. All the respondents were responded saying superb for the tourist information services.

Q7.
Superb
Good
Cultural attractions
27

Amusement facilities

28
Physical view to relax

27
Social place to live and spent
25

Good for shopping

17
Accessibility to city
20

Locals are friendly

20
Table 2

Table 2 shows the participants satisfaction towards the various facilities provided by Oxford. According to this table, 90% were satisfied with the Cultural attractions while another 90% delighted with the amusement facilities. 90% of respondents shows satisfaction towards the physical view for relaxation. Another 83% said superb place to live and spend. Only 50% of the respondents are happy with the shopping facilities. Another 67% were satisfied with the city accessibility and friendliness of the locals.

Figure 4

Figure 4 illustrates the percentages of usage of various activities by the participants. 17% of the subjects have used bus, walking and visited to attractions. 12% have done clubbing. Another 7% have gone to cinema, cycling and breathtaking. All other activities were done at very small percentages by the participants when compared to cycling, walking, bus, cinema etc.

Q9. How satisfied you are with the various facilities available in Oxford?

( Highly satisfied) ( delighted ) ( satisfied ) ( somewhat satisfied) ( unsatisfied)
Total
CLIMATE
9
2
4
5
10
30
Road links and transport
15
10
4
1
0
30
Quality of urban design
20
9
1
0
0
30
Accommodation facilities
19
8
3
0
0
30
Hotel and catering facilities
20
7
3
0
0
30
Shopping facilities
8
11
1
4
6
30
Environment quality
15
5
3
2
0
25
Quality of tour operation
18
6
5
1
10
40
Information centres and signposting
20
7
3
0
0
30
Car parking area
22
5
3
0
0
30
Overall rating for Oxford tourism supply
22
4
4
0
0
30
Total
188
74
34
13
26

Table 2

Figure 5

As shown in the figure 5, 77% of the respondents had intention to visit again while 23% were satisfied with their first visit.

Conclusions
When looking at the first research question in this study, under the Jensen-Verbeke (1986) model, following conclusions could be drawn. As far as the Oxford's supplies are concerned, it is evident from the survey that museums, churches, libraries, colleges and art galleries are existed in the city. And, as amusement facilities, organised events and night clubs are available in the city. Another component under the primary activities is leisure settings. Here, Oxford provides physical characteristics such as ancient monuments and status, historical street patterns, parks and green open areas, rivers and canals, ecclesiastical buildings etc. Then, socio-cultural features under leisure settings in the Oxford are friendliness and liveliness of the people.
As far as secondary elements are concerned, it could be found from the survey that food and catering centres as well as shopping facilities are available in the city. Finally, as additional elements Oxford provided the infrastructure facilities for the tourists such as information centres , clear and maps and signposts, guides, parking facilities etc. thereafter, it is useful to discuss the perception of the tourist about Oxford city. This is related to the second research question. From the survey, it was found that majority of the tourists were repeat visitors and express their wish to pay a return visit in the future. Furthermore, most of them are interested in cultural and heritage elements in the city. Overall, they were happy with the vision, transport facilities, culture, accommodation, information services, shopping and food etc.

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