The Factors That Attract the Tourists to Visit Orlando, FL - Research Proposal Example

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The factors that attract the tourists to visit Orlando,FL A Research Proposal Table of Contents Content Page SECTION 1…………………………………………………………………………………4 Abstract……………………………………………………………………………..4 Introduction…………………………………………………………………………4 Significance of the problem………………………………………………….……..5 Problem Statement……………………………………………………………….…6 Hypothesis…………………………………………………………………………..7 SECTION 2 Literature review…………………………………………………………………….9 SECTION 3 Methodology……………………………………..…………………………………14 Research Design and Approach…………………………………………………….14 Study Population and Sample………………………………………………………14 Sampling Criteria…………………………..……………………………………….15 Data Collection Instrument…………………………………………………………16 Data Collection Procedure………………………………………………………….17 Data Analysis…………………………………………………………………….…17 Limitations of the Study…………………………………………………………….17 SECTION 4 Discussion and Findings……………………………………………………………18 SECTION 5 Document Summary……………………………………………………….……….18 References………………………………………………………………………….……….20 SECTION 1 Abstract When tourists are thinking about visiting a destination, they consider numerous elements such as price, climate, the available attractions and infrastructure. This has on the other hand led to increased competition among tourist destinations. Each destination has a distinct image, with some having a stronger image than others. In this regard, an apprehension of what makes up the destination image can result to increased tourist satisfaction and loyalty. Notably, these dimensions of the destination image affect what attracts tourists to a destination. The primary objective of this research is to identify the factors that attract tourist to Orlando, Florida. This research will do so by collecting and analyzing data on 150 respondents in Orlando, consisting of tourists from different market segments and travel agencies in the area. Introduction Tourism is one of the primary economic activities in Orlando, Florida. During the early days, Orlando city and the whole Florida were only visited by the well-heeled and well-known people who could have enough money for the lifestyle. Some of the tourists and visitors loved the place and resolved to stay and start trading. The progress and development of Orlando and Florida is attributed to one man, Henry Flagler, who was among the individuals who loved the weather and climate and resolved to capitalize in the city in the late 19th century. He capitalized and constructed the hotels and transportation lines making it easier for more people within the world to access the city and the state. This was still in the late 19th century, where Florida state and the cities within it, including Orlando, were connected to New York. In the early 20th century, thousands of tourists started streaming into the state. Since then, Orlando has centered on tourism (Visit Orlando, 2013). Orlando is at present a principal travel target with myriad attraction destinations such as game parks, lodgings, world-class airports and one among the largest convention facilities within the country. In 2011, Orlando claimed a United States tourism record by attaining 55.1 million tourists (Yancy, 2012). This was 7.3 percent more than that of 2010. By the high numbers of tourists, it is the leading tourist terminus in the United States. Needless to say, Orlando is the first tourist destination in the United States to ever have attained the 55 million mark of tourists. Furthermore, tourists still continue to stream into the city. Visitors come as far as the United Kingdom, Australia and Canada (Visit Orlando, 2013). Tourism sector in Orlando is among the primary sources of income for the city. It has contributed directly and indirectly through tourism-linked activities. While there are no limited studies on tourism in Orlando, the available statistics indicate that tourism has a high rate of return on its investment (Orlando Tourist Information Bureau, 2013). This has been triggered by a growth in tourists in Orlando. There are different regions that these tourists can visit, but they still pick Orlando. Moreover, most of the visitors are recurrent tourists. The inflow of tourists to a region are attributed to numerous factors such as “image of the destination, tourist satisfaction, loyalty, costs of the destined area, economic conditions, transport methods, people’s culture and their sociability” (Chi et al, 2008, p. 625). These aspects are distinct from area to another and from one tourist to another. It is significant to understand the factors that cause a growth in tourists in order to understand their buying behaviors and target them meritoriously. The primary objective of this study will be to identify the factors that attract tourists to Orlando. The research will identify the different factors that have for long attracted tourists in Orlando by collecting data from tourists and the travel agencies and destinations within Orlando. The research will employ the use of both qualitative and quantitative data, which will be collected through questionnaires on a sample consisting of 150 participants. Significance of the problem Identification of the aspects that attract tourists assists travel agents and destinations to target tourists. Understanding customer base assists in identifying the right product and service offering that can meet the needs of the market segment, and doing it in a cost effective manner. Effectual apprehension of the market place can assist the key players to increase performance and customer satisfaction. This can heighten repeat visitation, an improved reputation and customer loyalty. On the other hand, identification of the factors attracting tourists in Orlando can offer insights on how numerous tour destinations, agents and policy makers can identify and respond to emerging trends in the tourism sector. Further, identification of the desired factors or attributes by the visitors assists in the identification of significant selling points and product offers that charm them. Problem Statement Over the past years, tourists have been flocking into Orlando in great numbers. As a result, tourism has become one of the primary economic activities in the city. In the ancient days, Orlando city only received the well-off tourist who could afford the expensive lifestyle. Trends in tourism have also shifted and there are new emerging trends in the demand for tourism among the visitors. Given the high capabilities and the unlimited offer on tourism, the power in the markets still rests with the customers. These customers choose what fits and suits their expectations and needs. Therefore, it is important for a tourist destination to understand the interplay between the customer’s needs, expectations and motives. Notably, the behavior of tourists, the customers, is a reaction to myriad factors influencing their motives, expectations and needs and not on a single factor. The tourism consumer is particularly flexible, where if he or she does not feel welcomed into a place, he or she does not simply stop travelling but chooses another destination. As a result, the identification of primary factors contributing to increased travel to Orlando has been challenging particularly to the travel agencies, destinations and policy makers. Statistics indicate a high volume of tourists have visited Orlando over the past years. Additionally, projections have indicated that the number is expected to rise this year. These numbers are not only expected to rise among the international visitors but also domestic visitors from other counties and boroughs within the State. What can be observed from the statistics is a developing significance of Orlando as a source market for international tourism. Despite the numerous global and local researches talked about, little is known about the choice aspects and attractions by tourists that visit Orlando when deciding where to visit. The deficiency of recent, scientific studies in this area and the changing environment of tourism serve as the impetus for this research. Researches on the variety of attractions that appeal tourists will assist the key players in the industry understand the market. Arguably, vacations are not only fun for the visitors, but tourism has become one of the primary sectors, an education tool and a social attainment. In this regard, this research will seek to identify the interplay between the factors that tourists consider and how they make their purchasing decisions. Hypothesis There are various factors that influence and attract tourists to a tourist destination, though they differ in accordance to the countries considered, the type of data and the period of the study. Most of the studies carried out have linked economic factors such as the relative prices of the destination vacations, technological factors such as the internet bookings and developed infrastructure, demographic factors, climate and cultural factors. Other studies have examined loyalty, destination image, attitudes and customer satisfaction and experience as other factors that make tourists visit a destination. In a study carried out by Raymond (2001) on the impact of economic aspects on tourism, he classified tourism as a luxury good with an anticipated income responsiveness of demand above unity. He identified that the primary economic factors, giving reference to Hong Kong, are the prices on the destination and the economic prosperity of the visitors. This has also been supported by Lim et al (2008), who considered the effects of income on long and short travel of tourists in Japan. Other studies such as Martin (2005) and Becken (2010) have cited climate and weather of the destination as the primary factors that promote tourist attractions in a destination. However, a study carried out by Chi, et al (2008) categorized the attributes that attract tourists into nine aspects which include the natural attractions, entertainment and events, the travel environment, historic attractions, infrastructure, accessibility, out-door activities and the price and value for money. Additionally, Beerli and Martin (2004), Guliling et al 2013 and Marino (2008) identified natural factors, tourist recreation and leisure, natural environment, culture and history of the destination and the general infrastructure, tourist infrastructure and the social environment as the primary factors that attract tourists. Additionally, they further determined that customer satisfaction and experience play a major role in repeat purchase and customer loyalty among the tourists. Despite the numerous global and local researches talked about, little is known about the choice aspects and attractions by tourists that visit Orlando when deciding where to visit. The deficiency of recent, scientific studies in this area and the changing environment of tourism serves as the impetus for this research. Therefore, the primary objectives of this study are threefold: (1) to examine the relative significance of the different destination attraction aspects, (2) to identify whether the tourists that visit Orlando have varying degrees of significance they append to the different destination attractions in Orlando, and (3) examine the aspects of tourist satisfaction and its influence on repeat visitation and loyalty. To address the above mentioned objectives, the following hypotheses are formulated: H1. What are the factors that interest tourists to visit Orlando? H2. Tourists visiting Orlando differ on the significance they attach to the different attractions in Orlando H3. The tourists that tour Orlando have a satisfying experience and return to Orlando for further experience and develop customer loyalty. SECTION 2 Literature Review Globally, destinations have been competing with each other in order to attract a considerable number of tourists. Notably, myriad nations have tried to use their cultural heritage, their physical resources and their sociability to woo tourists. As a result, the aspects that impact the decision making process of tourists has been a debate among organizations and countries that seek to improve their tourism productivity. Numerous studies in the past years have categorized destinations as products because their primary attributes that concern the tourists are in tangible or physical form. However, tourism products not only contain physical and tangible aspect but also intangible aspects such as the services that come along with the products and communication between the provider and the tourists. As constructed by Guliling et al (2013), destinations are geographic locations where tourists visit and engross both tangible and intangible constituents. In simpler terms, destinations are defined as a mixture of products and services existing in one region and can attract tourists from beyond its spatial boundaries. In this case, the destination image influences tourists’ destination choices and their satisfaction. A study executed by Chi et al (2008) established that destination image consists of a mixture of affective and cognitive images, ideas, beliefs, expectations and impressions that tourists have about a destination. In reference to Beerli and Martin (2004), destination image is either induced or organic. Organic images are formed by tourists through their past encounters with the destination. On the other hand, induced image is created through information obtained from other sources of information such as adverts. Notably, the tourists’ discernment of the destination features of the numerous attractions and activities intermingle to form the image of the destination. In this regard, destinations rely on their image in order to attract tourists. Marino (2008) demonstrates the significance of image of the destination in increasing the sum of tourists visiting a place. Notably, a destination image is one of the primary aspects in the destination selection process among potential tourists; who having narrow experience with the place, choose based on their image. Indeed, it offers a distinction between one destination and the other, and hence offers a competitive edge for the destination. Needless to say, Rajesh (2013) established that the destination image is significant and plays numerous roles in the decision making process since all the parameters of decision making are based on the image in order to attain satisfaction. Though the decision making process of consumers is multifaceted, numerous studies have indicated that it affects the tourist behavior. Marino (2008) established that the stronger the association between the image and the tourist’s desires the higher probability of purchasing intents for the destination. Destination Attributes Numerous studies have been carried out to determine the different elements of destination. Guliling et al (2013) offers a tourism system model that delineates destination as the cumulative experience of a tourist during the period of their visit, which includes accommodation, transportation and information. In another conception, Edwards et al (2005) developed a model that described the tourism product as consisting of numerous services, activities and benefits that make up the tourists’ experience. From this description, tourism destination is noted to include facilities, price and attraction. These were then subdivided to include the climate, costs and price levels, entertainment and night life, historic sites and museums, beaches, accommodation, shopping facilities, transportation, festivals, facilities and national parks. In another study, Beerli and Martin (2004) established the attributes of a destination that affect the purchase behavior of tourists and categorized them into nine dimensions. These are natural resources, tourist recreation and leisure, natural environment, general infrastructure, culture, art and history, social environment, tourist infrastructure, political and economic factors and leisure and recreation facilities. In this study, the authors determined that natural resources consisted of the weather, temperatures, beaches, deserts and a collection of flora and fauna. On the other hand, tourist leisure and recreation consists of accommodation available, number of restaurants and hotels, quality of bars and ease of access. Natural environment consists of the beauty of the scenery and cleanliness of the destination. General infrastructure consists of public transport facilities, airports, quality of roads and development of telecommunications while tourist infrastructure includes the available quality of facilities available for use by tourists such as the quality of hotels, bars and clubs. In this classification, social environment includes the friendliness and hospitality of the people in the destination. This is almost similar to another classification by Chi et al (2008). In a research carried out by Chi and colleagues (2008), they established that the factors that influence and attract tourists to a destination are the destination’s attributes. They further categorized the attributes to nine dimensions, which include: the travel environment, natural attractions, events and entertainment, historic attractions, accessibility, relaxation, price and value and outdoor activities. Numerous studies have also focused on the individual dimensions mentioned in earlier studies in order to determine their significance in influencing the behavior of tourists. One such study is by Martin (2005). This study highlights the significance of weather and climate in attracting tourists. This research establishes that climate and weather are the primary factors that drive tourism. Climate makes tourism activities enjoyable and possible. No one would love to visit a place that is ever raining or particularly hot. The significance of weather and climate attributes are most of the times replicated in the adverts of a destination. Climate and weather have been determined as the primary factors that affect the timing or travel. Climate and weather consist of aspects that are essential in attracting tourists. These aspects include temperature, radiation and humidity. According to Becken (2010), weather forms part of the tourists’ experience by determining how enjoyable it is and the level of satisfaction attained. There is a high correlation between weather, climate and recreational activities, particularly the outdoor activities such as swimming, skiing, and visitation of the parks and other sites. Martin (2005) further reveals that tourism makes use of a geographical space, which can be exploited and integrated into the tourism industry as goods or services. In this manner, the dimensions of climate and weather are resources that form part of the development of tourism. Martin (2005) categorizes climate as a natural resource that facilitates the satisfaction of the tourists. In literature, this research identifies that most of the tourists go on vacations because of the desire to enjoy the warm sunny climate. Martin (2005) also asserts that climate affects the leisure activities undertaken by the tourists. Notably, climate is a natural resource that cannot be transported and the tourist has to travel to the area to enjoy it. Therefore, it instills a considerable effect on the process of selection of a destination. According to Chi et al (2008), tourists consider the weight of different elements before visiting a destination, which includes climate among other elements. Numerous researchers have also considered the significance of economic factors such as price of tourism commodities and services on the decision making process of tourists. In a research, Raymond (2001) offers insights on the role of economic factors on increased tourists in a destination and increased hotel occupancy. In this research, Raymond (2001) denotes that prices of commodities affect the propensity of the tourist to visit a destination. In this study, price includes the prices of the tourist goods and services and the foreign exchange currency. Additionally, a study carried out by Lim et al (2008) identified that globalization, liberalization of air travel and the development of air technology are some of the factors that contribute to the increased attraction and demand among the tourists. This research links economic development of Japan to infrastructure development and technology, which in turn increase the number of tourists in the region. It links the development of the economy with the development of infrastructure and an increase in the number of travelers. Tourist satisfaction is another factor that is considered significant in the choice of a destination. Satisfaction has been one of the primary subjects of study by numerous studies. Chi et al (2008) established that satisfaction among tourists is generated by the environment, shopping, attractions and accessibility. Additionally, Rajesh (2013) denotes that the destination image, recreational facilities, attitude, and natural landscapes are aspects that facilitate satisfaction among tourists. On the other hand, Rajesh (2013) identified loyalty as another factor that contributes to visitation to one destination. Loyalty is described as the tendency to re-visit a destination. However, this is depended on the satisfaction that a tourist attains from a previous visit. Edwards et al (2009) identify that satisfied tourists have a high probability of visiting the same place next time they may be travelling. SECTION 3 Methodology A formal research design will be employed in the research. The research will employ both a qualitative and a quantitative approach. The qualitative approach will seek to systematically and objectively delineate and test relationships and examine cause and effect interactions among variables. On the other hand, the quantitative approach will systematically and empirically evaluate the aspects of the study. Questionnaires will be used in this descriptive, exploratory and explanatory research. A questionnaire is used to collect information for describing a population too large to observe directly. It will obtain data from a sample of individuals through means of self-report that is, people respond to a series of questions posed by the investigator. Study Population and Sample Population is defined as all the elements that meet the sample criteria for inclusion in a study. The population in this study will be the tourists and the tour agencies within Orlando. The population of the travel agencies and destinations is estimated to be 180 while that of the tourists is estimated to be 4 million during the period of the study. The sample employed in the study will consist of the tourists from different regions and travel agencies across the city. A convenient sample of 150 respondents will be selected. From the sample selected, 30 will be travel agencies and destinations while 120 will be tourists from different markets. The primary visitor markets to be included in the study will be New York, Atlanta, Chicago, Philadelphia, Boston, Canada, Europe and South America. This implies that 15 sample participants will be selected from each tourist market segments. On the other hand, the 30 selected travel agencies and destinations’ sample will consists of hotels, resorts, Disney, SeaWorld, theme parks, Universal Studios, Marriott’s Orlando World center, the Orange county convention center, the Wizarding world of Harry Potter, Museums and regional history center, Florida’s Citrus Bowl Stadium, Eagle Creek Golf Club, the Spaceship Earth, Manta, Lake Eola Park, and Innoventions, Windermere travels, Cruise vacation, Cruise adventure travel, First priority travel, and the Sun coast travel agency (Orlando Tourist Information Bureau, 2013). Among the 30 respondents selected from travel agencies and destinations, 15 will be travel agencies and 15 will be destination sites and centers. A convenient sample engrosses respondents included in the study because they happen to be in the appropriate place at the appropriate time. The names and contact information of the tourists will be obtained from the tourism board of Orlando. This will include the tourists already in the hotels and resorts. The tourists consent will be required before carrying out the study. Sampling Criteria The respondents included in the research will have to fulfill certain requirements before being selected. These were the requirements below: i. For the tourists a. They will have to have traveled from any one of the selected market segments b. Have spent more than five days in Orlando during the visit or visited before ii. For the travel agents a. Should have a high arrival tourist statistics b. Located near to one of the attraction sites Data Collection Instrument A questionnaire was used to collect information. Information gained through the questionnaire is no different from that obtained through interviews (Dawson, 2002). Information will be gathered to evaluate the choice factors and attractions considered by tourists visiting Orlando. Questionnaires will be used because they offer the possibility of anonymity because the subject’s names will not be required on the completed questionnaires and there are fewer chances of biases as they were presented in a consistent manner. However, questionnaires have weaknesses. For instance, there is the question of accuracy and validity (Dawson, 2002). The respondents may not reflect their real and true opinions but might answer what they think will please the investigator, and valued data may be lost as answers are often brief. The questionnaires will have closed-ended questions. In the closed-ended questions, the respondents will have options determined by the researcher. Additionally, the questionnaire will consist of five-point Likert scale questions regarding the significance of the attractive aspects (ranging from 1 = not important at all to 5= very important as well as 1 = strongly disagree to 5= strongly agree). The questionnaire will also contain a section that will aim to collect demographic information on the participants such as gender, age, and residence. The questions will be in English language. Data Collection Procedure The whole process will commence with seeking an approval from the Orlando tourism board to study and obtain information from tourists. After approval, the same board will service the researcher with the population’s statistics on their period of stay and origin and contact information, which will be used to select the sample. The population will be categorized as according to the origin and then according to the period of stay. After categorization, the population elements that satisfy the sampling criteria will be selected randomly. After selection, the participants will be contacted for their consent. The ones that will confirm their participation will have the questionnaire send to them and will be required to fill it within a week’s time. The participants will be constantly reminded as the deadline approaches. On the other hand, information on travel agencies and destination sites will also be obtained from the tourism board, which will give their arrival statistics for selection. The questionnaire will be forwarded to the customer relations and marketing manager or personnel who will be required to fill the questionnaire within a week. It is expected that due to the high number of visitors, and the anxiety of the visitors, some may fail to dedicate adequate time on the questionnaires and may be incomplete. Data will be collected within a week and the respondents will be allowed to fill the questionnaire at their convenience within the one week period. After filling, the respondents will submit the responses through the same email address. The researcher will send congratulatory messages to the participants for taking part in the study. Data analysis The information obtained will be fed into a spreadsheet. The data will also be classified in accordance to the hypotheses developed in the study. The data will be descriptively and quantitatively analyzed. Descriptive analysis will involve the use of percentages, ratios, mean and standard deviations. On the other hand, the quantitative analysis will involve the use of tables and charts. Limitations of the study This study is expected to have numerous limitations. First, the study will be limited to tourists from 8 tourist segment markets with unequal distribution between genders. Future research should strive to accommodate all the genders since the different genders may append different significances and may be attracted to different aspects of Orlando. Some of the respondents, particularly the travel agents and destination sites, may be unwilling to take part in the study. This can be accredited to the element that the study will be carried out during a high season and some of the personnel may be busy and may not get adequate time to fill the questionnaires. Finally, acquisition of contact information from the tourism board is a long process that involves a lot of paper work. SECTION 4 Findings and Discussion For the descriptive analysis of the data, the obtained information will be recorded in a spreadsheet and coded. The researcher will compute the percentages, mean, mode and standard deviation of the set of data and determine the significance attached to the different destination attributes. On the other hand, the qualitative data analysis will involve recording the obtained data in tables and charts. Since this will be involving, the researcher will employ a research assistant who will be trained on how to code the information obtained. This information will be collected from the participants through questions contained in the questionnaire, where they will be required to fill them. The results will be categorized according to the nine dimensions of the destination image. SECTION 5 Document Summary This research proposal purposes to offer insights to the key players in the tourism industry in Orlando on the factors that attract tourists to Orlando. There are numerous existing literatures and studies on factors that affect the decision making process of visitors in distinct parts of the universe, but none of them have tried to explain on the buying behaviors of urban tourists. Additionally, none of them have showed whether all tourists attach similar degree of significance or whether their significances vary according to their origin. This paper, while directly tailored for the Orlando tourism players, will act as a model for other urban tourist destinations. As mentioned in the literature review, the attributes of a destination image affect the decision making process of tourists (Rajesh, 2013). Destination attributes have been categorized into nine dimensions, which generally include natural resources, tourist recreation and leisure, natural environment, general infrastructure, culture, art and history, social environment, tourist infrastructure, political and economic factors and leisure and recreation facilities. These factors have an impact on the satisfaction of the tourists that result to loyalty. Gathering information from the participants will assist in determining the significance of the numerous dimensions among the tourists visiting Orlando, which will assist the key players in the industry and the policy makers in apprehending the market. References Becken, S. (2010). The importance of Climate and Weather for tourism. Land, Environment and people, 1 (1), 1-23. This article offers an analysis of the available international literature on the significance of physical climatic conditions of tourism demand. This analysis establishes that the destination climatic conditions affect the flow of tourists to the area and also plays a significant role in ensuring satisfaction among the tourists. Since seasonality is a principal aspect in the international tourism, this article will be used to evaluate the first and the second hypothesis and determine the seasonality of tourism in Orlando and the significance of the climatic condition of Orlando on tourists. Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of Tourism research, 31(3), 657-681. Retrieved from http://issuu.com/clm6397/docs/pasos_11-3 This article categorizes the factors that attract tourists to a destination to nine classifications which encompass the image of the destination. These include the natural resources, the leisure and recreation available, the natural beauty, general infrastructure such as airports and roads, the social environment and tourist infrastructure, political environment and the leisure and recreations. It will be used to test the first and the second hypotheses. Chi, C., Qing, G., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Journal of Tourism Management, 29, 624-36. Retrieved from http://issuu.com/clm6397/docs/pasos_11-3 This article categorizes the elements that attract tourists into nine classes which are the destination environment, natural attractions, entertainment and events, the travel environment, historic attractions, infrastructure, accessibility, out-door activities and the price and value for money. Under the natural environment category, there are other aspects such as security, friendliness of the environment, helpfulness of the people and a pleasant weather. This article includes history and heritage as some of the aspects that fall under historical attractions. Dawson, C. (2002) Practical Research Methods, New Delhi : UBS Publishers. This article offers insights on the research methods can be applied in a study. It makes the researcher understand how to carry out a study and distinguish between the different methods of carrying out research. Edwards, D., Griffin, T., Hayllar, B., Dickson, T., & Schweinsberg, S. (2009). Visitors to urban destinations: understanding tourist 'experiences' and 'behavior' in cities. Sustainable Tourism, 1(1), 1-103. This article enhances the knowledge on tourist behavior and experiences in urban destinations by evaluating the longitudinal movements of tourists, primary attractions they look for in urban destinations, and establishing the significance attached to each of the experiences. This literature also assesses how various urban cities have performed in relation to their desired characteristics. Guliling, H., Aziz, Y. A., & Bojei, J. B. (2013). Conceptualizing Image, Satisfaction and Loyalty of Heritage Destination. International Conference on Business and Economic Research, 4, 1-11. This article articulates the significance of the image of the destination in tourist satisfaction and loyalty. This article acknowledges that tourists desire the satisfaction of their needs and will visit a destination numerous times for the experience and the high satisfaction attained. This article on itself explores the factors that affect tourist satisfaction and their loyalty. Lim, C., Min, J. C., & McAleer, M. (2008). Modelling income effects on long and short haul international travel from Japan. Journal of Tourism Management, 29 (1), 109901109. This article links economic factors to the growth of tourism and the desire by tourists to visit a destination by giving reference to Japan. It gives an overview of the growth of tourism over the past decade. It articulates that increased globalization, liberalization of air travel and the development of air technology are some of the factors that contribute to the increased attraction and demand among the tourists. Martin, M. B. (2005). Weather, Climate and Tourism: A Geographical Perspective. Annals of Tourism Research, 32 (3), 571-591. This article evaluates the association between weather, climate and tourism by evaluating the effect of climate on tourism. In this case, this article will be relevant in this study in evaluating the three hypotheses. It will be used to determine whether tourists are attracted to the climatic conditions of Orlando, and whether they append any significance to climate and to what degree, and how it contributes to their satisfaction. Marino, M. D. (2008). The strategic Dimension of Destination Image. An analysis of the French Riviera Image from the Italian Tourist's Perceptions. PHD thesis, 1 (1), 1-20. In the contemporary world, competition between destinations is particularly high and fierce. Each destination is trying to maintain a high image; unfortunately, some of the destinations have a stronger image than others. This article will be predominantly noteworthy in building literature for this study. It notes that a destination’s image is significant in attracting tourists. It reviews the tourists’ decision making process articulating the significant aspects that they consider. Orlando Tourist Information Bureau (2013, December). Orlando Area Attractions. Retrieved December 4, 2013, from This website offers information on the available destinations and attractions within Orlando and will be used to build on the literature and the discussion of the results. OI Universal Center (2013). Best day of the week to visit Universal Studios Florida and Islands of Adventure. Retrieved December 4, 2013, from http://www.orlandoinformer.com/universal/best-day-of-the-week-to-visit/ This article offers expansive knowledge on the attractions that interest tourists to Orlando and will be used to test the first hypotheses developed in the study. This article offers the cultural festivities and the primary attractions in Orlando that have been of immense impact on the decision making process of tourists. Rajesh, R. (2013). Impact of Tourist Perceptions, Destination Image and Tourist Satisfaction on Destination Loyalty: A Conceptual Model. Revista de Turismo y Patrimonio Cultural, 11 (3), 67-78. This article offers useful literature on the factors that affect the decision making process of tourists across the world. It centers on destination image and the satisfaction that tourist attain from the distinct factors. It also shows the significances attached to each of the factors by giving reference to other studies across the world. Raymond, Y. C. (2001). Estimating the impact of economic factors on tourism: evidence from Hong Kong. Tourism Economics, 7(3), 277-293. This study offers insights on the role of economic factors on increased tourists in a destination and increased hotel occupancy. The article offers an evaluation of the economic aspects with reference to the tourism industry in Hong Kong, by evaluating the distinct aspects of the industry, tourist influx and their spending. By giving reference to other literatures, the model in this article identifies that price of destination services and goods play an imperative role in tourism. Therefore, this article will assist in shedding light on the price aspect and its significance among the tourists visiting Orlando. Visit Orlando (2013, December). Visit Orlando Visitor Statistics | Visit Orlando Research. Retrieved December 4, 2013, from http://corporate.visitorlando.com/research-and-statistics/orlando-visitor-statistics/ This will be used to give the statistics of the tourists who have visited Orlando for the past one year and their segment markets. It will build on the literature and the population to be studied. Yancy, K. B. (2012, May 6). Orlando area claims a U.S. tourism record in 2011 - USATODAY.com. Retrieved December 4, 2013, from http://travel.usatoday.com/destinations/dispatches/post/2012/06/orlando-area-claims-a-tourism-record-in-2011/709597/1 This article details how Orlando has been among the leading destinations in United States and how it was selected in 2011 as the leading destination in United States. Read More