First thingSecond thingChakraborty, P., & Suresh, A. S. A St

First thing
Second thing
Chakraborty, P., & Suresh, A. S. A Study of Factors of
Consumer Buying Behavior and its Influence on Consumer
Perception: Evidence from Value Fashion Retail in The City of
Bengaluru.
The model you use in the paper， I need this article of your
model, because I can’t find it through the internet.
Third thing
When the model was changed, what other parts were modified?
Methodology
3.1 Introduction
Firstly, the aim and research questions are restated followed by
definition of research and the different types of research.
Secondly, quantitative and qualitative methods are discussed
stating the different type of approaches. Thirdly, research
strategy is discussed and what approach the project will
undertake. This chapter looks at the process of pilot and
sampling strategy and which strategy were employed during the
study. This is then followed by discussion of distribution and
access to participants as well as justification of each sur vey
questions and how they have been influenced by the literature
review. Finally, data analysis, reliability, validity and ethical
issues are explained.
3.2 Aim of this research
The aim is to understand the scale of the global cultural

phenomenon Game of Thrones and why it motivates tourists to
visit Croatia particularly Dubrovnik.
3.3 Research Questions:
· Has TV broadcasting of Game of Thrones influenced fans to
travel to Croatia?
· How has the show changed Dubrovnik’s image?
· What do fans of Game of Thrones hope to achieve and
experience when travelling to the show’s filming location?
· Do fans of the show still have the motivation to travel to
Croatia now that the show has ended?
3.4 What is Research?
According to Blaxter et al (2010), research is a systematic
investigation in finding answers to a problem. Habib et al
(2014) defines research as a scientific and systematic
investigation in establishing facts or collect information on a
subject which is presented in detailed and accurately. According
to Kothari (2004) research is important because it teaches
logical, analytical thinking and organisation. In addition,
Kothari (2004) emphasised that research provides intellectual
satisfaction of knowledge to improve something or perform
better, in other words it is very useful in developing principles
which contributes to understand and generate a solution to a
problem. Research is an important source that provide formal
guidelines to solve different problems. (Kothari, 2004, p.7). The
statement above is further cemented by Habib et al (2014) who
highlighted the importance of research as it expands knowledge,
generating new ideas which are implemented for the benefit of
organisations and industries to develop society.
3.5 Research Philosophy
According to Saunders et al (2019), research philosophy is the
assumptions and beliefs about knowledge development in a
particular field. Saunders et al (2019), highlighted that
individuals make various assumptions at every stage of research
which includes assumptions of realities based on experience,
human knowledge and their own values which could influence

the research process. In addition, assumptions influence how
research questions are understood, use of methods and
interpretation of findings. (Saunders et al, 2019, p.130).
Figure 3.1: Research onion (Saunders et al, 2019).
Saunders et al (2019), illustrates the research onion in
understanding research philosophy. The outer layer consists of
the five philosophies positivism, critical realism, interpretivism
and pragmatism (Saunders et al, 2019). The next layer is the
approach to theory development such as deduction, abduction
and induction this then leads to choices of methods and
strategies and the inner layer is data procedure. (Saunders et al,
2019).
3.6 Application to this Study
Based on the information, the applicable philosophy for this
study is positivism as this study involves measurement of data
through quantitative approach by using online survey, analysis
of findings will be based on participants unbiased responses.
Inductive approach is also applicable as theories were identified
before data collection followed by analysis of findings.
3.7 Research Design for this Project
Descriptive research design is employed for this project as the
study is focusing on Game of Thrones phenomena and the
impact on people’s travel motivations. To help find answers to
research questions, a detailed description is necessary by data
collection using an online questionnaire with structured
questions. Responses from participants will be described which
contributes to the aim of this research and questions.
3.8 Types of Research Design
Hair et al (2011), discussed the three types of research design
such as exploratory, descriptive and casual research. The
authors further explain that exploratory research is used when
researchers have no knowledge about a certain problem, it is

used to develop and gain understanding on a problem and
opportunity which is useful for innovative industries. (Hair et
al, 2011 p.148).
While descriptive research focuses on description of events and
phenomena, it is used to identify information on the
characteristics of a particular problem. It offers a detailed
description of a particular event through interviews,
observations and document reviews. (Habib et al, 2014, p.8).
According to Hair et al (2011), casual research is more complex
as it examines whether an event affects another event which
causes another problem. The cause and effect relationship of
casual research has four conditions these are time sequence,
covariance, nonspurious association and theoretical support.
3.9 Primary Research vs Secondary Research
According to Dawson (2009), primary research is a study of a
particular subject using first-hand observations and your own
data collection. Walliman (2017), stated that methods in
primary research are, questionnaire, interviews, observations
and experiments. Primary research is the chosen method for
data collection, direct responses from participants will be
collected and will be applied for this project.
While secondary research is the collection of information
conducted by other researchers which can be collected through
books and online sources. (Dawson, 2009, p.46). According to
Smith (2008), secondary research is a collection of data already
gathered by another researcher. For this project, no secondary
data will be collected as the project is focused on primary
research.
3.10 Quantitative and Qualitative Research
Quantitative research is empirical which consists of large-scale
sets of data presented as gathering of factual data. (Blaxter et
al, 2010, p.65). Quantitative involves data collection which can
then be converted into numerical form to calculate statistics and
draw conclusion. The authors further stated that quantitative

determines whether predictions of theories are accurate by
testing, measuring with numbers and analysing statistics. (Habib
et al,2014, p.9).
Qualitative research collects and analyse data in non-numeric
forms which involves in depth exploration. (Blaxter et al, 2010.
P.65). Qualitative focuses on individual’s experiences, by
analysing and interpreting data from observation and
exploration based on people’s actions and statements. 3.10.1
Difference of Quantitative and Qualitative Research
Quantitative Research
Qualitative Research
Purpose
Exploratory and no conclusive evidence
Descriptive and conclusive
Sample Size
Large samples
Small samples
Question Type
Structured questions
Broad range of questions
Interpretation
Statistical analysis
Subjective interpretation
Figure 3.2: The differences of Quantitative and Qualitative
study according to (Habib et al, 2014).3.10.2 Justification for
Quantitative
Quantitative research is employed for the research project
because this is the most applicable approach to help achieve the
aim and answer the research questions. This type of study, a
quantitative research is needed to achieve reliable and valid
responses as this study requires answers from a high number of
participants. Responses from a qualitative or interviews are not

suitable for this kind of topic as qualitative relies on face to
face interviews this process is impossible to achieve as the
study requires at least 30 participants. Utilising quantitative
approach will provide the most efficient and convenient way to
obtain responses from participants. Therefore, an online survey
has been created which is easily accessible through Facebook
and can be self-completed by respondents. Quantitative will
also provide statistical data needed for the study.
3.11 Research Strategy
This research will undertake quantitative research through
online questionnaire. A questionnaire is important in
methodology as it is used to extract data from respondents. A
questionnaire also provides consistency and records answers for
data analysis. (Hague et al 2013, p.107) Questionnaires are
written instrument which presents questions to respondents to
which they are to react by selecting or writing answers.
(Dornyei and Tacguchi, 2009, p.3-5).
A structured questionnaire has been created which consist of
closed ended questions. According to Dillman et al (2014)
closed ended questions provides participants a list of options to
choose from and ask respondents to choose the most applicable
answer. The researcher employed closed ended questions in the
survey because they are time efficient which will keep the
respondents engaged and are more likely to continue and
complete the full questionnaire.
The questionnaire is designed with a combination of
behavioural and attitudinal questions based on the research
topic focusing on people’s travel motivation and experiences.
According to Hague et al (2013) behavioural questions are used
to understand and determine people’s actions and decisions. On
the other hand, Attitudinal questions are used to understand
people’s perceptions, opinions and beliefs as emotions have a
high influence on consumer’s behaviour. (Hague et al, 2013,
p.111)
For this study, the survey was created online in Google Forms

as this is the one of most cost effective compared to other
survey tools available online. According to Fogli and
Herkenhoff (2017) a survey is a systematic data collection to
describe, compare or explain the knowledge, attitudes and
behaviour of a particular group. Fogli and Herkenhoff (2017)
added that surveys are used to uncover useful information by
asking questions about their feelings, motivations, plans, beliefs
and personal backgrounds. The online questionnaire is to be
circulated online through social media platform Facebook, so
that respondents can easily access and complete it. It also
reaches a high number of potential participants globally. The
introduction of the survey stated the purpose of the study, the
length to complete it and who is conducting the research.
3.12 Pilot Testing
According to Stopher (2012), Pilot trial is useful to test the
aspects of the questionnaire ensuring that everything works as
planned. Piloting the questionnaire has many purposes such as
assessing response rates, completion rates and a base to improve
a survey. Brace (2008), stated that the two key tests when
piloting a questionnaire are reliability and validity. A
questionnaire can be considered as reliable if it provides
distribution of responses consistently on the other hand validity
measures the intended data. (Brace, 2008, p. 175).
The online questionnaire was initially created for trial to five
participants, this is to ensure that everything worked
accordingly such as functions, correctness and direction. Some
of the participants highlighted that the survey tittle got them
interested to participate, while others highlighted that the
options needed amendments, such as adding a not applicable
option for those who have not participated in GoT Tourism,
allowing respondents to select multiple choices about Croatia’s
image, types of sources when selecting a destination and
changing the age category from 18. The pilot study was very
helpful for the researcher to improve the questionnaire before
circulation.

3.13 Sampling
According to Vanderstoep and Johnston (2009), sampling is the
selection of best suited participants for the study to help
achieve the research objectives. The authors added that a
sample is the set of participants who will participate in the
study. The chosen sampling strategy for this research is
snowball sampling as a small group of people were invited to
participate during the pilot study. (Vanderstoep and Johnston,
2009, p. 27). Convenience sampling is the selection of
participants based on their accessibility and availability
(Vanderstoep and Johnston 2009, p. 27). This strategy is also
being employed in the study as participants are invited through
Facebook initially with friends, colleagues and GoT Facebook
groups using the researcher’s personal Facebook account this is
also helpful in achieving unbiased results as the survey is open
to both non-fans and fans of GoT. The potential problem which
may occur by employing the chosen strategies is that the survey
may not reach many suitable respondents which may have an
impact on the result.
3.14 Distribution and Access to Participants
After improvement of the online questionnaire the researcher
circulated the survey link through Facebook initially with
friends, distribution of the survey was solely on Facebook, no
other social media or communication tools were used. The
researcher also requested to join Game of Thrones Facebook
groups as well as travel and film location groups which were all
accepted. The researcher also contacted the group
administrators for permission of posting, 9 out of 10 GoT
groups accepted and agreed for the online survey to be posted
and shared. 4 travel Facebook groups and 3 film location groups
also agreed on the survey to be posted and share the survey on
their personal Facebook accounts.
Figure 3.3: Questionnaire Distribution to Facebook Groups

3.15 Survey Questions and Justification
Figure 3.4: Justification of Survey Questions
3.16 Data Analysis
According to Punch (2003), the data can be prepared before
analysis by data cleaning and data entry which refers to tidying
up sets of data. Answers need to be proofread by the researcher
before data processing. (Punch, 2003 p.48). In quantitative
study there are three main types of analysis which can be
employed such as summarising and reducing data, descriptive
level analysis and relationships analysis. (Punch, 2003, p.48).
Google Forms is used for the questionnaire which summarises
the results in percentage and provides charts to show responses.
It also shows individual responses through an excel document.
The document for individual responses will be useful if data
tidying is needed.
3.17 Reliability
Reliability is the consistency of measured data, if results are the
same every time, then reliability is assessed. (Abbott and
McKinney, 2012, p.45). The term reliability is described by
Cohen et al (2017) as dependability, consistency and
replicability over time, over instruments and over groups of
participants.
Primary quantitative research is used to increase the reliability
of this study. As quantitative gathers statistic data directly from
respondents. Also, the online questionnaire is open to everyone
aged 18 and over therefore the data collected will be based on
all respondents and not just those fans of Game of Thrones.
Descriptive approach is the chosen method to provide reliable
data gathered from respondents which will contribute to data
being reliable.

3.18 Validity
According to Punch (2003), validity means that data collected
represents accuracy and depends on the respondents’ state of
mind and attitude. It also involves whether the participants are
qualified to answer the questions. (Punch, 2003, p.46). Piloting
the questionnaire helped to assess the questionnaire’s validity.
By testing the questionnaire, the researcher gathered comments
from the small group of participants to improve and correct
mistakes. The online survey was tested before circulation to
improve and ensure validity. Feedback collected from the small
sample was utilised to improve the survey and increase validity.
3.19 Ethical Considerations
According to Vanderstoep and Jonston (2009) research ethics is
concerned on how the participants are treated during the study
and how data are handled after collection. Vogt et al (2012)
highlighted that respondents’ privacy are important and this
should be respected by keeping data anonymous and
confidential. The survey introduction states that all responses
from participants will be kept anonymous and confidential.
The survey is only open to participants at age 18 and over, the
participation of the survey is voluntary therefore it is up to
participants whether they would like to participate or not, they
can withdraw from the survey anytime. Each questions of the
survey have been carefully generated to avoid issues during the
study. An ethics form has been submitted before the
questionnaire has been circulated and collection of data.
(Appendix 2)
3.20 Conclusion
In conclusion, research is important in finding answers to
certain issues as it provides a systematic process to establish
factual and accurate information. When searching for the right
research approach it is crucial to select the appropriate research
design whether exploratory, descriptive and casual research.

Quantitative and qualitative methods are both useful in
research, however they have different approaches. Quantitative
can be utilised in a large-scale research as it provides statistical
analysis and help measure and predict accuracies. While
qualitative method is useful for a small-scale sample and
involves in depth investigation through observation,
interpretation of people’s actions and statements. The chosen
research strategy for this project is quantitative by employing
online questionnaire as an instrument. An online survey is a fast
and efficient way to collect data from respondents, it offers
accessibility and convenience reaching respondents worldwide.
It is an advantage that the survey will require little time and
self-completed by respondents. The survey is created with close
ended questions which is time efficient as respondents are
provided with a list of answers rather than stating their
responses. The survey also consists of behavioural and
attitudinal questions which relates to literature review as the
topic is travel motivation. Behavioural and attitudinal questions
help understand people’s decisions, perceptions, opinions and
beliefs. Pilot testing was beneficial for improvement and
identify mistakes before circulation. Snowball and convenience
sampling were employed as strategy during the research. Social
media specifically Facebook was utilised to distribute the
survey, the researcher approached Game of Thrones Facebook
groups as well as Croatian travel and film location groups to
invite potential participants. Each question is justified
explaining why those questions are being used and how they
relate to literature review. Most questions ask about people’s
awareness of GoT and if the show have influenced them to
travel and participate in tourism activities. Some questions are
also used to measure people’s motivation by rating travel
motivation push and pull factors. It is also useful during data
analysis to summarise, clean and proofread the data collected.
Reliability can be assessed by its consistency overtime, as
quantitative method is employed, data collected will be reliable
as responses are gathered directly from participants. Validity is

important in collecting data to ensure accuracy, the pilot testing
ensured the survey was functional and allowed improvement of
the questionnaire which also contributes to data being valid. As
the survey is open to everyone all responses are from people
who are tourists, fans of GoT and non-fans this helps achieve
unbiased results. It is crucial to consider ethical issues to ensure
all participants are treated fairly, data collected will be kept
confidential and anonymous.
An Investigation into how exhibition advertising affects
customers’ behavior in Chinese clothing industry.
Thank you for taking your time to fill this questionnaire. This
questionnaire will be used for the purpose of completing the
academic requirements of a research project. The research is
about the investigation into how exhibition advertising affects
customers’ behavior in Chinese clothing industry.
1. Please tick your gender [one-choice question] *
○Male
○Female
2. Have you participated in China International Trade Fair?
[one-choice question] *
○Yes
○No
3. Do you agree that the exhibition is a better way to use in the
clothing industry? [one-choice question] *
○Strongly disagree
○Disagree
○Neutral
○Agree
○Strongly agree

4. Have you seen any changes in customer buying behaviors
after the exhibition? [one-choice question] *
○Yes
○No
5. Do you agree that the exhibitions are an effective way of
reaching the consumers in the clothing industry? [one-choice
question] *
○Disagree
○Neutral
○Agree
○Strongly agree
6. What measures are used to determine customer behaviors
after the exhibition? [multiple choice] *
□Buying habits
□Increased inquiries
□Increased sales
□Increased awareness on the brand
□Increased participation in subsequent exhibitions
□Impulse purchases
□Massive or over consumption
7. Do you agree that exhibitions have been more effective in
creating more brand awareness than other methods? [one-choice
question] *
○Disagree
○Neutral
○Agree
○Strongly agree
8. Has there been an increase in purchase of branded clothes
after exhibitions? [one-choice question] *

○Yes
○No
9. What group of customers have increased their purchases after
exhibitions? [one-choice question] *
○Male
○Female
10. What extent these exhibitions influenced the purchasing
habits of the international customers?
11. Please describe the overall benefits with use of exhibitions
in the clothing industry. [填空题] *
_________________________________
The Game of Thrones Effect: An
Investigation into Travel Motivation
and Croatian Tourism
Events Management
BA (Hons)
April 2020
Lili Gilston
University of Huddersfield

Declaration
I declare that this project is the result of my own individual
efforts and that it
conforms to University, Departmental and Course regulations
regarding cheating and
plagiarism. No material contained within this project has been
used in any other
submission, by the author, for an academic award.
Student’s name: Lili Gilston
Signature: LM Gilston
Date: 24th April 2020
2
Abstract
The popularity of Game of Thrones has become a phenomenon
attracting fans
globally, it is worth investigating and exploring the scale of its
popularity and how it
affects peoples travel motivation and the huge impact it had on
Croatia which was
portrayed as King Landing. Data was collected from 90
participants to help identify

people’s familiarity of Game of Thrones and their travel
responses analysed to help
draw a conclusion answering the research questions. This
research project found
that people’s travel motivations are experience, curiosity,
escape and relaxation.
Croatia’s beautiful landscape, history and culture are the
characteristics that makes it
a desirable place to visit, people are drawn to beautiful scenery
and landscapes, the
representation of Croatia in Game of Thrones had made Croatia
an even more
admirable travel destination. It is recommended that when
conducting a research
relating to this topic it is worthwhile to survey tourists on site
by travelling to a filming
location to gain a greater insight on their travel motivation. It is
also useful to focus
on people who are familiar with Game of Throne to measure the
influence the show
has had on people.
3

Acknowledgements
I would like to take this opportunity to express my sincerest
gratitude to everyone
who supported me during the process of completing this
dissertation.
Firstly, I would like to thank my research project supervisor Dr.
Adam Dennett for
guiding me in this project and his excellent teaching. I
appreciate all your assistance
and invaluable advice throughout the process.
To all my family, my constant source of support, thank you for
your tireless
dedication and persistently believing in me. For your love and
endless support, I am
forever grateful.
I also have to thank my friends for being there for me, their
encouragement and
helping me execute the pilot study. Thank you all for your
patience and dedication.
I thank all the participants of the online survey for this
dissertation, without their
participation this study would have been impossible to
complete. I appreciate all your

input.
To the events teaching team especially Janna Wood, thank you
for being a source of
inspiration and your tireless work and passionate teaching.
4
Table of Contents
Title
Page…………………………………………….……………………
……….……..1
Declaration……………………………………………………………
…………………..2
Abstract………………………………………………………………
……………………3
Acknowledgment……………………………………………………
……………………4
Table of
Contents………………………………………………………………
………..5
List of
Figures………………………………………………………………
……….……9
Chapter 1:

Introduction……………………………………………………….…
…...11
1.1 Rationale for this
Research…………………………………………….………... 11
1.2
Aim……………………………………………………………………
…….……… 12
1.3 Research
Questions…………………………………………………….………
…12
1.4 Layout of the
Study……………………………………………………….….…….1
2
Chapter 2: Literature
Review……………………………………………….…...….14
2.1
Introduction…………………………………………………………
……...……… 14
2.2
Tourism………………………………………………………...……
………………14
2.3 Film
Tourism……………………………………………………………..
…..……..14
2.4 Travel
Motivation…………………………………………….….………...
………..16

2.5 TV Series as a
Motivator…………………………………………………………..17
2.6 Travel Motivation
Theories………………………………………………….…….17
2.6.1 Push and Pull
Theory……………………………………………………17
2.6.2 The Seeking and Escaping
Theory…………………………………….19
5
2.6.3 Travel Career Ladder & Travel Career
Patterns……….……………. 20
2.6.4 Optimum Arousal Theory by Iso-
Ahola……………………………….. 22
2.7 The Influence of
Film……………………………………………………………….23
2.8 Destination
Image………………………………………………………………….
.24
2.9 Effects of Films on
Destination………...………………………………………….26
2.10 Applicable
Theories……………………………………………………………….
27

2.11
Conclusion……………………………………………………………
……………27
Chapter 3:
Methodology…………………………………………………………
…...29
3.1
Introduction…………………………………………………………
……………….29
3.2 Aim of
Research………………………………………………………………
……29
3.3 Research
Questions……………………………………………………….……
…30
3.4 What is
Research?................................................................................
..........30
3.5 Research
Philosophy……………………………………………………………
…30
3.6 Application to this
Study…………………………………………………………...31
3.7 Research Design for this
Project………………………………………………....32
3.8 Types of Research

Design………………………………………………………...32
3.9 Primary vs Secondary
Research………………………………………………….32
3.10 Quantitative and Qualitative
Research………………………………………….33
3.10.1 Difference of Quantitative and Qualitative
Research……...………..33
3.10.2 Justification for
Quantitative……………………………………………34
3.11 Research
Strategy……………………………………………………………….
..34
6
3.12 Pilot
Testing………………………………………………………….……
……….35
3.13
Sampling………………………………………………………………
…………...36
3.14 Distribution and Access to
Participants…………………………………………36
3.15 Survey Questions and
Justifications…………………………………………….37

3.16 Data
Analysis………………………………………………………………
………40
3.17
Reliability……………………………………………………………
………………40
3.18
Validity………………………………………………………………
………………40
3.19 Ethical
Considerations………………………………………………………
….…41
3.20
Conclusion……………………………………………………………
………….…41
Chapter 4: Findings and
Analysis…………………………………………………..43
4.1
Introduction…………………………………………………………
…………..……43
4.2
Demographics………………………………………………………
….………...….43
4.3 Game of Thrones
Fandom…………………………………………….…………...46
4.4 Choice of Film Location as a Travel
Destination…………………….……...…...47

4.5 Filming
Locations……………………………………………………….……
……...51
4.6 Travel
Motivations…………………………………………………………
……….. 53
4.7 Croatian Tourism and Destination
Image…………………………….…………..54
4.8 Travel Experience and
Satisfaction………………………………….……………57
4.9
Conclusion………………………………………………………….…
……………..60
Chapter 5: Conclusion and
Discussion……………………………………………62
5.1
Introduction…………………………………………………………
………………..62
7
5.2 Answers to Research
Questions…………………………………………………..62
5.3 Key Conclusions from
Findings……………………………………………..……...63

5.4 Research
Limitations……………………………………………………………
…...65
5.5 Recommendations for Future
Research…………………………………..………65
5.6 Contribution to
Knowledge……………………………………………….…….…...6
6
6.0 Reference
List…………………………………………………………………....
…..67
7.0
Appendices……………………………………………………………
…….....……..75
Appendix 1: Online
Questionnaire……………………………………………...75
Appendix 2: Ethical Review
Form………………………………..…….....……84
Appendix 3: Responses to Question
20…………………………..………...…87
Appendix 4: Distribution of Survey to Facebook
Groups……….……...…….90
Appendix 5: Research
Plan……………………………………………………..93
8

List of Figures
Chapter 2
Figure Caption Page Number
2.1 Scope of Tourism 15
2.2 Culture Geography 16
2.3 Types of Film Tourist 18
2.4 3 P’s of Push and Pull
Factors
18
Fig 2.5 The seeking and
escaping model
20
2.6 The concept of Travel
Career Ladder
21
2.7 The three layers of Travel
Career Pattern
22
2.8 Formation of Destination
Image Model

25
2.9 Seven phases of Travel
Experience
26
2.10 The components of
Destination Image
26
Chapter 3
3.1 Research Onion 30
3.2 Difference of Quantitative
vs Qualitative
33
3.3 Distribution of the Online
Questionnaire
37
3.4 Justification of Survey
Questions
39
Chapter 4
4.1 Gender of Respondents 44
4.2 Age Group 45

4.3 Nationalities 45
4.4 Familiarity of Game of
Thrones
46
4.5 Game of Thrones 47
9
Fandom
4.6 Game of Thrones Film
Tourism
47
4.7 Travel Companions 48
4.8 Travel in Film/ TV
locations
49
4.9 Croatia as a Destination
Choice
49
4.10 Croatia as a Travel
Destination
50

4.11 Game of Thrones
Influence
50
4.12 Game of Thrones
Inspired Travel Activities
51
4.13 Influence of Film and TV
Series
51
4.14 Participation in Travel
Activities
52
4.15 Important Factors in
Choosing a Location
52
4.16 Important Factors on
Travel Motivations
54
4.17 GoT inspired Tourism
Recommendation
55
4.18 Croatia’s Destination

Image
55
4.19 Sources of Information 56
4.20 Participants Most
Memorable Experience
58
4.21 Travel Motivation after
Game of Thrones Finale
59
10
Chapter 1: Introduction
1.1 Rationale for this Research
The topic was chosen as it is fascinating how the show Game of
Thrones has
influenced fans to travel and the impact it had on Croatian
tourism; therefore, it is
worthwhile to investigate this issue to understand the situation
as limited study has
been conducted to explore the topic. Game of thrones was a
popular American TV

series which became a phenomenon, attracting millions of fans
globally. According
to Maddeaux (2017) one of the biggest travel trends is the Game
of Thrones inspired
tourism which proved lucrative to many countries who served as
filming locations of
the famous series. Croatian city Dubrovnik portrayed as King’s
Landing have
benefitted from the show’s popularity due to a boost in tourism
and destination
exposure. (Maddeaux, 2017, para 3).
Rodriguez (2015) stated in an article that the TV series has
transformed Croatia into
a Kingdom of Tourism and Set jetting, the Game of Thrones
effect on the country’s
tourism industry is huge. Rodriguez (2015) added that GoT
filming has created more
employment, ignoring the negative effect of disruption in the
capital city Dubrovnik. It
was reported in 2014 by Tourism Competitive Intelligence that
45 million
international tourists chose a particular destination they saw
from a film or TV.
Smith (2019), stated in his article that Game of thrones has had

a massive impact
both on tourists and Croatia, the show has had both positive and
negative effect on
the city of Dubrovnik. Tour guides benefitted from the show’s
popularity while the
local residents criticised it as their home turned into
Disneyland. Croatia’s tourists
board revealed that in 2018 overseas arrivals reached 18.4
million compared to
2010, only 9 million people visited Croatia (Smith, 2019, para
2-4). Judging by the
statistics it is obvious that influx of tourist has doubled since
the production of Game
of Thrones
Radman (2017) noted that American tourists would flock to
Dubrovnik increasing
demand and hype. Many in Croatia such as local businesses
capitalised from the
11
show’s impact on tourism. Radman (2017), said most tourists
who visited Croatia in
year 2017 had said that they were visiting Croatia primarily

because of Game of
Thrones. Radman (2017) described the effect as mass fan-
franchise-following
tourism, the huge impact of the show is unreal as the amount of
tourist arrivals has
outnumbered the population of the country. There were reports
of a shortage of
workers in tourism and service industry, these workers are
crucial to meet high
tourist demands. The negative impact of the popular show on
Croatia is further
highlighted by Foster (2017) she stated the negative impacts are
causing serious
concerns, due to overcrowding, local community disruption and
the risk of losing its
World heritage status. There is a limit to the number of tourists
entering the city to
keep it sustainable. As a result, the city’s Mayor launched a
plan to cap entrants to
8,000 a day, installing cameras to monitor people entering and
leaving the city.
(Foster, 2017).
1.2 Aim

The aim of this research is to understand the scale of the global
cultural
phenomenon Game of Thrones and why it motivates tourists to
visit Croatia
particularly Dubrovnik.
1.3 Research Questions
travel to Croatia?
experience when
travelling to the show’s filming location?
Croatia now that the
show has ended?
1.4 Layout of the Study
Chapter 1: Introduction
12

Chapter 2: Review of Literature
Chapter 3: Research Methodology
Chapter 4: Findings and Analysis
Chapter 5: Conclusion and Discussion
13
Chapter 2: Literature Review
2.1 Introduction
This chapter discusses tourism and definitions of film tourism
by different authors.

This is then followed by discussing travel motivation and what
motivates people to
travel. Thirdly, this chapter will focus on TV series as a
motivator by representing
destinations on screen. Travel motivation theories are discussed
and why they are
relevant in understanding tourist motivation. Next, this chapter
will also focus on the
influence of film in the tourism industry. Lastly, destination
image and concepts are
discussed and what relevant theories this study will apply.
2.2 Tourism
In order to understand film tourism, it is worth exploring what
tourism is, according to
Pender and Sharpley (2005) tourism is an activity which people
participate outside
their normal environment for at least 24 hours for leisure,
business and other
purposes. In addition, Pender and Sharpley (2005), highlighted
that there are three
basic elements in tourism these are tourists, geographical
elements and the tourism
industry. Firms and organisations in the travel industry intends
to provide the specific

needs and wants of travellers. (Pender and Sharpley, 2005, p.
33). Based on the
definition stated, tourists travel for recreation purposes this is
important to highlight
as this study will be focusing on film tourism.
2.3 Film Tourism
According to Beeton (2005), travellers are highly motivated by
the influence and the
power of film and media. Places shown in films and tv series
are recognised, driving
14
tourists to travel to those locations. Beeton (2005) defines film-
induced tourism as
relating to on- location tourism after being portrayed in films
and televisions set in a
certain destination.
Hudson and Ritchie (2006), described the study of film touri sm
as movie induced or
film induced tourism, the authors further stated film tourism is
a tourist visit to a
destination depicted on television, video and cinema. Hudson

and Ritchie (2006),
further explains that film tourism is an increasing phenomenon
in the entertainment
and travel industry.
Another author defines film tourism as a tourist activity which
is induced by viewing
film, television, videos and recorded products. Films and TV
shows creates images
of a place which has an effect on viewers perception. (Connell,
2012, para 11). The
term film tourism has been defined as a visitation of a location
that has been used in
filming a movie or series. (Buchmann et al, 2010, para 13).
Based on the definitions
stated above, all of them are very similar and highlights the
significance of film
tourism both on entertainment and travel industry. It can be
suggested that visual
presentations and images are very powerful in enticing tourists
which contributes to
film tourism.
Fig
ure 2.1: Connell (2012), noted the scope of film tourism.

15
Figure 2.2: Culture Geography based on Connell’s (2012)
article.
2.4 Travel Motivation
According to Snepenger et al (2006), Murray defines motivation
as an internal factor
which arouses, directs and integrates human behaviour.
Snepenger et al (2006)
further stated that many theorists have various definition of
travel motivation, Dann
defines travel motivation as a meaningful state of mind which
drives people to travel.
In addition, Snepenger et al (2006) says that theorists Crompton
and McKay defines
travel motivation as conceptualised dynamic process of internal
psychological
factors. Pearce (2011), describes tourist motivation as a set of
interest in human
behaviour, it is a connection of biological and cultural forces
that give value to travel
choice and experience. All of the definitions stated have similar
meaning, it can be

suggested based on the definitions above that travel motivation
is a psychological
internal factor and have a huge influence on people’s decision
and motivation to
travel.
16
2.5 TV Series as a Motivator
Chang (2015), discussion on travel motivation suggests that
although movies and TV
series are both powerful to entice viewers to travel, televi sion
series have bigger
impact than movies on people. Because television series have
longer filming,
allowing viewers and potential tourist to have longer experience
and immerse
themselves in the storyline and characters. Chang (2015),
highlighted that
consumption of tv series is a form of escapism, which is a factor
of internal
motivation in individuals. Television series convey powerful
messages and can

rebrand a location’s image positively. Chang (2015), noted that
tv series can
stimulate emotional engagement and intimacy with locations
used in the Tv show.
Television productions can be persuasive in influencing
audience travel motivation,
therefore higher exposure and viewing of Tv series can motivate
viewers to travel to
that location. (Chang, 2015, para. 7-8).
To further cement this suggestion, Al Rais et al (2018) stated
that television series
influence the minds of audiences to visit filming locations.
Films and Tv series are
used to promote awareness of a certain destination without great
efforts as tv and
media have become influential in attracting viewers’ attention
through accessible and
reliable visual information. Tv series and film have become
important in motivating
tourists. Al Rais et al (2018), stated that motivation towards a
destination is formed
by empathy, nostalgia, authenticity, familiarity and the
attributes of that destination.
The push and pull factor theory can be linked to the statements

above as the pull
factors are the features portrayed on TV such as scenery and
landscapes are
attracting and motivating people to travel.
2.6 Travel Motivation Theories
2.6.1 Push and Pull Theory
17
Macionis (2004) noted in his article Understanding the Film
Induced Tourist that the
theory of push and pull factor in tourism motivation is the most
applicable concept in
the study of film tourist motivation. Pull factors attract tourist
while push factors
drives tourists to action. In addition, there are diverse range of
push factors related
with visiting film locations, such as fantasy, escape, status,
prestige and search for
self-concept or identity. Pull factors are the features that
attracts tourist to a
destination it may be the weather, landscape or scenery.
Macionis (2004) noted that three types of film tourist have been

categorised.
Figure 2.3: The three types of film tourist and their motivations
(Macionis, 2004)
The concept of 3P’s also discussed by Macionis, which can be
useful when
investigating tourist motivations. Macionis (2004) further
explains the 3P’s, Place
aspects such as location, scenery and picturesque landscapes
which attracts the
viewers or tourists. Next is the performance aspect this could be
the theme, storyline
or plot from the film that draws tourist to that destination. Last
element is the
personality showcasing celebrities, film stars and characters
from the film which can
also be a pull factor in travel motivation.
18
Figure 2.4: The 3P’s in push and pull factors (Macionis, 2004)
To further support Macionis discussion, Garcia et al (2014)
discusses the push and
pull theory, push factors are origin related and intangible
intrinsic desires of a tourist

such as desire for escape, relaxation and adventure while pull
factors are related to
the attractiveness of a destination and consists of tangible
characteristics such as
beaches, recreation facilities and culture. With these factors
people are pushed to
pursue those travel desires and pulled by destination
attractiveness. (Garcia et al,
2014, para. 14). This suggestion by the authors is similar to
Macionis statement
about push and pull factors however, it is slightly different as it
suggests a deeper
explanation of the push factors which were explained as origin
related and intrinsic
desires.
2.6.2 The Seeking and Escaping Theory
According to Singh and Best (2004), Iso-Ahola’s theory of
seeking and escaping
believes that peoples travel behaviour derived from their desire
to escape from daily
personal environment while seeking rewarding experiences.
The escaping factor means leaving their daily routine behind
such as work and other

commitments, while the seeking factor refers to exploring,
recreation, social
interaction and learning from experiences. (Singh and Best,
2004, p-100). This
theory can be linked to film tourism as people travel to film
locations for recreation,
interaction and gaining experience.
19
Figure 2.5: The seeking and escaping model (Singh and Best,
2004).
2.6.3 Travel Career Ladder and Travel Career Patterns
According to Hsu and Huang (2008), two frameworks can be
used to understand
travel motivation the TCL and TCP models which are based on
Maslow’s hierarchy
of needs. The TCL model looks at tourist needs or motivations
which is organised by
the hierarchy, relaxation needs placed at the lowest, which is
then followed by the
safety needs, relationship needs, self-esteem and fulfilment
needs goes at the top of

the ladder. In addition, Hsu and Huang (2008), emphasised that
people’s travel
motivation changes with their travel experiences. The more
experience they get from
travelling, their motivations changes and seeks a higher level of
satisfaction and
needs in their travel career. The idea of TCL model is that
people’s travel motives
moves upward accumulated from their travel experiences. This
theory can be
applicable to film tourism and the types of film tourist because
as people’s travel
career moves upward, they seek a certain destination which may
be seen in a film to
satisfy their needs of fulfilment and development.
20
Figure 2.6: The Concept of Travel Career Ladder (Hsu and
Huang, 2008).
Travel career patterns or TCP has three layers of travel
motivations, Hsu and Wang
(2008) discusses that each layer has different motivations. The
core layer which is

the most important of all three consists novelty, escape, relax
and relationship
enhancement. This is followed by the second layer which
consists of moderate travel
motivations these are self-actualisation, nature and host site
involvement. The third
and last layer consist of nostalgia, isolation and social status
which are less
important motivations in travel. In addition, all pleasure
travellers are influenced by
the most important motives. (Hsu and Wang 2008, p. 18). It is
important to look at
the most important motivations of the TCP as it can be
suggested that it can be
applicable to film tourism as it focuses on novelty and escape,
these two factors
provide film tourists the recreation they seek while exploring a
new environment
away from their daily routine.
21
Figure 2.7 The three layers of Travel Career Pattern model
(Pearce, 2011).

2.6.4 Optimum Arousal Theory by Iso-Ahola
Another travel motivation theory which is useful for this study
is the Optimum Arousal
Theory. According to Prentice (2004), the intrinsic motivation
optimal arousal by Iso-
Ahola defines complexity of motivation. Initiated by superficial
reasons which can
progress into deeper perception of freedom and competence
seeking for optimal
arousal in biological, socialisation and personality. Prentice
(2004) stated that this
theory is of great importance as a reminder that it is difficult to
measure people’s real
motivations. Iso-Ahola model believes that people will seek
environment where they
can experience personal psychological equilibrium, if
overstimulated they will seek
an environment that has lower overwhelming stimuli. However,
if they are under
stimulated tourists will choose a destination to meet their
expectations of excitement.
(Kler, 2009, p.30).
22

Fridgen (1984) stated that the Optimal Arousal theory believes
that individuals seeks
a new satisfying environment and social situations while
escaping daily life’s
pressure and personal environments. Fridgen (1984) the theory
further suggests
that travelling provides optimal experiences to modulate stress
of arousal and gain
psychological satisfactions. This theory is applicable to film
tourism as it states that
people travel to seek excitement while escaping their daily
environment, so it can be
suggested that those fans and film tourist travel to film
destinations to meet their
desires and expectations of a new environment those portrayed
in films and Tv
series to experience exciting activities.
2.7 The Influence of Film
According to Spears et al (2012), discussion on influence of
film in tourism industry,
films and tv viewings has a massive effect on people. Previous
studies reported that

films and TV shows create a motivation to travel. Tv shows and
films affect viewers
choices in destinations. Spears et al (2012), emphasises that one
of the most
powerful tools in publicity is film. Target audience, storyline
and destination image
are connected, people are seeking to explore new locations
escaping their daily
routine. (Spears et al, 2012, para.4).
In addition, Spears et al (2012), noted that people’s perception
of a potential
destination is affected by the storyline, attractive presentations
of destinations can
create a travel inspiration which can increase travel motivation.
Tourist who are a fan
of a certain movie and tv show are more likely to participate in
activities during their
travels. (Spears et al, 2012).
The statement above is further cemented by St-James et al
(2017) where past
research have shown that there is a desire from film tourists to
be close to a film and
destination, allowing them to have a connection associated with

that film and
mythical settings. St-James et al (2017), added that audience
involvement studies
23
suggests that individuals interpretation of their viewing
experience consist of
emotional, cognitive, behavioral and referential. Viewing
experiences can bring a
sense of connection with the storyline and location which
influence people’s motive
and intention to travel to those filming locations. (St-James et
al, 2017, para. 6-7).
Vagionis and Loumioti (2011), stated that tourist tend to choose
a destination based
on what they have seen previously on a popular film or a tv
show. This can happen
voluntarily or involuntarily as well as consciousness and
subconsciousness. Vagionis
and Loumioti (2011) further explains that it is the expectation
of different experiences
which motivates people to travel to a destination. It was noted
that a destination

placement in a film is the most effective product placement.
Film setting is the most
effective marketing and attracting viewers’ attention.
2.8 Destination Image
According to Al Rais et al (2018), destination image is the sum
of beliefs, ideas and
impressions that an individual has on a destination. Images and
perceptions are
formed by tourist organisations, televisions, films and
advertising.
Yen and Croy (2013) described destination image as people’s
impression on
destination. It is a tourist perception of the attributes and
attractions within that
destination. In addition, they highlighted the importance of film
and media when it
comes to image formation. They noted that a glocal approach
which looks at global
and local elements in the process of image formation can be
seen by the influence of
film and potential image it will have on that certain destination.
According to Kim (2012), media represents visual images of
social, cultural activities

and experiences which influences individuals and audiences.
These visual images
forms expectations and imagination of a certain place. Kim
(2012) noted that this
idea is called “place-myths” where people imagine a mixture of
images of that certain
location. Media productions create images of a destination
which draws potential
tourists and influences their destination choices. (Kim, 2010,
para. 6-8).
24
Beerli and Martin (2004), stated in an article that destination
image is formed by
tourist’s idea and emotional interpretation which relates to two
components the
cognitive and perceptive evaluations. Individuals create images
of a certain
destination based on their own knowledge and experiences from
that destination.
Beerli and Martin (2004), added that the two components and
affective evaluation
influence directly on the image as a whole. Based on the
information and the

illustrationprimary sources of destination image plays a big role
in people’s
perception as it is based on their first-hand experience, they are
also influenced by
secondary sources which represents images formed by travel
and entertainment
industries.
Figure 2.8: Model of formation of destination image. (Beerli
and Martin, 2004).
Echtner and Ritchie (1991), explained that the process of image
formation is the
development of a mental construct which is based on
impressions chosen from a
flood of information which comes from advertising, people’s
opinions, media, and
movies. Echtner and Ritchie (1991) added that a destination
image can be highly
influenced and changed by first-hand experiences. This concept
is similar to what
Busby et al (2013), noted in their article where they emphasised
three types of
destination image, the organic, induced and complex. Organic
image is gained

informally through education and media. On the other hand,
induced destination
25
image is gained through films, tv shows, advertising, brochures
and travel agencies.
Complex image is gained from travel experiences and activities.
Figure 2.9:
Gunn’s Seven Phases of the Travel Experience (Echtner &
Ritchie, 1991).
Gunn’s concept of Seven phases explains a step by step stages
of an individual
travel experience, the concept shows how an individual form
their image of a
destination which changes after their own participation and
experiences from that
travel.
Figure 2.10: The components of destination image Echtner &
Ritchie, 1991)
2.9 Effects of Films on Destinations
26
1. Accumulation of mental images about travel experiences

2. Modification of those images by further information
3. Decision to take a trip
4. Travel to a destination
5. Participation at a Destination
6. Return Home
7. Modification of images based on travel experiences
According to Hahm and Wang (2011), films have big influence
on destinations both
positive and negative. Films create a multiplier effect, such as
image enhancement,
increase revenue and tourist influx. Popular films can help raise
awareness of a
destination and increase tourists travel motivations to that
certain destination.
Influence of film on destination image also plays a big role in
consumer’s decision
making. (Hahm and Wang, 2011).
Tuclea and Nistoreanu (2011), discusses the benefits of film
tourism in their article
which looks at all positive impacts’ films can have on

destinations. Most obvious one
is the increase in revenue in tourism industry. As well as
increasing cultural value of
the film site locations gaining publicity and greater awareness.
Tuclea and
Nistoreanu (2001), adds that host cities gain exposure globally
compared to other
destination which have not been featured in films or TV.
Television series are highly
influential because it highlights the beauty of that destination
increasing hype and
desire to travel. However, there are negative effects of a film on
destinations such as
the environmental damage, local disruption and price inflation.
Tuclea and
Nistoreanu, 2011).
2.10 Applicable Theories
This study will refer to various theories mentioned in this
chapter such as the push
and pull theory, seeking and escaping, TCL & TCP models and
optimum arousal
theory. The push and pull factors will be applied in generating
the questionnaire and

help understand people’s travel motivations. By presenting
questions based on the
push and pull factors which are also related to the other theories
mentioned it can be
identified whether the theories are accurate by linking people’s
responses to those
factors mentioned in the theories.
2.11 Conclusion
In conclusion, it is obvious that film tourism is an increasing
phenomenon which is
worth exploring. Media and film are a powerful tool to
influence fans and tourists to
travel. Travel motivation is a set of interest and an internal
factor which drives people
27
to travel. It is important to acknowledge that TV series plays a
big role in motivating
and enticing tourists as they are powerful in representing and
promoting locations.
Travel motivation theories are important to help understand and
identify people’s
travel motivation. Theories such as the push and pull provides a

starting point which
can be linked to the other travel motivation theories the seeking
and escaping theory
looks at seeking experiences while escaping, TCL and TCP
models are of great
importance as they focus on people’s motivations based on their
needs and how
those needs can be linked to film tourism factors. The optimum
arousal is similar to
seeking and escaping but seeks a higher level of satisfaction and
excitement during
travel. Destination image is important in decision making and
travel choices. It
influences motivation and brings both positive and negative
effect which is why it is
important for a destination to possess a positive image. Film
locations benefit from
film and TV as they create awareness of that destination
attracting visitors and
increasing revenue. Films highlight the beauty of that
destination increasing hype
and desire to travel.
28

Chapter 3: Methodology
3.1 Introduction
Firstly, the aim and research questions are restated followed by
definition of
research and the different types of research. Secondly,
quantitative and qualitative
methods are discussed stating the different type of approaches.
Thirdly, research
strategy is discussed and what approach the project will
undertake. This chapter
looks at the process of pilot and sampling strategy and which
strategy were
employed during the study. This is then followed by discussion
of distribution and
access to participants as well as justification of each survey
questions and how they
have been influenced by the literature review. Finally, data
analysis, reliability,
validity and ethical issues are explained.
3.2 Aim of this research
The aim is to understand the scale of the global cultural
phenomenon Game of

Thrones and why it motivates tourists to visit Croatia
particularly Dubrovnik.
3.3 Research Questions:
Thrones influenced fans to
travel to Croatia?
experience when
29
vation to travel to
show has ended?
3.4 What is Research?
According to Blaxter et al (2010), research is a systematic
investigation in finding
answers to a problem. Habib et al (2014) defines research as a
scientific and
systematic investigation in establishing facts or collect
information on a subject which
is presented in detailed and accurately. According to Kothari
(2004) research is

important because it teaches logical, analytical thinking and
organisation. In addition,
Kothari (2004) emphasised that research provides intellectual
satisfaction of
knowledge to improve something or perform better, in other
words it is very useful in
developing principles which contributes to understand and
generate a solution to a
problem. Research is an important source that provide formal
guidelines to solve
different problems. (Kothari, 2004, p.7). The statement above is
further cemented by
Habib et al (2014) who highlighted the importance of research
as it expands
knowledge, generating new ideas which are implemented for the
benefit of
organisations and industries to develop society.
3.5 Research Philosophy
According to Saunders et al (2019), research philosophy is the
assumptions and
beliefs about knowledge development in a particular field.
Saunders et al (2019),
highlighted that individuals make various assumptions at every

stage of research
which includes assumptions of realities based on experience,
human knowledge and
their own values which could influence the research process. In
addition,
30
assumptions influence how research questions are understood,
use of methods and
interpretation of findings. (Saunders et al, 2019, p.130).
Figure 3.1: Research onion (Saunders et al, 2019).
Saunders et al (2019), illustrates the research onion in
understanding research
philosophy. The outer layer consists of the five philosophies
positivism, critical
realism, interpretivism and pragmatism (Saunders et al, 2019).
The next layer is the
approach to theory development such as deduction, abduction
and induction this
then leads to choices of methods and strategies and the inner
layer is data
procedure. (Saunders et al, 2019).

3.6 Application to this Study
Based on the information, the applicable philosophy for this
study is positivism as
this study involves measurement of data through quantitative
approach by using
online survey, analysis of findings will be based on participants
unbiased responses.
Inductive approach is also applicable as theories were identified
before data
collection followed by analysis of findings.
31
3.7 Research Design for this Project
Descriptive research design is employed for this project as the
study is focusing on
Game of Thrones phenomena and the impact on people’s travel
motivations. To help
find answers to research questions, a detailed description is
necessary by data
collection using an online questionnaire with structured
questions. Responses from
participants will be described which contributes to the aim of
this research and

questions.
3.8 Types of Research Design
Hair et al (2011), discussed the three types of research design
such as exploratory,
descriptive and casual research. The authors further explain that
exploratory
research is used when researchers have no knowledge about a
certain problem, it is
used to develop and gain understanding on a problem and
opportunity which is
useful for innovative industries. (Hair et al, 2011 p.148).
While descriptive research focuses on description of events and
phenomena, it is
used to identify information on the characteristics of a
particular problem. It offers a
detailed description of a particular event through interviews,
observations and
document reviews. (Habib et al, 2014, p.8).
According to Hair et al (2011), casual research is more complex
as it examines
whether an event affects another event which causes another
problem. The cause

and effect relationship of casual research has four conditions
these are time
sequence, covariance, nonspurious association and theoretical
support.
3.9 Primary Research vs Secondary Research
32
According to Dawson (2009), primary research is a study of a
particular subject
using first-hand observations and your own data collection.
Walliman (2017), stated
that methods in primary research are, questionnaire, interviews,
observations and
experiments. Primary research is the chosen method for data
collection, direct
responses from participants will be collected and will be applied
for this project.
While secondary research is the collection of information
conducted by other
researchers which can be collected through books and online
sources. (Dawson,
2009, p.46). According to Smith (2008), secondary research is
a collection of data

already gathered by another researcher. For this project, no
secondary data will be
collected as the project is focused on primary research.
3.10 Quantitative and Qualitative Research
Quantitative research is empirical which consists of large-scale
sets of data
presented as gathering of factual data. (Blaxter et al, 2010,
p.65). Quantitative
involves data collection which can then be converted into
numerical form to calculate
statistics and draw conclusion. The authors further stated that
quantitative
determines whether predictions of theories are accurate by
testing, measuring with
numbers and analysing statistics. (Habib et al,2014, p.9).
Qualitative research collects and analyse data in non-numeric
forms which involves
in depth exploration. (Blaxter et al, 2010. P.65). Qualitative
focuses on individual’s
experiences, by analysing and interpreting data from
observation and exploration
based on people’s actions and statements.
3.10.1 Difference of Quantitative and Qualitative Research

Quantitative Research Qualitative Research
Purpose Exploratory and no
conclusive evidence
Descriptive and
conclusive
Sample Size Large samples Small samples
33
Question Type Structured questions Broad range of questions
Interpretation Statistical analysis Subjective interpretation
Figure 3.2: The differences of Quantitative and Qualitative
study according to (Habib
et al, 2014).
3.10.2 Justification for Quantitative
Quantitative research is employed for the research project
because this is the most
applicable approach to help achieve the aim and answer the
research questions.
This type of study, a quantitative research is needed to achieve
reliable and valid
responses as this study requires answers from a high number of
participants.

Responses from a qualitative or interviews are not suitable for
this kind of topic as
qualitative relies on face to face interviews this process is
impossible to achieve as
the study requires at least 30 participants. Utilising quantitative
approach will
provide the most efficient and convenient way to obtain
responses from participants.
Therefore, an online survey has been created which is easily
accessible through
Facebook and can be self-completed by respondents.
Quantitative will also provide
statistical data needed for the study.
3.11 Research Strategy
This research will undertake quantitative research through
online questionnaire. A
questionnaire is important in methodology as it is used to
extract data from
respondents. A questionnaire also provides consistency and
records answers for
data analysis. (Hague et al 2013, p.107) Questionnaires are
written instrument which
presents questions to respondents to which they are to react by
selecting or writing

answers. (Dornyei and Tacguchi, 2009, p.3-5).
A structured questionnaire has been created which consist of
closed ended
questions. According to Dillman et al (2014) closed ended
questions provides
participants a list of options to choose from and ask respondents
to choose the most
34
applicable answer. The researcher employed closed ended
questions in the survey
because they are time efficient which will keep the respondents
engaged and are
more likely to continue and complete the full questionnaire.
The questionnaire is designed with a combination of
behavioural and attitudinal
questions based on the research topic focusing on people’s
travel motivation and
experiences. According to Hague et al (2013) behavioural
questions are used to
understand and determine people’s actions and decisions. On
the other hand,

Attitudinal questions are used to understand people’s
perceptions, opinions and
beliefs as emotions have a high influence on consumer’s
behaviour. (Hague et al,
2013, p.111)
For this study, the survey was created online in Google Forms
as this is the one of
most cost effective compared to other survey tools available
online. According to
Fogli and Herkenhoff (2017) a survey is a systematic data
collection to describe,
compare or explain the knowledge, attitudes and behaviour of a
particular group.
Fogli and Herkenhoff (2017) added that surveys are used to
uncover useful
information by asking questions about their feelings,
motivations, plans, beliefs and
personal backgrounds. The online questionnaire is to be
circulated online through
social media platform Facebook, so that respondents can easily
access and
complete it. It also reaches a high number of potential
participants globally. The
introduction of the survey stated the purpose of the study, the

length to complete it
and who is conducting the research.
3.12 Pilot Testing
According to Stopher (2012), Pilot trial is useful to test the
aspects of the
questionnaire ensuring that everything works as planned.
Piloting the questionnaire
has many purposes such as assessing response rates, completion
rates and a base
to improve a survey. Brace (2008), stated that the two key tests
when piloting a
questionnaire are reliability and validity. A questionnaire can be
considered as
35
reliable if it provides distribution of responses consistently on
the other hand validity
measures the intended data. (Brace, 2008, p. 175).
The online questionnaire was initially created for trial to five
participants, this is to
ensure that everything worked accordingly such as functions,
correctness and

direction. Some of the participants highlighted that the survey
tittle got them
interested to participate, while others highlighted that the
options needed
amendments, such as adding a not applicable option for those
who have not
participated in GoT Tourism, allowing respondents to select
multiple choices about
Croatia’s image, types of sources when selecting a destination
and changing the age
category from 18. The pilot study was very helpful for the
researcher to improve the
questionnaire before circulation.
3.13 Sampling
According to Vanderstoep and Johnston (2009), sampling is the
selection of best
suited participants for the study to help achieve the research
objectives. The authors
added that a sample is the set of participants who will
participate in the study. The
chosen sampling strategy for this research is snowball sampling
as a small group of
people were invited to participate during the pilot study.
(Vanderstoep and Johnston,

2009, p. 27). Convenience sampling is the selection of
participants based on their
accessibility and availability (Vanderstoep and Johnston 2009,
p. 27). This strategy
is also being employed in the study as participants are invited
through Facebook
initially with friends, colleagues and GoT Facebook groups
using the researcher’s
personal Facebook account this is also helpful in achieving
unbiased results as the
survey is open to both non-fans and fans of GoT. The potential
problem which may
occur by employing the chosen strategies is that the survey may
not reach many
suitable respondents which may have an impact on the result.
3.14 Distribution and Access to Participants
After improvement of the online questionnaire the researcher
circulated the survey
link through Facebook initially with friends, distribution of the
survey was solely on
36

Facebook, no other social media or communication tools were
used. The researcher
also requested to join Game of Thrones Facebook groups as well
as travel and film
location groups which were all accepted. The researcher also
contacted the group
administrators for permission of posting, 9 out of 10 GoT
groups accepted and
agreed for the online survey to be posted and shared. 4 travel
Facebook groups and
3 film location groups also agreed on the survey to be posted
and share the survey
on their personal Facebook accounts.
Figure 3.3: Questionnaire Distribution to Facebook Groups
3.15 Survey Questions and Justification
37
38
Figure 3.4: Justification of Survey Questions
39

3.16 Data Analysis
According to Punch (2003), the data can be prepared before
analysis by data
cleaning and data entry which refers to tidying up sets of data.
Answers need to be
proofread by the researcher before data processing. (Punch,
2003 p.48). In
quantitative study there are three main types of analysis which
can be employed
such as summarising and reducing data, descriptive level
analysis and relationships
analysis. (Punch, 2003, p.48).
Google Forms is used for the questionnaire which summarises
the results in
percentage and provides charts to show responses. It also shows
individual
responses through an excel document. The document for
individual responses will
be useful if data tidying is needed.
3.17 Reliability
Reliability is the consistency of measured data, if results are the

same every time,
then reliability is assessed. (Abbott and McKinney, 2012, p.45).
The term reliability is
described by Cohen et al (2017) as dependability, consistency
and replicability over
time, over instruments and over groups of participants.
Primary quantitative research is used to increase the reliability
of this study. As
quantitative gathers statistic data directly from respondents.
Also, the online
questionnaire is open to everyone aged 18 and over therefore
the data collected will
be based on all respondents and not just those fans of Game of
Thrones. Descriptive
approach is the chosen method to provide reliable data gathered
from respondents
which will contribute to data being reliable.
3.18 Validity
According to Punch (2003), validity means that data collected
represents accuracy
and depends on the respondents’ state of mind and attitude. It
also involves whether
the participants are qualified to answer the questions. (Punch,

2003, p.46). Piloting
the questionnaire helped to assess the questionnaire’s validity.
By testing the
40
questionnaire, the researcher gathered comments from the small
group of
participants to improve and correct mistakes. The online survey
was tested before
circulation to improve and ensure validity. Feedback collected
from the small sample
was utilised to improve the survey and increase validity.
3.19 Ethical Considerations
According to Vanderstoep and Jonston (2009) research ethics is
concerned on how
the participants are treated during the study and how data are
handled after
collection. Vogt et al (2012) highlighted that respondents’
privacy are important and
this should be respected by keeping data anonymous and
confidential. The survey
introduction states that all responses from participants will be
kept anonymous and

confidential.
The survey is only open to participants at age 18 and over, the
participation of the
survey is voluntary therefore it is up to participants whether
they would like to
participate or not, they can withdraw from the survey anytime.
Each questions of the
survey have been carefully generated to avoid issues during the
study. An ethics
form has been submitted before the questionnaire has been
circulated and collection
of data. (Appendix 2)
3.20 Conclusion
In conclusion, research is important in finding answers to
certain issues as it
provides a systematic process to establish factual and accurate
information. When
searching for the right research approach it is crucial to select
the appropriate
research design whether exploratory, descriptive and casual
research. Quantitative
and qualitative methods are both useful in research, however
they have different

approaches. Quantitative can be utilised in a large-scale
research as it provides
statistical analysis and help measure and predict accuracies.
While qualitative
method is useful for a small-scale sample and involves in depth
investigation through
41
observation, interpretation of people’s actions and statements.
The chosen research
strategy for this project is quantitative by employing online
questionnaire as an
instrument. An online survey is a fast and efficient way to
collect data from
respondents, it offers accessibility and convenience reaching
respondents world-
wide. It is an advantage that the survey will require little time
and self-completed by
respondents. The survey is created with close ended questions
which is time
efficient as respondents are provided with a list of answers
rather than stating their
responses. The survey also consists of behavioural and

attitudinal questions which
relates to literature review as the topic is travel motivation.
Behavioural and
attitudinal questions help understand people’s decisions,
perceptions, opinions and
beliefs. Pilot testing was beneficial for improvement and
identify mistakes before
circulation. Snowball and convenience sampling were employed
as strategy during
the research. Social media specifically Facebook was utilised to
distribute the
survey, the researcher approached Game of Thrones Facebook
groups as well as
Croatian travel and film location groups to invite potential
participants. Each question
is justified explaining why those questions are being used and
how they relate to
literature review. Most questions ask about people’s awareness
of GoT and if the
show have influenced them to travel and participate in tourism
activities. Some
questions are also used to measure people’s motivation by
rating travel motivation
push and pull factors. It is also useful during data analysis to

summarise, clean and
proofread the data collected. Reliability can be assessed by its
consistency overtime,
as quantitative method is employed, data collected will be
reliable as responses are
gathered directly from participants. Validity is important in
collecting data to ensure
accuracy, the pilot testing ensured the survey was functional
and allowed
improvement of the questionnaire which also contributes to data
being valid. As the
survey is open to everyone all responses are from people who
are tourists, fans of
GoT and non-fans this helps achieve unbiased results. It is
crucial to consider ethical
issues to ensure all participants are treated fairly, data collected
will be kept
confidential and anonymous.
42
Chapter 4: Findings and analysis
4.1 Introduction

This chapter discuss findings and analysis of the data gathered
by the online survey,
initially, this focuses on participants’ demographics. Secondly
this chapter discusses
the number of fans and non-fans of Game of Thrones and the
participants familiarity
of the show. This then leads to findings on participant’s travel
companion, as well as
investigation on Croatia’s popularity if people would consider
Croatia as a travel
destination. Fourthly, the chapter discuss findings of the
influence of film and tv
series on travel decisions, and types of activities respondents
would participate in
during their travel to Got filming locations. Next the chapter
focuses on travel
motivation findings based on what factors respondents find very
important when
choosing a destination and travelling. This is followed by
results whether participants
will recommend Game of Thrones inspired tourism, as well as
identifying participants
perception of Croatia as a travel destination. This is then
followed by analysing

participants choices of information sources on when choosing a
destination. Lastly,
the chapter discusses the findings based on participants most
memorable
experiences during their travel and whether they are still
motivated to travel to GoT
filming locations after the show has concluded.
The online survey was made live for the duration of two weeks
from 24th of February
2020 to 8th of March 2020, the survey was distributed solely
through the social media
platform Facebook and received a total of 90 responses. To
achieve unbiased
results the online survey was open to both non-fans and fans of
Game of Thrones.
4.2 Demographics
43
The first three questions are focusing on demographics, first
question was to identify
the participants gender, followed by their age group and
nationality.
According to survey results 68 respondents were female and 22

respondents were
male. The majority of responses were from female respondents
which is (75.6%) this
could be due to the survey was communicated through Facebook
and also the
researcher has more female friends than male. According to
Joiner et al (2014)
social networking sites, particularly Facebook have 66 per cent
female active users
than males. In addition, Joiner et al (2014) females spend more
time on Facebook
than males with an average use of 84 minutes daily while males
spend 64 minutes a
day.
Fi
gure 4.1: Gender of Respondents
In the age group category 30 respondents who participated are
aged between 25-39
while 29 respondents are aged between 40-63, 26 respondents
being in the 18-24
age group and 5 respondents are aged 64-79. Majority of the
respondents are from
the age group of 25-39.

As the survey was distributed on Facebook including Game of
Thrones community
groups and travel groups, the survey received responses from a
mixture of different
age groups.
44
Fig
ure 4.2: Age group of Respondents
The respondents represented 20 countries, the results show that
majority are British,
followed by American respondents. 13 out of 30 British
respondents said they are
fans of Game on Thrones. 16 American respondents were all
fans of GoT. While
only 6 out of 13 Filipino respondents said they were fans of
GoT. All Canadian and
Australian respondents were also fans of GoT.
Figure 4.3: Nationalities of Respondents
45

4.3 Game of Thrones Fandom
As the research is focused on travel motivation based on the
influence of Game of
Thrones, it was crucial to identify whether participants have
watched the American
TV series Game of Thrones. The questions were dedicated on
participants’
awareness of GoT, fandom and Game of Thrones inspired
tourism.
The participants were asked if they watched GoT, the result
shows that 61 out of 90
respondents have watched Game of Thrones while 29
respondents said they have
not watched the TV Series. Majority if the respondents are
familiar of GoT while the
respondents who have not watched the show provides data for
non-Game of
Thrones tourists and their motivations.
Figure 4.4: Familiarity of Game of Thrones
Participants were also asked if they consider themselves a fan
of Game of Thrones
54 of the participants responded “yes” while 36 respondents
answered “no”. Out of

the 61 respondents who watched the show only 3 of them would
not consider
themselves a fan.
46
Figure 4.5: Game of Thrones Fandom
The respondents were asked if they have participated in Game
of Thrones film
tourism, the result shows that only 12 of the respondents have
participated in Game
of Thrones film tourism while 78 respondents said they have not
participated in GoT
film tourism. The data is due to the survey being open to
everyone and not just
focusing on Game of Thrones fans to avoid biased result.
Figure 4.6: Game of Thrones film tourism
4.4 Choice of Film Location as a Travel Destination
For this research project, it is important to identify participants
travel experience,
destination choices and their awareness of Croatia as a travel
destination.

47
Participants were asked if they have travelled in the past and
who they were
travelling with, 29 respondents said they travelled with family,
12 respondents
travelled alone while 12 respondents travelled with a partner
and 9 respondents
travelled with a friend. The largest percentage surveyed
travelled with family, this
can be explained by the majority of age group between 25 to 39
who are family
orientated. According to Durko and Petrick (2016) travelling as
a family can build
stronger bond and relationships. The authors added that
travelling is beneficial for
families to create memories and maintain family well-being.
(Durko and Petrick,
2016, para. 4).
Figure 4.7: Participants’ Travel companions
Participants were also asked if they have travelled to
destinations portrayed in a film
or TV, 48 respondents answered “no” while 42 respondents

answered “yes”. This
data suggests that more than half of the respondents have not
travelled to a film
location before. This result may be due to financial limitations,
visa restrictions and
individuals who are not interested in film or Tv series.
48
Figure 4.8: Travel in Film or Tv locations
Participants were asked if they would choose Croatia as a travel
destination, 60
respondents answered “yes” while 26 respondents answered
“maybe” and 3
respondents answered “no”. The survey result suggest that
Croatia is a desirable
destination to visit. Those unsure may not be aware of Croatia
as a holiday
destination and as many respondents are from outside of Europe
it can be
suggested that they are not familiar of Croatia.
Figure 4.9: Croatia as a destination choice
Respondents were asked if they have travelled to Croatia only

18 respondents have
travelled to Croatia before while 72 respondents answered “no”.
A small percentage
of those surveyed had travelled to Croatia which could explain
the 29 percent maybe
responds in the previous chart.
49
Figure 4.10: Croatia as a travel destination
Participants were also asked if Game of Thrones have
influenced them to choose
Croatia as a travel destination. 41 respondents answered “no”
while 29 respondents
answered this was not applicable to them and 22 respondents
answered “yes”. 25
per cent of the responses have been influenced by Game of
Thrones. The 33 per
cent not applicable are the people who have not watched the TV
show.
Figure 4.11: Game of Thrones Influence
Participants were asked if they would participate in Game of
Thrones inspired

activities if they travel to Croatia, 49 respondents answered
“yes” while 41
respondents answered “no”. The majority would like to
participate in GoT inspired
50
activities in Croatia. It is worth considering that 30 per cent of
the respondents have
not seen the show which influenced the result.
Figure 4.12: Game of Thrones inspired travel activities
participation
4.5 Filming Locations
The next questions are to identify whether participants have
been influenced by a
film or Tv series to travel, what activities they would
participate in during their travel
and what their travel motivations are.
Participants were asked if they have been influenced by a film
or TV series to travel
to filming locations, 52 respondents answered “yes” while 38
respondents answered
“no”. The survey result indicates that the greater amount has
been influenced by a

film or Tv series.
51
Figure 4.13: Influence of Film and Tv Series
Participants were asked what activities they plan to do during
their travel to GoT
filming locations. 37 respondents would take a photo of or with
a sign, 34
respondents would go on a GoT tour, 33 respondents would take
a selfie while 31
respondents would buy a souvenir, 25 would take a picture with
the cast, 21
respondents would get an autograph from the cast, 17
respondents would use a
guidebook while 15 respondents would recreate a shot from tv
show, 13 respondents
would meet up with other GoT fans community and 11
participants would dress up
as one of the characters.
The most popular activities are taking a photo with a sign,
selfie, go on a GoT tour
and buying souvenirs. The least popular being dressing up as

one of the characters
and roleplay which are for the hardcore fans.
Figure 4.14: Participation in Travel Activities
52
4.6 Travel Motivations
The next questions are to help identify the important factors
participants consider
when choosing a destination and are focusing on participants
travel motivations
which are based on the push and pull theory.
Participants were asked to rate the following factors based on
their importance when
choosing a GoT filming destination between 1-5. The results
show that 42
respondents say that scenery and landscapes are very important
when choosing a
destination, activities were also rated as important, while
celebrity was rated as not
important at all. Scenery, landscapes and weather were rated the
most important.
Based on the result, these three factors of Place aspect in the

Pull theory which are
scenery, landscape and weather are the most influential factors
in people’s choice of
travel destinations.
Figure 4.15: Important Factors in choosing a filming location
Participants were also asked to rate the following travel
motivations based on their
importance. Experience was the highest and rated by most
respondents as very
important. Most respondents also rated relaxation, curiosity and
escape as very
53
important. Romance, education, novelty and nostalgia were
rated as important travel
motivations, on the other hand ego-enhancement, status,
pilgrimage, self-identity,
self-actualisation and fantasy were rated as not important at all.
Based on the result, experience is a very important travel
motivation among
participants, experience is one of the internal drives of push
factors theory. As the

relaxation, curiosity and escape factors were also rated very
important, this data can
also be related to the seeking and escaping theory which
suggests that people travel
to escape their daily lives while seeking rewarding experiences
such as recreation
and social interaction. (Singh and Best, 2004, p. 100).
Figure 4.16: Important factors on travel motivations
4.7 Croatian Tourism and Destination Image
As this research project is also investigating Croatian tourism it
is necessary to
identify whether individuals would recommend GoT inspired
tourism. As destination
image is discussed in the literature review, it is very important
for this study to
identify people’s perception of Croatia as a destination,
destination image is created
by various sources of information, so the next questions were
employed to
investigate what people use when searching for a travel
destination.
Participants were asked if they would recommend Game of
Thrones inspired

tourism, 55 respondents answered “yes”, and 35 respondents
answered “no”. It is
54
worth considering when looking at the result those who have not
watched the show
(33 per cent) could not recommend Game of Thrones inspired
tourism.
Figure 4.17: Game of Thrones inspired tourism recommendation
Participants were asked on what images they have in mind about
Croatia, 55
respondents answered History and Culture followed by
Croatia’s attractive
landscapes which got 52 responses, 44 respondents also
answered pleasant
weather, while 38 respondents answered beautiful beaches and
only 37 respondents
answered King’s Landing. The result shows an equal image or
perception about
Croatia. This suggests that Croatia is known for their history
and culture, having
attractive landscapes, pleasant weather and beautiful beaches.
The options of

answers are based on the attractiveness of a destination which
draws people’s
attention based on the Place aspect of the 3P’s concept in push
and pull theory.
55
Figure 4.18: Croatia’s destination image
Participants were asked what sources of information they use
when choosing a
destination. Based on the results 74 respondents use the internet
for information
searching, 54 respondents are influenced from word of mouth
from family and
friends, 42 respondents use social media as a source of
information when choosing
a destination while 24 respondents use holiday brochures and
only 22 respondents
uses TV or movie when choosing a travel destination.
According to Yasin et al
(2017), people gather information from various sources during
travel decision,
individuals rely on two internal and external information
sources. Internal sources are

from their own experiences and recommendations from family
or friends while
external information sources are from advertisements,
guidebooks, internet and
travel agencies. Information sources are important before
choosing a destination to
gain knowledge and reduce risks. (Yasin et al, 2017, para 2).
56
Figure 4.19: Sources of Information when choosing a
destination.
4.8 Travel Experience and Satisfaction
To understand people’s satisfaction from their travel
experience, participants were
asked what their most memorable experience during their travel,
by employing an
open-ended question, respondents were able to indicate their
answers based on
their own memorable experiences. It is important to understand
if their memorable
experiences influence their travel motivations. Data from the
result can also be

related to travel motivation theories and factors discussed in the
literature review
such as push and pull theory, seeking and escaping, the travel
career pattern and
optimum arousal theory.
57
The majority of the answers are beautiful scenery, landscapes,
experience and
culture which can be related to push and pull factors. The
second most popular
answers are meeting new people, spending time with family and
loved ones which
can be explained with the travel career pattern in relationship
forming and social
interaction. The other responses such as exploration and unique
travel experiences
can be linked to optimum arousal theory which suggests that
people travel to gain a
high level of excitement by participating in activities.
58

59
Figure 4.20: Participants most memorable experience
One of the research questions is to identify if fans and tourist
are still motivated to
travel to GoT filming locations now that the show has
concluded. 51 respondents
answered they will still travel to GoT film locations, while 23
respondents answered
“maybe”, and 16 respondents answered “no”. From the data it
can be suggested that
people are still motivated to travel to GoT film locations and
those participants who
answered “maybe” and “no” are the respondents who have not
watched GoT and
non-fans of the Tv show.
Figure 4. 21: Travel motivation after Game of Thrones Finale
60
4.9 Conclusion
It is found that the majority were females, this can be explained
as the online survey

was distributed solely on Facebook which research suggest that
there are more
female active users than males. By utilizing Facebook as a tool
for survey circulation
the data shows a mix of age groups from respondents and
majority of those are from
the 25-39 category. The result also suggest that the survey
received responses from
20 countries and majority of respondents are British, however,
majority of Game of
Thrones fans are Americans, Canadians and Australians. The
data presents that 61
out of 90 respondents have watched Game of Thrones and only
29 of them have not
watched the show. Only 3 out of 61 respondents who watched
the show do not
consider themselves as a GoT fan. Only 12 respondents who
travelled to GoT
filming locations, but this result may be due to financial
limitations and visa
restrictions as many respondents are from outside of Europe.
Based on the
responses, most participants have travelled with family which
can be explained as

research suggests that people travel with their family to create
memories and build
stronger relationship. More than half of respondents have not
travelled to a
destination portrayed in film or television before, while 42
respondents have travelled
to filming locations by looking at this result it is worth
considering that there are
people who are not interested in film or Television series. Based
on findings about
Croatia as a destination choice, the result presents that Croatia
is a highly desirable
place to visit, while only 20 per cent of the respondents have
travelled to Croatia
those who have not travelled would consider Croatia as a travel
destination.
Although only 25 per cent of the respondents indicated that they
have been
influenced by GoT to choose Croatia it is worth considering that
33 per cent have not
watched the show. Majority of the respondents would like to
participate in GoT
inspired activities if they travel to Croatia most popular
activities are taking photos

with a sign, selfies, go on GoT tour and buying souvenir. 52
respondents say they
have been influenced by a Film or Tv series to travel.
According to findings on
important factors in destination choices respondents rated
scenery, landscapes and
weather as very important which are the three factors of Place
in the 3P’s concept in
pull theory. Data suggests that these factors are most influential
and when choosing
61
a film destination. Experience, curiosity and escape were rated
by most respondents
as very important travel motivations. These results can be
linked to push theory of
travel motivation and the seeking and escaping theory which
suggest that people
travel for recreation while escaping their daily stressors.
Croatia’s image to
participants shows an equal result with history and culture being
the highest,
followed by attractive landscape, pleasant weather, beautiful

beaches and Kings’
Landing being last, this result indicates that Croatia has a
positive image not due to
GoT but because of its natural beautiful characteristics. The
findings present that
people rely on internet and recommendations from friends and
family when
information searching on destination choices. In contribution to
travel motivation
study, participants were asked their memorable travel
experiences, they were
identified as scenery, landscape, experience and culture which
relates to push and
pull factors. Social interaction, relationship forming can be
linked to the TCP model.
Exploration and travel activities participation can be related to
optimum arousal
theory. The last question was to identify if people are still
motivated to travel after the
GoT finale, results suggest that majority of respondents
indicated that they are still
motivated to travel to GoT film locations even after the show
has ended.
62

Chapter 5: Conclusion and Discussion
5.1 Introduction
This chapter discusses whether this research project has
answered the research
questions. It also discusses the key conclusion gathered from
the findings of this
study. Research limitations have been discussed which may
have impacted the
quality of this research project. Lastly, recommendations for
future research have
been highlighted to help achieve greater insight into Game of
Thrones influence and
peoples travel motivations and the research project contribution
to knowledge.
5.2 Answers to Research Questions
Has TV broadcasting of Game of Thrones influenced fans to
travel to Croatia?
According to findings in Chapter 4 Fig. 4.9 and Fig 4.11 it can
be assumed that GoT
is not solely responsible in people’s travel motivation to travel
to Croatia. Half of the

fans who participated have been influenced by GoT. However,
data in Fig. 4.11
suggests that more than half of the respondents have been
influenced to travel by a
film or a TV show, it can also be suggested that some people
are influenced by other
characteristics of Croatia.
How has the show changed Dubrovnik’s image?
The filming of the show has had both positive and negative
impact on Dubrovnik,
although Dubrovnik is a well-known city and possess a positive
destination image
because of its natural beautiful scenery, landscapes, culture and
history. The filming
63
of the show has increased tourist influx into Dubrovnik causing
disruption and foot-
traffic. The increase in tourism highlights that Dubrovnik still
has a good image even
after the disruption and is a desirable location to visit.
What do fans of Game of Thrones hope to achieve and
experience when

Based on the Literature Review and Findings, it can be
suggested that people hope
to view and experience beautiful scenery and landscapes. They
also hope to gain
meaningful experience during their travels by participating in
activities such as taking
photos creating memories, go on a GoT tour and buy a souvenir.
Findings also
suggests that people’s travel motivations are experience,
curiosity, escape and
relaxation.
Do fans of the show still have the motivation to travel to
show has ended?
Majority of the fans are still motivated to travel to Croatia even
after the show’s
finale. This highlights that GoT is not the main reason to travel
to Croatia, people are
drawn to Croatia’s beauty and culture. Though it can be stated
that the show has
helped promote Croatia as a travel destination after being
portrayed in the show.

GoT has created awareness of Dubrovnik and visually presented
its beautiful
scenery.
5.3 Key Conclusions from Findings
As this study is focusing on travel motivation it is crucial to
highlight that the findings
suggest that people’s travel motivations are experience,
curiosity, escape and
relaxation. While scenery, landscape and weather are the most
important factors
64
when choosing a destination, this is agreeable as Croatia w as
chosen as one of the
filming locations of GoT because of its attractive scenery,
landscape and pleasant
weather. This can be further cemented by the chosen activities’
respondents would
participate in, such as taking a photo with a sign, selfie, go on a
GoT tour and buying
a souvenir. It can be suggested that most people are influenced
by Game of

Thrones, as indicated in the results people would go on a GoT
tour during their travel
to Croatia. The travel activities, motivation factors and
influential factors in choosing
a destination are interrelated with one another and supports the
push and pull and
seeking and escaping theories of travel motivation.
Based on people’s memorable experience during their travel it
can be further
highlighted that beautiful scenery, experience, culture,
landscapes, and social
interaction, exploration and activities are important aspects, it
can be argued that if
people have positive travel experience then this influence their
travel motivations in
the future as people learn from their first-hand experience.
Social interaction such as
meeting new people and spending time with family during travel
supports the travel
careen pattern and travel career ladder theory as relationship
forming is one of the
core motives in the TCP model. Exploration and unique
activities can be linked to the
optimum arousal theory as people seek a higher level of

excitement from engaging
in travel activities in a location which can be portrayed in a
film.
This study also identified that Croatia is a highly desirable
place to visit as majority of
people would choose Croatia as a travel destination, people’s
perception of Croatia
is positive and possessing an attractive landscape, rich in
history and culture and
having pleasant weather. This indicates that Croatia hold a
positive destination
image. It can be suggested that the effect of Game of Thrones
on Croatia has made
it even more an admirable travel destination. People who
chooses Croatia as a travel
destination travel to Croatia mainly because of its beautiful
landscape and rich
culture and not solely on GoT influence. However, people
indicated that they would
participate on a GoT tourism and activities while visiting
Croatia. It can be suggested
that those surveyed as huge fans of the show who travel to
Croatia are entirely
65

influenced by GoT and are motivated to participate in GoT
inspired activities to fulfil
their fandom motivations.
5.4 Research Limitations
The original research plan was not followed as the researcher
had other
assignments and commitments which also needed time and
attention. This may
have impacted the diversity of this dissertation. The distribution
of the online survey
could have been longer as it was only live for two weeks. If it
was advertised as
planned it could have attracted more participants and gain more
responses.
The researcher relied mostly on e-books in writing the
methodology chapter, as most
methodology books in the library were not available duri ng the
last stages of the
writing process. If books were available, the quality of the
methodology chapter could
have been better.

As the online survey was created through Google Forms this
meant that the survey
was only accessible by participants outside of China. The
researcher was not aware
that Google is blocked in China. If this was identified earlier,
the researcher could
have created the online survey with a different survey tool to
attract more
participants and responses.
5.5 Recommendations for future research
For future research, it is recommended targeting travel and
tourist firms to promote
the online survey as this will be distributed to active tourists.
Also, it is recommended
66
to travel to the filming locations physically and interview and
survey tourists on site to
gain face to face responses which can help attain more accurate
and reliable results.
When social media is utilised, it attracts internet surfers many
of them may not have
travelled or not interested in tourism and Game of Thrones.

Travelling to filming
locations like Croatia to survey people will help achieve
responses from active
tourists and gain a greater insight of their travel motivations
which can then be
compared to the travel motivation theories and statistics.
It will be helpful to focus on surveying only those people who
have watched the show
to accurately measure the influence of Game of Thrones and
understand the scale of
its popularity which is relevant to the topic of this study.
5.6 Contribution to Knowledge
This study gained a greater insight on people’s travel
motivation both fans and non-
fans of Game of Thrones. It helped understand GoT as a
phenomenon and the
impact it had on fans as well as Croatian tourism. This study
identified people’s
travel motivation and satisfaction and perception of Croatia.
67
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1.1 Appendices

Appendix 1: Online Questionnaire
76
77
78
79
80
81
82
83
84

Appendix 2: Ethical Review Form
85
86
87
Appendix 3: Responses to Question 20
88
89
90
Appendix 4: Distribution of Survey to Facebook Groups
91

92
93
94
Appendix 5: Research Plan
95
For information only - this document does not form part of the
student contract
student contract
SINO-BRITISH COLLEGE
&
HUDDERSFIELD BUSINESS SCHOOL
Logistics, Marketing, Hospitality and Analytics
Research Methods
BRA BHH 4021

MODULE HANDBOOK
2020 - 2021
CONTENTS
This handbook provides information about the module and its
operation. Please study it carefully.
Section
1
INTRODUCTION / WELCOME

2
MODULE SPECIFICATION
3
THE MODULE TEAM
4
DELIVERY INFORMATION
4.1
Delivery schedule
4.2
Printing policy
4.3
Seminar/Tutorial preparation
4.4
Availability of Course Materials for Timetabled Sessions
4.5
Module specific attendance requirements

5
ASSESSMENT INFORMATION
5.1
The assessment strategy
5.2
Assessment deadlines
5.3
Process for requesting an extension or submitting a claim for
Extenuating Circumstances (ECs)
5.4
Formative assessment
5.5
Arrangements for the return of work and feedback
6
GENERAL INFORMATION
6.1
Academic integrity and referencing information
6.2
Further reading

6.3
Access to facilities
6.4
Health and Safety information
6.5
Learning Development Group (LDG)
student contract
student contract
1
INTRODUCTION / WELCOME
Welcome to the year-long module of Research Methods. This
module is required for students to graduate from the Events
Management Program. Students will learn about research, data
collection and analysis, writing and develop their critical
thinking skills. The module helps students develop a number of
practical skills such as time management, communication and
teamwork skills (due to interaction with supervisor supervisor)
and creativity. To complete this module, students will complete
an entire dissertation by themselves, which will be their biggest
single assessment to date.

2
MODULE SPECIFICATION
The module specification document can be found under the Key
Items Tab on Brightspace.
3
THE MODULE TEAM
The address for the Department within which your module is
situated is:
The Sino-British College
1195 Fuxing Middle Rd
XuHui District
Shanghai, 200031
Staff involved in the organisation and delivery of this module
are listed below and are also displayed within Brightspace.
Contact Information
Office
Contact Details

Lee Henderson
Module Leader
T612
[email protected]
Joe Chen
Module Tutor
T616
[email protected]
School Administrator
Kelly Li
S601
[email protected]
You can normally expect academic staff to be available in their
offices at the times displayed on the notices outside their rooms
– you do not need an appointment to meet with staff during
these times.
**Some part-time members of staff do not have a fixed office,
please contact them by e-mail**
Education Services

The Education Services Team has responsibility for providing a
full and responsive administrative service in support of the
processes and procedures associated with student and course
administration. If you have a problem in accessing systems for
results, Brightspace or issues with your module, please contact
[email protected]
Module Leader
The Module Leader is responsible for the academic leadership,
management and assessment of the module.
To ensure that the Module Leader and Module Tutors are
available to assist you with academic matters (such as
clarification on material covered in class, guidance on the
interpretation of assessment briefs, associated criteria, and
feedback on work submitted), please ensure that all other
queries are directed to Programme Leader.
Academic References
Tutors can provide academic references. Should you wish to
request an academic reference, please do so by emailing tutors
directly, ensuring that you provide the information required by
the institution/company/job role for which you are applying.

4
DELIVERY INFORMATION
4.1
Delivery schedule
The delivery schedule follows the RM PPT and supervisor
4.2
Printing policy
It is the student’s responsibility to ensure they access these
materials in a timely enough manner in order to support their
engagement with the course.
4.3
Seminar/Tutorial preparation
Seminars/tutorials will be student lead. All work done in the
tutorial will be based on incrementally developing the student’s
assignments for submittal (PR1, Proposal, Dissertation).
Students should be expected to bring their laptop and draft
assignment work to develop in every tutorial session.
4.4

Availability of Course Materials for Timetabled Sessions
The University will normally make materials required for
timetabled sessions prior to the session via the University’s
VLE. It is the student’s responsibility to ensure they access
these materials in a timely enough manner in order to support
their engagement with the course.
4.5
Attendance requirements
As a registered student of the University, you are expected to
attend your scheduled classes. If you miss classes or are late,
your absence will be noted and you may find that you have to
explain your poor attendance. Continued poor attendance will
lead to exclusion from your course.
For full details on how to register your attendance and report
any periods of absence, please refer to your course handbook.
If there are any specific attendance requirements in excess of
the University’s usual Attendance Monitoring Policy these
should be listed here (e.g. involvement in group work)
5
ASSESSMENT INFORMATION

5.1
The assessment strategy
The assessment strategy is as follows:
· PR1 Form-(no mark awarded)
· Proposal (Extended Abstract) - (20% of final mark)-available
for tutor re-assessment-marked by your supervisor.
· Dissertation (80% of final mark)-available for tutor re-
assessment-marked by your supervisor.
Honours awards
Non-Honours awards
Pass
40%
40%
Refer
30-39%
30-39%
Module Grading Bands
A
70% +
A
70% +

B
60-69%
B
60-69%
C
50-59%
C
50-59%
D
40-49%
R***
35-49%
R/F**
30-39%
F***
0-49%
F**
0-39%
Award Classification Bands
Distinction
69.5%

Distinction
69.5%
Merit
59.5%
Merit
59.5%
Pass
40%
Pass
50%
5.2
Assessment brief & deadlines
Element of assessment
Submission method
Submission date
Receipt issued
Date work and
feedback returned
PR1 Form
Turnitin
19/10/2020

Yes
- 3 term time weeks after date of submission
Proposal (Extended Abstract)
Turnitin
16/11/2020
Yes
- 3 term time weeks after date of submission
Dissertation
Turnitin
26 /04/2021
Yes
- More than 3 term time weeks after date of submission
It is important that you keep a copy of all of the work you
submit for assessment. You are strongly advised to use an
electronic storage system as well as a back up.
It is School policy that all assessed work must be submitted
electronically via Turnitin, by 15:00 on the published date of
submission.
When submitting your assessment via Turnitin, it is important
that you name your document in the following way: Module
Code_Title of assessment

For example: BME0054_Economic assessment of an SME
Further guidance on submitting assessments through Turnitin,
can be found when you log in to Brightspace. From
Huddersfield Business School homepage there will be a link to
“Brightspace Support”. You then need to select “Assessment”
then from the sub menu “How to submit an assignment”.
There will also be a large number of other support materials to
include accessing reading lists, using communication tools,
navigating a module, E-portfolio and the Brightspace teams
contact details for further information.
No hard copies should be submitted unless this is identified as a
requirement in the Assessment Brief. Where hard copies are
required, please ensure the work submitted is stapled in the top
left hand corner, not submitted in folders or ring binders and
your student ID number and name are clearly visible on the
assessment. Details of where hard copy work would be
submitted will be provided by the module tutor. Electronic
submissions should also be submitted via Turnitin before the
15:00 deadline.
If you are not able to submit by the deadline, you must inform
your Course Leader. Depending on the circumstances, you may
need to ask for an extension or submit an extenuating
circumstances form – see Section 5.5 below.

Assessed work which is submitted late but within five working
days of the agreed submission date will be accepted and the
maximum mark available for that piece of assessment will be
capped at the minimum pass mark. Please note that loss of data
or printing error are not deemed to be acceptable reasons for the
late submission of work.
This does not apply to the submission of assessed work relating
to Tutor Reassessment, referral or deferral requirements but
does apply to previously agreed extended or renegotiated
deadlines. Work submitted later than this without an approved
extension will receive a mark of 0%.
Assessment Brief:
Please see appendix A for the assessment details.
Tutor Reassessment
Tutor Reassessment (TR) is where a student is given a single
opportunity to re-submit an eligible piece of work and for it to
be remarked prior to the meeting of the Course Assessment
Board. Tutor reassessment will only be offered if you submit a
piece of work for the original assessment and achieve a mark
within the specified referral range. The maximum mark for a
successful Tutor Re-assessment will be capped at the minimum
pass mark. An EC claim cannot be submitted for an assessment
that has been offered as a Tutor Reassessment.
The full regulations for tutor reassessment can be found in

Section E in the University’s Regulations for Awards (taught
courses).
As indicated in section 5.1 of this handbook, the following
piece(s) of assessment are eligible for tutor reassessment:
Element of assessment
Submission method
TR submission date
Receipt issued
Date work and feedback returned
Proposal (Extended Abstract)
BrightSpace Turnitin
18/01/2021
Yes
08/02/2021 - 3 term time weeks after date of submission
Dissertation
BrightSpace Turnitin
28/06/2021
Yes
19/07/2021 - 3 term time weeks after date of submission
Students will be advised they are eligible for reassessment
through email communication from their supervisor and module
leader. Students will be able to see feedback from the original
submitted assignment on BrightSpace (Turn It In) and
alternatively can see their supervisor in their office hours.
5.3
Process for requesting an extension or submitting a claim for
Extenuating Circumstances (ECs)

Deadlines for the submission of assessed work are strictly
applied.
Extensions
There are procedures in place for you to request a short
extension to a deadline but this request has to be made no later
than two working days after the published submission date. If
you have difficulties such as a short term illness and need to
request an extension, you should submit a request to the module
leader via email. You have 2 working days from the original
assessment date to apply.
Accepted extension grounds include: serious short-term illness
(which would result in absence from employment); a long-term
health condition worsening; emerging mental health condition;
bereavement.
Grounds which are unlikely to be accepted include: wanting
more time; minor illness; long-term health conditions for which
you are receiving adjustments; holidays; normal financial
pressures; transport difficulties; IT difficulties (i.e. IT
failure/losing work etc.); multiple deadlines (unless evidenced
that deadlines changed at short notice); normal work
commitments (evidenced unexpected/unplanned issues can be
considered).

Extension requests of up to 2 working days can be considered
without evidence.
Requests of 3-10 working days will be considered if there is
supporting evidence. Supporting evidence needs to be submitted
before any request can be considered.
The maximum extension period that can be granted is normally
10 working days.
Late requests for extensions are not accepted and you run the
risk of scoring the minimum pass mark for that piece of work if
submitted late but within 5 working days of the original
deadline, or 0% if submitted later than this without an approved
extension.
Any queries please email [email protected] or visit the Student
Guidance & Support area in Brightspace.
Extenuating Circumstances
The University understands that there may be times when your
ability to complete a piece of assessed work or to concentrate

on your studies may be hindered by factors beyond your control
– such as illness or significant personal difficulties. The
regulations include a process to allow students who are affected
in this way to bring these extenuating circumstances (ECs) to
the attention of the relevant people in the School (such as the
Course Assessment Board) so that proper account can be taken.
Please be aware that a claim for ECs will usually only be
accepted where you’ve been able to demonstrate that the
circumstances described have had a direct impact on you and
were substantial and unexpected - in all other cases students
would be expected to negotiate an extension. The regulations
for ECs can be found in Section 8 at
http://www.hud.ac.uk/registry/regulationsandpolicies/studentr eg
s
Additionally, the University does operate a ‘fit to sit’ policy for
examinations – this means that, by attending an examination, a
student is declaring that they are fit to undertake that
assessment and it is unlikely that a claim for poor performance
will be accepted.
When completing an EC form please be careful to include the
correct modules and assessments and to be sure that you attach
appropriate and acceptable evidence to your claim.
Once completed your claim has to be submitted to theStudent
Support Team (CS1/10)within 5 working days of the date by
which your assessment should have been completed.

Any queries please email [email protected] or visit the Student
Guidance & Support area in Brightspace.
5.4
Formative assessment
Opportunities for students to benefit from formative assessment
are based on their engagement with the tutorial exercises and
supervisor appointments to receive feedback on their research
ideas, draft proposal and dissertation, and related areas of
needed development.
5.5
Arrangements for the return of work and feedback
You should normally receive feedback on your assessments
three teaching (i.e. term time) weeks after the submission date
for the assessment. Dates for the return of work and feedback
are indicated within Section 5.2 of this handbook. Feedback
should help you understand why you received the mark and
what you can do to improve your performance in future
assessments.
Once available, feedback on work submitted via Turnitin can be
accessed from within Brightspace. Details on how to access
feedback on work submitted via alternative means will be
provided at the relevant point in the year.

Students can access feedback on their summative assessments
via BrightSpace and Turn It In (All feedback will be published).
Students may also make appointments to see their supervisor in
their available office hours.
6
GENERAL INFORMATION
6.1
Academic misconduct and referencing information
The University regards any action by a student that may result
in an unfair academic advantage as a serious offence. It is your
responsibility to ensure at all times that the assessments you
complete are entirely your own work and that you have used the
relevant referencing technique correctly and in full. The full
set of regulations which govern Academic Misconduct can be
found under Section 10 at
http://www.hud.ac.uk/registry/regulationsandpolicies/studentreg
s/
Further information on academic misconduct, including an
overview of the support available for referencing, can be found
within your course handbook; it is important that you
familiarise yourself with this information.

6.2
Further reading
Further reading for the module of Research Methods is endless.
It is suggested for you to access various scholarly publications
(academic books and journals) on the e-library and databases
available through The University of Huddersfield and The
University of Shanghai for Science and Technology web portals.
6.3
Arrangements for borrowing equipment/accessing labs/studios
If you wish to borrow equipment or gain access to specialist
facilities please discuss your requirements with your Course
Leader or Year Tutor.
6.4
Aspects of Health and Safety specific to the module
An overview of the Health and Safety arrangements in place can
be found within your course handbook.
6.5
Student Success Centre

The Student Success Centre offers study skills support to all
students within the SBC Business School, covering topics such
as reading, research, academic writing (including referencing)
and reflective practice.
Appendix A
PR1 Assessment Brief
The PR1 template is just an A4 paper that lists the students
research ideas. The PR1 is graded as pass or fail (fail means
they need to re-do it until they have a satisfactory resea-
Marking Requirements-Students must demonstrate in clear
coherent writing a problem, issue, trend, phenomena to research
with a justification to conduct the research. Regardless of how
good or original the research idea is, the module leader must be
confident the student can collect the data and complete the
research. Remember, no research = no dissertation = no
graduation.

Project Development Report (1500 words for BHH4003,
BHH4021 and BHT4003 and 1000 words for BHH4013 and
BHT4008)
The following headings must be used:
· Proposed Title
This should be concise and informative. It should relate to the
topic, theory/theories, geographical location and principal
method.
· Rationale for the research topic
Why are you researching this topic? This may include a
personal interest, or work experience, but it must relate to gaps
in knowledge concerning the topic obtained from the literature.
· Aim & objectives/Research questions
What is your aim and your objectives or research questions?
You should have only one aim but 3-5 objectives or research
questions. You may also have hypotheses, if the research is
quantitative in nature. The aim/objectives/research
questions/hypotheses need to be appropriate and clearly
formulated.
· Principal literature sources
What key literature have you identified? (books, journal articles
and other sources). What theories, concepts and frameworks are
relevant to your research? How does this literature help you

answer your aim and objectives/research questions?
· Proposed methodology
What research methods are you going to use and why? How are
you going to design your research? What ethical issues arise
and how are you going to deal with them?
· Relationship to other final year work & pathway title
How does the research topic relate to your course and the final
year modules you are studying?
· Your report is to be comprehensively referenced using the
APA6 system
· It is to be written in standard, correct English
· You are required to use 1.5 line spacing and Arial size 12
letter-type
The electronic version is to be uploaded onto TurnitinUK
assignments on the module’s Brightspace site.
Report Marking Criteria
Unacceptable
Work at this level
-does not address the task set or represents a wholly inadequate
attempt
-requires a complete re-write
Unsatisfactory (Refer if required)
Work at this level will demonstrate
-an incomplete answer
-insufficient depth of understanding
-some serious errors and/or major omissions
-a potentially recoverable piece of work
Pass
-limited use of module material
-a basic level of understanding
-a simply descriptive approach

-some errors and omissions
Fair
-generally good use of some of the module material
-reasonable and coherent description of theory
-limited analysis and evaluation
-no major errors
Good
-good use of module material
-ability to compare and contrast material from a variety of
relevant sources
-analytical ability underpinning logical argument
-well-structured, clear and consistent presentation, although
there may be a few errors
Very Good
-accomplished discussion and application of theory
-clear ability to compare and contrast material from a wide
variety of relevant sources
-some synthesis based on critical analysis
-well-structured, clear and coherent presentation, although there
may be a few minor errors
Excellent
-a mastery of complex knowledge and ideas
- originality and insight derived from a mature depth of
understanding of material that goes well beyond that provided
in the module
- creative synthesis arising from critical analysis and evaluation
of relevant information
- presentation that is clear, coherent and error free
Outstanding
-a mastery of complex knowledge and ideas
- originality and insight derived from a mature depth of

understanding of material that goes well beyond that provided
in the module
- creative synthesis arising from critical analysis and evaluation
of relevant information
- presentation that is clear, coherent and error free
0-9
10-19
20-29
30-39
40-49
50-59
60-69
70-79
80-89
90-100
Knowledge of Theory, Concepts and Methods
Does not address any relevant theories, concepts or methods
Mentions some terminology relating to relevant theories,
concepts or methods
concepts or methods wholly inadequate attempt at use or
explanation
concepts or methods inadequate attempt at use or explanation
Relevant theory, concepts and models used or explained but
some aspects may have been missed or misconstrued
Most relevant theories, concepts and models used or explained
in an appropriate and straight forward manner with some
assumptions and implications recognised
Appropriate selection of relevant theories, concepts and models
used or explained insightfully with assumptions, implications
and contextualisation recognised
used or explained insightfully with wide range of assumptions
and implications recognised with highly appropriate

contextualisation demonstrating excellent understanding
used or explained innovatively with full range of assumptions
contextualisation demonstrating excellent understanding of
complex material
used or explained innovatively with full range of assumptions
contextualisation demonstrating exceptional understanding of
complex material
Scholarship: Evidence of Reading and Research
No evidence presented or what is presented is wholly irrelevant
No evidence presented or what is presented is generally
irrelevant
Minimal evidence presented is generally irrelevant or lacking
currency
Minimal evidence presented uncritically and lacks evidence of
independent research beyond core texts
Evidence of limited but relevant reading which is presented
uncritically and tends to use summary description
Evidence of relevant reading which shows clear attempt at
independent reading and some attempt at synthesis
Evidence of range of relevant reading generally used critically
which shows clear attempt at independent reading and ability to
synthesise
Evidence of wide range of relevant reading used critically
which shows high degree of independent reading and a strong
ability to synthesise
Evidence of the fullest range of relevant reading used critically
which shows a very high level of independent reading and an
excellent ability to synthesise
Evidence of the fullest range of relevant reading used critically
which shows the highest level of independent reading and an
outstanding ability to synthesise
Critical Reasoning

No demonstration of critical thought
No demonstration of critical thought but has potential to be
developed
Minimal demonstration of critical thought
Demonstrates critical thought
Often demonstrates critical thought
Consistent application of well integrated critical thought
Consistent application of excellently integrated critical thought
Consistent application of outstandingly integrated critical
thought
Use of Evidence: Analysis & Evaluation
Does not analyse or any analysis is irrelevant
Does not analyse or any analysis is irrelevant
Does not analyse but basic concepts are understood
Does not analyse but the potential for analysis is evident. Shows
potential to develop arguments.
Demonstrates limited analysis with some development of
argument and related evaluation (if applicable)
Demonstrates good ability to analyse and evaluate (if
applicable) with arguments developed coherently
Demonstrates very good ability to analyse a range of
topics/issues critically. Evaluation is well supported (if
applicable). Arguments are well structured and logical.
Demonstrates excellent ability to analyse a range of
topics/issues critically and demonstrates ability to question
‘received opinion’. Evaluation is well supported and provides
convincing conclusions (if applicable). Arguments are well
structured, complex and logical.
Demonstrates excellent ability to analyse a range of
convincing conclusions (if applicable). Arguments are complex,
lucid and persuasive.
Demonstrates outstanding ability to analyse a range of

convincing conclusions (if applicable). Exceptionally complex,
lucid and persuasive arguments.
Clarity of Written Expression
Incoherent and incomprehensible throughout
Largely incomprehensible
Generally comprehensible but language errors generally impede
understanding and flow of reading
Language errors often impede understanding and flow of
reading
The meaning is clear but contains language errors
Generally fluent and accurate use of grammar and spelling
Consistently fluent and accurate use of grammar and spelli ng
Consistently fluent and accurate use of grammar and spelling
employing appropriate genre
employing appropriate genre and excellent expression
employing appropriate genre and exceptional expression
Structure
No structure
Structure wholly inappropriate to the task
Structure generally inappropriate to the task
Structure does not meet expectations of the task
Shows sufficient awareness of required general structure
Demonstrates good organisation and awareness of required
general structure
Demonstrates consistently logical organisation and awareness of
required general structure
Polished and excellently organised; fully meets structural
expectations
Polished and excellently organised; fully meets structural
expectations and demonstrates a highly imaginative approach
Polished and outstandingly organised; fully meets structural
expectations and demonstrates a highly imaginative approach

Presentation of work
Length requirements may not be observed; does not follow
academic conventions; language and presentation errors impact
on intelligibility
Length requirements may not be observed; does not follow
academic conventions; language and presentation errors impact
on intelligibility
Length requirements may not be observed; generally does not
follow academic conventions; language and/or presentation
errors may impact on intelligibility
Length requirement met and academic conventions mostly
followed. Minor errors in language or presentation
Length requirement met and academic conventions mostly
followed. Possibly very minor errors in language or presentation
Fair standard of presentation; length requirement met and
academic conventions followed
Good standards of presentation
Very good standards of presentation
Professional standards of presentation
Highest professional standards of presentation
Originality
No evidence of any attempt at independent thinking
Any attempt at independent thinking is irrelevant
Any attempt at independent thinking is generally irrelevant
Insufficient evidence of independent thinking and development
of own ideas
Limited evidence of independent thinking and development of
own ideas
Some evidence of independent thinking and development of own
ideas
General evidence of independent thinking and development of
own ideas
High level of evidence of independent thinking and
development of own ideas
Strong evidence of independent thinking and development of
own ideas

Outstanding evidence of independent thinking and development
of own ideas
0-9
10-19
20-29
30-39
40-49
50-59
60-69
70-79
80-89
90-100

DISSERTATION MARKING SHEET (BHH4003, BHH4021,
BHT4003)
Name of Student:
Title of Dissertation:
Name of Marker:
Element:
Weighting/Mark:
Criteria:
APPROACH, STRUCTURE AND STYLE
15%
· Title is clear and informative
· Topic is clearly and concisely introduced and explained
· Summary is clear and informative
· Research is placed in a wider context
· Aim(s) and objectives/research questions are clear
· The conceptual framework is identified and discussed
· Any hypotheses are well-formulated
· Internal structure is logical and informative
· Subtle appreciation of issues
· Extensive, in-depth research
· Good grammar, spelling and use of English

· Appendices are used appropriately
Comments:
Excellent
10.5-15
Very Good
9-10
Good
7.5-8.5
Satisfactory
6-7
Poor (Refer)
4.5-5.5
Unsatisfactory (Fail)
0-4
LITERATURE REVIEW
30%

· Comprehensive and critical analysis of appropriate literature
· Organisation and application of appropriate literature review
techniques
· Clarity of argument
· Conforms to appropriate referencing techniques
· Extensive reading of relevant books, journals and other
sources
Excellent
21-30
Very Good
18-20
Good
15-17
Satisfactory
12-14
Poor (Refer)
9-11
0-8
Comments:
RESEARCH METHODOLOGY
30%
· Methods chosen are appropriate to meet aim(s),
objectives/research questions and, where appropriate,

hypotheses
· Methods chosen are critically justified and evaluated
· The procedure is sufficiently detailed to allow replication
· The effectiveness of the methodology is explained and
problems identified are discussed
· Tables and figures are appropriately used
Excellent
21-30
Very Good
18-20
Good
15-17
Satisfactory
12-14
Poor (Refer)
9-11
0-8
Comments:
FINDINGS, CONCLUSIONS AND IMPLICATIONS
25%
· The interpretation of the results is correct and a critical
comparison is made with the conceptual framework
· A correct and logical conclusion is drawn from the data
presented, based on a rigorous analysis, and is consistent with
the project’s aims and objectives
· Implications for the industry are discussed

· Further directions of research are identified
Excellent
17.5-25
Very Good
15-17
Good
12.5-14
Satisfactory
10-12
Poor (Refer)
7.5-9
0-7
Comments:
Overall Mark (%):
Word length Penalty:
No
If YES, % deduction:
TOTAL Mark (%):
Date:

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