The research employed both quantitative and qualitative methods for data collection and analysis. The quantitative approach gave the statistics regarding the topic in question. The qualitative research focused on some of the reasons and opinions of the people regarding the tourism issue (Binkhorst and Den Dekker 2009, p. 311). The research was done on people of varied age groups. The study considered the responses of young children, the middle-aged as well as the elderly.
Number of respondents
Children-200
Middle Aged-100
Elderly-100
Total respondents=400
Table 1: Number of respondents satisfied with the services in Amsterdam
Source: Travel purpose and expenditure patterns in city tourism: evidence from the Amsterdam Metropolitan Area (van Loon and Rouwendal 2017, p.119)
Respondents
Satisfied with services and scenes at Amsterdam
Total respondents
Yes
No
Percentage satisfied
(No)
Percentage (satisfied)
(Yes)
Children (9-15yrs)
200
180
20
10%
90%
Middle-aged (18-35 yrs.)
100
87
13
13%
87%
Elderly (60-80 yrs.)
100
92
8
8%
92%
The data in table 1 above, out of the two hundred children who participated in the research, one hundred and eighty were contented with the experiences they had in the city. It means ninety percent of the children between 9 to 15 years were satisfied while ten percent were not contented with the visit to Amsterdam. The information in table 1above also shows that eighty-seven adults out of a hundred individuals described Amsterdam as a great tourist destination in Europe which means eighty-seven percent of the individuals were satisfied while 13% were not. Data in Table 1 also indicates that among the hundred elderly respondents used in the study, ninety-two of them were happy with the experience they had in Amsterdam.
Table 2: Number of respondents planning to revisit Amsterdam
Source: Travel purpose and expenditure patterns in city tourism: evidence from the Amsterdam Metropolitan Area (van Loon and Rouwendal 2017, p.122)
Respondents
Plan to revisit Amsterdam
Total respondents
Yes
No
Percentage revisit
(No)
Percentage
Revisit
(Yes)
Children (9-15yrs)
200
170
30
15%
85%
Middle-aged (18-35 yrs.)
100
94
6
6%
94%
Elderly (60-80 yrs.)
100
97
3
3%
97%
The information in table 2 above shows the willingness of Londoners to revisit Amsterdam. Across all age groups, elderly Londoners are more prepared to revisit the city with 97% willing to revisit while 3% is not. The data indicates that most of the tourists’ recreational facilities in Amsterdam are designed to entertain elderly individuals more than any other age group compared to London. The middle-aged respondents also showed the willingness to revisit by 94% while children showed readiness to have another trip to Amsterdam by 85%. The data in table 2 demonstrates that middle-aged participants in the study were more willing to go back to Amsterdam than children. Therefore, it is clear that middle-aged people enjoy their stay in Amsterdam than children which shows the level of satisfaction across the age-groups. Elderly Londoners are more satisfied with their trip to Amsterdam, followed by middle-aged then children. The results might be due to factors such as recreational facilities and hospitality.
Table 3: Number of respondents with fulfilled expectations
Source: Culture, product differentiation and market segmentation: a structural analysis of the motivation and satisfaction of tourists in Amsterdam (Romão et al. 2015, p. 462).
Respondents
The trip met the levels of their expectation
Total respondents
Yes
No
Percentage
Expectation
(No)
Percentage Expectation (yes)
Children (9-15yrs)
200
180
20
10%
90%
Middle-aged (18-35 yrs.)
100
87
13
13%
87%
Elderly ( 60-80yrs)
100
92
8
8%
92%
Table 3 above demonstrates how the Amsterdam visit met the satisfaction of Londoners. From the information in table 3, speculations of elderly tourists were more met with 92% more than those of the children (90%) and middle-aged (87%). The data illustrates that both elderly and the children did not have a lot of expectations about the city. The information also shows that the level of satisfaction was high in elderly respondents in regards to speculation. The adult group was less satisfied among the groups due to their high expectations about the Amsterdam city.
Graph 1: Respondents who prefer Amsterdam to London
Source: Culture, product differentiation and market segmentation: a structural analysis of the motivation and satisfaction of tourists in Amsterdam (Romão et al. 2015, p. 460).
The data in Graph 1 above shows the number of Londoners who preferred Amsterdam than London. The elderly seem to be satisfied with the trip to Amsterdam most than children and middle-aged respondents. The satisfaction level of the old-aged tourists is 92%, revisit 95%, and expectation 92%. The adult group have 87% satisfaction level, 94% willingness to go back to Amsterdam, and 87% fulfillment of their expectations in the city. Children had the lowest satisfaction level compared to other age groups. Graph 1 indicates that only 90% were satisfied, 85% ready to revisit the city, and 87% expectations are met. Despite some of kids stating that they visited the city on academic missions, they did not fail to enjoy the beautiful scenes offered by the municipality (Collins-Kreiner 2010, p. 440). The remaining children who responded to the questions in the study were unsure of the experiences in the city because of the strict schedule that did not allow them to explore it (Boes, Buhalis and Inversini 2015, p. 391).
The middle-aged people considered in the research were those from the ages of eighteen to thirty-five years. Some of the features that the respondents outlined during the study were museums, street lighting, and the calm environment (Jeurin 2017, p. 25) Some of them named activities such as cruiser boats, clubs, and even bars. The other features that were dominant in the responses of these middle-aged people were the wedding venues as well as the honeymoon centers established in the city of Amsterdam (van Leeuwen and Nijkamp 2010, p. 361). Over eighty people expressed their satisfaction with the services offered by the authorities in the city. They maintained that the security situation in the city of Amsterdam is one which can act as a benchmark not only to London by also to most of the significant towns globally. From the research, it emerged that the older people have frequent visits to Amsterdam due to its calm environments.
Chapter 5: Discussions
Depending on the length of stay, the respondents gave different answers when responding to the questions provided in the study. However, the primary factor standard in the research is that all the groups of people showed consistent results. Most of the data collected from the Londoners who visited Amsterdam demonstrated their satisfaction during their visits to the city. Despite the age bracket, Amsterdam emerged as a favorite city compared to London (Decrop 2006, p. 34). A number of the respondents even considered relocating to the Netherlands to continue visiting the city and other tourist destinations in the country. The reason behind most of the adult and old-aged respondents planning to revisit or relocate to the city is due to satisfaction of the imaginations or expectations they had before making the trip (Ward 2012, p.320) However, the respondents who got an opportunity to stay in Amsterdam for a longer time of over two weeks represented the largest population of the research participants who gave positive results about the visit to the city. The reason behind the optimistic attitude about Amsterdam is because the tourists from London were able to visit many attractive areas in the city. The region is a popular tourist site known to host several museums and park reserves (Lundberg 2017, p. 4). However, the results declined as the duration of stay became shorter. The respondents who were only in the region for a short period, of about a week, had little to say about it. To short-duration tourists, Amsterdam appeared as a regular city due to limited time to explore the city. Such Londoners maintained that during their stay in the city, they were not able to identify the features that would make Amsterdam emerge top as a tourist destination in Europe.
Among the significant number of elderly visitors, one of the determining factors that made them enjoy their stay in Amsterdam was the calm environment it provides. The calmness in the city has been attributed by several factors one of them being the use of bicycles therefore making Amsterdam a more eco-friendly place when compared to other tourism sites such as London (OECD 2003, p.2). The factor has contributed to the satisfaction of the Londoners who visit Amsterdam. Among the elderly respondents, the silence was among the best things in the region (van Leeuwen and Nijkamp 2010, p. 364). The environment was also conducive due to the fewer instances of pollutions in the city. The city has the lowest rate of consumptions of diesel and other petroleum products due to the nature of the life of its inhabitants. Therefore, the incidences of pollution are less compared to London which has many industries and motor vehicles in its streets.
Among the attractive places in Amsterdam that came up among the elderly and middle-aged population during the study was Jordaan. Some of the respondents described the area as an ancient place. The presence of quaint buildings and narrow streets has made the area a desirable quarter in the city of Amsterdam. The region is also dotted with several art galleries which are independent. Jordaan also has some courtyard gardens and restaurants.
The satisfaction of the most elderly and middle-aged population was also due to the existence of natural sites such as Museumplein. The region hosts Van Gogh Museum, Stedelijk Museum of Modern Art and Rijksmuseum. A number of the respondents who had visited the regions stated during the interview that Museumplein was an exceptional place in the city. According to the documentary of Amsterdam, the city has a lot of heritage features. It is ranked as the Europe’s 8th
most popular tourist site with several historical museums (Lundberg 2017, p.4). However, Museumplein acts as the center of culture in the country and city. The experience Amsterdam is different from that in London making many people prefer being in Amsterdam.
The other factor that contributed to the responses of the middle-aged population was the lighting system of the city of Amsterdam. According to the description given by some respondents, the lighting of the city is designed such that makes it appear as a vast outdoor gallery of arts. The result was provided by those respondents who had visited Amsterdam during the winter (Consultancy.uk 2015, p. 245). One of the memorable events mentioned by the respondents was Amsterdam Light Festival. During the festival, the people make lighting installations that are magical. The canals, landmarks and the streets of Amsterdam are adorned with magical lighting installations from November to January ferry (Richards and Hall 2003, p. 34). A boat tour in the city during the festivals reveals a rich culture and fascinating scenes that have emerged as some of the tourist attractions in the city.
The positive responses by the middle-aged visitors to the city also came as a result of the organized and peaceful bars and restaurants in Amsterdam. Most of the people in the adult group normally long for great experiences when they visit social places such as restaurants and bars. Furthermore, the website of the local authorities at Amsterdam mentions the existence of the significant rest and partying grounds which provide best services to the tourists who visit the area (Richards 2001, p 37). The other entertaining features that led to satisfaction of the adult groups is the valentine retreat centers in the city. Additionally, European Union World Tour has classified Amsterdam as the best region that facilitates love among couples (Riganti and Nijkamp 2008, p. 29). Some of the middle-aged respondents in the presents study had traveled to Amsterdam to celebrate their valentines. Compared to London, Amsterdam provides a lot of opportunities which allows adult group or population to have a great moment with their loved ones. On the other side, London is a busy city with very few recreational parks as compared to Amsterdam.
The middle-aged respondents and the elderly respondents also associated their satisfaction about Amsterdam to the fact that the cost of living in the city is low. Despite the fact Amsterdam is one of the most expensive cities in the Netherlands; it is cheaper compared to London. Most of the services offered in Amsterdam such as transport are more organized and affordable compared to London facilities (Gössling et al. 2005, p. 297). The reason behind the affordable transport services is because most of the inhabitants use bicycles. In London, public transport has become a significant challenge. The cost of using public means of transportation in London is also very high (Roy and Tisdell 1998, p.45).
According to the elderly and adult participants in the study, Amsterdam is characterized by hospitality. The Dutch living in Amsterdam show a lot of concern for their neighbors as well as the visitors. The inhabitants of Amsterdam are exposed to little pressure when they are undertaking their daily duties at their places of work. Therefore, Amsterdam is listed among the places which offer a conducive working conditions for all the employees, entrepreneurs, and business people in the region (Bender 2017, p. 9). They also have simple methods of commuting from one location to another on a regular basis. The Londoners are faced with harsh work conditions and less time for leisure activities (Dahles and Keune 2002, p. 97). Therefore, the Londoners find it difficult when it comes to their social life. Even the young children have a difficult time in trying to bond and spend more time with their parents.
Other elderly and adult respondents also described Amsterdam as a magical city since it is small yet have so many fascinating features hence defining path of tourism in Netherlands (Nbtc.nl 2017, p.3). According to the participants, Amsterdam provides a conducive environment for meeting and socializing with friends. Comparing it to London, Amsterdam is full of friendly people who have time for each other. He stated that in London, it would be awkward or impossible to meet up with one’s friends on a regular basis. The situation is partly due to its size and also due to the time people waste when commuting.
Most of the young children stated that the only reason that they would love to go back to Amsterdam is to be able to attend festivals. The city offers the visitors with a variety of parties which they can participate with their children (Waard 2012, p. 320). The lighting festival is one of the scenes that were mentioned by the young children as their exciting experiences. According to Dahles (1998, p.2) Amsterdam can be described as a red-light district. However, such festivals provide the children with opportunities and beautiful experiences which are not available back in their home city. However, the young children are provided with a variety of fun centers where they can spend their leisure time. The parks in Amsterdam provide young children with an ample opportunity of meeting with other young children. The parks offer ideal playing areas for the kids especially those below the age of eleven years. Additionally, the city has an endless activity suited for children. There are several kids’ treasures in the region that give them a great fairy-tale experience during their stay in Amsterdam. The Artis Royal Zoo is among the important kids' areas that have led to the increased number of families visiting Amsterdam. Amsterdam has some of the best playgrounds in the world. Almost every neighborhood in the region has a playing ground suitable for the visiting children to spend their leisure time. The city has wooden playgrounds as well as toy graveyards. The wooden playgrounds provide the children with wooden poles that they can climb as they play. However, Amsterdam is popular with its entertaining sites which meet the needs of every age group including kids. Most of the children respondents stated that most of their expectations were on the playgrounds which were satisfied by the presence of the well-maintained fields where they could play (NL pulls in 14 million tourists, Amsterdam popular 2008, p.3). The other features of the wooden playgrounds include nets, ropes which all are made for the children to be able to facilitate their leisure activities. The city of Amsterdam also has a policy where all the abandoned toys in the neighborhoods are collected. In such areas, the children have access to several types of toys which make their experiences while in the city better and memorable.
The Artis Royal Zoo is an area that is designed for children who are visiting the city. The zoo is suitable for all the kids irrespective of their ages. In Artis Royal Zoo, the children are allowed to come into closer contact with the animals contrary to the practice in larger zoos. The park reserve has a good reputation of fulfilling the expectations of the children group who visit Amsterdam. According to the research most children visited the zoo to have fun with other kids (Dahles 1998, p.1). Another factor that has made the zoo a peculiar place for family meetings is the fact that it still uses the old buildings some built in the year 1838, therefore becoming a contributor to the popularity of the city (NL pulls in 14 million tourists, Amsterdam popular 2008, p.3). The zoo also has an aquarium, planetarium and a petting zoo which are all good for family bonding. Amstel Park is another place in Amsterdam which offers terrific scenes for the kids. The beautiful park is suitable for both adults and kids. The beautiful gardens provide the kids with an opportunity to interact with the animals.
Most of the children interviewees were positive about the experiences they had in Amsterdam. According to the kid’s population, London has little to offer in regards to the welfare of children (Neuts, Devos and Dirckx 2014, p. 43). London is a congested city which is ever busy. From the questions asked about some of the features that they enjoy in London, most of the children had little to say apart from the movie centers and the few parks available in the city.
From the findings, it has emerged that most of the people from London who have been to Amsterdam feel that they have little to be happy about back at home. Most of them including the young children explained their stay in Amsterdam to be full of leisure and enjoyments (Boes, Buhalis, and Inversini 2015, p.400). Unlike Amsterdam, the streets of London are filled with a lot of noise. The sound from the vehicles and other industries in the city are deafening despite the efforts by the authorities to reduce the limits (Terhorst, Ven, and Deben 2003, p. 83). According to Van Limburg (1998, p.32) the budget of a tourist in Amsterdam is less compared to other Europe’s sites since all services including catering and hospitality are not over-priced. Most of the respondents stated that they are unsatisfied with London and the services offered. In addition to the fact that houses in London are overpriced as compared to Amsterdam, it does not bring the feeling that a person would want to a capital city. On the other hand, Amsterdam boasts a nice and quiet experience. However, the city provides tourist with a friendly environment to both domestic and international tourists (OECD 2003, p.2). The respondents attributed the attractiveness of Amsterdam to the fact that most of the people in the city use bicycles as their primary means of transport.
According to the middle-aged respondents, Amsterdam is a laid-back city and more relaxed as compared to London (Peeters and Schouten 2006, p. 159). Such respondents described Amsterdam as a city which has a slower life as compared to London. Unlike London which is rushed, Amsterdam provides the inhabitants with the pleasures of life which people would wish for at all times thus high quality of life standards (OECD 2003, p.3). The respondent maintained that London is a status-obsessed and materialistic city as compared to Amsterdam.
Some of the middle-aged respondents were attracted to the established social networks in Amsterdam (Hummel and van der Duim 2012, p. 319). A number of the respondents got an opportunity to interact with the people living in Amsterdam, and they had a lot of positive information to give regarding their way of life. The inhabitants of Amsterdam are friendly towards one another as compared to the Londoners (Giaoutzi and Nijkamp 2006, p. 70). According to the participants, the Londoners are somewhat rude in their means of communication, and they give little concern to the needs of the other people.
Another predominant factor that emerged among all age-brackets of the respondents was the variety of foods available in Amsterdam. One of such foods was the famous crepe like Dutch pancakes. The cakes were famous mostly among the respondents between the ages of nine and fifteen. Kinderkookkafe is one of the restaurants in Amsterdam mentioned by participants that is renowned for the baking of the famous cakes (Kavaratzis and Ashworth 2007, p. 19). The experience is a great one as almost all the Londoners who visited Amsterdam had more to say about type of foods offered in the city.
Chapter 6: Conclusion
In conclusion, the majority of those people from London who have got an opportunity to visit Amsterdam expressed their satisfaction to the Dutch’s way of life. The elderly and the adult age group level of satisfaction was contributed by nearly the same factors including calmness of the city, hospitality, cost of living, and natural sites.
However, the elderly Londoners were more satisfied than any other age-group. The elderly stated that the city of Amsterdam is well conserved as compared to London. The significant factor to attract old-aged Londoners is the wide variety of leisure activities that Amsterdam provides to elderly Londoners who visit the city. There are many leisure parks designed for elderly people in Amsterdam as compared to London.
Middle-aged respondents from the study are ranked as the second age-group to be satisfied with their trip to Amsterdam. Among the middle-aged individuals, the organization and quietness in the city have attributed to their satisfaction. The study showed that most of the middle-aged and the elderly Londoners preferred the life in Amsterdam as it is quiet and has little pollution. On the other hand, London is a busy street with a lot of noise from machines and vehicles. The situation has made Amsterdam to be classified as one of the best tourist destinations all over the world.
Another factor that made the elderly and middle respondents prefer Amsterdam is the cost of living and commodities. Most of the middle and old-aged respondents based their arguments on the low cost of life in Amsterdam. However, Amsterdam provides the inhabitants with the basic needs at a lower price as well high quality of life standards as compared to London. Most of them complained about the high costs of services such as transport in London.
Children also enjoyed the visit in Amsterdam but demonstrated the lowest level of satisfaction compared to other age brackets population. The positive results among the children was a result of endless activity designed for them and entertaining features such as zoos and well-managed playgrounds.
However, the variety of foods in Amsterdam is a factor which contributed to satisfaction in all the Londoners who visited the city despite the age group.
Recommendations
Several reforms should be made in London as they can to improve the conditions of London. However, Amsterdam is a better place for most of the tourists. Amsterdam provides leisure opportunities to tourists of all age groups. However, some activities that cover the preferences of all the categories of tourists. The authorities in London should make efforts to amend the transport system in the town. The situation will act as a motivating factor to most of the people who would want to visit London. The city should also conduct proper planning on the structures and the leisure needs of the inhabitants.
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Appendices
Questionnaire
Section A (Personal information)
Name of the respondent…………………………………………………………………………
Age of the respondent…………………………………………………………………………...
Gender of the participant………………………………………………………………………..
Reason for the visit………………………………………………………………………………
Duration of visit………………………………………………………………………………….
Place of residence…………………………………………………………………………………
Section B
Tick where appropriate
1-Amsterdam has more recreational facilities than London
Yes No
2-Based on the duration you stayed in the city, are the authorities involved in the outlook of the Amsterdam
Yes No
3-Does the city provide a safe environment for tourist activities
Yes No
4-According to your assessment, which group of tourist is most favored by the social amenities in Amsterdam
Children Middle Aged Elderly All
Section C
1-How was your experience like in Amsterdam?
Fascinating Good Moderate Boring
2-What are some of the unique features you saw in the city?
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
3-How does the city of Amsterdam compare to London in terms of social amenities?
Superior Inferior No difference
Explain
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
4-If given an opportunity, would you want to settle in Amsterdam?
Yes No
Why
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
5-How are the streets of Amsterdam compared to London?
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
6-What are some of the areas that should be adjusted for London to become a major tourist attraction?
Security Recreational facilities Sanitation
7-Did the city satisfy your expectations based on the information you have heard about it?
___________
