The sector of tourism has been becoming a significantly important sector of economy across the globe. The growth in synergy of culture and tourism on been identified as a major them in the marketing and development of tourism since recent. The destinations of tourism seek on distinguishing themselves from the increased number of competitors that have been turning culture as a source of creating differentiation (Yoo & Sohn, 2003). Culture is known to be having a strong relation with tourism that is considered as a significant source for generation of jobs and income (Bissell, 2009). Culture is made by people of the society. Hence, the domestic population also have a significant impact on the experience of tourism and are greatly affected by the increased number of tourists in some way or the other.

1. TOURISM IN AMSTERDAM
Research on Domestic and Foreign Tourists in Amsterdam

2. 1
Table of Contents
Introduction................................................................................................................................2
Overview................................................................................................................................2
Aim and Objectives of the Research......................................................................................3
Rationale for the Research.....................................................................................................3
Literature Review.......................................................................................................................3
Overview of the Tourist Destination: Amsterdam.................................................................3
The Concept of Familiarity in Tourism .................................................................................5
Cognitive Decision on Route Choice of Tourists ..................................................................6
Sustainability in Tourism Sector of Amsterdam....................................................................7
Research Methodology ..............................................................................................................9
Area of Research....................................................................................................................9
Target Population...................................................................................................................9
Mental Mapping, Survey and Questionnaire .......................................................................10
Method of Data Collection...................................................................................................11
Results and Analysis................................................................................................................11
Limitations of the Research .....................................................................................................13
Conclusion ...............................................................................................................................13
References................................................................................................................................15

3. 2
Introduction
Overview
The sector of tourism has been becoming a significantly important sector of economy across
the globe. The growth in synergy of culture and tourism on been identified as a major them in
the marketing and development of tourism since recent. The destinations of tourism seek on
distinguishing themselves from the increased number of competitors that have been turning
culture as a source of creating differentiation (Yoo & Sohn, 2003). Culture is known to be
having a strong relation with tourism that is considered as a significant source for generation
of jobs and income (Bissell, 2009). Culture is made by people of the society. Hence, the
domestic population also have a significant impact on the experience of tourism and are
greatly affected by the increased number of tourists in some way or the other.
There is an involvement of certain different characteristics that are not only important for
foreign tourists, but also for the national visitors. Day excursions and domestic holiday form
a relevant part in the industry of Dutch tourism. In addition to this, recreation has been
becoming a significant part in the lifestyle of Amsterdam (Yoo & Sohn, 2003). The
population of Amsterdam holds the tendency of going out in their own nation even though it
is the most famous destinations of tourism.
This research will be researching on the attractiveness Amsterdam in detail. The main focus
will be the relationship of domestic tourists with the foreign tourists. The main focus will be
created on understanding the role played by familiarity or unfamiliarity in the behaviour of
tourists and their decisions on choosing routes while travelling to avoid or communicate with
foreign tourists.

4. 3
Aim and Objectives of the Research
The aim of this research is focused on investigating experiences of domestic tourists in
Amsterdam over choices of route in the inner city of Amsterdam with the key focus on the
role played by familiarity in the experience of foreign tourists. The following objective will
be followed for this research:
 Understanding the concept of tourism facility and distinguishing the categories of
tourist familiarity
 The effect of tourism familiarity on choices of routes by the domestic tourists in the
inner city of Amsterdam
 Acknowledging the limit to which domestic tourism can differentiate their choice of
route
 Identifying the scope of sustainability required for maintaining sustainability in the
sector of tourism
Rationale for the Research
Even though a number of publications have conducted an analysis on the effects of a number
of different categories of familiarity, there have been no relation of these with the problems
related to behaviour of domestic tourists in choosing routes in destination of tourism. This
research will help in understanding the emotional experiences of domestic and foreign
tourists in the moderate role played by familiarity. In addition to this, focus will be created on
the rational decision making done by the domestic tourists.
Literature Review
Overview of the Tourist Destination: Amsterdam
Amsterdam is known to be the fifth most visited destination by tourists all across the globe.
The unique and different physical environment contributes in attracting the international

5. 4
tourists who show willingness in having a glimpse of the capital city (Bryman, 2008). This
physical environment has been maintained since the golden age of Amsterdam that is the
seventeenth century, when the nation of Holland was considered as the most powerful one all
across the globe (Xia & Cartwright, 2008). Amsterdam was known as the central point of the
country and hence grew at an enormous rate with respect to the area built and the number of
population residing. The canal houses and canal are known as the exceptional facades that act
as evidence for the workmanship of Amsterdam from the seventeenth century.
In comparison with the popular destination of tourism. Amsterdam does not seem to be
having a number popular landmarks such as the Colosseum or the London Eye, the Eiffel
Tower, even though the Anne Frank Huis is known to be a globally familiar attraction for
tourists. However, there is no denial in the fact that main appeal of Amsterdam seems to be
lying in the complete physical and specifically the social environment (Yoo & Sohn, 2003).
The wide number of facilities in hospitality is a significant factor regarding the vibrant life on
the streets. Some of the most popular amenities include the Wallen and the „brown bars‟,
where the different, and globally popular District of Red Light is situated.
For maintaining the attractiveness of destinations, not only by foreign tourists but domestic
tourists as well, Amsterdam has been focusing on promoting the place in an active manner
and focusing for the maintenance of positive trips for both the tourists (Baloglu, 2001). So the
destination of Amsterdam has been focused on looking for different destinations in
international tourism and hence, they are successful in presenting themselves as niche
destination for the purpose of tourism. Amsterdam is known to be an extremely attractive
destination for increased activities related to leisure and business, owing to a number of
leisure and commercial generators of demand. The tourism industry of Amsterdam, in an
effective manner, have been weathering through the storm since the last few year in a well
manner (Hannam & Knox, 2010). It has also been identified that the tourism of Amsterdam

6. 5
contributed to lead the hotels of Europe in order to pull them out of recession (Hand, 2008).
While the municipality is involved in an active manner and the authorities of tourism have
been greatly facilitating the activities to market the city, the resilience in the market of
Amsterdam has been sustaining a significant interest of global operators and investors. This is
the matter, irrespective of the impact of international factors of economy. This is evident
from a number of planning made in order to develop the city in an effective manner for the
purpose of tourism (Jenkins & Walmsey, 1993). The sector of tourism has been becoming a
significantly important sector of economy across the globe. The growth in synergy of culture
and tourism on been identified as a major them in the marketing and development of tourism
since recent.
Amsterdam has continuously been attracting a number of tourists irrespective of the crisis
present in the economy. Currently, there has been a significant and rapid growth in the capital
city in comparison with the entire nation. The initiation of growth is because of a substantial
increase in several arrivals at the domestic front (Knox & Marston, 2004). There have been a
number of reopening for a number of museums in Amsterdam and the coronation has been
focusing upon extra attention being given to Amsterdam in the year 2013.
The Concept of Familiarity in Tourism
Familiarity cannot simply be considered as a matter related to current visit to the destination
of tourism, but it has to be given even more consideration than that (Lengkeek, 2001). Huge
importance should be given to this particular concept as this results in enhancing the
experience of tourists in a significant manner. There are several different categories of
familiarity that are highly interrelated to each other (Hand, 2008). These include expected,
self- assured, educational, proximate, experiential, self- described and informational
familiarity. Familiarity in tourism is referred to being one of the most relevant components as
to how there is formation of destination for tourism as a positive image (Lepp & Gibson,

7. 6
2003). The collection of familiarity is a number of different ways results in affecting the
image of a particular decision and the decision of foreign tourists for visiting a particular
destination. There must no confusion in the concept of familiarity being imagery in nature as
the location of familiarity can be seen on the side of consumption with respect to tourism. On
the other hand, imagery can be found on the side of consumption with respect to tourism.
Familiarity in consideration with a destination is known to be a significant concept for the
destinations of tourist as it plays an extremely important role in the process of selecting
destination of tourists (Lew & McKercher, 2006). It contributes in representing a main
variable of marketing in order to segment and to target specific groups and to develop an
action plan of marketing that include the decisions related to product being provided, ways of
distribution, strategies of pricing and that of promotion (Bonnes, 2005).
Cognitive Decision on Route Choice of Tourists
The image of the destination with respect to tourism is highly dependent on a number of
different factors. The affective, cognitive and perceptual evaluations result in affecting the
image of destination amongst the tourists (Xia & Cartwright, 2008). These are known to be
most rational perceptions for the formation of image regarding the destination amongst the
tourists. Tourists are known to be unfamiliar with the destination they visit and consider
utilizing these cognitive and perceptual evaluations for moving themselves in the destination
of tourism (Carpiano, 2009). Affective evaluations are known to be in relation with feeling
and in a consequent manner forming highly subjective aspects in the image formed for the
destination of tourism. The shaping of these evaluations are done by the sources of
information that include education level, age and socio- psychological motivations for
purpose of travelling (Lynch, 1960). Tourists who are highly familiar with the destination of
tourists are known to having comparatively complete comprehensiveness before taking the
trip. These tourists are known to be familiar with a number of elements related to the

8. 7
destination for tourism. As a significant example, these are known to be recognizing several
paths where they consider walking along or the important places that can be visited in
alignment with these paths (McCool, 1994). As the domestic tourists are known to be
considerably well known with the destinations that can be visited, they generally show
consideration to search for the quickest and shortest path from one place to the other. Thus in
such a situation, route for reaching destination are mostly decided in advance by one or more
types of familiarity (Kastenholz, 2010). These categories include expected, self- assured,
educational, proximate, experiential, self- described and informational familiarity. The main
decision for the familiar tourists that is a major point of concern is the mode for
transportation, and the duration at which departure was made. Once there is arrival or large
number of familiar tourists at the destination of tourism, there is a need for matching the
cognitive map with respect to the realty (McKay & Fesenmaier, 1997). There is utilization
and consideration of landmark for facilitation of the decisions related to the choice of route.
Sustainability in Tourism Sector of Amsterdam
The main aim behind the maintenance of sustainability in the sector of tourism is focused on
identifying the economic viability that can be developed in the industry of tourism and
maintained at a specific destination while there is minimization of negative impact on the
environment. In order to do so, there is preservation of cultural and natural resources of the
destination for both future generation of tourists and the population of residents.
Development of sustainability is simply not just focusing on the protection of environment
(McKercher & Lau, 2008). Amongst all of the other things, it is also considered as a process
holding the accountable activities and production with respect to consumption and
production, planning on urban area and environment, and the domain of the society as well.
The different qualities of a particular city along with the experience and knowledge being
offered, Amsterdam has been able to exploit the opportunity of becoming the very first Dutch

9. 8
city for taking a completely integrated approach with respect to the development of
sustainability (Middleton, 2010). This is in alignment with the plan of becoming a
metropolitan city.
The population of Amsterdam is aware of the fact that development of sustainability has to be
done as a plan for long duration of time. The longer will be the frame of time, the more there
will be involvement of uncertainty. Above all, uncertainty is highly dependent upon
development taking place in knowledge and technology with respect to the robust nature
involved in the way of living life (Urry, 2002). Hence, it can be stated that for the
maintenance of sustainability, an integrated approach is being followed even in the sector of
tourism. There has been a significant rise in the price at which fossil fuels. This is mainly
because of the fact that the stocks are known to be finite in nature and with an increase in its
utilization, the scope of its extraction has been becoming extremely difficult (Milligan, 2005).
Delivery of energy can be seen to be highly uncertain as well.
In addition to this, an increase in the consumption of energy is known to be as one of the
main reasons due to which changes are taking place in the climate all across the globe.
Involving an increased level of efficiency in energy is also known to be highly critical for
keeping and maintaining the cost to live with affordability in such a city where the costs of
energy are significantly rising at a faster rate that is even more than the basic amount for the
payment of rent (Yoo & Sohn, 2003). Developments of economy, problems related to climate
change and bad quality of air, there is scarcity in the availability of raw materials along with
issues in the supply of food. Hence, considering these problems, with an increase in the
activities of tourism that includes increased utilization of transportation, increased population
of tourists throughout the year has simply added to the cost paid by the environment of
Amsterdam (Andsager. & Drzewiecka, 2002). Due to this reason, sustainability is a
significant issue being considered by the domestic population as well.

10. 9
Research Methodology
For presenting the review on literature, three different types of methods had been applied that
included both methods qualitative as well as quantitative methods. Firstly, the mental maps of
respondents from the inner cite of Amsterdam had been gathered for investigating the
familiarity of respondents with the ways of the inner city. This had been done by fixing a
questionnaire and conducting a survey in accordance with the questions set. Questions had
been set in advance in order to ensure that no time was wasted in thinking about the questions
to be asked and this resulted in simplifying the entire survey being conducted.
In addition to this, a number of walking along respondents had been chosen for investigating
their behaviour in the choice of route, and for comparing this behaviour in the choice of
route, the already set mental maps had been considered. Finally, the respondents had been
given the choice for making some views in the duration of walking along that helped in
illustrating their decisions regarding the choice of route along with familiarity towards certain
elements.
Area of Research
The area chosen for conducting the research was the inner city of Amsterdam that had been
chosen because it involves the largest population of domestic as well as foreign tourists. This
particular area has been surrounded by IJ in the northern part and Singelgracht in the eastern,
southern and western part. Damrak is known to be the main street that leads towards the area
of Dam Square that is the central square situated at the heart of this particular area of inner
city.
Target Population
The population of domestic tourists had been the main focus of group being targeted for
conducting the research. For making sure that these respondents had been tourists, it has been

11. 10
considered in a significant manner that these were not the one living or working in the Dutch
capital, Amsterdam. This particular group of population has been chosen because it is most
appropriate when it comes to the concept of familiarity. There had been chances that this
particular population were situated between the residents and foreign tourists of Amsterdam.
Amsterdam is known to be at the limit of familiarity in tourism.
Mental Mapping, Survey and Questionnaire
Cities such as Amsterdam, Paris and London are known to be creating images in the minds of
the people. These maps contribute in showing what is being observed by people in their mind
when they consider a thought regarding a specific place or destination (Prentice & Andersen,
2003). This particular method is highly appropriate for conducting the research as it
contributes in showing an interaction taking place between the physical environment along
with that particular individual. This particular method can be considered as a process that
takes place in a number of different stages. The first stage is with respect to the information
to be collected from the senses of people with respect to the effects of the real world. Further
ahead, this is significantly affected by the cultural background, personality and brand of an
individual with the corresponding values and attitudes. Finally, there is creation of a
cognitive map with respect to the destination.
Firstly, a mental mad been drawn by the respondents with respect to the inner city of
Amsterdam. These mental maps had been drawn for illustrating the familiarity of respondents
with the inner city of Amsterdam. Then a number of questions had been asked as presented in
a questionnaire that had to be filled for understanding the familiarity of tourists. The
approach had been made towards 52 individuals for drawing upon the mental map and for
filling in the questionnaire. The respondents had been given the duration of 15 minutes for
drawing their mental map and for filling in the questionnaire and answering it in a significant

12. 11
manner. It is important to note that the most significant factors had been that the respondents
did not feel uncomfortable or influenced by the other individuals or the environment.
The methodology of survey had been undertaken with a view to make appropriate inferences
regarding the population being targeted for the purpose of this research (Pink, 2008). The
accuracy of the result in this methodology is known to be highly dependent on the questions
being considered for the purpose of the research.
Method of Data Collection
As mentioned earlier, the respondents had been given the duration of 15 minutes for drawing
their mental map and for filling in the questionnaire and answering it in a significant manner.
It is important to note that the most significant factors had been that the respondents did not
feel uncomfortable or influenced by the other individuals or the environment. There had been
utilization of A4 size paper with a short explanatory introduction and briefing at the top most
level, and a blank area had been left in the entire page. These questionnaires were close ended
and hence, after collecting them, they were considered for analysis in which the answer of
each respondent was considered. A significant link had been created between the
questionnaires and mental maps in a quantitative manner for testing the interdependence with
highest possibility amongst the questions that had been set for identifying the familiarity of
tourists and the content expressed in the mental maps.
Results and Analysis
As there is evident and sharp distinction between familiar and unfamiliar tourists, there had
been utilization of grades in order to determine the limit to which there was familiarity in the
inner city of Amsterdam (Prentice, 2004). So, this had been judged by the number of
elements included in the mental map that reflected the familiarity of the respondents. Based
on this it had been found that the landmarks in the inner city of Amsterdam are elements that

13. 12
are most well recognized. Out of 30 respondents, the elements of landmark had been drawn
by 17 respondents. In addition to this, it had been found that there were more familiar
elements including 1 edge, 4 nodes, 2 districts and 6 paths.
The nodes included in the mind map of most of the respondents were then considered as the
landmarks. A number of tourists had considered these nodes not just a place where there is a
crossing of two streets, but was seen as a distinctive square, but also were known to be
identifiable squares. So, this contributed in perceiving different features of the city that were
considered as being elements for the familiarity of tourists (Rose, 2008). However, in this
particular situation, labelling of the nodes have been done. This has been identified as being
the same for majority of the paths that are well known that are not being considered as path
that just run from one node to the other but as the paths of distinction.
The intention of tourists had been interesting as well. Some of the respondents prefer to look
for new experiences and other people show preference to search the experiences that are
highly familiar to them (Cohen, 1972). It had been highlighted by more than half of the target
population that they preferred experience they are already familiar with. Considering the
number of elements involved by a respondent, the base had been set to know if the
respondents were familiar or not. The more there were elements, the more that respondent
was considered as being familiar for the research. The main reason identified due to which
the domestic tourists had been familiar was because they looked for experiences that they
were familiar with and hence, followed the same path while visiting Amsterdam.
So, as a point of conclusion, it can be stated that in general, majority of the familiar tourists
had been showing preference to look for experiences that were more familiar. These did not
show willingness for discovering new experiences that was the major difference between
foreign and domestic tourists. Hence, it can be stated that familiar domestic tourists show

14. 13
tendency towards familiarity when they visit Amsterdam. Considering the number of
respondents who were walking along, there had been remarkable characteristics identified.
They tend to walk a single route twice or more than that while following the exactly same
pattern.
However, the main difference found was in the variations of length, time and date at which
these routes had been walked (Simpson, 2006). Hence, it can be stated that these results
contribute in providing a significant idea with respect to how familiar domestic tourists are
with the inner city of Amsterdam. There can be noting of certain points. There had been a
specific axis that was most recognized by majority of the respondents whether it be walk
along respondents or domestic tourists.
Limitations of the Research
In general, people ended up facing a number of difficulties in drawing the map for the inner
city of Amsterdam. On seeing this for the first time, several respondents ended up giving
negative but normal reactions that did not result in affecting the accuracy of the results.
However, irrespective of the negative reaction, all of the respondents had been successful in
coming up with a number of elements some of which had been more in comparison with the
other.
Conclusion
A number of points can be concluded out of this research. For a number of decisions being
made in the choice of route, it is familiarity of experience that contributes in determining why
a particular tourist makes a choice for or prefers avoiding a route, specifically for
comparatively non- familiar population of tourists (Smith, 1989).
The most typical example in this context is the route taken by most of the tourists considering
familiarity of experience. This route is Central Station of Amsterdam via Damrak via Square

15. 14
of Dam via Kalverstraat (Urry, 2007). In addition to this, expectation of familiarity is known
to be important in the inner city of Amsterdam as a number of tourists, both, unfamiliar as
well as familiar, approximately have knowledge as to what can be experienced by them when
they are visiting Amsterdam or the route they choose for the purpose of waling.
The main pull factors in inner city of Amsterdam for domestic as well as international tourists
are the expected attractions and cosiness they are used to and that they prefer (Xia &
Cartwright, 2008). Out of the different types of familiarity, proximate familiarity contributed
in playing a significant role for the purpose of tourism in comparison with the other
categories of familiarity that include educational familiarity as well as self- assured
familiarity. With respect to this, it can be stated that the population of domestic tourists plays
a significant role in enhancing the experience of foreign tourists as this population guide the
foreign tourists in order to visit place that they will like (Yoo & Sohn, 2003). Certain routes
had been avoided due to two key reasons. Firstly, the tourists that were unfamiliar did not
show willingness in looking for new experiences and places make attempts on avoiding the
tracks involving traffic and staying more on the routes that were more familiar amongst the
tourists.

16. 15
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