"1.2
THE CAMBRIDGE MODEL
The Cambridge Model is a spreadsheet model that produces estimates from existing national and local
information (e.g. accommodation stock, inbound trips) of the level of tourism activity within a given local
area. The volume of visits is translated into economic terms by estimating the amount of spending by
visitors based on their average spend per trip. In turn, the impact of that spending can be translated to
estimate the effects in terms of business turnover and jobs.
The standard measures generated in this Model are: the total amount spent by visitors, the amount of
income for local residents and businesses created by this spending, and the number of jobs supported
by visitor spending. This report focuses on total revenue raised from visitor spending across Kent and
the estimated number of full-time equivalent and actual jobs sustained by that spending.
The basic process of estimation used can be divided into three parts:
−
Visitor trips and visitor spending at a regional/county level derived from national survey sources
(county/district) ;
− Local supply data on accommodation, attractions and other factors specific to Kent;
− The use of multipliers derived from business surveys in England to estimate full time equivalent
and actual jobs generated by visitor spending in the area.
The sophistication of the economic impact estimates will depend on the availability of detailed reliable
local information to supplement national and regional data sources. Where such data is available from
local surveys, then local variations can be explicitly included.
In its standard form, the Cambridge Model uses a range of local data including details of
accommodation stock, local occupancy rates, population, employment, local wage rates and visits to
attractions. It applies this locally sourced information to regional estimates of tourism volume and
expenditure derived from the following national surveys:"
The above is an extract from, "The Economic Impact of Tourism on Kent and Medway Estimates for 2009
County, District and Unitary Results."
http://www.visitkentbusiness.co.uk/ library/ researchdevelopment/ Kent_Tourism_Economic_Impact_in_2009_Report.pdf