Visitor Attraction Management in the UK

This assignment delves into visitor attraction management within the UK, examining various tourist sites. It highlights the economic potential of attractions, including job creation and business opportunities. The report emphasizes the importance of responsible tourism for sustainable development through improved working conditions, cultural preservation, and enhanced tourism experiences.

VISITOR ATTRACTION
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Overlap of visitor attraction sites ...............................................................................................1
1.2 Importance of visitor attraction sites.....................................................................................2
TASK 2............................................................................................................................................3
2.1 Evaluation of needs and motivation of different visitor types..............................................3
2.2 Impact of tourism on visitor attraction..................................................................................4
2.3 Impact of tourism theories on management of visitor attraction..........................................5
TASK 3............................................................................................................................................6
3.1 Process and political issues in development of the visitor attraction....................................6
TASK 4............................................................................................................................................7
4.1 Different visitor management strategies...............................................................................7
4.2 Evaluation of management techniques in sustainability.......................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Illustration Index
Illustration 1: Windermere...............................................................................................................2

INTRODUCTION
The Visitor attractions are those places which includes various natural and man made
locations that are potential to draw attention of different tourists and local visitors as well. These
sites form an essential factor in increasing the tourism at a particular place and also helps in
motivating the travellers in selecting a specifies destination of the tourism. The tourism is a
significant factor that help in development of a country by contributing in enhancing the GDP of
nation (Ritchie, Chien and Sharifpour, 2017). The present report has been made with a focus on
various visitor attraction sites of UK. Accordingly, the report will contain discussion over the
importance of these sites. Besides this, the there will be a focus on various issues and procedures
which are followed for the development of visitor attraction sites.
TASK 1
Overlap of visitor attraction sites
The visitor attraction sites involve a number of places that can be classified under natural
places, man- made buildings, religious places, theme parks etc. Many of such places are those
which are based on sites that have the potential of attracting tourists for visiting the place
because of its beauty, while on other hand, for some of the visitors, they have the importance for
cultural purpose. In London, there are many examples of such type of locations that overlaps the
attraction purposes. It is essential that all such places of the attractions form majority party which
is able to attract the travellers for visiting purposes. In London, there are various places which
have a major importance in relation to its cultural, heritage and natural sceneries (Salazar and
Squire, 2015). As per this, they have a special importance in providing the economical, social
and political advantages to the country. Besides this, the government and many other agencies
who are responsible for the development of such sectors play an important role in the
development of such sites so that they can have the large number of people for visiting the places
of tourism in country. For clarifying the overlap that comes in the visitor attraction places, it can
be understood with the illustration of a famous place in London.
The Windermere, in England is a largest natural lake which is surrounded by the natural
beauties of mountains and rivers. This place is very famous for different activities that take place
in this area. This site has the potential of attracting a large number of visitors and tourists
because of its natural beauty and the places of adventure near it (Sirgy and Uysal, 2016). In its
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surrounding area, there are some small towns and villages that have the facility of cafes, good
accommodation, restaurants and cinemas as well. Besides this, half a mile from Windermere,
there is lakes aquarium, steam railway and many more sites that are able to attract a large number
of visitors towards it. A large number of activities also take place on this river that provide an
entertainment for the visitors. In addition to this, the major attraction point is the Windermere
cup boat race that takes place in the lake. Apart from this, many of the visitors use to visit the
place for enjoying the experience of cruise in the lake of Windermere. Thus, the said place offers
the natural beauty for visitors along with various opportunities for establishing the commercial
activities in the form of adventurous activities, cruise facility etc. Hence, it serves the travellers
from visiting the natural sceneries as well as have commercial importance as well in the form of
events that take place in the lake (Yoo and Gretzel, 2016).
1.2 Importance of visitor attraction sites
The visitor attraction sites have importances that give a number of benefits to the place
and all pother concerned persons. Some of the major areas due to which it has a high degree of
importance are:
 Attracting new business in the area: Various locations and the sites like lakes, heritage
buildings, art galleries, etc. have the potential to attract the travellers in a large number. It
is evident that these places are developed so that it can draw attention of visitors in a
large number. As a result, these places become a preferred location for developing new
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Illustration 1: Windermere

businesses. As mentioned in above section, the Windermere is a lake that is surrounded
by natural beauty because of which various tourists use to visit the place. Further, this
place has attracted many business persons to develop new business in this area. Thus, in
the surrounding regions, many resorts, lakeside hotels etc. have been developed (Law, Qi
and Buhalis, 2010). Thus, the visitor attraction sites help in developing new business in
the surrounding areas.
 Generation of employment: The visitor attraction sites also include many human made
buildings apart from the natural beauties and sites. The places where many of the tourist
destinations exist, a large number of employment opportunities are available in that place.
These places offer good opportunities for employment in the field of travel and tourism,
hotels, tour guides, resorts, etc. Thus, by developing the visitor attraction sites in an
appropriate manner, large opportunities for the development of jobs can be created.
 Enhancing local heritage and culture: The heritage and cultural buildings are the places
and sites which are largely responsible for attracting the tourists for visiting. In London,
there are various places of heritage and cultural importance like Natural history museum,
Victoria theatre, Tower of London, Palace of Westminster etc.(Mason, 2015). All these
places are helpful in enhancing the cultural values of the country. This provides chances
for different nations to exchange their cultures and have knowledge about heritage and
cultures.
 Preservation: Many of the heritage and cultural places of visitors attraction are developed
and maintained so that tourism can be enhanced in that place. Thus, it aids in the
preservation of culture and various heritage sites in the cities on long term basis.
TASK 2
2.1 Evaluation of needs and motivation of different visitor types
The types of visitors who use to visit different locations of London and other tourist
places are numerous. Accordingly, the types of visitors can be categorised on the basis of
demographic, geographic and psychographic. Each type of visitor have different interests and
needs. For making a marketing plan and for the purpose of devising an evaluation on the needs
and interests, these types can be taken into consideration. London has many places that are able
to attract different types of visitors (Coghlan, 2012). On the basis of demographic segmentation,
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it makes a category according to income, education level, gender basis etc. Therefore, the
heritage and cultural places are visited by many of the students so as to gain the information and
knowledge a bout that place. Besides this, the researchers and archaeologists also take interest in
these places. The people having high income level, plan for tour to spend their holidays with
family or friends.
On other hand, as per the psychographic segmentation, there are various people having
particular hobbies and interests. As per this, they use to make a selection of the place in which
they have more interest. Thus, the visitors who like games and adventure, they would like to visit
places of London like Alexandra palace, Battersea park, Parkour etc. while the tourists who have
the interest in cultural and heritage places would go for Buckingham palace, Tower of London
etc. In addition to this, on geographical basis, some visitors who belong to the cultural and
religious places like China, Bhutan etc. would like to visit the religious sites like St. Paul's
cathedral. Thus, the tourist destinations and characteristics profile of travellers must be matched
(Waligo, Clarke and Hawkins, 2013).
As per the above categories of visitors, it is evident that each visitor has different
motivational levels as per their characteristics and profiles according to which they get motivated
for visiting a place. Each person have a different motivational factor to have a visit and go on
trips which differentiates the travellers from each other.
2.2 Impact of tourism on visitor attraction
The tourism activities have a number of impacts on a particular place which may be
sometimes positive and other times it may be negative. In the sense of positive impacts, the
major importance of tourism activity can be as follows:
Employment generation: London is a place which is visited by millions of tourists each year
and many of the visitors prefer it as a favourite destination. Thus, the activities related to tourism
is more frequent and common in the London because of which it creates many employment
opportunities for people (Leask, Fyall and Barron, 2014). This helps in enhancing the GDP and
development rates for country as well.
International relationships: The increased tourism in the country helps in making a close and
sound link with different countries. It is evident that, every year, the largest number of visitors
who use to travel London for tourism purpose are Chinese. As a result, the country has given
many special facilities for China to increase the tourism in country. For instance, it has adopted
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the flexibility in Visa policies, where the Visa will be valid for Chinese tourists more than 5
years.
Besides the above positive impacts, there are some of the negative impacts of tourism on
visitor attractions that can be understood from following points:
Pollution and risk of accidents: The visitor attraction sites draw the attention of large number
of people. Thus, the tourism activities use to increase in the city, where the tourists travel from
different means of transport. This enhances the level of pollution in the city and also due to
heavy traffic, there are more chances of occurring accidents (Schwartz, Stewart and Backlund,
2012). In addition this, the level of pollution may also get increased more than the acceptable
limit.
Environmental impacts: There can be a serious damage to environment and its different natural
resources as a result of increased tourism. There can be the overuse of various natural resources
like water, damage to the coral reefs and beaches from pollution and use of plastic and other
similar materials which can deteriorate the environment of the place.
2.3 Impact of tourism theories on management of visitor attraction
The tourism industry is composed of various factors and is considered as one of the
biggest sector. The tourism activities are enhanced by motivating the tourists with the help of
different concepts. In this sense, there is a concept of Responsible tourism which favours the
tourism ion the basis of eliminating various adverse impacts and make it more sustainable. The
responsible tourism is related with the impacts that tourism activities have on people and various
communities residing at a particular place (Ritchie, Chien and Sharifpour, 2017). The concept
make an effort to develop the tourism at a place by bringing improvements in the working
conditions, doing promotions of the cultural places and making provisions that can help in the
enhancement of tourism through sustainability. The management people who are existing in
managing the activities of tourism can take help of this model so as to protect and conserve the
culture and natural environment of that place. Besides this, it also ensures spreading of local
culture at international level so that the host country can present itself in the ideal and attractive
way to increase more tourism. In addition to this, it also aids in enhancing the education and
awareness among the local people and also tourists about the care and concern for environment
so that they can also contribute in maintaining the better tourism activities within a particular
place.
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Another theory which is relevant in this aspect is related with Smart consumer theory
which has a great impact on the management of Visitor attractions (Salaza and Squire, 2015).
The major foundation of this theory is based on making a reliable arrangement which can help in
enhancing the reliance of consumers on tourist destinations. For this purpose, the management of
visitor attraction use to adopt various tools and techniques that can help in establishing a good
communication and coordination with the consumers. For this purpose, the concerned authority
provides details regarding visitor attraction sites and various latest information about the places
which can help in attracting the consumers and tourist. Besides this, they also attempt to give
them education and make them aware of various aspects which can aid in making them a smart
consumer. As per the tourism related aspect, the tourists are given education and information
related to latest trends which are helpful in enhancing their experience in travelling. Besides this,
they are also communicated about the expected behaviour while travelling and visiting which
can help in less damage to the resources of the host place (Sirgy and Uysal, 2016).
TASK 3
3.1 Process and political issues in development of the visitor attraction
The management of visitor attraction have their main objective to develop the locations
and sites so as to attract a large number of tourists in that place. For this purpose, the concerned
authorities take measures so as to develop a systematic process towards the development of
various locations of visitor attraction. Therefore, the process of development take place within
several steps which are enlisted below:
 Making a detailed study and analysis of projects to check its feasibility
 Including the local communities for greater participation towards the development
process
 Making plans and activities for application of different projects
 Making recruitment of skilled and talented people in this sector
 Developing customer care services for giving the assistance to tourists
 Management of crowds and resolving their queries
 Developing the facilities for reservation and bookings
 Developing a coordination for internal and external communication
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As per the above processes, there is a need of teams and concerned authorities who can
take up the responsibility of executing the functions and responsibilities (Yoo and Gretzel,
2016). Therefore, many agencies and parties are employed in this sector who use to fulfil their
roles and responsibilities in managing the work and activities. Some of the issues can also take
place in this regard which are mentioned below: Public private partnership: For the effective development procedures in he plans and
processes, it is necessary to have a right coordination between the public and private
entities. Many private and public agencies work together in this field and make necessary
improvements for developing visitor attraction sites. But, due to lack of right
coordination, they fail to fulfil their responsibilities of improvements.
 Implementation of policies: The framing of various policies and their implementation in
right way is a necessary process that can help in right execution of planned procedures
(Law, Qi and Buhalis, 2010). If the implementation of different policies that are
developed for making improvements are not implemented in right way, this can result
into serious losses for the visitor attraction sites.
Apart from this, there can be some other issues as well like historical and cultural issues,
environmental conditions etc. (Mason, 2015).
TASK 4
4.1 Different visitor management strategies
The tourism activities in London contribute in the development of GDP and economy of
the country. It is apparent that a number of visitors use to travel in London for visiting different
sight seeing places of cultural an historical importance. In London, there can be adoption of
different strategies by the management which can help in enhancing the tourism business of
London. Some of these strategies in this regard are:
Increased staff level: The management and development works in the visitor attraction field can
be done through extended contribution of human factors. For this purpose, the management in
concerned authority must have to adopt the measures through which they can make employment
of skilled people that can contribute in delivering quality services. Besides this, they will be very
useful in maintaining an effective communication so that facilities can be given in improved way
to the tourists (Coghlan, 2012).
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Capacity building: London is the most visited city of UK for travel and tourism purposes by
travellers of various countries. In this sense, it is necessary for the management to take some
concrete strategies that can help in making improvements in the infrastructures so that the
visitors can be attracted towards the city. In addition to this, it is required by the management to
provide good level of safety and security to the travellers.
Scheduling: Through an effective scheduling in delivering the services and fulfilling demands of
the tourists, it will help in carrying out the functions in a systematic manner. This will also help
in enhancing the experience and comfort zone of the tourists (Waligo, Clarke and Hawkins,
2013).
4.2 Evaluation of management techniques in sustainability
The sustainability can be defined as the potential to maintain a certain level of stability on
a long term basis. In context of visitor attraction, the sustainability can be attained by making the
management superior and effective. For this purpose, the employees and parties who are engaged
in making improvements must be given training so that they can increase their skills and can
contribute in attainment of sustainability. Besides this, the management must make an analysis of
the needs and expectations of the tourists so that they can be provided with required facilities and
attractive sites. This can be done through development of some themes and events which can be
organised at different places as per the interests of visitors (Leask, Fyall and Barron, 2014). This
will help in making developments of various cultural and heritage places and also in attracting
the large number of tourists. Besides this, in these themes, a message can be given for
maintaining the sustainability in the field of tourism.
CONCLUSION
The above report has discussed over the visitor attraction management in which different
tourist places of UK has been taken into consideration. In this report it has bee n concluded that
visitor attractions sites have the potential to attract a large business and create the employment
opportunities for a country. Besides this, the concept of responsible tourism make an effort to
develop the tourism at a place by bringing improvements in the working conditions, doing
promotions of the cultural places and making provisions that can help in the enhancement of
tourism through sustainability.
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REFERENCES
Journals and Books
Coghlan, A., 2012. Facilitating reef tourism management through an innovative importance-
performance analysis method. Tourism Management, 33(4). pp. 767-775.
Law, R., Qi, S. and Buhalis, D., 2010. Progress in tourism management: A review of website
evaluation in tourism research. Tourism management, 31(3). pp. 297-313.
Leask, A., Fyall, A. and Barron, P., 2014. Generation Y: An agenda for future visitor attraction
research. International Journal of Tourism Research, 16(5). pp. 462-471.
Mason, P., 2015. Tourism impacts, planning and management. Routledge.
Ritchie, B. W., Chien, P. M. and Sharifpour, M., 2017. Segmentation by Travel Related Risks:
An Integrated Approach. Journal of Travel & Tourism Marketing. 34(2). pp.274-289.
Salazar, N. and Squire, V., 2015. Lampedusa: Caught Between Shipwreck and Tourism.
Schwartz, Z., Stewart, W. and Backlund, E.A., 2012. Visitation at capacity-constrained tourism
destinations: Exploring revenue management at a national park. Tourism Management,
33(3). pp. 500-508.
Sirgy, M. J. and Uysal, M., 2016. Developing a Eudaimonia Research Agenda in Travel and
Tourism. In Handbook of Eudaimonic Well-Being (pp. 485-495). Springer International
Publishing.
Waligo, V.M., Clarke, J. and Hawkins, R., 2013. Implementing sustainable tourism: A multi-
stakeholder involvement management framework. Tourism management, 36. pp. 342-353.
Yoo, K. H. and Gretzel, U., 2016. Use and Creation of Social Media by. Social media in travel,
tourism and hospitality: Theory, practice and cases. pp.189.