Tourism Marketing and Cultural Heritage

This assignment focuses on the crucial relationship between tourism marketing and cultural heritage. Students are tasked with analyzing various scholarly sources to understand how destinations leverage their cultural assets to attract tourists. The analysis explores marketing techniques, travel motivations, and the ethical considerations surrounding promoting cultural heritage for tourism purposes.

Answers are good, but use in every task sub
headings to clarify your work
Heritage

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Analyzing the growth and development of UK heritage and cultural industry.....................3
1.2 Discussing potential conflicts in the conservation of heritage and cultural resourcing.........5
TASK 2............................................................................................................................................6
2.1 Assess the purpose of heritage and cultural attractions in meeting the needs of different
customers ....................................................................................................................................6
TASK 3............................................................................................................................................8
3.1 Evaluating the impact of different types of ownership on the management of heritage and
cultural sites.................................................................................................................................8
3.2 Analyzing role and responsibilities of two UK heritage organization ................................10
Task 4.............................................................................................................................................11
4.1 Methods and media used for interpretation within the heritage and cultural industry........11
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................14
2

INTRODUCTION
Cultural and tourism industry is the most developing sector of UK. It contributes towards
economy growth and development of nation by increasing employment and meeting demand of
wide range of tourists. This sector is attracting visitors of UK as well as numerous foreign
countries which aid to revive cultural and heritage sites of nation effectively. Present report is
based on case study of Lhasa, Tibet where InterContinental Hotels Group are plan to open
'Resort Lhasa Paradise. Further report will cover impact of different types of owner on the
managing tourism sites as well as roles and responsibilities of the organizations working in the
same sector. In addition to this, potential conflicts in the conservation of heritage and cultural
resourcing has been explained. Apart from this, methods and media used for interpretation within
tourism industry have been evaluated.
TASK 1
1.1 Analyzing the growth and development of UK heritage and cultural industry
The cultural industry of UK consists of galleries which have several collections,
museums, heritage landscape and conservation as well as archaeology. Heritage is a type of
practices which are adopted by the government of nation to preserve features of culture of
particular society from one generation to the next (Cultural Research and Intangible Heritage.
2009).
Facts related to growth and development of UK heritage and cultural industry
It has been gaining popularity from 16th century and with the passage of time cultural
tourism has become a trend. It assists the visitors to get detail information that how society has
evolved and contributed towards development of future. It shows that industry not only considers
the tangible aspect but also intangible like languages, customs and practices (Uzama, 2009). This
aspect helps in preserving legacy of past generation so it can be shared with future generations.
Owing to this, the major part of heritage and cultural industry of UK is funded by public or
government. Furthermore, development of cited industry plays vital role in international arts and
cultural facet. The sector has worth of £85.6 billion in 2006 with approximate 32.6 million
overseas visitors in 2007 (The Cultural Heritage Blueprint, 2008). Furthermore, Heritage Lottery
Fund which is introduced in UK has provided benefit to heritage and cultural industry of UK.
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Similarly, England regional museums and galleries received fund of worth £300 million through
Museums, Libraries and Archives Council's Renaissance in the Regions Programme. In the same
way cited sector raised its source of finance in order to ensure continuous development of
lucrative sites and meet expectations of visitors in an effectual manner (Hudson, 2010).
(Source:Britain’s cathedrals. 2016)
Furthermore, in the development and growth of heritage and cultural industry
government of UK also laid emphasis on social inclusion and others which provide immense
support to the cultural heritage. The most imperative aspect of cited sector is importance of
culture and increasing interest of visitors just because of availability of wide range of options. It
facilitates in increasing attention of large number of visitors towards developed lucrative sites of
nation. In addition to this, UK is nation which is full of historic monuments, royal palaces
including world's top museums (Adams and et.al., 2015). UNESCO has determined 25 World
Heritage Sites which includes natural beauty like Dorset and East Devon Coast to cultural riches.
It also includes, Tower of London, Westminster Abbey, and Maritime Greenwich so as to attract
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Illustration 1: Tourist attraction

visitors from different nations (World Heritage Sites, 2016). Apart from this, city of Bath and
Liverpool as well as Edinburgh are some of the places which show natural beauty of UK. Also,
all these sites include detail information related to past time and culture of society which create
interest among visitors to know more. Apart from this, other sites are also attracting visitors and
which in turn are supporting construction industry of UK to a great extent. Other than this,
theater, sport activities and St. Paul's Cathedral are some of major factors which aid in increasing
the number of visitor for the nation (Britain’s cathedrals, 2016). On contrary, improper influence
of the local tourists of their cultural lands is an issue for cultural and heritage industry of UK.
Therefore, cultural and heritage industry of UK is growing and contributing towards building
heritage environment (Son, 2011).
1.2 Discussing potential conflicts in the conservation of heritage and cultural resourcing
The conservation of heritage and cultural resource is important for any nation. It has two
aspects connected in both positive and negative manner.
Case of Tibetan
According to the given case study, Tibet is known as the world's tourism attraction which
aids in attracting large number of visitors towards attractive site. Here, Tibetan people provide
unique hospitality to visitors who come across UK. However, according to the given case study
InterContinental hotel is planning to expand in Tibet in order to provide rich experience to
visitors to visit Tibet. However, this has become arguable in term of employment and governing
rules (Marshall and Villiers, 2015). Similarly, conservation threats imposed by government
related to China are also increased just because of boycott comes by Free Tibet and other group
against Chinese government. Here, residents of Free Tibet have fear because of governing bodies
as they think that they might be discriminated against Tibetans.
Role of IHG in case
At this juncture, IHG hotel promises that it will promote economic opportunities without
any kind of description and people will have their growth perspective at workplace.
Furthermore, hotel has vision to increase living standard of residents of Lhasa. However, Free
Tibet is not satisfied and claims that it will marginalize Tibetans economically (Buda and
McIntosh, 2013). Here, Tibetans wanted to have Tibetan owned business which aid to preserve
culture of country in an effectual manner. They just want to hire those who have information
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related to language and other detail information related to culture of Tibet. Similarly, case
depicts that Lhasa is about to destroy and residents were relocated just because of renovation
plan of Chinese government.
Under this, it is very important to assess both of aspects in order to ascertain good
performance of industry in the marketplace. Here, London based free Tibet has several conflicts
so as to revive natural beauty of nation. Furthermore, issues related to discrimination affect
culture and heritage industry of UK to a great extent (Tsiotsou and Ratten, 2010). At this
juncture, security measures have been enhanced and foreign visitors as well as journalists barred
from entering into region. It depicts that IHG hotel can face issues with regards to its
development and attraction of large number of visitors towards the most attractive place as Tibet.
It serve as the barriers in the development and growth of industry. On the other hand, because of
such kind of conflicts foreign tourists do not like to enter in such kind of areas where they do not
feel safe (Mehmetoglu and Normann, 2013). This in turn growth and perspective scenario of UK
's cultural and heritage industry is affected to a great extent. However, the move taken by
government was just to attract tourists but it is to introduce by destroying traditional architecture.
Owing to this, it was not all accepted by local residents of Tibet and hence they created conflicts
in the development of cultural and heritage industry.
TASK 2
2.1 Assess the purpose of heritage and cultural attractions in meeting the needs of different
customers
The heritage and cultural attractions plays very important role in meting the needs and
expectations of different kind of customers. furthermore, it can be stated that different travellers
have different kind of need and demand. For example leisure travellers seeks for fun and
relaxation whereas some of them seeks for exploring the culture and heritage of different
countries. When people travel or visit a particular country or nation, they seek for its heritage and
culture in attractions. The above stated statement can be justified by the example of British
Museum and The Natural history Museum (Morgan and Ranchhod, 2010). Further both the
museums have capabilities in meeting the need and demand of people all across the world. These
museum have collection of various kind things which are associated with culture, heritage, art
and science. British museum is located in Bloomsbury area of London and it is dedicated to
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human history. It consists of the culture, heritage and art which reflects the history of humanity.
Moreover it is consist of the collection which has been made by scientist and physician names
Sir Hans Sloane. The major collection of British museum includes Rosetta Stone, Oxus Treasure,
Parthenon, The Royal Game of Ur etc. In addition to this, All these things attracts tourist from all
across the world (Hall and et. al., 2012). Parthenon sculptures which is an iconic sculpture from
ancient Greece demonstrate the heritage and culture of that period. Further it can be stated that
British museum is one of the best place to meet the need and demand of people which seeks for
exploring culture and heritage related to human history. Oxus Treasure which is a fabulous
metalwork which has been Achaemenid Persia (McCabe, 2010). The main purpose of the British
Museum is to make people aware about the development and history related to mankind. The
articles and things which are kept in museum helps people to explore and have in depth
knowledge regrading their culture. The museum also helps scientist to carry out in depth
researches and future developments. British museum also organize various kinds of activities for
kids and children. Family newsletter, discover digital music and other related events are held in
the museum which entertains children and eliminates the chances of getting bore (Singh, 2008).
Cultural attraction through museum
On the other side of this, the natural museum in London is the one which demonstrate
various components of natural history. Furthermore the museum has an collection of more than
80 million items which fall under the category of zoology, paleontology, botany, entomology and
mineralogy. In terms of taxonomy, the museum is considered as one of the most renowned and
popular center for research. Until the year 1992, the natural museum was termed as British
museum and after that it got separated from the same. The skeleton of dinosaur has gathered
attention from people all across the world. In depth researches are carried out by scientist on the
botany collection of the museum which includes bryophytes, seed plants, slime moulds and ferns
from all across the globe (Swarbrooke and Horner, 2012). The entomology collection of museum
depicts more than 34 million arachnids and insects. The collection of all these insects and other
living creatures is more than 300 years. There are over 29 million of specimens of animal are
present which has been gathered from more than 250 years. Therefore, in depth research can be
carried out on any of the areas which the museum includes. One of the major duty of the
museum is to take care of all its collections in best possible manner. In order to carry out
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research, the management of museum also provides an opportunity to borrow the specimens to
scientist, artist and other researchers. natural museum also provides various kind of programs
and sessions for the entertainment of children. It organize sessions such as storytelling with
puppets which makes the learning of kids more effective and interesting (Morrison, 2013).
Both the museum of London can be termed as very effective in reflecting the art, culture
and heritage of the country. These are the one which do not charge any kind of fees for entry and
considered as major attraction for tourist. Further they also play very important role in terms of
researches related to culture and heritage. Both of the museums have their own culture and
heritage. In addition to this, people's need regarding the exploration of human history is satisfied
by British museum whereas the need regarding exploration of natural history is satisfied by
Natural museum. The management of both museums focuses on meeting the need related to
research, learning and entertainment. Further both have a wide variety of collection of various
types of tourist such as scientist, students and family with children (Wong and Song, 2012).
Therefore, it can be stated that British museum and Natural museum are able to meet the need
and expectations of different kind of customers Cultural Heritage Rights: From Ownership and
Descent to Justice and Well-being, 2013. In addition to this, cultural and heritage attraction also
boosts other sector like travel and aviation industry by increasing demand of products and
services. For example, visitors coming enjoy wild life in UK would definitely like to stay in
comfortable and affordable hotel along with effective transportation facilities. Therefore it can be
said that presence of unique art galleries and cultural as well as heritage beauty make it possible
for sector to generate huge emplacement and attract more visitors (Uzama, 2009).
TASK 3
3.1 Evaluating the impact of different types of ownership on the management of heritage and
cultural sites
There are different types of ownership for management of heritage and cultural sites of
UK. It consists of public, commercial and private ownership. It affects operation of particular
site to a great extent. For example, public ownership is that where most of the funds are arranged
through government and other related charitable trusts which are formed to support such kind of
corporations. Furthermore, the major ownership type of related to public private partnership and
public ownership (Hudson, 2010). They all have their management style which enables them to
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perform better and provide good quality of services to targeted population or consumers or
visitors. Here, example of Woodland Trust as public private partnership can be taken.
Pubic ownership
On the other hand, English Heritage and Natural England are the example public
ownership. It is well known fact that heritage and cultural organization must have creativity,
enough funds and level of responsibilities to perform all related task. Here, issues are faced by
publicly funded sites because of subsidy and delay in the arrangement of financial resources. On
the other hand, public private partnership access number of sources for raising sources of finance
and hire experts in their organization in order to give rich experience to sites (Adams and et.al.,
2015).
Public private partnership sites
Furthermore, public private partnership sites have liberal approach in promotion of
attractive sites and preparing holiday packages through which they can contribute towards
generating employment and also increase visitor base in UK. These sites facilitate to define role
and responsibilities of members working in the organization and accordingly provide them
training to enhance cultural beauty of nation (Son, 2011). Here, Woodland Trust is the site which
effectively recruit personnel and provide them opportunity for continuous learning. It aids to
promote cultural beauty in front of targeted population. In addition to this, sources of fund for
this site are; donation and appeals, corporate supporters, grants and charities as well as legacies.
Along with that, lottery funding and membership are also included which provide financial
support to this site. It aids to promote cultural beauty in the nation. This heritage site have
existence in two location such as England and Scotland.
Apart from this, Science Museum London is the effective public site which is totally
managed by government of UK. It can be seen that this site is attracting wide range of visitors
and providing them unique experience by inclusion of past cultural and heritage information of
country. Furthermore, English Heritage consists of 400 of England's historic building,
monuments and other related sites (Marshall and Villiers, 2015). It works as per the national
government and also the source of finance are also provided by government only. Therefore,
type of ownership is the effective manner which define development and growth of particular
site. However, innovation and creativity are founded much more in case of private sector so as to
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meet expectation of number of tourists in an effectual manner. In addition to this, role of national
governmental department is also imperative as they provide immense support heritage and
cultural industry of country (Buda and McIntosh, 2013). They make plan on the basis of time and
sign contract for its development. This is what make a nation lucrative and attractive in front of
tourists. Furthermore, in the same governmental department make efforts to boosts tourism as
well as construction sector by generating huge employment. Similarly, specialist conservation
groups such Natural England which are privately funded aid to support heritage and cultural
sector of UK. Apart from this, voluntary bodies are also there which leads to serve as the
support for tourism sector of nation. It consists of art and craft sector and media who give detail
information related to heritage and play active role in attracting visitors.
3.2 Analyzing role and responsibilities of two UK heritage organization
The roles and responsibilities of Heritage organizations are imperative in because of their
unique role. It consists of several corporations such as Department of Media, culture and sports
as well as English heritage. Along with that, Woodland trust and Heritage Lottery Fund. Here,
the main focus will be laid on department of culture and Woodland trust.
Woodland trust- private public partnership
The selected organization as Woodland trust is private public partnership which has range
of sources for its development and growth. The main motive behind this site is to protect and
sympathetic management of native Woodland Heritage. It includes project Nature Detectives
Youth programme and ancient tree hunt campaign (Tsiotsou and Ratten, 2010). For example, its
Ancient Tree Hunt campaign search for catalogue all veteran tree in nation. It aid to keep record
related to those trees and ensure that it contribute towards making national beauty attractive in
front of foreign tourists. Furthermore, this trust covers approximate 200 sq KM area in order to
save both natural and semi natural habitats. However, all these work is done under advisory role
of government so as to contribute towards effective development and creation in heritage sector.
In addition to this, Woodland Trust launched its Jubilee woods in order to plant 6 million trees.
This action was taken by trust to celebrate Queen Elizabeth 2nd Diamond Jubilee in 2012. This is
what make lasting impression on tourists and assists them to visit UK for the purpose education
and learning regarding culture. Furthermore, the most unique action taken by trust is self
ownership situation within the National Forest that leads to plant 300000 trees. In addition to
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this, Woodland trust manage approximate 110 sites of Special Scientific interest (Morgan and
Ranchhod, 2010).
Department of culture
The department of culture is another effective example of heritage organization in UK
because of its management of cultural and heritage sites. This department is funded publicly in
order to determine growth and perspective of sector in an effectual manner. This department is
highly responsible to manage cultural tourism as well as leisure activities. For example Olympic
and Paralympic games are managed by department of culture England. Along with that it plays
active role to consider expectations of tourists and meet the same with collection of cultural sites
along with their effective preservation. Apart from this, activities performed by department of
culture consists of getting license for the export and import of several goods which require in
cultural and heritage industry of nation (Hall and et. al., 2012). Not only this but management of
art collection is also done by this site which leads to meet expectation of number of visitors in
an effectual manner. In addition to this, it is the major responsibility of department of culture to
implement new technology for the attraction of buyers. For example arranging effective media
for promotion of London Olympics and accordingly provide growth opportunities for other
sector such as travel and hotel sector. Apart from this, department of culture facilitate to search
new and attractive locations which makes visitors satisfied and enhance the beauty of heritage
and cultural industry of UK.
TASK 4
4.1 Methods and media used for interpretation within the heritage and cultural industry
The process of interpretation helps in providing useful information which is related to
British museum and Natural museum London. Further it will also help in getting aware of the
facts, figures and things which are associated with both the above stated tourist attractions.
Along with this, interpretation will also assists in providing all the visitors with great amount of
knowledge and experience. Various methods related to interpretation which has been adopted by
both British museum and Natural museum helps individuals to become aware of the heritage and
culture which has been associated with these two attractions (McCabe, 2010).
Role of media
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Other than this, media has been also used by both museums to a great extent. With the
help of media, various kind of information is being provided to the visitors in the form of videos
or audios. Along with this, print media is also taken into consideration for promoting the leaflets
and brochures of these museums. In modern era, television and internet has emerged as the
biggest platform to reach audience in effective manner. Both the above stated platforms are used
by British museum and Natural museum to make people aware about the heritage and culture
which has been demonstrated by them. With the help on internet, British museum and Natural
museum are able to provide information to people via online (The Cultural Heritage Blueprint,
2008). This has made it very convenient for people to become aware about the programs, timings
of museums. Now people can easily access information from all across the world. Media such as
television and internet is also used by these museums is also used to market and advertise the
services and features which are provided. Not only this, but attractive media aid to support
tourism to a great extent by making lucrative marketing plan (Swarbrooke and Horner, 2012). It
aids to attract more buyers and meet their level of expectations in most effective manner.
Furthermore, technological up-gradation proves to be effective in science museum to make them
understand related to unique concept. It assists customers or visitors to get detail information
related to sites and satisfied their need in an effectual manner.
Audio and video recording
Further, it can be stated that with the help of audio and video recording the experience of
visitors is delivered to other people (The Cultural Heritage Blueprint, 2008). Other than this,
thematic method is also used by the above stated museums to make public aware about the
growth and development which has been taken place. Social media sites such as Facebook and
twitter are also used to interpret the culture and heritage within industry. The growing use of
social media in all around the world has made these sites a very potential platform to share
information. Thus, British museum and Natural museum post information regarding culture and
heritage on these medias (Wong and Song, 2012).
Personal and Non personal methods
Furthermore personal and non personal methods are being used by British museum and
Natural museum to make tourist and general public aware about the things and objects which are
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being kept in museum. The non-personal methods depicts the visual and audio information
regarding the antique and old objectives which are there in both the museums. It can be also
explained that the non-personal method is more better than personal method as it provides wide
range of effective information to tourist and other people (Uzama, 2009). Other than this, it can
be also stated presenting information in effective, unique and creative manner results in
developing interest of people towards a particular subject. Therefore, it can be asserted that both
British museum and Natural museum are using effective method and media to interpret culture
and heritage.
CONCLUSION
The aforementioned report concludes that heritage and cultural industry of UK is the
most imperative sector which facilitates to generate huge employment and meet expectations of
number of visitors. The attractive location and present of different types of organization kept on
developing lucrative destination of nations. It can also be said that, both private and public
private ownership are handling tourism business effectively by fulfilling their responsibilities in
an effectual manner. Furthermore, different methods such as media, need of audience and level
of language are imperative aspect in tourism sector of UK. Apart from this, heritage and culture
sites are effective in term of education, recreation and entertainment of large number of visitors.
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REFERENCES
Journals and books
Adams, K., and et.al., 2015. Tourism discourse and medical tourists’ motivations to travel.
Tourism Review. 70(2). pp.85 - 96.
Buda, D. M., and McIntosh, A. J., 2013. Dark tourism and voyeurism: tourist arrested for
“spying” in Iran. International Journal of Culture, Tourism and Hospitality Research. 7(3).
pp.214 - 226.
Hall, C. M., and et. al., 2012. Safety and Security in Tourism: Relationships, Management, and
Marketing. Routledge.
Hudson, S., 2010. Wooing zoomers: marketing to the mature traveler. Marketing Intelligence &
Planning. 28(4). pp.444 - 461.
Marshall, R., and Villiers, R., 2015. Marketing tourists gazing into the tourism domain.
International Journal of Culture, Tourism and Hospitality Research. 9(4). pp.417 - 422.
McCabe, S., 2010. Marketing Communications in Tourism and Hospitality. Routledge.
Mehmetoglu, M., and Normann, O., 2013. The link between travel motives and activities in
nature‐based tourism. Tourism Review. 68(2). pp.3 - 13.
Middleton, V. T. C., and Clarke, J. R., 2012. Marketing in Travel and Tourism. 3rd ed.
Routledge.
Morgan, M., and Ranchhod, A., 2010. Marketing in Travel and Tourism. Routledge.
Morrison, A. M., 2013. Marketing and Managing Tourism Destinations. Routledge.
Singh, L. K., 2008. Marketing In Service Industry, Airline, Travel, Tours And Hotel. Isha Books.
Son, A., 2011. International tourists' image of Zhangjiajie, China: content analysis of travel
blogs. International Journal of Culture, Tourism and Hospitality Research. 5(3). pp.306 -
315.
Swarbrooke, J., and Horner, S., 2012. Business Travel and Tourism. Routledge.
Tsiotsou, R., and Ratten, V., 2010. Future research directions in tourism marketing. Marketing
Intelligence & Planning. 28(4). pp.533 - 544.
Uzama, A., 2009. Marketing Japan's travel and tourism industry to international tourists.
International Journal of Contemporary Hospitality Management. 21(3). pp.356 - 365.
Wong, K., and Song, H., 2012. Tourism Forecasting and Marketing. Routledge.
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Online
Cultural Heritage Rights: From Ownership and Descent to Justice and Well-being. 2013.
[Online]. Available through:< http://muse.jhu.edu>. [Accessed on 11th January 2016].
Cultural Research and Intangible Heritage. 2009. [Online]. Available through:
<www.cultureunbound.ep>. [Accessed on 11th January 2016].
World Heritage Sites. 2016. [Online]. Available through:
<http://www.visitbritain.com/en/Things-to-do/Heritage/Britains-world-heritage-
sites.html>. [Accessed on 11th January 2016].
Britain’s cathedrals. 2016. [Online]. Available through:
<http://www.visitbritain.com/en/Things-to-do/Heritage/Britains-cathedrals.html>.
[Accessed on 11th January 2016].
The Cultural Heritage Blueprint. 2008. [Online]. Available through:
<http://www.museumsassociation.org/download?id=18398>. [Accessed on 11th January
2016].
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