Heritage Tourism and Cultural Sustainability

This assignment delves into the multifaceted relationship between heritage tourism, cultural preservation, and sustainable practices. It examines how heritage hotels and historic lodging contribute to experiential marketing and sustainable cultural development, drawing on examples from various locations like Union Pier in Charleston and the Wuling Mountains Area. The discussion also touches upon the influence of the culture industry on intangible cultural heritage and the potential challenges posed by tourism's impact on authenticity and local communities.

HERITAGE IN CULTURAL
TOURISM

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
1.1 Growth and development of UK heritage and cultural industry................................................3
1.2 Describing possible conflicts in the conservation of heritage and cultural resources...............4
TASK 2.................................................................................................................................................6
2.1 Explaining the aim of heritage and cultural attractions.............................................................6
TASK 3.................................................................................................................................................7
3.1 Impact of different types of ownership......................................................................................7
3.2 Analyzing roles and responsibilities of organizations...............................................................9
TASK 4...............................................................................................................................................10
4.1 Evaluation of methods and media utilized for interpretation..................................................10
CONCLUSION...................................................................................................................................11

INTRODUCTION
Heritage tourism provides better entertainment to domestic and foreign visitors by showing
valuable historical places. It gives effective knowledge about ancient places, civilizations, culture,
artefacts as well as history of heritage sites. Heritage is also categorised under travel and tourism
sector (AlSayyad, 2013). United Kingdom is one of the popular destinations for heritage places
which attract many tourists to come in nation. The present report represents the development of
cultural and heritage sector in United Kingdom. It describes the aim of heritage and cultural
industry in completing the requirements of various consumers as well as visitors in the country.
Further, it explains roles and responsibilities of many organisations to maintain heritage sites of UK.
In addition to this, it also assesses methods and media utilized for the interpretation in heritage and
cultural industry.
TASK 1
1.1 Growth and development of UK heritage and cultural industry
Heritage industry has done effective and growth development in United Kingdom. It
contributes an effective role to improve many areas like better contribution in GDP (Gross
Domestic Product), employment opportunities, renovation and technology in the nation. Further,
government of UK also helps in developing this sector (Bolaño, 2015). It is represented below in
the paragraph. Renovation- Authorities of UK focus to improve historical sites in order to maintain its
importance in front of visitors. Further, they spend huge monetary funds on repairing and
maintenance of cultural destinations in the nation. As per the data, authorities of UK spend
4.1 billion pounds on the renovation of heritage and cultural sites. This thing also aids in
increasing the frequency of tourists in United Kingdom (Chun, 2014). In addition to this,
renovation of these sites contributes an effective role for this sector to grow and develop by
giving attractive look in the nation (Larkham, 2012). Contribution in GDP- Contribution in GDP of heritage and cultural sector is raised as
compare to past years in United Kingdom. Governance of UK emphasizes to increase
various types of services like food, internet and gaming for visitors who visit heritage and
cultural places in UK. This process also provides effective opportunities to earn effective
income from visitors by taking charges of visiting museum and historical sites in the nation.
This profit also helps to increase the contribution of heritage sector in the GDP of United
Kingdom. As per the report of historic England, in 2011, this sector provided the

contribution of 14 billion pounds in the GDP. In addition to this, heritage and cultural sector
gained 61.1 million pounds per year in UK (Childs, 2012). This sector is increased its
contribution as comparison of previous years in the nation. This aspect also contributes an
effective role for the development and growth of heritage and cultural sector (Heritage and
the Economy, 2013). Employment opportunities- Increasing growth and development of this sector increases
employment opportunities to manage its cultural activities at historical sites in the nation.
This process helps heritage and cultural sector to provide better services and facilities at
heritage sites in United Kingdom. New ideas and concepts of employees increase
development and market share of this sector in tourism. Further, visitors are getting huge
reliability to know information about the historical and cultural sites which increase the
frequency of tourists in the nation. As per the data, heritage sector of UK recruited
approximate 200000 candidates in 2011. Further, this industry will provide many jobs to
local citizens in the near future within United Kingdom. So, effective contribution of human
resource also helps to increase heritage and cultural sector in the nation (Heritage and the
Economy, 2013) Technology- Technology plays an important role to develop heritage and cultural sector in
United Kingdom in an appropriate manner. Effective technology of architecture also helps in
developing proper infrastructure very fast as compare to previous years in the country. This
process also reduces expenditure of heritage and cultural sites by using proper technology in
UK (Childs, 2012). For example: It also contributes an effective role for this sector to design
proper blue print of infrastructure which helps to manage various heritage and cultural
operations at historical sites in order to increase the level of profitability (Cloonan, 2013). Encouraged hospitality sector- Government of UK emphasizes to set up new hotels and
resorts at heritage and cultural destinations. Further, Authorities offer effective loan facilities
to local public as well as small and medium sized organizations. In addition to this, many
hospitality organizations like Hilton and star woods establish their business at historical sites
in order to provide proper accommodation services to the visitors. Further, this process aids
to grow and develop heritage and cultural sector in the nation.
 Improving transportation services- Government of UK provides effective transportation
services to visitors in order to give effective facilities through bus, trains and planes. This
process helps to increase the frequency of local and international tourists at heritage and
cultural sites in United Kingdom (Newby, 2012). In addition to this, this approach increases
the income of this sector. Transportation services also help heritage sector to enhance its
growth in the country in an appropriate manner.

1.2 Describing possible conflicts in the conservation of heritage and cultural resources
As per the case study, there are many possible issues in the conservation of heritage and
cultural resources in Tibet.
Potential conflicts
International agencies like intercontinental hotel group faces conflicts like infrastructure
development to establish their business in Tibet. Management of Hotel is faced London-based Free
Tibet boycott from the state. This political problem is produced many issues for enterprise in the
nation (Bolaño, 2015). It affects the operations of firm which creates severe loss of monetary funds.
In addition to this, Chinese government also interrupts the personal matter of Tibet that are related
to development of infrastructure as well as heritage and cultural sites in the country (Vandenbrink,
2013) On the other side, local citizens as well as social community group are also against of
intercontinental hotel and Chinese government due to continuous interruption in their social life in
Tibet. So, these things are produced many issues in managing cultural and heritage resources in the
nation (Lee and Chhabra, 2015).
Reason of conflicts
There are many reasons for these types of political issues in Tibet. Social groups,
communities, societies, as well as local people are against of these international agencies because
these firms want to design and develop new heritage, cultural sites and hotels in Tibet. These types
of developments are focused on reducing the natural beauty of nation. It can also increase
environment pollution in the country (Zipes, 2013). Apart from that, increasing frequency of visitors
can increase more disturbances as comparison of before in the nation. These things are creating
problem for intercontinental hotel group in nation (Zealand, 2015). Further, local people also create
resistance regarding Chinese government in the country. In addition to this, education level of
Tibetan citizens are lower than other countries. These reasons are creating problem for international
agencies in Tibet. As a result, many infrastructure and other operations are affected due to this
political reason (Dahles, 2013).
Possible solutions
 Mainly, government of Tibet should focus to improve education level of local people. This
approach can give effective information and knowledge regarding conserving and
development of heritage and cultural resources in the nation. It also helps to reduce political
conflicts for intercontinental group in Tibet (Ashworth and Larkham, 2013).
 Management of international agencies should recruit and select local people for the job. This
process can contribute an effective role for domestic citizens to create loyalty and honesty
towards the intercontinental group. This approach can greatly help to reduce its political
conflicts in Tibet (Mueller, 2014).

 Organizations should emphasize on environmental friendly activities like plantation of trees
and creating awareness towards climate by giving proper knowledge. This process can help
to secure cultural and heritage resources in Tibet. In addition to this, intercontinental hotel
group can conduct corporate social responsibilities to develop many areas (SUN and et.al.,
2012). For example: organization can open schools and colleges for the welfare of public in
the nation. These approaches can also help to reduce these political conflicts. They also
contribute an effective role for nation to secure heritage and cultural resources in Tibet
(Zealand, 2015).
TASK 2
2.1 Explaining the aim of heritage and cultural attractions
Recreation, entertainment, research and education are utilized to fulfill the demands of
various consumers such as students, scientists, families as well as media in order to attract them
towards the historical sites in Britain (AlSayyad, 2013). It is stated below table.
Museums Visitors Description
British Museum Students Authority of museum provides proper knowledge to students
regarding textiles of Africa, painting as well as objects of
Roman cities which help them to increase their knowledge in
the subject of history. In addition to this, it also gives proper
learning to students which aids to complete their needs
regarding to visit museum (Zipes, 2013).
Researchers and
scientists
British Museum gives appropriate time for researchers and
scientists to perform research on art, ancient objects as well as
textiles which help them to identify previous history.
Management of authority also adds new ancient things to
maintain the value of this site. This process also helps the
researchers and scientists to conduct further research. This way,
British museum can meet out the needs of its visitors in the
nation (Bolaño, 2015).
Families and
children
Authority of British Museum provides appropriate
entertainment facilities to families as well as children by
showing history, art galleries, new painting as well as ancient
things (Zealand, 2015). These things entertain the families and
children in the British Museum. This process also contributes

an effective role for authority to meet out the needs of families
and children. In addition to this, it also helps to increase the
frequency of visitors in the museum.
Media British museum fulfils the needs of media by revealing new
things and objects in front of them. Further, this process helps
to promote historic sites and recreation of its valuable things in
the world.
Natural History
Museum
Students Authority of this museum gives information regarding the
history like species of ancient humans and animals as well as
history of Dinosaurs. This process gives effective knowledge to
students which increases their learning at the time of visiting
natural history museum. It also helps in meeting the needs of
students at this place.
Researchers and
scientists
Natural history museum offers effective services to the
scientists and researchers. This helps them to discover new
things of geography like new research regarding the life of
ancient people as well as animals. In addition to this, it aids in
exploring new concepts which help them to complete their
needs while visiting natural history museum.
Families and
children
Generally, authority of this place provides proper
demonstration of ancient bones of Dinosaurs, humans as well
as various animals which entertain families and children by
experiencing new things (Zipes, 2013). In addition, this thing
also completes their needs by seeing these objects in the natural
history museum.
Media Authority of museum completes the requirement of media by
showing ancient things in the exhibition. This process also
helps natural history museum for its promotion and recreation
activities in the nation. Further, this also helps to attract many
domestic and international visitors in the Museum (AlSayyad,
2013).

TASK 3
3.1 Impact of different types of ownership
Ownership
Natural history and British museum are considered as the main attractions of cultural
heritage of United Kingdom (Zipes, 2013). Regarding this, ownership in cultural and heritage
industry refers to the state or right of possessing a natural historical site. It may be private or public.
In reference to the same, ownership is generally categorized in governmental, semi-governmental
and institutional. Governmental and non-profit organization have control to operate heritage sites
so as to preserve and reserve them (Chun, 2014). There are instances where private companies
failed to fulfill the aim of safeguarding heritage sites and thus, governmental control was levied on
these sites.
Types of ownership
Fully government controlled heritage sites are only operated by a complete political
framework. Here, government is responsible to recruit and hire individuals to manage sites like
British museum and natural history of museum (Childs, 2012). Government on many instances
forms a semi-governmental organization to operate heritage sites by in cooperating with a private or
non-profit organization. This is known as a nonprofit or semi-governmental ownership. Decision of
management is taken by the members designated to manage the museums. In institutional
ownership, museums are controlled by a part of cultural and heritage industry (SUN and et.al.,
2016). Board of members or committee is formulated to take any decision regarding the allocation
and management of heritage sites.
Ownership in Natural History museum and British Museum
Natural history of museum is operated by a board of trustees and directors appointed by the
Department for Culture, Media and Sport (DCMS) (Dahles, 2013). The prime minister of Royal
society trustee of DSMS appoints 12 trustees who are entitled to operate and manage the natural
history of museum. This museum was formed under British Museum Act 1963, but got separated to
form Natural history of museum in 1992 under Museums and Galleries Act, 1992. Members of the
board are designated with the responsibilities to operate museum. On another hand, British Museum
is operated by a semi-governmental or non-departmental public body. This departmental body is an
autonomous body of the government of London (Newby, 2013). Minster appointed by the political
framework is the highest authority to regulate the department of managing museum.
Role
Each type of ownership is different from one another. In a governmental ownership, political

framework chosen by the public is elected to handle the responsibility to regulate museums
(Ashworth and Larkham, 2013). Government may or may not charge an entry fee for the public.
Main aim of this ownership is to attract public to visit British and Natural history of museum.
Whereas, in semi-governmental or nonprofit organization, there might be profit motive in the
management of museums. This impacts the main aim of preserving the natural history. Semi-
governmental organization may not perform to the same level. As two or more organization form an
entity to manage the museums, organizations are in constant pressure to out strike the performance
of each other. This is one of the negative impacts of this type of ownership. In an institutional
regulation, institution policies or strategies may differ from other two ownership. Generally, owners
of the institutions will promote heritage sites as an educational body for attracting specifically
students or research scholars. Society forms a board of directors or a trustee to operate museums
(Mueller, 2014). Institutions are forced to perform set targets as per the guidelines given by higher
authority. And, thus they are somewhere restricted to bring innovation in their ideologies. Every
ownership has a different strategy as well as aim and so, their management also differs from one
another.
3.2 Analyzing roles and responsibilities of organizations
Heritage organizations are the ones which are working in safeguarding and protecting the
natural and cultural heritage of United Kingdom (Cloonan, 2013). These organizations are actively
participating and promoting the importance of conserving history of mankind from its evolution.
These organizations provide both monetary and non-monetary benefits to the cultural and heritage
sites of United Kingdom.
 Heritage Lottery Fund (HLF)-
This organization provides sustainable and monetary benefits to the heritage and cultural
projects in United Kingdom. It provides finds approximately £375 million each year to encourage
new projects in the heritage industry (Bolaño, 2015). These projects are mainly related to museums,
parks, archaeological sites and historical places of United Kingdom. Their main aim is to conserve
diverse heritage of United Kingdom for the future generation. HLF promotes and motivates public
to actively participate in conserving archaeological sites of the country. Heritage Lottery Fund also
boosts learning about the significance and history of cultural sites in order to generate sustainable
measures for the future generation.
 National Trust-
National trust is dedicated to preserve and conserve natural heritage, wildlife, nature,
landscape, land and food of United Kingdom. Their objective is to ensure that general public
understands the importance of preserving heritage for the future generation. National Trust has
integrated natural and cultural heritage sites to make monetary outcomes (National Trust, 2016).

Sites like Dunwhich Heath, Beach in Suffolk, The Batema's in Sussexand the Hinton Amper in
Hampshire are all accessible for public’s visit and stay. National Trust also intends to develop the
skills of students and individual who want to dedicate their career in cultural and heritage industry.
They make decisions and are accountable on the behalf of citizens to protect national treasure in
terms of wildlife, food and heritage of United Kingdom.
 Department for Culture, Media and Sport (DCMS)-
The Department for Culture, Media and Sport (DCMS) of United Kingdom is interested in
protecting the historical significance of the country. DCMS are responsible to protect historic
environment mainly in England. This is done so as to protect historical evidence of the past for the
future generation (Department for Culture, Media and Sport (DCMS), 2016). They promote and
guide individuals about appreciating the natural history of United Kingdom. DCMS also provides
funds for the development of various heritage sites and it is considered as an advisory board for the
government. This department also formulates policies for the Heritage lottery fund in terms of
providing monetary benefits for the heritage industry. The Department for Culture, Media and Sport
also designs and renovates building, monuments and wrecked sites.
 Campaign to Protect Rural England (CPRE)-
It was founded in 1926 with the vision to make campaign for living in the rural and
countryside. CPRE protects landscapes and historic towns to make them beautiful for the public’s
visit and use. They promote natural beauty of the rural part of United Kingdom. Campaign to
promote Rural England plans to support rural development through campaign programs especially
in Bath and York (Zealand, 2015). CPRE also encourages the use of renewable energy and
minimum wastage so as to conserve the natural beauty of countryside. The principle geographical
location for the campaign is England. Main aim of the campaign is to make countryside cleaner in
order to enhance its life cycle sustainable for the future.
 English Heritage-
It is a charitable institution which looks after the natural collections of history and culture of
the United Kingdom. Prehistoric sites like roman forts and cold war bunker are all preserved under
English Heritage. Vision of this organization is to promote the significance of history among
children and adults (Our vision and values, 2016). English Heritage offers an experience that
entertains individuals and educates them about culture and heritage significance in United
Kingdom. Their objective is to make people envision history from its very routes through visual and
verbal demonstrations.

TASK 4
4.1 Evaluation of methods and media utilized for interpretation
Interpretation
The trip to the natural history and British museum has been beneficial in accessing the
methods to evaluate the importance of interpretation. Furthermore, interpretation is the method to
communicate the relevance of natural history and culture in order to preserve and safeguard our
heritage. Cultural and heritage industry is responsible to conserve the history of United Kingdom
for the future generation. British and Natural history Museum are doing an admirable work through
informing people about their heritage and history.
Tilden's six principles of interpretation
Interpretation is the medium to communicate people about the cultural and heritage of
United Kingdom. As per Freeman Tilden's principles of interpretation, effective methods of media
must be used to incorporate work of museum to the public (Tilden's six principles of interpretation,
2015). Museum tries to make the experience of public more personal with the help of various
demonstration and artifacts. Use of visual and non-visual methods like CD's and playback support
system helped museum to communicate with the visitors in an easy way. As Tilden said that
interpretation is an art and must be employed among employees of the museums. Both the museums
provide specialized training to the employees in order to improve their vocal and language
mediation silks. Special language mediators were appointed by the museums in order to help
international visitors with interpretation. Main aim of employees was to raise awareness about
protecting and safeguarding the natural heritage of United Kingdom (Newby, 2013). Employees
provided entire information about centers, parks, artworks, nature center, drama, art galleries and
many more.
Media for Interpretation and meeting audience's needs
Interpretation methods and medium like published material, audio-visual, drama and role
play activities help to attract customers and tourists towards the cultural and heritage industry.
Availability of these methods raise the interest of visitors by acquiring in depth information about
United Kingdom's heritage. There are specific audiences who are interested in seeking only
educational information about the museums. They are guided and tackled in a very different way
than the visitors and tourists who visit for the entertainment purpose (Lee and Chhabra, 2015). This
is because interpretation differs from person to person. Children and students must be approached in
a different way than adults or tourists. This way individuals coming to the museums are easily able
to connect with cultural routes and could understand properly what is taught to them. Another fact
that attracted tourist at British and Natural history museum is related to the clear instructions that
are given to customers by the specials interpretation officers, educators or heritage communicators.

Mediums majorly accessed by the tourists are labels, sign boards, displays, drama and talks,
guided walks, audio-visual media as well as brochures. These media make the interpretation
experience more joyful for the children specially. These methods are developed to provide a
systematic understanding and educating individuals effectively. Techniques used by Natural history
and British museum are remarkably good in terms of attracting maximum tourist involvement
(Dahles, 2013). Tourist and travelers are able to grasp the zest of all the information provided to
them about the artifacts and monuments of history. Thus, by evaluating interpretation techniques
and media used by the museums it can be stated that both the museums are able to communicate the
significance of cultural and heritage in an efficient way.
CONCLUSION
From the report, it is found that growth and development of heritage and cultural sector help
effectively to lure many visitors in United Kingdom. Suggested solutions help intercontinental hotel
to reduce political conflicts in Tibet. Further, British and natural history museum are focused on
many efforts to attract various consumers like researchers, students, scientists, families, children as
well as media. Different types of ownership help to understand various types of heritage and
cultural activities at historical sites in United Kingdom. In addition to this, roles and responsibilities
of heritage and cultural organizations are also helped to manage various operations related to
heritage places in the nation. It can be concluded that various methods of interpretation also aid to
provide effective information regarding British and Natural history museum in the UK.

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