Stakeholder Engagement and Sustainability in English Heritage

The assignment discusses the significance of stakeholders in supporting English Heritage's sustainability. It highlights how each stakeholder holds different interests and powers that can impact the organization's functioning. The report concludes that understanding and protecting these interests is crucial for maintaining sustainability in English Heritage.

English Heritage
Hospitality, Tourism and Event Environment

TASK 1
History of English Heritage
It is a registered charity that manages extraordinary collection of national heritage
collection comprising of over 400 of England's historic buildings, monuments and sites spanning
more than 5000 years of history. In the year 1983, English heritage was operating as a non-
departmental public body of British government but later on UK government has given 80
million pound to English Heritage with the end goal to establish as a self-financing charity. In
2015, English legacy was isolated into two segments, Historic England which acquired the
statutory and insurance elements of old associations and the new English Heritage trust which is
capable to develop historic properties. English Heritage took the working name and logo
(Overview of English Heritage. 2018).
Ways to improve the sustainability of English Heritage
The main priorities of English Heritage is to engage with millions of people through
inspiring them, conservation of natural resources, involvement of people in their work and
enhancing financial sustainability through inviting people to visit their various destinations. They
need to become independently financially sustainable they will do this by:
Inspiration: The management of English Heritage focuses on inspiring tourists coming
from different nations through sharing and passes on the story of England as well as citizens of
England (Wise, 2016). It can be done through implementation of technologies interpreting the
past visitor experiences and conservation stories as well as communicate the visitors about the
story of England in vivid ways and involve a wide public. Providing greater learning
opportunities through posting historical information about English Heritage on different sites,
publications brings interest among people to visit at their destinations which in results enhancing
their sustainability (Brent Ritchie, Wing Sun Tung and JB Ritchie, 2011).
Conservation: English heritage is the management of properly cared for historic sites and
artefacts so that they can be experienced by future generations. Conserving historic sites,
maintaining extraordinary collections to a high standard, increasing capacity for conservation
through conducting research helps in achieving their sustainability.
Involvement: English Heritage tried to involve more people in their work as they
believe that heritage exists for every people and individuals who took interest in the programs
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organised for protecting and illuminating it. It can be done through engaging more supporters
giving them attractive offers, creating and publicising a wide number of volunteering
opportunities, employing more members, building mutually-rewarding relationships with new
and existing partner organisations. This will help English Heritage in achieving sustainability as
well.
Financial sustainability: English Heritage is focusing on becoming financially independent by
2023 through implementing some plans and policies which are given as under:
 Increasing membership base through making investment in recruitment and giving people
reasons to stay with them
 Investing in adoption of various facilities that will help in attracting more visitors and
maximising their visiting experiences.
 Contact with caterers and other retailers to sell products and services required to their
guests.
 Cutting the cost of non-beneficial activities and giving rewards to the members of
English Heritage.
 Increasing fundraising to support capital investment programmes and other activities.
Mission and strategic objectives along with their linkage with pertinent trends and developments
Mission of English Heritage: The mission statement states “to maximise the travelling
experiences and entertaining people of all ages through offering enduring values of authenticity,
quality, imagination, responsibility and fun”.
Strategic objectives of English Heritage: The strategic objective of English Heritage is
to communicate the maximum number of people about the story of England and provide them
valuable experiences while inviting them to visit at where it really happened (Buckley, 2012).
Financial statements of English Heritage along with their interpretation:
Here are the annual report of English Heritage including Profit/Loss A/c, Balance sheet
(Annual Reports of English Heritage. 2015).
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Trends and developments linking to their mission and objectives
There are various qualitative trends that might be impacted the functioning of English
Heritage due to which it is important to deal with such trends in favourable way. The current
trends includes:
Dark tourism: Dark tourism is defined as tourism which involves travelling to places
which are historically associated with death and tragedy. England tourism uses their historical
sites which are considered as haunted to maintain their dark tourism. English heritage controlled
over 400 historical building and monuments spanning more than 5,000 years of history. People
would like to visit different historical sites for the purpose of fun as well as learning the history
of the places. Many educationalists and researcher visits historical places for writing reports on
them due to finding some interesting facts on them. Therefore, it maximises the revenue of
English Heritage as well as educating people about the history of England and its places due to
attaining maximum number of visitors across worldwide.
Religious tourism: It is also kind of tourism which is more popular nowadays as so many
people are willing to visit at such places where spiritual and religious activities are located. It
came into existence when tourist travel for UK just to experience the historical monuments and
religious sites so that the valuable information about the country's religion can be gained. It
encourages English Heritage to maintain their historical monuments in order to gain maximum
number of visitors across worldwide (Chathoth and et. al., 2016).
Acknowledgement of how the charity status operates
The Administrative unit and the Governmental authorities believes that being a charity
offers the correct parity of opportunities furthermore, responsible to manage the National
Heritage Collection more effectively so as to achieve sustainability for longer period of time.
Charitable status entails to perform specific responsibilities such as charities should responsible
to maintain financial report and accounts on annual basis through which the trustees can present
actual position of charity at current time towards their trustees and public. The English Heritages
should continue complying with the freedom of information law. The law managing English
Heritage and tourism states that every site and building related with country’s heritage must be
protected. Complying with charity law, volunteers or trustees are needed to build up an effective
strategies, coordinate functions and oversee assets so to assist their association to achieve their
benefits. Charities are regulated by the Charity Commission for England and Wales independent
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functionary. The reasons for developing these strategies is to generally set out in the charity's
constitution and trustees are responsible to the Charity Commission if they found to perform any
illegal activity to provide benefits to the charity furthermore the case has been taken to the court
as well (Dredge and Whitford, 2011)
Overview of Corporate governance and its proper evaluation
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Corporate governance and evaluation of English Heritage:
Corporate governance is the system of rules, regulations, practices and process by which
an organisation is directed and controlled. It protects the interest of shareholders, customers,
suppliers, and management. Laws related to the corporate governance are mandatory to follow
by the organisations (Gomezelj, 2016).
Source: Organigram of English Heritage. 2018
Organigram of English heritage is the organisational structure of Department of Arts and culture.
This department has a minister, a director general and a deputy minister who controls and
monitors various branches of English tourism such as corporate services, office of CFO,
institutional governance, heritage promotion and development and many more.
English heritage cares for over 400 historic building, monuments and sites. It protect the
all historical places and sites so that people can experience the story of England in future.
English heritage follow all standards of good corporate practice such as follows- It follow all
rules and regulations such as protection of heritage sites, general rules related to every historical
premises and may more. to protect the historical places and sites which are mandatory to follow
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by it. By following the corporates governance laws, the faith of people is increasing towards
English Heritage. It helps to improve the image in front of people about English Heritage. If
corporate governance laws are properly followed then tourist and general public will attract
towards those places which are protected by the English Heritage. It works for the society so
goodwill will increase because it is doing social services for the people. Conclusion
It has been concluded from the above analysis that English Heritage play an important
role in educating people about the past of England and attract them to gain experience where it
has been occurred. It directly maximises their revenue and growth in market for longer period of
time.
TASK 2
Define stakeholder
They either can affect the actions of company or get affected (Van der Wagen and White, 2018).
It can be an individual, group of individuals, organisations and group of organisations.
Organisations or organisation who supports in achieving growth and success of business.
Stakeholders can be internal or external. Internal stakeholders are those people whose interest in
company comes through direct relationship such as employment, ownership or investment.
Whereas external stakeholders includes those people that are not directly linked to the company
but can be affected by the activities and outcomes received by the company. For example, public
groups (Raj, R. and Griffin, 2015).
Key English Heritage stakeholders
English heritage have different key group of stakeholders which supports them in
establishing and sustaining in UK market for longer period of time. Therefore, it plays an
important role in growth and sustainable growth of English Heritage. Such stakeholders includes:
Local authorities: It plays an important role in supporting charitable organisation such as
English Heritage in its establishment in form of giving license to operate its business. Apart from
this, it control the activities of tourist organisations to enhance the interest of country. The major
concern of the government is to maximise their revenue so that maximum tax amount can be
received which directly enhances contribution towards growth of GDP.
Trustees: They are the developers who provides financial as well as managerial help
charitable trust to achieve its mission and objectives. The contribution of staff and trustees make
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English Heritage to attain special position in tourism of UK. They perform several functions
such as delegating roles and responsibilities on daily basis so as to run the organisation in more
effective and efficient manner. Sir Tim Laurence is the Chairman of Board of Trustees
(Hassanien and Dale, 2013).
Environmental groups: There are multiple number of environmental groups who are
mainly focuses on preventing environment from the influencing adverse factors arises due to
tourism activities of UK. The prime motive of such group is to reduce the over exploitation of
assets.
Visitors: They took more interest in the achievement and growth of tourism as they
would spend more resources such as time, money etc. to experience the natural beauty, cultural
heritage etc. The main aim of tourists to get supreme value for the money paid for getting
travelling experiences.
Synthesis of theory and practice to demonstrate the degree of stakeholder interest
It is important for English Heritage to identify its stakeholders and analyses their power,
influence and interest so that further actions shall be implement to maximise their interest and
behaviour towards an organisation. It can done through adopting analytical stakeholder theory
related with their interest and power which are described as under:
Local authorities: The government also took more interest in English Heritage due to
getting huge amount of taxes on revenue generated by them therefore it is required for them to
support in implementing promotional tools to attract maximum number of customers so that
maximum revenue has been generated and get huge taxes amount. It assists them in maintaining
high interest in functioning of business (Lew, 2014).
MENDELOW’S MATRIX: This matrix is the key aspect which formulates corporate
strategy by understanding key stakeholders. This matrix helps in stakeholder mapping. In this
matrix, various aspects such as volunteers, auditors, senior management and government are
analysed by ascertaining their power and level of interest.
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Text 1: Mendelow’s Matrix
Source: Mendelow’s Matrix. 2018
Mendelow’s Matrix is mainly based on Power and Interest which allows organisation to
identify the important of stakeholders along with their high power and high interest so that it can
be manage accordingly. For example, CEO has attained high power and interest to take decisions
for the betterment of an organisation whereas shareholders took only high interest in business
functions of an organisation. It assist superior authority to make an action plan in order to
allocate position to stakeholders which is shown on grid:
High power, highly interested people: Its aim to engage all people took more interested
in business functions and put their maximum efforts to satisfy them. For example, CEO or Board
of directors.
High power, less interested people: Its aim is to put enough effoprts to keep them
satisfied but not that much which will decreases their interest. For example, Governmental
authorities
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Low power, highly interested people: It adequately inform and ensure the people that no
issues are faced by the company and took suggestions from them to make some improvement in
particular areas. For example, shareholders.
Low power, less interested people: Under this, the people took less interest and power in
the business functions. For example, customers
Synthesis of theory and practice to demonstrate the degree of stakeholder power
There are various stakeholder carrying huge power which can impact the functioning of
business either in negative or positive way. It can be further understood as under:
Trustees: It is an internal stakeholders keeping more interest and power in managing and
controlling functioning of business activities. It provides financial as well as managerial help to
English Heritage with a purpose of providing welfare services to the community therefore if the
management are not working according to the mission and objectives of organisation then it will
increases issues among trustees and members. Therefore, trustee may give proper guidance and
direction to the management of English heritage about the achievement of objectives to maintain
its interest in an organisation.
Visitors: It is another effective stakeholder who has more power and interest in the
functioning of business as their decision making behaviour of travelling decide the growth and
success of English Heritage therefore it is important for organisation to maintain an effective
pricing strategies so as to influence behaviour of visitors in favourable way (Martínez, Pérez and
Rodríguez del Bosque, 2013).
Current issues or views of significant stakeholders
There are various viewpoints or issues of stakeholders of English Heritage related with
their functions in order to ensure whether they are performing in right direction to achieve its
vision and values. Some viewpoints are discussed as under:
Available employment business and CSR
opportunities for the local community
Stakeholders should ensure that information
about the available economic opportunities is
delivered early enough for the community to
prepare.
Clearly outlining the percentage of
employment opportunities that will be
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provided to the local community.
Transportation prices can be affordable by the
visitors or should approach to government to
make changes in existing pricing policies of
transportation.
Preservation and protection Local people and foreigners are aware about
the preservation of resources or required to
educate them about minimising the wastage
through communicating them by using
pamphlets etc.
Technologies and methods implemented in
various heritage sites are effective to protect
natural resources or should requires to invest
more to adopt advanced technologies.
Modern infrastructures History of England is effectively
communicated to the people through using
advanced media and methods such as maps,
brochures and books, audio visual media etc.
for interpreting the information about the past
of England or should contribute more efforts in
engaging people with the history of England.
Conclusion
It has been concluded from the above project report that stakeholders play an important
role in supporting English Heritage to maintain their sustainability for longer period of time.
Each stakeholder hold different interest and power who can affect the functioning of an
organisation thus required to protect their interest through maximising their interest and
behaviour.
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REFERENCES
Books and Journals
Brent Ritchie, J. R., Wing Sun Tung, V. and JB Ritchie, R., 2011. Tourism experience
management research: Emergence, evolution and future directions. International
Journal of Contemporary Hospitality Management. 23(4). pp.419-438.
Buckley, R., 2012. Sustainable tourism: Research and reality. Annals of Tourism Research.
39(2). pp.528-546.
Chathoth, P. K., and et. al., 2016. Co-creation and higher order customer engagement in
hospitality and tourism services: A critical review. International Journal of
Contemporary Hospitality Management. 28(2). pp.222-245.
Dredge, D. and Whitford, M., 2011. Event tourism governance and the public sphere. Journal of
Sustainable Tourism. 19(4-5). pp.479-499.
Gomezelj, D.O., 2016. A systematic review of research on innovation in hospitality and tourism.
International Journal of Contemporary Hospitality Management. 28(3). pp.516-558.
Hassanien, A. and Dale, C. eds., 2013. Facilities management and development for tourism,
hospitality and events. Cabi.
Lew, A.A., 2014. Scale, change and resilience in community tourism planning. Tourism
Geographies. 16(1). pp.14-22.
Martínez, P., Pérez, A. and Rodríguez del Bosque, I., 2013. Measuring corporate social
responsibility in tourism: Development and validation of an efficient measurement scale
in the hospitality industry. Journal of Travel & Tourism Marketing. 30(4). pp.365-385.
Raj, R. and Griffin, K. A. eds., 2015. Religious tourism and pilgrimage management: An
international perspective. Cabi.
Van der Wagen, L. and White, L., 2018. Event management: For tourism, cultural, business and
sporting events. Cengage AU.
Wise, N., 2016. Outlining triple bottom line contexts in urban tourism regeneration. Cities. 53.
pp.30-34.
Online
Annual Reports of English Heritage. 2015. [Online]. Available through: :<https://www.english-
heritage.org.uk/siteassets/home/about-us/annual-reports/eh-annual-report-2018_-
web.pdf>.
Overview of English Heritage. 2018. [Online]. Available through: :<https://www.english-
heritage.org.uk/about-us/>.
Organigram of English Heritage. 2018. [Online]. Available
through: :<https://heritagefutures.wordpress.com/2016/01/14/early-reflections-on-new-
transformation-for-the-national-trust-for-scotland-n_t_s/>.
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