Assignment Title

Enhancing Tourism Activities through Effective Interpretation

HERITAGE

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INTRODUCTION
Heritage and cultural tourism is one of the vital important businesses which heavily
contribute in economy development of countries. It is the fastest growing sector of tourism
industry in the present era in which tourists have high interest. Historical, traditional,
adventurous travels have become the first choice of visitors and due to this the tourism industry
is able to generate huge revenues (Graham, Ashworth and Tunbridge, 2016). Present report is
based on Lhasa which is the famous place and capital of Tibet. Approx more than 10 million
foreign and domestic visitors visit this place and enjoy beauty of this destination.
Current assignment will discuss the development and growth of Lhasa. Potential conflicts
in conserving heritage and cultural resources in respect to Lhasa will be illustrated in this study.
The British Museum and The Royal Academy of Art meet with the needs of different customers.
Purpose of heritage and cultural attractions within tourism sector will be assessed in this report.
Role, responsibilities, ownership of government and private organizations in the heritage and
cultural tourism industry will be focused in this report (Mortara and et.al, 2014.). Methods and
media used for interpretation within the industry will be evaluated.
TASK 1
1.1 Growth and development of heritage and cultural industry in Lhasa
In Poster
1.2 Potential conflicts in conserving heritage and cultural resources
There are many reasons of occurring conflicts situations in Lhasa. These are described as
below: Access versus conversation: One the leading reason of conflict is access versus
conversation. Mainly Chinese government look for development of tourism sites in the
Lhasa for generating revenues whereas local authorities try to increase tourism activities
so that culture of place can be known by others (Opel and et.al, 2013). Erosion can
destroy natural beauty of this place and by this way environment will get affected. This
can create conflicts situation in the tourism activities. For instance, if Chinese
government cut mountain for developing roads and transportation facilities then it may
create conflicts because erosion is not good for natural environment of Lhasa.
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 Lack of presentation of cultural places: Lhasa is famous for the cultural dance, rituals
and traditions. But due to poor presentation in front of tourists regarding cultural
background can create conflicts with local and host communities (Opel and et.al, 2015).
Due to lack of awareness, concentration of public can be hindered and due to this Chinese
government will not support in protecting the natural resources. Conservation threats against growth: If planners or authorities do not focus on the
development of Lhasa and they believe to keep sites outdated then it may create difficult
situation. By this way, tourism business will not grow and economic development of
Tibet will be affected (Timothy, 2014). Brown field sites versus green sites: Preservation of natural places and resources is very
important. But development of hotels, roads, transportation, accommodation facilities
can destruct biodiversity of Lhasa. It may turn green field sites to brown and due to these,
conflicts may get arise (Barile and Saviano, 2014). Technologies and innovation: If government and local authorities do not use
technologies well or if they use extra ordinary to these technical equipment, then it may
create conflict situation in the place. Lack of education opportunities, poor policy makers,
lack of tour operators and conservators can affect negatively on the development of
tourism business in the Lhasa (Barthel-Bouchier, 2012). Apart from this, if there is lack
of integrated software and equipment then authorities will not be able to generate revenue
and staff will not get satisfactory training which may affect tourism business and by this
way difficulty may get arise.
 Capital cost and revenues generation: Referring to the case study of Lhasa Tibet, it has
been found that there are many mountain and landscapes. Developers like Chinese
government are planning to develop this place and authorities are investing huge amount
in constructing hotels and roads in the location (Bloch, 2015). But local group or
population does not agree with this point because their source of income will get
vanished by this way. Some people think that this development can create problems of
conservation thus, different views and perception can create problematic situation in the
place.
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TASK 2
2.1 Purpose of heritage and cultural attractions in meeting needs of customers
Cultural and heritage attractions are two main aspects that can attract more customers
towards the locations. In the modern era heritage tourism is one of the high income generating
business of tourism (Harrison, 2013). Tourists go to visit heritage and cultural places across the
world, their travel purpose is differed from other people.
The Royal Academy of Art and The British Museum are two main attractive places of
London. The British museum is one of the famous place of London and from different locations
people come here. This place describes human culture's stories from their beginnings to present.
Tourists come to visit this place for many purposes. Apart from this Royal Academy is another
attractive point in London, that is very famous for its art and objects (Page, 2014). Purposes of
customers are as below discussed:
Education: Visitors those who have good interest in the heritage travel they come to visit
British museum and The Royal Academy. Their main purpose is to gather good knowledge for
the academic purpose and personal preference. Now-s-days handling authorities organize
educational programs on these places so that people can learn so many things and can improve
their cognition. Many programs in the form of drams, signs, thematic stories are arranged by the
authorities to discuss the true view of Royal Academy and The British Museum to the public
(Poria, Reichel and Cohen, 2013).
Research: Apart from educational purpose many visitors come in Royal academy and
British museum for research purpose. British museum is one of the famous place that define the
human history of two million years. Human culture and other aspects are defined by the
museum. From different locations people come here to do deep research upon it so that they can
explore their ideas to mass audience. British museum gives space to researcher so hat they can
carry out their research and can explore their ideas (Richards and van der Ark, 2013).
Recreation: Development of tourism business is the only business in which
organizations can earn more money and can generate high revenues. Royal Academy and British
Museum are the best attractive places of London and many investors invest their capital to
recreate cultural sites. So that, people can get high income on their spent money. Such type of
customers come here to recreate the things (Smith and Richards, 2013).
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Entertainment: Families and common public come here with the purpose of enjoyment.
They can visit natural scenes that they have never visited earlier. TO get entertainment is the
main purpose of such type of customers (Su and Lin, 2014).
Segmentation is the main aspect that can attract more consumer towards the both places.
As British museum and Royal academy describe the historical culture and tradition of this place.
So students and researcher come here to gain some knowledge and to do deep research upon it.
Students traveling rates are too high as compare to employed persons. Self employed persons
and families come to such places for entertainment purpose and recreation. Business persons
spend some amount for recreation and development of such places (Timothy and Boyd, 2014).
TASK 3
3.1 Impact of public and private ownership on management of heritage and cultural sites
For gaining high
revenues and
maintaining heritage
sites, development of
ownership structure is
very important.
Private, public and
voluntary are main
types of ownership
exists in the heritage
and cultural tourism
sites.
Public Private
Partnership (PPP)
ownership: Woodland
trust is the most
common example of
PPP ownership. Such
type of entities work
for developing
knowledge of public,
for that such type of
business organize
training programs so
that people can take
much interest in such
places. That impacts
positive in the
development of
tourism activities in
Public ownership:
Public organizations
ruled by government
authorities in this
private parties or
organizations can not
interrupt. Aim of
public firms are to
preserve natural
resources and
conservation of
heritage sites (Zhao
and Timothy, 2015). It
impacts positively on
the heritage and
cultural sites as by this
way job opportunities
can get increased and
Private ownership:
To generate high
revenues is the main
aim of such type of
organizations. They
work for developing
skills of staff members
so that people can give
effective presentation
to customers. By this
way tourism activities
will get enhanced in
the location. That
would give positive
results to the country
and economic will be
developed to great
extent.
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the place. Nation faces
many issues which
hinder development of
tourism business in the
places. PPP
organizations focuses
on resolving such type
of issues and
preserving natural sites
so that maximum
tourists come in the
destination and enjoy
the culture of this
location. Due to
changes in trends and
needs of consumers
charm of heritage and
cultural sites get
reduced. Role of PPP
here impact positive
and they promote the
destination in effective
manner so that
changes in trends do
not impact negative on
the sites (Tengberg
and et.al, 2012).
by this way foreign
reserves get enhanced
in the country. Public
ownership contributes
well in boosting
visitation and
entertainment in these
tourist destinations.
England heritage,
department for media,
culture and sports etc.
are main public
ownership
organization in the UK
that impacts positively
in the development of
tourism activities in
the nation. They
arrange funds for
further development of
the places so that
accommodation
facilities can get
improved. Income
generation is another
mission of public
organizations and it is
only possible with the
help of availability of
sufficient funds.
Charitable trusts:
Some famous
charitable trusts are
National trust,
Heritage Alliance etc.
These are volunteer
ownership, their
mission is to maintain
natural cultural of this
place and to generate
high income. These
organizations impact
positively and
contribute well in
development of culture
and heritage industry.
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Preservation of
cultural heritage is
another aim of
government so for that
they continuous work
for preserving and
conserving natural
beauty of this place.
By this way more
people will take
interest and they will
get encouraged to
travel in such natural
locations.
3.2 Roles and responsibilities of different organizations
Duties and role of different organizations are differed from each others. They work for
different purposes so there responsibilities are also differed from each others.
Responsibilities of public organizations:
Department of culture, Sports and media department are main public owned firms. Their
main purpose is to expand business of tourism and to generate high revenues. This department is
responsible for the leisure tourism (Whelan, 2016). Sports department continuous organize
games in the country so that people from different locations come here and they take experience
of this place. Department of culture is responsible for developing the historical buildings in the
nation. They make new trade agreements so that exports can get increased by this way revenues
and foreign reserves will get enhanced.
Management of art collection, development of historical buildings are the main
responsibility of public organizations. Apart from this introduction of the latest technologies and
allocate funds to small departments so that cultural tourism can be developed (Historic Ensemble
of the Potala Palace, Lhasa, 2016). Conservation of natural resources is another responsibility of
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department of culture so cultural background of destination can get spread across the world.
Public organization like UNESCO make legislation which can enhance the economy to great
extent. Such as trade agreement, visa policy related laws have been made by central government
of the country. They empower local communities so that people support government and they
keep their trust on the authorities (Tourism in Lhasa: Development History and Strategies,
2017).
Responsibilities of PPP organization:
Woodland trust is the main PPP organization, that contributes well in developing tourism
activities in the country. They arrange funds from multiple sources. Development of natural
habitats is another role of cited firm, they train and educate staff members in such manner so that
history and culture of the place can get spread across the world (Historic Ensemble of the Potala
Palace, Lhasa, 2016).
Role of voluntary bodies:
Charitable trusts like national trust work as advisory committee. Cited firm give
suggestion to public bodies so that they can execute their plan effectively. These entities work as
government organizations and they contribute well in economic development of the country.
They make necessary changes in the attractive places which can enhance natural culture and can
present historical background to tourists well (Tengberg and et.al, 2012). By this way tourism
activities will get enhanced that will raise economic value of the nation. Such type of bodies
suggest local authorities and arrange funds for the bodies so that cultural tourism can get
developed in the region.
Task 4
4.1 Methods and media used for interpretation within heritage and cultural industry
Interpretation is the essential part of heritage and cultural tourism, it supports in proving
enriched values of places to visitors. Effective interpretation can help in arising tourist interest in
the cultural and heritage places. Burt before communicating information to visitors it is very
important that details should be rich. It means such information needs o be passed which can
enhance interest of tourist to great extent (Zhao and Timothy, 2015).
In the Royal academy and British museum so many customers daily come. Students come
here to gain knowledge, employed persons come here with the purpose of recreation and some of
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researcher come here with deep research objectives. So it very necessary that correct information
can get circulated in appropriate manner so that tourism activities can get enhanced.
Interpretation is very important as it helps in spreading real historical background and cultural
important to across the world (Whelan, 2016).
Personal and non personal media are to sources of interpretation in the places. In the
British museum and Royal academy guides are present those who give relevant knowledge about
history and culture of these places to tourists. Guide can coordinate well with foreign client as
they are trained and can give proper answers to tourists in understandably language. Apart from
this in the British museum and Royal academy many printed materials circulated by the lower
staff members. Audio-video presentations conduct by the authorities so that effective
interpretation can be done with them. Some time authorities conduct role play and drama
programs for students and researchers so that effective details can get circulated to them. That
helps in spreading value of culture across the world (Page, 2014). These personal media methods
have increased tourism activities in the British museum and Royal academy to great extent. From
the last few years, this year number of customers have come here and they have give positive
feedback regarding interpretation.
British museum and Royal academy have online presence and people can gain knowledge
in their own language regarding museum and art academy. Technologies support in this respect,
internet and social sites provides rich information to tourists. Thematic interpretation approach
has been adopted by the British museum and Royal art academy. That is the central heme and
helps in developing communication with customers. In this process time length development has
been coordinated with visitors (Barile and Saviano, 2014).
Trails is one the common method that is used in British museum and Royal academy and
in may other historical places. In this, booklets and other printed material have been passed to
visitors so that they can gain knowledge and can know about cultural history of UK. Live
performances, light shows have been organized in such places so that detail and cultural
background can be spread across the world. By this way people are taking more interest and they
plan to visit such places again. By this way needs of different customers can be fulfilled easily,
as students wants to enhance their knowledge so with the help of print media they can gain
relevant knowledge (Barile and Saviano, 2014). Entertainment is the objective of families so
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light shows and live performances can fulfill their desires and can interpreted effective cultural
background of UK in front of mass audience.
Conclusion
From the above report it can be concluded that heritage and cultural tourism play a
significant role in economic development of the country. Apart from the economic growth,
preservation of cultural resources is main benefit of this tourism. By this way tradition, long
history, attributes etc. can be spread across the world. Success of travel and tourism is much
more depended upon the heritage and cultural sites. From different locations many people
regularly come British museum and Royal academy. Students have purpose to gain new
information whereas researcher have aim to conduct deep research on it. Families come here to
get entertainment and they enjoy very much in this place. Effective interpretation is very
important because if they are not able to understand the cultural values and history then it would
be of no use for them. For communicating well and spreading wide knowledge British museum
and Royal academy take support of personal media by this way tourist activities in these places
can get enhanced. That would help in economic development of the country.
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