Cultural Tourism and Heritage Management Analysis

This assignment is a comprehensive analysis of cultural tourism and heritage management, covering various aspects such as cultural consumption, tourism management, and human impact on natural and cultural heritage sites. The document reviews recent research papers and academic articles on the topic, including studies on dark tourism, thanatourism, destination brand equity, and red tourism in China. It also provides information on master's programs and courses related to heritage and cultural tourism management.

Heritage
and
Cultural Tourism
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Covered in Poster.............................................................................................................1
1.2 Potential conflicts in the conservation of Heritage and Cultural Resources in Lhasa, Tibet1
TASK 2............................................................................................................................................3
2.1 Purpose of Heritage and cultural attractions within the Travel and Tourism Sector.......3
TASK 3............................................................................................................................................6
3.1 Impact of Different types of ownership on the management of Heritage and cultural sites.6
Impact of Different types of ownership for British Museum and Natural History Museum. 6
3.2 Analysing role and responsibilities of organisation in the Heritage and Cultural Industry. .9
TASK 4..........................................................................................................................................11
4.1 Methods and media used for interpretation within the heritage and cultural industry...11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Tourism is an activity which related to the experience of travelling by which visitors
visits various tourist places in the world. Tourism activity reflect the various culture. religion of
particular region. Furthermore, heritage and tourism plays an important role in development of
economy of UK and touring sectors. It also present the culture of rural area which shows the old
tradition as well as culture of communities. Different festivals, beliefs and customs are also
expressed in the heritage and cultural tourism activities. It can be said that, heritage activity
enhance the level of opportunities for travel and tourism sectors (Poria, Reichel and Cohen,
2013).
The present report, is focused on various learning factors which make great impact in
growth and development of heritage and cultural tourism in UK. In this report, Lhasa and Tibet
are considered as a destination. It also explain the importance and purpose of museum which
help to assess the learning of British and Natural History Museum. It will also explain the
various roles and responsibilities of authority for development of heritage and cultural tourism
(Richards and van der Ark, 2013).
TASK 1
1.1 Covered in Poster
1.2 Potential conflicts in the conservation of Heritage and Cultural Resources in Lhasa, Tibet
Tibet is considered as one of the most beautiful place all over the world . It has rich culture and
heritage which attract lots of traveller every day. The monopoly of Tibet is its monasteries and
its culture which has been prevailing from many days (Page, 2014). One of the most attractive
sites of Tibet is Dalai Lama which is one of the most person all over universe.
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To visit his place is considered as one of the most delightful moment for tourist. Tibet is
also rich regarding its food and beverage and its speciality is TEA which is prepared in a
different manner. A Place which is diverse with so many historical monuments and culture, it
became very important for such a dynasty to preserve and conserve its culture so that many
tourist shall get attract to its beauty and the country will be able to generate economy with the
regulation of tourism activity.
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To conserve the same, Tibet has to develop places and provide better facility so that
many tourist attract there are considered as important assets for the country. Government is the
main body which plays a very crucial role in preserving and bringing up development to many
historical monuments as well as to the tourism industry (Smith and Richards, 2013). Ministry
body with its power can implement many policies to the country which will help in restoring the
past generation culture and heritage of the country but sometime situation may arise with
respect to the policy and the condition of a state in which many conflicts may also arise (Munar
and Jacobsen, 2014).
3

Development of heritage and cultural resources make a great impact in governance of
Tibet by which it faces various issues related to this context. Hence, it is necessary for
authority so that they will make complete focus on the activity which can provide protection
and development of heritage resources. Another key issue that heritage sector will face to
determine the effective destination which attract the customers in a large level. In order to this,
travel and tourism sector set the standard which help to develop heritage and cultural aspects in
Lhasa, Tibet. It also considered that heritage and cultural tourism requires high number of
investment so that it is necessary to Tibet authority to govern all the activity in an effective
manner. For example: Tibet need to hire skilled employees so that heritage sites will be
maintained effectively. In order to this, Tibetan authority gives high salary to the employees so
that they will perform well as per the desire plan. But on the other hand, economic system of
Tibet is not positive so that it make negative while arranging the resources for the heritage
system. Environmental issues is one of the major critical issue which highly affect the heritage
of Tibet. In order to this, Tibet contains various types of flora and fauna, but environment
make harm their tourist destination (Mulec, 2014).
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As per the above issues which are faced by the Tibet's heritage and travel sector, it is
necessary for the tourism sector and authorities to work effectively so that better protection can
be provided by using unique strategies. Tibet's heritage and cultural factors also faces
accommodation issues. In respect this, it is necessary for the Tibetan government to establish
luxurious hotels in Lhasa so guest will get best accommodation facility while visiting the place.
In respect to this, government try to make focus on strategic alliance by which it make
diversification in hotel groups to overcome the conflicts (Kladou and Kehagias, 2014). It can
be said that without any help of local citizenship, dimension of heritage and cultural destination
can not be secured. Due to negligence of local citizenship, many tourist destination is harmed
and destroyed. Hence, government try to manage the behaviour of local communities so that
destination will not be harmed and government need to develop a strategic plan to preserve all
the historical monument. For example: Government of Tibet make heavy expenditure for
development of luxurious hotels. In respect to this, it is responsibilities of project manger and
members of hotel to work as per the plan for the development of the hotel. Furthermore.
political factors also make great impact in the development of heritage and cultural tourism
activities. Political parties also protect the heritage activity and gives various efforts to protect
against the development of new sites. In respect to this, Tibetan government try to maintain the
standard by which all the activities will be formed in an effective manner (Jovicic, 2016).
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On the other hand, Decision related to the development of big luxurious hotels help to
protect the issues of local hotel organisation. For example: Government of Tibet make an
agreement with their international hotel to develop their hotel but they also protect the interest
of local hotel organisation. In order to this, government of Tibet try to focus for developing new
alternative strategies by which it will protect the interest of local hotel business in one side and
on the another side, it will also try to increase the level of economy by inviting the international
hotel business. All theses efforts help to improve the efficiency as well as effective
development of tourism activities so that visitors are highly attract towards their destinations
(Hartmann, 2014).
TASK 2
2.1 Purpose of Heritage and cultural attractions within the Travel and Tourism Sector
 Business tourist attraction: The hospitality and art companies attract these type of
individual on the basis their business dealing with in the country. These are the travellers
who travel with the relation of business. UK have good features for the conference
centres which cater the wants of business tourist. Sales man is the best examples for the
business tourist because he/she is the person who attend the business shows and to
communicate and promote the products of his/her company. For example: Many
professionakls visit the place corporate reason. Hence, visiting as a tour for corporate
purpose, meetings are part of attraction .
 Education tourist attraction: When the individual travel from one place, city or country
to the other country for the purpose of continue their studies so that they can able to gain
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perfect knowledge they want. These also includes those individual who attend the
education workshops so that they can able to enhance their practical skills and
knowledge. These type of individual are attracted by organising different event for the
learner so that they can visit and the company can able to sell addition benefits to
promote their products and culture. It include various schooling campaign, picnics,
internship programms etc. are the reason that visitor visits the place.
 Adventure tourist attraction: These are the individual who visit different places for the
search of adventure. They are the risk taker in their life and like river rafting, rock
climbing, sky-dying, bungee jumping, cave diving etc. These type of people are attracted
by arranging adventure activities with the minimum risk. If risk will be reduced then
more people will be attracted towards that companies.
 Culture tourist attraction: These are the individual who travel for the purpose of
enjoying the essence of assorted culture such as different cultural festival, San rock art.
The national art festival in the Grahams town or international Jazz festival in the cape
town etc. are the famous festival where most of the UK population and other countries
people like to visit. Many companies which can arrange the exhibition related to these
events which help them to attract those tourist who like art and culture.
 Leisure tourist attraction: These are the who need revitalize with their comfort. These
people want to travel because they want to change their mood. Such people might be
frustrated with their personal or professional life. So the go to other places in order to
change their mood and to forget their past bad happenings. To attract these tourist
hospitality industry need to arrange those activities and events where individual can come
and reduce their stress.
 Youth tourist attraction: These are the population who visit to different place to enjoy
their youth life and they travel with the maximum budget and minimum luggage. These
type of people are passionate about the adventure and excitement. The people like to
travel those places where they can able to forget everything and just love to enjoy their
life. They are attracted by arranging those activities where they fell free and love to make
happiness.
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 Research Work can be conducted- British Museum is place which provide research
facility which is related to the need of researcher. Investigation has been done by a person
to get information of the particular topic and present the details in front of people which
are not touch by the other. This kind of facility are given by the British Museum to the
people to explore the world by using attractive ways. Hence, to make investigate is the
important part of heritage and cultural visiting frequently.
 Entertainment purpose: British museum also provide entertainment and fun to the
visitors. It is belongs to diversified culture and art so that it will create curiosity in the
mind of visitors (Barile and Saviano, 2014). In addition to this, there are some families
who love to visit the museum for their entertainment purpose. On the other hand, Victoria
and Albert Museum is place which shows the culture, customs, values and traditions of
past century. It present itself as a attractive place so that most of families plan to visit the
museum.
Heritage and cultural tourism development activity is mainly focused to protect the
museum and heritage sites. In respect to this, government authority and tourism sector try to
develop an effective plan so that it can diversified the customer's need. In addition to this,
visiting British Museum and Natural History Museum is a part of effective analysis of different
age group people's need. The main purpose of heritage and tourist activity is to provide
awareness to the users about the historical events and memories. It also provide the information
so that visitors have sufficient knowledge of all the historical places. On the other hand, visiting
the British Museum and Natural History Museum is essential for the students, scientists, families
and media because it provide all the aspects which can help to make effective conversations of
science, history etc. Hence, visiting all these kinds of places help the people to understand and
collect various information which is useful to them (Su and Lin, 2014).
In addition to this, British Museum and Natural History Museum is the key attraction of
UK which is visited by the domestic as well as international visitors. Hence, it can be said that
tourists of different nations is highly attract to visit the UK again and again (Du Cros and
McKercher, 2015). This museum contains various kinds of pictures, diagrams and arts which
highly influence the people which shows that heritage and tourist activities plays an important
role to develop new information in the mind of diverse visitors. British Museum and Natural
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History Museum both have some unique features and collection which attract the people by
increasing the level of understanding regarding to the historical and cultural values. In addition
to this, all the activities help to develop historical values in the mind of traveller. It also found
that there are number of people who visit the British Museum and Natural History Museum so
that they will gain better knowledge related to the historical places. In addition to this, it is found
that there are large of specialist also visit in the British Museum and Natural History Museum so
that they will attain the better information related to the history and it also provides their needs
while visiting. It is helpful to determine the major factors and accomplishing the customer's
needs effectively. In addition to this, museum is full of attracted point because of the art work of
Rosetta Stone and Isabella Brant. It can be said that, museum is a collection of various kinds of
art work in a diversify manner (Dinnie, 2015. On the other side, Natural History Museum include
various kinds of research of botany, mineralogy etc. A Museum will indicate the appearance of
any civilization content and premise which is being carried out by the past generation in a
particular society. The main purpose of Heritage and Cultural attraction is to make increase in
the travel and tourism activity. Such increase will lead towards the economic support in the
country. It will be able to generate lot of income through the regulation of travel and tourism
activity. This section will create a focus on promoting the travel and tourism sector British
Museum and Royal Academy of Arts. It will also reflect the role to be played by the historical
buildings and monuments. Royal academy is another popular place of London. Exhibition gives
knowledge to students and learners. Lower income group can enjoy this place as on Friday and
Saturday entry is free. So they come here with the purpose of entertainment. Urban people have
lack of knowledge about traditional objects. Thus, researcher come here with the purpose of
research (Cetin and Bilgihan, 2016). They can spread knowledge in the country and all people
can enhance their knowledge about traditions
TASK 3
3.1 Impact of Different types of ownership on the management of Heritage and cultural sites
Political factors: Initiative can be taken by the government control for bringing different
projects related to tourism.
Institutional: The sites can be run under different institution so that they can have control over
all the sites and manage them.
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Collaboration: They can collaborate with public and private enterprises so that they can able to
manage different sites.
Impact of Different types of ownership for British Museum and National
History Museum
To make appropriate development of heritage and cultural activity, it is essential to for the
government and tourist sector to understand the various factors which make great impact of
ownership on the management of heritage and cultural sites. In respect to this, ownership may
be form of private or collective right which provide to accomplish the role and responsibilities
over the property (Timothy and Boyd, 2014).
Public Ownership
British museum and Natural History Museum
are covered under British Territory and it is
considered as a one of the most important
responsibilities which are undertaken by the
UK governance. It is taken by the UK
government so that all the rules and regulation
help to develop the heritage and cultural
activity (Heritage and Cultural Tourism
Management Msc. 2006-2016). In addition to
this, museum plays an important role for
development of heritage and cultural sites so
that customers highly attract on them. As a
result, both the domestic and interactional
visitors want to visit the destination frequently.
UK governance plays an important role for the
development of heritage and cultural sites.
Without any government control, the board
member of the museum can not take any kind
of decision which is related to the international
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activity. Government authority include
ICOMOS which is helpful for development of
cultural destinations. These kinds authority
make strategic planning and design an
appropriate structures for organising campaign
and advertisement (Boukas, Ziakas and
Boustras, 2013). Hence, as per the above
detailed it has been analysed that private,
government and collective ownerships are
establishes in a regards to provide development
and growth of British Museum and Natural
History Museum in a diversified manner.
There are some kinds of charitable trust
ownership, which is known as voluntary
bodies, associated with development of
heritage and cultural tourism sectors. Hence, it
can be said that all kind of organisations have
their different features and function so that it
make different affect in the heritage sectors. It
is depends on the ownership which is applied
as per the nature of regions.
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Charitable Trust Ownership
These are intentional organic structure. Some
beneficent holding are also connected with
practice and ethnic tourism development. Their
goal is same as public firms but they are self
funded organizations and work for generating
profit. Churches Conservation Trust,
Architectural Heritage Fund are some example
of it. Their responsibility is to support
government in developing business of tourism
in the country (Boniface, 2013).
Private Ownership
In respect to this, private diverse organisation
are establish so that it can play an active role
for making operational activity effectually. It
participate in the decision- making process
which are held by the British museum and
Natural History Museum. It can be said that,
private diverse organisation affect the work,
culture and management of heritage and
cultural sites activity. Hence, it is clear that
government and private organisation plays an
important role and give their support for the
development of these sites. For example: There
are various kinds non- profit organisation
which always try to prevent the heritage and
cultural activity in an effective manner. Such
kind of organisation is helpful for the British
Museum and Natural History Museum to
preserved itself appropriately (Benur and
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Bramwell, 2015)
In respect to this, it can be analysed that by
making specialised conversation by groups
focuses to development of heritages sites. In
addition this, there are various kinds of
government authority establishes to provide
support in order to manage and protect the
heritage and cultural sites. These are privately
regular institution, their intention is to create
financial gain. It will help to improve group
and railroad train them in such mode so that
they can transmit well with abroad customer. It
would help hem in accelerative number of
customers in the destination.
3.2 Analysing role and responsibilities of organisation in the Heritage and Cultural Industry
All the government bodies, public organisation, non-governmental organisation are
responsible to preserve and maintain many sites so that they can able to attract large tourist.
Heritage and cultural tourism activities based on effective completed of all the strategies
which is useful to develop in a diverse regions. Hence, it is essential to understand the role and
responsibilities of diversified sector which help to operate in an effective manner. LAWHF is a
kind of authority which operate in the same way and plays a conservative role in order to protect
the UK heritage industry. By the help of this authority, various innovative methods are used.
This innovative methods attract the visitors in a higher level for all over the world specially in
regards to the British Museum and Natural History Museum. LAWHF is known as a local body
which help to protect and maintain various historical places. Hence, this type of authority
specially plays a maintenance role for heritage so that it can attract the more and more visitors in
a large numbers (Balmer, 2013).
On the other hand, is is essential for the tourist authority to promote the heritage and
travel sectors in a global level. By encouraging the international level, travel and tour sector earn
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more income which make positiver impact in the growth of UK economy (Heritage and Cultural
Tourism Management. 2017). In respect of this, it can be said that UK's private and government
authority not only responsible for the British museum and Natural History Museum but they
have responsibilities for the development of all over the destination. By improving a level of
destination in UK, it is helpful for the development of the country's growth. Furthermore, they
also have responsibility to follow the strategic alliance, in order to make diversification in the
country's culture and beliefs. Government should take the initiative to create awareness in the
society so that historical places were not damaged or harmed by the local citizen. All the political
factors try to develop new innovative strategies to protect the historical monument and stories
which is related to them. Hence, by taking effective step of improvement help to achieve the
target of tourist sectors which make positive impact in travel sectors as well as country's
economy too (Ashworth and Larkham, 2013).
There are many organisation which play great role and responsibilities for the
development of heritage and cultural industry, they are:
Government department (Authorised Cultural Department): This department plays
an important role for making promotion of heritage and culture industry. In regards to this
manager make various kinds of specific activities which helps to manage and protect the culture
of tourism. In order to this, manager need to allocate funds in each department so that they can
work more effectively. Foreign department also plays an important role by which department
take the license so that they will conduct their activity in a global level (Graham, Ashworth and
Tunbridge, 2016). Manager also protect the beauty of heritage and cultural sites so that it will
attract the customers to visit the UK. They also maker proper management in different
departments so that all the activity-based are performed as per the plan.
Voluntary Bodies (Woodland Trust): Woodland trust is known as charitable trust
which establish to make effective development of tourism sector. In this, public private
partnership take a responsibilities to provide training and development for each sectors. They
also try to raise the funds which is useful to the heritage and cultural development. To make
improvement, they adopt new innovative techniques in place of old method or strategies so that
resources can be allocated efficiently (Mortara and et.al., 2014). It can be said that all the
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management function is to be done, if appropriate donation and charity will be revive by the
company.
Government Agencies (UNESCO): It plays an important role for the development of
heritage and cultural industry in UK. It support the sustainable development of tourism sector.
To provide sustainability it provide guidance to their associated departments so that proper
legislation is to be framed. These agencies also work for increasing the shareholder's
participation in the tourism activities so that all the activities will be improved. They also make
efforts to empower the local communities. It can be said that UNESCO make great impact for
the country's growth and earning capacity.
TASK 4
4.1 Methods and media used for interpretation within the heritage and cultural industry
For effective developing the heritage and cultural tourism, organisation need to adopt
different ways and media channels in order to promote the tourism sector so that they can
increase the effectiveness in the company. Effective evaluation of the different ways and media
aspects help to promote the Natural History and British museum. Government of that country
finding various ways by which they can able to promote their culture in the eyes of tourist in
order to promote the tourism sector which helps them make more profits (Hartmann, 2014). They
are identifying various ways from they can able to collect the knowledge and information about
the general people so that they can select the best medium to spread their message. They have
variety of museum from which they can able to generate high revenues and able to spread their
culture to all over the world.
Their key focus is to identify the needs of the visitors and serve them different services in
order to attract large number of consumer. Media is the best way to communicate their message
to the large population. It the way where the government and organisation cab able to spread
their message to the large number of people and effective way to attract large number of
consumer. The company should focus on taking feedback from the visitor so they can able to
know their experience and provide them better services more than they are expecting. They must
also provide differentiate service as accordance to the competitors. Proper management of all the
ways of promoting helps the organisation to control over the expenditure and can able to
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generate high profits by attracting large consumer (Heritage and Cultural Tourism Management.
2017).
From the above statement it can be said that the museums are using different strategies
for influencing the behaviour of the visitor in the positive way. Various methods include audio,
websites, mobile application, video tape etc. These methods helps to assist the museums to
provide particular information and knowledge for the different factors that are related to the
natural history and British museums. These are the factors that are included in the promotional
activities hat plays the vital role on attracting large numbers of service users. Advertisement is
the effective tool for the media promotion where adds are given in the various channels such as
TV, radio, newspaper etc. The museums use mostly television as the medium for transferring the
message and making aware about their culture and traditions.
Other than this, they also focus on installing audio-video platforms which provides the
information about the museums so that visitor can be aware about all the culture and traditions
about them. The authority also manage all the platforms so that they can provide as much as
information to the customers. With the assistance of the techniques different effects and artefacts
are displayed which is installed so that they can able to attract large number of clients. They use
advance technologies such as media advertisement and social media which helps in attracting
service users. They also post various articles, posters and pictures on the social sites which able
to attract the art lovers and families.
They also post important information on the online portals in order to influence the
interpretation of the visitors in the positive way. With this they are also doing personal and non-
personal advertisement mediums that can effectively attract large consumers towards several
aspects that are presented in the natural history and British museums.
The British museums use social media so that they can able to meet their objective that is
to provide as much as information to the visitors. They use Facebook which has no doubt that it
is the platform of social media which has replaced the separate online presence of their own.
Social media advertisement helps the museums in many ways that are as follows:
 Increase in the brand recognition because it this way where the customer can able to
easily access to the information.
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 Enhance in the brand loyalty where they can able to connect with the large visitors.
 Convert the opportunities into the implementation.
 Higher conversion rate because brand become more humanised by communicating with
the social media channels (Hartmann, 2014).
 Increase in inbound traffic: Nowadays people are more social, they are going digital
where they focus on online website and social platforms like Facebook. Twitter etc. so by
providing information on these platforms helps the museums to increase the traffic and
easy access of information to the visitors.
 Decrease in the marketing cost because once the advertisement is place, it is visited it is
not placed again (Altunel and Erku, 2015).
CONCLUSION
From the above analysis and study of museums, it has been observed that a high
dependency on electronic media, specially television has been found favourable for marketing
visits to the museums, namely British Museum and Natural history Museum. The managers of
these museums have taken the right steps by using television as medium of advertisement as it
approaches the right consumers on time. Television hence has aired these museums'
advertisement for standard rates and reminded of presence of history to people who become from
potential customers to visitors. It helped show the history in new light and sparked interest of
people of all age group.
The experience in the museum has been heightened by use of electronic media. Visitors
get an immersive tour with the use of the latest technologies and display panels which showcase
beautiful images and videos of what past was like. The visual appeal of those images in the
museum ambience make up for incredible tour. Visitors have given positive feedbacks to the
museums and liked them on social media. These responses are crucial in developing paths for
museum to grow. By maintaining good customer satisfaction standards museums have sustained
themselves and educated people while entraining new customers from around the globe.
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