Heritage and Cultural Tourism Management

This report examines the management of heritage and cultural tourism, focusing on Venice and Barcelona. It analyzes the growth of the tourism industry, potential conflicts in heritage conservation, the purposes of heritage attractions for different customers, and methods used for interpretation. The report also includes a leaflet and graphs to illustrate key points.

Heritage and Cultural Tourism
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1: Covered in Leaflet...........................................................................................................3
1.2: Potential conflicts in the conservation of heritage and cultural resources......................3
TASK 2............................................................................................................................................4
2.1: Purpose of heritage and cultural attractions in meeting the needs of different customers4
TASK 3............................................................................................................................................5
Covered in Leaflet..................................................................................................................5
TASK 4............................................................................................................................................5
4.1; Methods and media used for interpretation within the heritage and cultural industry for
tourists....................................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Travel and tourism sector is an industry which contributes maximum support in the
growth of country's economy through generating huge income every year. Large number of
tourists visited different nations with an objective of looking for outdoor activities that will give
them the feeling of pleasure. Different tourist travel with distinct purposes on which basis,
tourist places are selected to visit. The present study is based on “Heritage and cultural tourism
management” and the scenario emphasise over Venice and Barcelona. These places are more
attractive due to which large number of visitors prefer to visit. The project include the
importance of heritage and culture management in the growth of tourism industry. Cultural and
heritage play an important role in growth of an economy as over 100,000 employment
opportunities are created all over the globe. The project include the impact of different kinds of
ownership (Ab Karim and Chi, 2010).

TASK 1
1.1: Covered in Leaflet

According to the above graph, it has been clearly observed that tourist business has
growing on continuous basis. In the year 2007, the total contribution of tourism business is 88
US dollar which reaches to 239 US dollar in the year 2017. It has also expected that in the year
2027, the contribution to GDP has increased to 456 us dollar.
1.2: Potential conflicts in the conservation of heritage and cultural resources
Tourism industry gives maximum support in growth and development of heritage and
cultural resources. This is essential for government to consider the potential conflicts which
makes negative impact on the conservation of cultural and natural resources. Such potential
conflicts includes:
Lack of presentation of destinations: Due to having low publicity of attractive
destinations, it make negative impact on the turnover of tourists. Barcelona and Venice are two
countries which provides valuable and attractive tourist places but due to low investment in
creating awareness among tourist, the growth in the number of tourist are decreased (Aitchison
and et. al., 2014).
Disrespect of the interest and right of the visitors: The private companies and other
agencies are engaged in tourism activities think for enhancing their own interest due to which the
growth of tourism places are much affected.
Poor planning and land use: It also create issues which arises due to misunderstanding
among the conservation and tourism project of cultural heritage. Due to having poor knowledge
about utilisation of resources and think for their own benefits restricts to conserve cultural and
heritage resources.

Conservation threats against growth and development: The planners, designers or other
authorities which are responsible to develop heritage area using outdated technology due to lack
of funds. This will increases the cost of conserving cultural and natural resources.
Lack of innovation and new technology: The improper utilisation of available resources
such as innovative technology, modern software, training programs to employees, absence of
researcher, tourism operators etc. makes adverse impact on the development of tourism.
Browns field vs Green field sites: If proper concentration are not given to the aesthetic
value in order to maintain the brow area and green field zones, cultural landscape etc. then it can
create negative impact on the growth of Venice and Barcelona tourism.
TASK 2
2.1: Purpose of heritage and cultural attractions in meeting the needs of different customers
There are huge number of tourists visited in UK, Spain, Italy etc. every year with an
objective of visiting at different tourism places such as heritage, historical and cultural sports
activities etc.. Each visitors has different purposes which are briefly descried as below:
Education: There are number of tourists especially the students whose main visit motive
at different destination places is to gather relevant information and knowledge for their personal
development and academic learning. At present times, there are various kinds of higher
education section are initiated on such cultural destinations which are the bes for good learning
(Alberti and Giusti, 2012). There are lots of activities happened at British Museum, Queen's
House, the national maritime museum such as dramas, thematic stores, signs that gives true and
reliable information about such museum and other attractions of UK.
Research: It is another purpose of tourist to visit at different destination places such as
National Maritime Museum. The number of tourists comes to UK with an objective of
identifying the technologies used and various discoveries taken at such destination places. The
main attractions on which research has been done are laser harp, robots and lie detector etc.
Tourist are also willing to do some experiments in order to bring out optimum solution so as to
develop tourism place. It provide the ideas to private tourism companies to utilise their resources
in an optimum manner.
Recreation: At present times, the people are more busy in their work life due to which
they have no time to spend some leisure time with their families and relatives. Due to this, the

recreation scope are less due to lack of time. Thus, culture and heritage place are two such
suitable options to visit.
Entertainment: Tourist roam to such tourism places to shoot the scenes that will be
pictured in movies in future. It further communicate public through using publishing information
on hoardings which help visitors to know about the presence of destination in movie. Some
tourist went with an objective of enjoying some quality time and for entertainment purpose.
Seeing rare and creative nature which were seen earlier in image only maximises the satisfaction
level of customers (Blockley and Hems, 2013).
Furthermore, the growth and development of travel and tourism sector depends on
customer segmentation and their needs and preferences. Therefore, it is essential for private
companies and government authorities to target the customers on the basis of their purposes in
order to maximise the revenue and profit. For example, students mainly visit with an objective of
education and research purposes due to which they are more relied on hired or guide person.
Thus, training provided to such guide or hire person enable tourist companies to fulfil the needs
and requirements of targeted customers. It will help them as well in generating huge incomes.

TASK 3
Covered in Leaflet
TASK 4
4.1; Methods and media used for interpretation within the heritage and cultural industry for
tourists
The tourism companies and government authorities are engaged in providing tourism
services to the large number of visitors which are required to promote cultural and heritage
places through using media. Before making decision of visiting different destinations, the visitors
firstly collect information about the attractions in particular country with the help of searching
through online or through consultation. The graphs, pictures, images etc. are such which
communicate visitors about an effective places. Apart from this, there are other components as
well which must be followed by tourism companies such as social media where millions of
people are active on daily basis (Jimura, 2011). Advertising about the different attractions on

social media along with the packages help in grabbing the attention of visitors across worldwide.
In addition with this, there are some approaches and media which are used to interpret the
information regarding culture and heritage tourist places. Such are described as below:
Images: Government also require to give their maximum support to present fair image of
heritage destinations for attracting maximum number of customers across worldwide. It create
mind set of customers and influencing their decision of visiting as well. Publishing picture of
ancient of time attracts million number of customers. Broadcasting image on social media brings
visitors towards attractive locations.
Role play and guides: To provide accurate and true information about cultural and
heritage tourist sites, it is essential for tourist companies to conduct different activities and
programs such as role play at British Museum on daily basis. A person who guide the tourists to
visit at different destinations help them in acquiring knowledge and historic activities in order to
maximise their experience of travelling. It is also important for tourism companies to make their
own sites where the tourists are given an opportunity to give their views and perspectives about
such destinations (Nunkoo and Ramkissoon, 2010).
Stories: The signs and stories related with such places are also more helpful in grabbing
an attention of large number of visitors across different nations. Telling stores on social media
relate with destination places brings interest among them customers due to which they may show
their willingness to visit at such places once in a life. For depicting the stories, mobile
advertisement and souvenir ads are also more attractive and appealing mediums.
Trails: It is important for country to promote their culture and heritage tourism with an
aim of attracting foreign visitors. It is a type of interpretation tool which must be applied in
Museums such as British Museum and other places. There are different types of aspects such as
video tool, audio system etc. which help in giving information about all the traits are existence
(Pereira Roders and van Oers, 2011).
Audio visual Media: Adoption of modern tools and techniques can be used in
interpretation of data or information. Visual and Audio media display and communicate the
information about the historic stories about such destination places. The main advantage of using
such tool is that it informs visitors about information in different languages due to which foreign
visitors can easily acquire knowledge about different cultural and heritage sites.

Published materials: Publishing books and pamphlets about the attraction exist at tourist
places easily grab attention of large number of visitors. Distributing such published materials on
every city of United Kingdom help visitors in gaining knowledge about the cultural and heritage
destination.
All such type of media are more useful to adopt by tourism companies in order to
enhance the culture and heritage destination. Therefore, conveying information through using
such tools can easily attract visitors from different nations. British Museum along with Queen's
House, the national maritime museum such as dramas, thematic stories are some attractive and
oldest place in UK where various kinds of gallery and arts represents the activities happened in
ancient time period (The British Museum, 2017).
CONCLUSION
It has been concluded from the above project report that cultural and heritage sites are
important attractions which gives maximum support to country in generating huge income due to
which tourism business contributes maximum to the GDP of country. There are different types of
companies which are engaged in providing tourist activities with their different objectives
through performing their roles and responsibilities. There are different methods and media as
well which are required to be adopted in order to help visitors in gaining knowledge about the
cultural and heritage destinations.

REFERENCES
Books and Journals
Ab Karim, S. and Chi, C.G.Q., 2010. Culinary tourism as a destination attraction: An empirical
examination of destinations' food image. Journal of hospitality marketing &
management, 19(6), pp.531-555.
Aitchison, C., and et. al., 2014. Leisure and tourism landscapes: Social and cultural
geographies. Routledge.
Alberti, F.G. and Giusti, J.D., 2012. Cultural heritage, tourism and regional competitiveness: The
Motor Valley cluster. City, culture and society, 3(4), pp.261-273.
Blockley, M. and Hems, A., 2013. Heritage interpretation. Routledge.
Briassoulis, H. and Van Der Straaten, J. eds., 2013. Tourism and the environment: regional,
economic, cultural and policy issues (Vol. 6). Springer Science & Business Media.
Cuccia, T and Rizzo, I., 2011. Tourism seasonality in cultural destinations: Empirical evidence
from Sicily. Tourism Management. 32(3). pp.589-595.
Jimura, T., 2011. The impact of world heritage site designation on local communities–A case
study of Ogimachi, Shirakawa-mura, Japan. Tourism Management. 32(2). pp.288-296.
Nunkoo, R and Ramkissoon, H., 2010. Small island urban tourism: a residents' perspective.
Current Issues in Tourism. 13(1). pp.37-60.
Pereira Roders, A. and van Oers, R., 2011. bridging cultural heritage and sustainable
development. Journal of Cultural Heritage Management and Sustainable
Development, 1(1), pp.5-14.
Swarbrooke, J. and Page, S.J., 2012. Development and management of visitor attractions.
Routledge.
Online
The British Museum. 2017. [Online]. Available through:
<https://www.timeout.com/london/museums/british-museum>.