Cultural Heritage and Tourism Management

This assignment delves into the multifaceted relationship between tourism, cultural heritage, and management. Students analyze how cultural heritage is interpreted and presented to tourists, explore effective marketing strategies for cultural destinations, and investigate good governance principles for managing cultural heritage sites. The assignment draws upon academic literature and real-world examples to provide a comprehensive understanding of this crucial field.

HERITAGE
AND
CULTURAL TOURISM
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analysing growth and development of UK heritage and cultural industry......................1
1.2 Potential conflicts occur in the conservation of heritage and cultural resources.............3
TASK 2............................................................................................................................................4
2.1 Purpose of heritage and cultural attraction in meeting needs of different customers......4
TASK 3............................................................................................................................................7
3.1 Evaluating the impact of different types of ownership on management of heritage and
cultural sites............................................................................................................................7
3.2 Analyse roles and responsibilities of organizations in the heritage and cultural industry8
TASK 4..........................................................................................................................................10
4.1 Evaluating methods and media used for interpretation within the heritage and cultural
industry for tourists...............................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Travel and tourism industry plays a crucial role in today's competitive environment in
order to protect the natural beauty of the country. This industry has helped many nations in
improving their economic condition in a proper and effective manner. Further, heritage tourism
is considered as a branch of tourism which is oriented towards the cultural heritage at a location
where tourism occurs (George, 2010). On the other hand, cultural tourism is generally concerned
with the region or culture which specifies the lifestyle of the individuals living in that particular
geographical area. Further, it is also a type of tourism which is conducted by people in order to
improve their knowledge and also to understand the different cultures followed by the resident of
different countries. In relation to this, both the tourism play a significant role in terms of rising
the economic condition of that particular area.
In relation to above mentioned topic, this present report will be prepared by considering
different case scenarios given in the question file. Further, in relation to the given context, this
report will give elaborated description regarding the growth and development of UK heritage and
cultural industry. This report will also emphasize on the purpose of heritage and cultural tourism
for attracting and meeting the needs and demands of travellers. Moreover, report will also depict
different roles and responsibilities of the organizations which are running within heritage and
cultural industry.
TASK 1
1.1 Analysing growth and development of UK heritage and cultural industry
Currently, London is being counted among the city which attracts millions of visitors
from around the world. In relation to this, it can state that Victoria & Albert Museum,
Buckingham Palace and British Museum is the major attraction points for tourists within the city
who comes for travelling. Hence, it can be stated that there are various historical development
which are considered in the travel and tourism industry of London. This is significantly
increasing the goodwill for the particular country and revenue as well.
Further, heritage and cultural of UK plays a significant role in terms of improving the
economic condition of country (Hamilton, 2008). Moreover, government of UK is also taking
some relative steps in order to conserve and protect the natural and heritage sites of country.
Although, if it is not done by the local body, then country will not be able to attract more visitors
from around the globe and natural integrity of the country will be not be properly depicted.
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However, growth and development of culture and heritage industry in UK is not new as it has
been continued from past years and below given is the time line growth and development of UK
culture and heritage industry:
Year Event Name Description of the same
1940
CEMA- Council
for the
Encouragement
of Music and
the Arts
1940 is the time where first national body is been developed to
protect and provide genuine support to the UK museums, historic
monuments, arts and libraries of the country. Further, in the initial
year only UK government has taken an initiative in regard of
making a separate fund for protecting the cultural as well as
national heritage of nation.
1946 Art Council of
Great Britain
In the mentioned year, a council was prepared for encouraging the
art and music within the country. Therefore, in relation to it, Art
council of Great Britain is the first agency which was used the
government fund in relation to promoting the heritage as well as
culture of the country.
1990 National Lottery
This scheme has generally opened a source of generating the
income for the cultural and heritage industry. Further, this method
was treated as a major area of development in the context of
growth and development of heritage and cultural industry.
1997
DCMS-
Department of
Culture, Media
and Sports
This department plays a crucial role to promote the talent of
individuals who are the citizens of UK. Further, this agency is
having all the key responsibilities for arranging all the cultural and
sports events which will outsource the talent of individuals.
Moreover, currently there are other factors as well which are playing crucial role in terms
of facilitating the travel and tourism growth in UK. Some detailed explanation about the assessed
factors have been depicted down under: Infrastructure: The infrastructure of UK and especially of cities like London is highly
developed. In relation to the same, it has been evaluated that London has facilities and
services for all the income class customers (Leask and Rihova, 2010). Further, there are
also different means of transport which provide convenience to the travellers for reaching
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to the desired destination. In order to promote the culture and heritage, government is
also taking major responsibility of making effective road and rail transport which will
play a significant role in future as well.
 Technology: UK is treated as a hub of latest and modern technology and government of
the mentioned country constantly makes efforts to improve the technological
environment of UK. Cities like London has highly developed and there are many
individuals who come from different countries to seek job opportunities. This will be
proved as the beneficial aspect for travel and tourism companies which are operating
within city (Lomine and Edmunds, 2007). Further, with the use of high tech internet
technology, these firms can attract many travellers towards the country and due to this,
positive impact will be seen upon the economy of country.
1.2 Potential conflicts occur in the conservation of heritage and cultural resources
Potential conflicts which happen in the process of conserving the heritage and culture
resource of the nation are been identified. In the context of this, case study of Tibet is given
which shows that country is facing with the number of conflicts and government of cited nation
has to take relative steps in order to stop these conflicts (Mckercher and Cros, 2012).
As per the case study, Tibet is treated as a roof of the world and it is also a worldwide
tourist destination which offers travellers a combination of mind blowing monasteries, high
altitude treks and also a unique intangible culture. This country is also a home of various
religious temples. In addition to this, Lhasa is the capital of Tibet and this city is the most visited
place of the country as more than 10 million travellers come around the globe which include both
domestic and international visitors.
By evaluating the case study, potential conflicts has been identified which is happening in
the capital of Tibet naming Lhasa. It has been identified that the biggest conflict is happening
between the Chinese government and the inhabitants residing in the Tibet. Further, government
of China is been considered as a potential of the Tibet which focuses on maintaining large
number of tourists within the country (Balmer, 2013). Further, the local body of China is also
taking some major decisions in regard of promoting and establishing some large scale projects
within the country. Currently, government is focusing on renovating the Barkhor old town
district which is situated outside sacred Jokhang temple in Lhasa. Moreover, government is also
planning to construct a theme park in the outskirts of Lhasa with an investment of almost $4.8
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billions which will attract many visitors in coming time period. Further, a group of hotels named
InterContinental Hotel Group (IHG) is also designing a plan to make a hotel with almost 1100
rooms and this hotel after the construction will be the biggest luxury hotel in Lhasa (Shipley and
Kovacs, 2008).
On the contrary, these projects has lead towards development of many conflicts within
the city as UK with an aim to boycott these projects London based free Tibet has launched the
campaign for the purpose to show their residence towards the given campaign. This conflict is
arising because the individuals who are leaving in Lhasa are concerned of the culture and
environment of particular city (Boniface and Cooper, 2009). These citizens knows that the
construction will destroy and make a huge impact on the traditional architecture of the city and
due to this USP of the country will be influenced. Further, construction will also lead towards the
marginalization of heritage importance and from all the above facts and it is considered that due
to this conflicting situations arising within the city.
My view point for the particular situation is slightly contrary and will support both the
conditions. I agree that with so much construction work will take place in coming half a decade
or so which will surely impact the cultural and heritage of Lhasa as well as the environment
(Cardoso and Ferreira, 2000). But on the other side, if I see the other perspective, then it leads to
render some good things for the city. As after getting the permission from the government,
unemployment problem relating to the country will be solved and more and more people will get
the employment in different fields and after the construction, for instance for hotel, it will give
more employment in different department of the hospitality and these employees can survive
their daily life with a set income. With the help of it, the living standard of the individual will
also be raised and people will be more standard as compared to earlier time.
TASK 2
2.1 Purpose of heritage and cultural attraction in meeting needs of different customers
Heritage and culture attraction having different purpose and they generally possess some
unique elements which attracts a large number of tourists towards it. Along with it, this heritage
and culture attraction plays a crucial role in meeting the needs and demands of different types of
travelers who come to visit from around the globe (Grimwade and Carter, 2000). For the
mentioned topic, two unique and popular destinations of UK have been considered and the
detailed description of the mentioned topic have been studied down under:
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British Museum
British Museum is a museum which is generally dedicated to the human history, art and
culture and the mentioned museum is located in the hearts of the London city. This museum
consists of more than 8 million objects collection which depicts and illustrates the story of
human existence from the beginning to the current time. Further, this museum was established in
1753 and it consists of huge collection of physician and scientists named as Sir Hans Sloans.
Moreover, the museum having lists of unique collection which comprises Granite statue of
Senwosret III, Stela of King Peribsen, Abydos, Statue of Nenkheftka from Deshasha, Statue of
the Nile god Hapy, Mummy of Ginger from Gebelein and many others. Further, this museum
also has a national library which exists in the same building. Further, the mentioned museum is a
non- department public body which is sponsored by the Department for Culture, Media and
Sport.
Illustration 1: British Museum
Further, in relation to the given context, it is considered as museum helping in fulfilling
the needs and demands of the different visitors. These customers include families, children,
students, scientists, etc. For researcher, this museum helps them in finding new area for making
specific research (Hamilton, 2008). For students those who are from the arts and literature field,
this museum will help them to have a depth knowledge regarding the heritage history of the UK.
Moreover, this museum also fulfilling the needs and demands of the families as parents wants
their children that they should know more about their country history. Further, at the weekend or
for travellers who are coming from outside UK are coming for the entertainment as well. By
spending hours in this museum they come to know the hidden secret about the UK in a whole
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elaborated manner (Lomine and Edmunds, 2007). By considering the overall observations, it is
concluded that this museum is satisfying the needs and demands of visitors in an effective and
efficient manner.
Natural History Museum
Natural History Museum is treated as most prestigious museum in London due to its
natural beauty which exhibits the different segments of the natural history. Further, this museum
is considered as home to life and earth and includes more than 80 million items in different
collection fields (Mitsche and et.al., 2013). These collections are divided in the categories of
botany, mineralogy, zoology, entomology and palaeontology. Moreover, this museum is also a
world renounced centre for research in taxonomy. Although this museum is majorly famous for
the exhibition of dinosaur skeletons which are placed in the central hall of the museum. Fuyrther,
this museum was established in the year 1881 and the visitors who are coming to the museum do
not have to pay any type of admission or sort of entrance fee. Moreover, there are different types
of gallerias which shows the description of different collections like blue zone gives description
about all animals and mammals like dinosaurs, fish, etc (Page and Connell, 2006).
This museum also accomplish the needs and demands of different visitors. For instance,
students visits to museum with a purpose of improving the knowledge regarding the natural
history of the country where they reside. In the similar way, families with children visit to
museum for entertainment and extending knowledge of their children for enhancement purpose
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Illustration 2: Natural History Museum

(Riege and Perry, 2000). In addition to this, scholar visit such museum with an aim to get the
idea for conducting the further research upon the particular topic. Thus, through this way only
museum tends to satisfy the needs and demands of different buyers in an appropriate way.
TASK 3
3.1 Evaluating the impact of different types of ownership on management of heritage and
cultural sites
There consists of different types of ownership which playing an effective role in terms of
managing cultural and heritage sites of the nation. However, these cultural and heritages sites
generally remains in the ownership of government and other non- profit sectors (Boniface and
Cooper, 2009). Further, this topic will show the detailed explanation regarding how ownership
gets depicted: Private ownership: Private ownership is a type of ownership where all the crucial
decision regarding the nation is being taken by the private firms or entities. The main
objective of these firms is to provide best of the experience to the visitors. Moreover,
these given organization works upon the objective, that is to increase the sales and profits
of all the firms which are linked or associated with the travel and tourism industry
(Sharpley, 2003). In relation to it, the firms also play an important role in attracting large
number of tourist within the country from different promotional sources. For instance,
The Historic House Association (HHA) is private firm which protects and keeps clean
different type of cultural and heritage places of country such as gardens, castles and
houses etc. From this, there are different castle and establishments that opened door for
tourist, film location, school visits, wedding and memorable places to stay. With this,
new and innovative experience is able to offer to travellers that aids in meeting the
satisfaction level. Also it helps in earning revenue from historical establishment. Public ownership: Public ownership is owned and controlled by the government the
nation and the core objective of these firms is to extend the number of foreigners as well
as domestic visitors within the country. Further, these firm also have the objective with
regard in order to conserve the natural and culture heritage of the country. From this, it
has been concluded that these organizations not only make measures with regard to
protect the cultural heritage of country but also plays a significant role in terms of
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promoting the historic tourist destination (Harrison, 2006). It consists of English Heritage
and Heritage Lottery Fund (HLF) etc. Here, Heritage Lottery Fund (HLF) provides funds
for maintaining and protecting the heritage and historic architecture of the country. This
organization distributes the portion of income through which work of safeguarding
historic places is executed. This aids in meeting out with the financial needs through
which whole project of protection can be completed successfully. Political: Under this, government is in the core control to protect the heritage properties
and these local bodies undertake different types of projects on regular basis in order to
strengthen the historic value of the country. Further, if government feeling some problem
in framing effective policies then they can take some expertise from other countries
experts as they might have proper project planning and management. In this context,
VisitBritain is a regulatory body which is been utilized by British Tourist Authority. It is
an organization that promotes Britain to rest of the world in order to enhance the
economy of England. It aids in developing a platform where Britain can be developed
within the context of tourism and hence they can attract more of tourist towards it by
developing favourable policies.
 Collaboration: Collaboration is generally happens when government and private bodies
have joined hands in making and prevailing the heritage secure. Further, these
organizations have come up together to improve the culture and heritage to a particular
place (Lomine and Edmunds, 2007). Further, these ventures take many rehabilitation
projects which generally show the high level of cooperation at different stages. In this
regard, National Association of Decorative & Fine Arts Societies (NADFAS) is a body
that works within the field of art with the support from local societies and national event.
This organization helps in safeguarding the historical art and also acts as a platform
where fine arts can be flourished further.
3.2 Analyse roles and responsibilities of organizations in the heritage and cultural industry
The responsibilities of organizations relate within the heritage and cultural industry is
generally relates with conservation, maintenance and management. These organizations usually
play a crucial role in promoting the tourism sector within country. Further, it also provides many
benefits to the local as well as to the national economy of the country. The roles and
responsibilities can be defined in the following manner:
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 National Trust– A national trust is a type of organization which is dedicated for
prevailing and securing the cultural heritage of a particular locality or geographical
region (Samuel and Agyei, 2006). Their main role is to ensure the preservation of
historically significant items along with the conserving the natural beauty of the country
(Moulin, 2000). Further, these organizations are also responsible for protecting the
environmental and cultural treasures of a peculiar area. Moreover, the archaeological
monuments and historical things are conserved in efficient and effective manner. Further,
this National Trust generally works at the national level and is majorly responsible for
promoting the cultural heritage and tourism at global level.
 English Heritage– English Heritage is considered as a registered charity trust that
generally looks after the National Heritage Collection of the nation. This trust usually
comprises more than 400 historic buildings, monuments, etc. Further, it is a type of
public organization of British Government which works for the security of the natural
environment of England. Moreover, the major emphasis is paid on ensuring the safety to
ancient monuments and also planning of different promotional messages so that visitors
are attracted towards it. It is also evident that English Heritage is very renowned and
highly acclaimed heritage across the world (Timothy, 2011). Stonehenge in England is
one of the most famous sites which is a part of the English Heritage only. Mentioned
organization takes all the fund from the UK government and give their effective
contribution in order to increase the natural beauty of the country.
 Heritage Lottery Fund- Heritage Lottery Fund (HLF) was established in UK under the
National Lottery etc. Act 1993 and the mentioned fund came into force in 1994. They
make major decisions as well as policies regarding the security and safety of different
cultural and heritage monuments and places. Apart from England, there are various
decision making committees who are giving their services in Scotland, Wales as well as
in Northern Ireland (Barré and Hervé, 2002). Further, HLF is responsible for raising
money from the National Lottery and also promotes the development of communities and
people whole over UK. Moreover, this fund also helps in developing a resilient heritage
economy. However, the investment is also done in order to protect the different type of
heritages in UK and also to increase the rate of tourism in the mentioned country.
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 Department for Culture, Media and Sport (DCMS)- DCMS is the department of UK
who having responsibility for promoting the culture, media and sport within the country.
However, media majorly focuses on broadcasting and internet. Mentioned department
having responsibility towards the tourism, leisure as well as creative industries. Further,
the DCMS was also responsible for the delivery of 2012 Olympic games along with the
Paralymic games and also for the building of the digital economy within the country
(Timothy, 2011). Other responsibilities of the department is towards the listing of the
historic buildings and also for arranging the scheduling of the ancient monuments,
different exporting license of cultural goods and also towards the management of
Government Art Collection (GAC).
TASK 4
4.1 Evaluating methods and media used for interpretation within the heritage and cultural
industry for tourists
While visiting to any museum or heritage sites, it is essential to interpret the actual information
about the places and things. Also, it is essential for spreading awareness related to cultural and
historical sites which aids in gaining support to safeguard the same. In this context, different sort
of media and methods are used by organizations so that they can understand the meaning of
varied things (Weiler, 1999). In this, interpretations are required at three different stage within
the context of heritage and cultural industry. These are enumerated below:
 Before Arrival: At this stage, visitors can be attracted by posting images, videos and
blog post at different platform such as social media, own websites, country’s website and
other related sources (Youell, 2000). This helps in developing interest among visitors.
 At the time of Arrival: Here, physical broachers and posters can be circulated among
visitors in which information of key attraction are enclosed. It acts as a mode of
communication to large set of visitors.
 After the Visits: Toys, gift item, images and prototype can be circulated or sell to
visitors so that they can take memories back to their country or places. It helps in gaining
attention from other people as well and hence inbound tourism gets increased.
Methods and Media used at The British Museum
For the purpose of interpreting the information to visitors, following methods and media
are used at cited museum:
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1. Exhibition: The museum conducts exhibition on different time interval in which
information related to different artefacts are shared with the visitors. Here, digital display
and prototype of actual articles are used in order to ensure that better interpretation has
been done.
2. Events: There are different types of events that run on daily basis such as Eye-opener
tours, Gallery talks, Around the world in 90 minutes and numerous others in which
demonstration of articles is been done by professionals.
3. Guide: In every room of the museum, there are guides ranging from 1 in number to 5 that
shares information with the visitors. This essentially helps in interpreting the information
by the visitors (Rodgers, 2001). Also, question answer round are held in order to boost
the interpretation level.
Further, the main aim behind the interpretation is to provide and enrich visitors with a
comfortable experience so that it will be easy for them in order to understand the significance of
the place where they are visiting. The Natural History Museum has employed different methods
which are generally used to interpret and enhance their experience in the form of art and drama,
signs and labels, touch screening displays, etc. Further, from observation point of view, tourist
and travellers can go through the exhibitions, galleries where they can spend the best quality time
with their family members or with the loved ones. National History Museum also has restaurants
where individuals can enjoy the best quality of the foods at an affordable price. Further, visitor
can take part of being a volunteer and can also take part in the various competition as currently
mentioned museum is conducting a wildlife photographer of the year contest.
Moreover, as Christmas is near and by considering this festival individuals can make
shopping relating to the occasion and they can also purchase toys of different varieties. Further,
people can have digital video display of the major content relating to the criminal scene where
individuals can help the museum in order to solve the criminal mystery (Samuel and Agyei,
2006). Further, the rising interest of public in history and archaeology also creating an effective
impact on interpretation of the heritage value. Moreover, extending access to digital media has
helped the organizations in creating an effective impact on the growth of the industry. Therefore,
by considering all these facts and figures in films and popular sites, museum helps in enhancing
its publicity within the public which helps visitors in effective understanding of the facts and
values as well.
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CONCLUSION
From the above report, it is clearly inferred that that conversation and preservation of
heritage is important in having economic growth of the country. Further, in the present situation,
tourism is generally taking a new phase and for this, culture and heritage are playing its crucial
role. Further, this report shows that mentioned country is able to attract visitors towards it and
this is the only reason which lead to the rise in GDP of the country. This report also emphasis on
develop different types of ownership in the tourism sector so that better development can be
attained. In this context, partnership can be of public, private and independent charitable
associations that aids in gaining significant support for preserving the culture.
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Online
Natural History Museum, London. 2015. [Online]. Available through:
<https://en.wikipedia.org/wiki/Natural_History_Museum,_London>. [Accessed on 22nd
December 2015].
The British Museum's top five masterpieces. 2015. [Online]. Available through:
<http://www.telegraph.co.uk/culture/art/art-news/10573788/The-British-Museums-top-
five-masterpieces.html>. [Accessed on 22nd December 2015].
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