Heritage and Culture Tourism Management

This assignment explores the management of heritage and culture tourism, focusing on the case study of Lhasa, Tibet. It discusses potential conflicts in conservation, the purpose of heritage and culture in meeting customer needs, methods and media used for interpretation, and more.

HERITAGE AND CULTURE
TOURISM MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Covered in poster..................................................................................................................1
1.2 Potential conflicts in conservation of heritage and culture tourism......................................1
TASK 2............................................................................................................................................3
2.1 Purpose of heritage and culture in meeting the needs of different customers......................3
TASK 3............................................................................................................................................5
3.1 & 3.2 Covered in leaflet........................................................................................................5
TASK 4............................................................................................................................................5
4.1 Methods and media used for interpretation in heritage and culture tourism.........................5
CONCLUSION ..............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Tourism is an only industry which leads to generate more revenue than any other sector.
Many privately owned organisation and government take some appropriate steps in such relation
through which they can maximise the number of visitors. Heritage places are signifying as all
such locations which are ancient in nature and culture is defined as the local community’s
language, pattern of living and their basic things which are related to their routine life. Hence,
heritage and culture management is an essential thing for management who lead to focus on
them. This assignment is completely based on heritage and culture tourism management in which
the case study of Lhasa, Tibet is described where heritage and culture tourism management is
become necessary (Richards and Munsters, 2010). It is a duty of government to take care about
all the visitors which are related to tourism by identifying and fulfilling their needs and
requirement. Few organisations and sectors are already working in this field and they have to
aware about roles and responsibilities towards heritage places. At last all the methods which are
used by to accomplish the requirement of various tourist are also discussed in this assignment
with brief description.
TASK 1
1.1 Covered in poster
1.2 Potential conflicts in conservation of heritage and culture tourism
Tourism is tangled phenomenon with various different perspective such as ecological,
biophysical, social, political, economic which positively on both cultural as well as natural
practice. Capital of Tibet, Lhasa is holy city of Tibetan Buddhism. Lhasa has been recognised
as world heritage in Tibetan culture on national and international level. Lhasa is spiritual city
of Tibet and called pure as Buddha. Lhasa has attractive and mysterious appeal in minds which
is full of Buddhist constructions and mysterious places and monasteries. city give peace to soul
in world full of stress, violence, destructions, temptations and modern society and holds hearts
of people.
Lhasa may not have marvellous and luxurious monuments but have ability to win hearts.
People visit here for peace of mind and meditation. Lhasa have number of palace which is
famous in world and should be visited. Potala Palace surrounded by Chakpori Hill in right,
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Barkhor shopping centre, Norbulingka, Dalai Lama's former summer palace and Ramocghe
temple. Those three Monasteries which should not miss are Ganden Monastery, Sera
Monastery, and Drepung Monastery. Giant carved Buddha get attention of everyone, even if
they are travelling by air. Lhasa river, sacred lake Nmastso Yangpachen Hot Spring and many
other amazing sites Lhasa offer to their tourists.
If everything is this perfect so what is problems? Why it is not first choice of people?
Why people are not aware about its beauty and not paying a visit? Week point of any states
tourism is their advertisement, resources, services. Tourism in Tibet is dominated and cramped
to a profitable and ever enlarging business. Although, tourism is way of Politicization in Tibet
which is major cause of tension and violence. What are conflicts in their system and heritage
and culture development?
After invasion of China in 1950, Tibet was efficaciously blocked to outer world, which
later opened in 1978 as Tibet autonomous Region. China's interruption and involvement in
violation obstructed Tibet's growth. Therefore, Lhasa tried to improve its heritage assets and
culture. Major conflicts in Lhasa' s development and growth of heritage and culture various
factors encountered time by time to city and Govt. One major conflict in Rioter Tibetan who are
aiming shops and transportation owned by Muslim minority groups include Han Chinese, Hui.
These violent people ragging youth and crowed of women, men and kids. This violent riot
groups and protest in Lhasa are threat of their heritage and cultural development. People are
scared of being hunted by them.
Chinese governance and Lack of presentation of heritage and cultures is a conflict
needed to be solved by time. Govt. is not funding in promotion of tourism well and that restrain
visitors to paying a visit unaware about places. Nowadays they are providing security to tourist,
Rumours and myths are still creating misinterpretation and its human nature to believe what
they have heard or seen, until fact is proven. Instead of all this riots, mobs, less tourism
activities and myths, Lhasa has lack of new innovation and technologies which has led tourist
into miserable condition. Records of all these miserable situation is not so good due to poorness
of city.
Tibet is moving toward modernisation as other developing countries in world. Tourism
is one all resources to collect funds and foreign capital. But to hold these conflicts Govt., need
to take essential steps. To avoid violence Reconciliation, is first step to bring in system between
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china and Tibetan. This concept needed to take places in society's Elite, middle as well as poor
level. Good leadership ad positive attribute only can cater this change into them.
Dalai Lama is also promoting and informing people about peace of place. He has leader
in all over world. Instead of these, Govt. need effective business strategies to attract tourist from
different part of worlds. Better governance is need of Lhasa and also Lhasa need to adopt new
innovative technologies and concepts.
TASK 2
2.1 Purpose of heritage and culture in meeting the needs of different customers
It is a very difficult task to protract ancient heritage and culture. Maintenance old
heritage, historic places, natures, art which has made many years before is essential because if
any scientific and technological changes will be seen in that, it will not remain ancient and will
lead to loss of values and culture. Tourist travel so far to see that things as they were told, and if
they find any modification, they get disappointment (Timothy, 2011). Those amazing places in
London, Albert museum, Victoria palace, and British museum is pride of London and its
smartness.
Purpose of maintaining these greatest museum Albert Museum and British Museum to
save human art, Culture and history and prove in scientific development and innovation of
London which have been placed in past and present. British Museum in Bloomsbury is built to
dedicated human mind sharpness, art and culture. On other hand. Victoria and Albert Museum is
largest museum of world of human designs and arts. Purpose behind these museums are they
offer a wide range of knowledge about human history, their sharp arts, designing and innovation
which has changed way of world's thinking. Victoria and Albert Museum offers several
educational programmes by theatre, thematic stories, signs, music labels which truly signifies
main motive of museum (Loulanski and Loulanski, 2011).
British Museum and A & V museum offers content and history of development of
mankind which help in analysing researcher and architect students to look widely and open their
thought. These shows recreation of human mind's will of earn more to spend more by these
heritage and culture. Victoria and Albert Museum objective is to increase inter-cultural
consideration among countries and exchange of their experiences. It increases practices between
UK and middle East and increase educational activities and learnings in museum management.
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British Museum create a friendly environment and world peace by opening their heritage and
culture assets to world to interconnect with other cultures from other regions and states.
However, success of any tourism activity depends on client satisfaction and
segmentation. Rectifying target groups is essential to promote place in a right way to a right
person. Employee always choose family destination whereas student choose educational
destination to research. Although, Albert and Victoria museum and British museum attract both
kind of costumers; families and students offering a delicate, creative and peaceful place so that
both remain comfortable at such places. Museum without visitors will be no purposed empty
halls.
In museums various types of tourists pay visits each day. Tourist have divided into
segments according their age, interest, demographics, psycho-graphs. British Museums and
Victoria and Albert museums welcomes every kind of tourist because it contains culture of their
community, their art, beauty and invention which is useful for human of all kinds and interesting
as well (Timothy, 2011). Heritage and culture are required to promote on a wide level and taken
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care of. Visitors visits these places for various reasons, although these museums facilitate to
Researcher pool of knowledge, recreation of mankind, education about art, designs, cultures,
discoveries, history of various communities, rich culture of London and Britain, sculptures and
statues made in centuries back and more. Entertainment of people and customer satisfaction as
well as protection of their heritage and cultural assets at the same time is quite difficult task.
Visitors such as families, students, adults, scientist, children and from media visit in
order to get knowledge and capture monuments, pursuits and beauty of those places. Media finds
magnanimity and great art to capture and record and present to world. Whereas Students research
on these museums because these are bunch of knowledge at one place. Family get peace and
satisfaction whereas places entertain kids with various activities and programmes like drama,
musical concert, art competition etc. British Museum's innovation and discoveries of human
history give a new concept to scientist as well as offer them to look back into world which was
not this convenient, and full of technologies. These museum is lack of knowledge and
information offering it to humans of all religion, cultures, countries and gender (Qu, Kim and Im,
2011).
Various types of tourist are found which have variety of needs and requirement. This is
considering as a major thing for satisfying different visitor and their appropriate services can be
delivered to them. some number of tourist which are related to travel and tourism are as follow:
 Business and professional tourist: They are such number of individual whose main
purpose if just to attend meetings or office conferences. Their interest is just relating with
the job on which they are working. But V& A museum has variety number of attraction
so this lead to create overlapping at such place.
 Leisure and holiday tourist: These are such visitor who want to spend more time and
make their adventurous. This lead to increase the number of tourist at V&A museum
because their main aim is just to spent some time with family.
 Students: At British museum and V&A, students prefer to go there for gaining the
knowledge which help them in learn about history and their study become more
interesting.
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TASK 3
3.1 & 3.2 Covered in leaflet
TASK 4
4.1 Methods and media used for interpretation in heritage and culture tourism
For promoting any heritage and culture, one of an essential thing which can use by
government is media. By consulting this approach, it become easy for an individual to
understand the whole information which is associated with heritage place properly. The main
medium through which promotion took place is images, pictures, graphs etc. which all are
helpful in making a clear understanding about a place where an individual lead to get visit
(Loulanski and Loulanski, 2011).
In this context, some major elements which can use by organisations are social media. As
per new modern world, social media is choosing as a best plat form for promoting any place.
This is a finest method, which is consider as attracting tourist for any place. Some methods and
media used for interpretation in heritage and culture management are as follow: Images: Sometimes, bodies spread pictures of heritage place which lead to attract many
tourists. This lead to create a mind-set about destination on which an individual want to
go. The creative and attractive image maximise the interest of a person for a particular
destination. Also, paintings of ancient time attract mostly visitors. Display picture on
social media increase number of tourist for a particular destination. Guides: The guides who are available by organisations at British museum provide proper
information so that appropriate knowledge can be attain. This is helpful for an individual
to increase knowledge and thus their experience over there get enhance. Companies have
to create their own page on which their users can share their views and perspective at
such location (Kolar and Zabkar, 2010). Stories: The stories and signs of such locations are discussed over here. Thus, these
stories lead to attract large number of tourist at such places. Social media depicts the
story about such places thus, this lead to attract large number of visitors at such places.
 Language: At historical places the main reason behind attracting number of visitor is
their local culture and language which is spoken by them. In magazines and social media,
company display such pictures which signifies about the language which is used in
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ancient times. Some places have good language over at speaking and that is polite in
nature (Jimura, 2011).
These methods and media is used by an organisation to promote the heritage and culture places.
Thus, by consulting them appropriate information can be transfer to target number of tourist and
visitor.
Figure 1Enlightment gallery, British museum
British museum is one of an oldest museum in UK, in which different type of arts and gallery
which are related to ancient times are described. When I reached to this destination, all the arts
and sculptures are very attractive. The management was awesome and everything was on their
respected places. All the things have some specified story which is related with their existence
over there. Not only British things but all the other materials which can facilitate an individual
are situated there. Such art is considering as finest creativity in the world which is helpful in
attract large number of visitors.
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CONCLUSION
It is concluded from the above mention report that heritage and culture tourism
management is an essential concept and thus signifies about the all necessary things which are
related to visitor attraction. There are various number of issues get arise at such locations which
have to get improved according to requirement of time and appropriate strategies have to be used
by them. Many private and public organisations are already working in such a manner through
which they are going to use target number of strategies which lead to attract maximum number
of visitors. Hence, they have to well aware about roles and responsibilities in which their major
work is just to promote heritage and culture tourism management.
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REFERENCES
Books and Journals
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International Journal of Tourism Research. 12(5). pp.481-496.
Boniface, P., 2013. Managing quality cultural tourism. Routledge.
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intentions for heritage tourists. Tourism management. 31(1). pp.29-35.
Choi, A.S and et. al., 2010. Economic valuation of cultural heritage sites: A choice modeling
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Kolar, T and Zabkar, V., 2010. A consumer-based model of authenticity: An oxymoron or the
foundation of cultural heritage marketing?. Tourism Management. 31(5). pp.652-664.
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Richards, G and Munsters, W. eds., 2010. Cultural tourism research methods. Cabi.
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China–a need for a meta-narrative? The case of the Kaiping Diaolou. Journal of
Sustainable Tourism. 19(6). pp.747-765.
Timothy, D.J., 2011. Cultural heritage and tourism (Vol. 4). Channel View Publications.
Ung, A and Vong, T.N., 2010. Tourist experience of heritage tourism in Macau SAR, China.
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Online
Royal Arts of Academy. 2016. [Online]. Available through:
<https://www.royalacademy.org.uk/>. [Accessed on 22nd July 2017]
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The British Museum. 2017. [Online]. Available through: <http://www.britishmuseum.org/>.
[Accessed on 22nd July 2017]
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