Role of Heritage and Culture in Travel and Tourism

The provided document discusses the role of heritage and culture in the travel and tourism sector. It highlights how historical and cultural elements can attract visitors to certain places, contributing to the growth and development of these areas. The report also emphasizes the significance of effectively handling roles and responsibilities within the tourism sector to achieve national aims and objectives.

Heritage and Cultural Tourism
Management

INTRODUCTION.........................................................................................................................1
TASK 1...........................................................................................................................................1
1.1 Growth and development of the heritage and cultural industry............................................1
1.2 Potential conflicts in the conservation of heritage and cultural resources.............................3
TASK 2...........................................................................................................................................6
2.1 Purpose of heritage and cultural attractions in meeting the needs of different customers....6
TASK 3...........................................................................................................................................7
3.1 The impact of different types of ownership on management of heritage and cultural sites. .7
3.2 Examine roles and responsibilities of firm in the heritage and culture sectors.....................9
TASK 4.........................................................................................................................................10
4.1 Evaluate methods and media used for interpretation within the heritage and cultural
industry for tourists....................................................................................................................10
CONCLUSION............................................................................................................................12
REFERENCES............................................................................................................................13

INTRODUCTION
In modern scenario, cultural tourism is growing and developing at a rapid speed and
apparently contributing in economic development. Heritage and cultural tourism is a concept
where new generation tries to connect and know about things in past and regarding ancestors as
well (Ashworth and Page, 2011). This report has been made to gain understanding regarding
heritage and culture tourism along with the motive of attractions and methodologies of
interpreting. There are various things which will be discussed in this report like understanding
the concept of growth and development regarding heritage and cultural industry within sector of
travel and tourisms sector. Moreover, there are various roles and responsibilities of
methodologies regarding methods of interpretation within heritage and cultural tourism sector.
Based on these points, there are various aspects which are being associated with heritage and
cultural sector which in turn has aided in highlighting the importance and contribution of society
so that contribution within economy can take place.
TASK 1
1.1 Growth and development of the heritage and cultural industry
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1.2 Potential conflicts in the conservation of heritage and cultural resources
Lack of presentation of destinations: It is one of the primary and enormous issues for the
tourism business which lessen the turnover of traveller. Barcelona and Venice; both are
appealing spots yet at the same time they can't pull in abundant guests. This is most likely on
account of low mindfulness among tourists. At some point these are block the exact
sanctification of the legislature and open help for the insurance of place.
Conservation Threats against growth and development: In the event that the organizers,
fashioners or expert of legacy territory confide in keeping up of the locales so obsoleted without
altering any spots or notwithstanding keeping goals for advance development or improvement
and to construct it all the more interesting, at that point it is difficult for the tourism business for
its further achievement.
Brows field sites vs. Green field sites: In the event that a precise focus are nor given to
the tasteful esteem, where to keep up the dark coloured territory and green field zones, or another
social scene, social and social idea, and afterwards it antagonistically affect the improvement and
development of tourism.
Less assess to the innovative technologies or digitalisation: On the off chance that there
is no legitimate programming and coordinated related strategies to companion the income and
costs age target, improvement and preparing for the current or new specialists, administration to
bring adjustment, up-skilling of individuals, at that point the movement and tourism area won't
be made up until this point.
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As per the case study and survey conducted, it can be stated that there is strong impact of
history and culture on the choices which are being made in Holiday Occasions. The
destinations that have heritage and cultural elements are being majorly chosen by visitors. As
per the Nations Brand Index, fourth place is being acquired by UK among all the nations
considering the culture, 7th position in rich culture heritage of country and 8th in excelling the
supports. This clearly states that heritage and cultural resources are the major and crucial
sources through which income can be generated.
It is highly essential to understand that lot of fund and legal structure is being involved
along with conservation and development of heritage and culture tourism. Besides this,
numbers of challenges are present like interest and shareholders point of view which mainly
leads in preservation and management. There are various natural risks which are being
attached with this sector like involvement of natural calamities (Flood and Earthquakes)
where there are high chances of many issues. All the natural and man-made issues should
have proper resolution which can be done through effective plans and strategies made.
To understand the conflicts in conservation of heritages sites, there are two case studies
which are being considered.
Barcelona
Where issues have been arising regarding local and high organisational understanding of
heritage and culture. Kingdom of Spain separates All the elements after 1800 CE has been re-
designed like all the customs, foods and Buildings and thus they are being designated as
heritage while some of them does not remain as the same. These types of official definitions
are often obscured in nature and practice. Barcelona is highly dependent of revenue which is
being collected from tourism sector and the ministry of tourism and tourism and department
of Antiques which is still working on transforming the resources into revenue generators
(Keitumetse, 2011). However, there is minimisation of public access in these sites. This kind
of balance needs to be maintained while promotion is being done in the international tourism
and thus from this local does not get impacted. If the effectual measures are being taken by
govt. To control the activities of tourists, then there will be impact on investors due to limited
exposure to the tourists, but the locals will get benefited from this and conservation will be
done of sties.
A second challenge is ensuring inclusive participation by all segments of the community,
women and children included, in the site’s public representation and development.
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Venice
On the other hand, other case study which ash been chosen for this report is on Venice
which is in Italy. There are various elements which are being related to heritage and culture
sites and is stated below:
Figure 1Heritage Attractions
(Source: Tourism and Conservation, 2017)
There are various factors which are being considered within the balance among public
access and conservation, entertainment and economic viability, Education and
Investment along with staff of professionals which needs to be developed. Therefore, it
is highly necessary to maintain the balance.
By considering all the aspects in respect to Venice, it can be stated that there are still
some sites which are yet not being opened to public or they are being left behind with
time. There are some sites which are being conserved but still they are not being
contributing in the social and economic factors. On the other hand, major element of
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Venice is its Lagoon which is major attraction of this city and is UNESCO world
heritage site. This kind of popular rating put a lot of pressure for preserving site. Venice
has been focusing on maximising the potential of tourism and at very same time they
had been conserving it. Barbarians have been revolting for protecting it along with its
infrastructure. As per the data and video after 1990, number of tourists has been
improved with the expected level of 1 million tourists per year. This can be said as
huge in number and thus has high potential to attract visitors and develop the lacking
areas to safeguard the sites and encourage more tourists to visit the place.
These are some common issues which are being faced by both of them:
 Lack of presentation of places
 Conservation threat against growth
 Brown sites vs green field sites
 Less access to new technologies
TASK 2
2.1 Purpose of heritage and cultural attractions in meeting the needs of different customers
There are several factors which has direct impact on behaviour of tourists along with visitor’s
demands which are like socio-demography, economic benefit, geography and pattern of
behaviour. For example: Spain, there are various heritage sites, but their importance is relatively
low for visitors. As per Alberti and Giusti (2012), there is presence of artefacts in heritage and
culture tourism and therefore it is highly essential to have developing relationship among the
individual and heritage along with tourist perception. There are various types of elements which
are being present for making heritage and culture tourism more attractive to customers that have
been studies based on observation and experiences from the trip of British Museum, the National
Maritime Museum, and The Queen's House in London. Firstly, studies by Ashworth and
Larkham (2013), it has been observed that interest of tourism has been enhanced as past is being
recaptured and opportunities are being provided to get to know about the culture. Secondly,
platform of opportunities is also being provided to local people in order to get education
regarding history and traditions which can be shared with visitors. There are various other
purposes of developing the heritage sites and promoting the tradition along with culture. There
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are many purposes due to which an individual becomes tourists and among those the main reason
is general visiting in which place are being visited to get to know about different culture and
curiosity. This can be furthermore explained by Typology of Bywater in which there are three
different kinds of culture like culturally motivated, inspired and attracted. Apart from that, there
are various other purposes through which the tourism gets more in number like sports, heritage
sites or any other events. For example: Spain is being visited by lot of tourists as there are many
events which takes place like Tomatina Festival and many others like Pope delivering prayers.
Overall, it can have stated that various purposes due to which visitors visit the heritage sites but
needs and the segment is totally different from other tourist places. Moreover, motive of tourist
attractions has been provided in Typology of McKercher in which there are five different types
of tourists which are purposeful cultural tourist, sightseeing cultural tourist, casual cultural
tourist and incidental cultural tourist. Considering all the elements, various purposes are being
mentioned below:
 Object Centred
 Narrative and client Centred
 National, Explorers and Facilitators
 Experience Seeker and Professionals
Visit for Refreshment
As per the above discussion, there are certain needs and wants of customers which have
been discussed. In case of British Museum, the National Maritime Museum, and The
Queen's House in London, all of them have different kind of Visitors. Mainly British
Museum is being associated with science concepts while National Maritime Museum is
associated with Art and designs. One of the appealing elements which British Museum
possesses is that it can attract tourists who are culturally motivated, attracted and
inspired. By the help of various events organised, number of visitors also increases like
for example national Maritime organises nights in which exhibition takes places of
various arts and other historical events. Education purpose: Tremendous number of social and legacy locales are there which
give gigantic measure of information to people. Different sort of universities and schools
support instructive excursions as this is useful for their understudies. For example: British
Museum, the National Maritime Museum, and The Queen's House in London also
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formulate various educational trips for its students and this help students to learn more
about various facts and figures. Research: One of the significant motivation behind why individuals go to different
locales is on account of to uncover the past statistical data points. For example: Various
institutes like British Museum, the National Maritime Museum, and The Queen's House
in London are there which provide their support to individuals.
 Entertainment: This is a standout amongst the most prominent reason for which vast
number of guests visit and go to different social and legacy places. Vast number of guests
run with their companion and relatives with point of discover some new information and
for amusement. Visit these places provide high satisfaction to travellers as all these relate
with history of human beings. For example: British museum design and formulate
various strategies for attract more number of visitors.
TASK 3
3.1 The impact of different types of ownership on management of heritage and cultural
sites
Management and control of heritage and cultural places of the country comes under
various kinds of possessions. Further, these cultural and heritage places basically remain in
the relation of authorities and voluntary organisation. There are a few types of ownerships
which are being portrayed and are discussed as under:
Public ownership- The government owns and runs this organisation with the objective of
increasing the number of domestic as well as international travellers within the nation. It
aims at protecting the heritage and culture of the country.
This organisation not only focuses in making and protecting the culture and heritage of the
nation but also plays a vital role in boosting the cultural destination for tourists.
In this, the authorities can control and defend the heritage properties and look after for the
local government which takes various types of steps on daily basis to strengthen the value of
historical and heritage places within the country. Effective strategies and policies are made
by the government which help in controlling and enhancing economic growth of the
country. Advices are also taken of the experts from various other nations and then this
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organisation prepares proper projects planning and management. The government
undertakes various projects which are suggested by both international and domestic experts
for improvement of cultural and heritage places. Contribution from local people can provide
the greater scope of education to the travellers at cheap cost.
Collaboration- Collaboration usually takes place when the government and the private
authorities collectively work on making and protecting the heritage. All the firms work in
synergy to each other for rising the culture and heritage at specific locations. These enterprises
have undertaken various restoration projects which basically depict the high level of
collaboration at various phases (Prideaux, Timothy and Chon, 2013). This generally shows in the
country that the cooperation of private and public association working together can ensure
smooth running of different heritage places.
The above information shows only positive side, but its negative impact is also
considerable. The competitive advantages affect economic growth and factors. If government
institutions are reluctant in gaining some extra profits, then it will for sure directly affect the
private sectors which have been denied of the positive impact of competitive advantage. All the
private ownership companies only work for gaining maximum profits and enhance their
reputation in the market place (Raj and Griffin, 2015). They also work for technical enhancement
and focus on methods which help in generating income and revenue in a proper manner. They
develop and generate profit with the help of large number of visitors who come to travel in the
country. They also analyse different cultural and heritage managements of the nation which
assist in developing the new business. It is very important to conserve and protect all the places
and locations to maximise the visitor’s value.
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3.2 Examine roles and responsibilities of firm in the heritage and culture sectors
The main responsibility of a company is regarding heritage and culture sector which are
mainly related with preservation, maintenance and negotiate. This kind of organisation
plays major role in tourism sector within the country. There are various benefits which are
being provided to local and national country. Main roles and responsibilities which are
described below:
National trust- This can be stated as an essential part of an organisation which provides
commitments for frequent and protecting culture heritage of certain location or geographical
area. The focus of this concept is to reserve all essential factors along with monitoring and
maintaining beauty of country monuments (Su, 2011). Company are also responsible for
environment protection and culture in appropriate manner.
English Heritage: This can be stated as registered charity trust which is observed after national;
heritage collection of country. There are more than 400 historical buildings and monuments
under this trust. Thus, it can state as public organisation of govt. Of British who mainly focuses
of protecting the environment of nation. Along with protection, they also provide security and
safety to old buildings and various other promotional campaigns through which more visitors can
be attracted towards their sites and places in ease manner. Funds can be taken by an enterprise
from UK govt. so that contribution can done by them to uplift the economical and cultural
factors in effectual manner.
Heritage Lottery Fund: This was founded in UK under the National Lottery Act 1993 and thus
has been operating since 1994. There are various effective plans and strategies which are being
made by this trust to safeguard various culture and heritage buildings and places. This is the
main duty of HLF which makes appropriate publicity of society development and people who
live in this world. While restructuring and developing heritage and monuments, charity is being
done so that by more funds process of restructuring can be done in better way. This way
investment is being done to preserve various kinds of heritage and culture in UK which helps in
improving tourism rate within country.
Department for culture, media and sport (DCMS)- The location of this department is in UK
who have major duty in boosting up culture, media and sports within the nation. In usual manner,
media mainly focuses on telecommunication and internet. This department have major ole for
handling out tourism along with developing innovative ideas which can help in attracting more
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visitors. This kind of sector was also responsible in delivering the effective services in 2012
Olympics and Paralympics games along with developing technology within economical
conditions. Another major duty is making up of list historical places and buildings and
developing planning of ancient memorial which is totally different from license of
commercialisation in social products along with GAC. This trust also aids in securing the
animals and plantation so that environmental conditions can get better. High funds are being
given by British govt so that attraction can be much better and thus number of visitors can
increase. This is the main department which has total control and monitor over all culture, sports
and media activities and grab attention of travellers for specific place or location (Timothy,
2011).
TASK 4
4.1 Evaluate methods and media used for interpretation within the heritage and cultural industry
for tourists
Interpretation can be stated as process in which communication is being done regarding
heritage attraction and making these places much more meaningful to visitors.
Interpretation can be stated as set of educational activities which has main aim to reveal
meaning relationships by utilising original elements and get associated with culture places.
Thus, from the main idea gets revealed behind the statement of fact. There are several
methodologies and techniques which are being employed by museums, historical
monuments, places and national parks. They are being described below:
Map, Brochure and Books: There are original forms of interpretation which are present
at the heritage sites. For example: National Maritime Museum can be considered as highly
essential as they mainly provide vital data along with assistance of elaborating the data and
provide assistance in satisfying the customers depending upon the level of interest.
Signage: This provides summary about the place but in case of Signage, issues of
language and level of interest which can be generated. For example: National Maritime
Museum can use it if the visitors have some prior data which can be done by Brochures
and Maps. But all these have become outdates due to latest technology (Wang and
Bramwell,2012).
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Guides: This kind of element is common in nature and thus has effective interpretation
techniques while guidance is being provided as per the sites. Information level which is
being provided by guides depends on level of interest of visitors.
Auditoriums: Development is being done at various historical and cultural locations while
the importance of place is being explained to visitors. This kind of tools and techniques
mainly help in enhancing the tourist understanding.
Audio visual Media: This can be said as one of the modern techniques which is being
used for conducting interpretation. For example: British Museum Offers are being given of
Audio and Visual media to go around the place and understand the key areas attached with
it. The main benefit of this kind of approach is that it can be provided in various kinds of
languages and thus can help in increasing the tourism level by better understanding the
culture.
Trails: This kind of interpretation technique is often used in museums like British
Museums and many others. To this kind of technique, audio and video tool can be utilised
by British Museum to provide information wherever the traits are present. Thus, there are
various options which can be utilised with trails as interpretation to enhance the quality and
contribute in understanding of visitors (Yeoman and et. al., 2012).
Reconstruction Videos: This can be stated as one of the innovative interpretation
techniques in which a scenario is being created in the past of actual site. Usage of
computer model is being done to recreate the ruins and construct how it was in past. This
in turn helps tourists to develop the understanding of places.
Here are some photos from the Field Trips:
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CONCLUSION
From the above report, it can be concluded that in travel and tourism sector heritage and
culture plays effective role and contributes in uplifting the economic and social factors.
There are various places which have potential to affect the attraction of visitor regarding
historical and cultural elements. There are certain factors which have been discussed in like
growth and development of heritage and culture within travel and tourism along with
purpose handling up of roles and responsibilities of various organisations within this sector
to attain aims and objectives of country in an effectual manner.
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REFERENCES
Books and Journals
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.
Ashworth, G. and Larkham, P. eds., 2013. Building a new heritage (RLE Tourism). Routledge.
Ashworth, G. and Page, S.J., 2011. Urban tourism research: Recent progress and current
paradoxes. Tourism management, 32(1), pp.1-15.
Cuccia, T. and Rizzo, I., 2011. Tourism seasonality in cultural destinations: Empirical evidence
from Sicily. Tourism Management, 32(3), pp.589-595.
Hartmann, R., 2014. Dark tourism, thanatourism, and dissonance in heritage tourism
management: new directions in contemporary tourism research. Journal of Heritage
Tourism, 9(2), pp.166-182.
Keitumetse, S.O., 2011. Sustainable development and cultural heritage management in
Botswana: Towards sustainable communities. Sustainable development, 19(1), pp.49-
59.
Lynch, M.F., and et. al., 2011. The demand for Mi’kmaw cultural tourism: Tourist
perspectives. Tourism Management, 32(5), pp.977-986.
Prideaux, B., Timothy, D. and Chon, K. eds., 2013. Cultural and heritage tourism in Asia and
the Pacific. Routledge.
Raj, R. and Griffin, K.A. eds., 2015. Religious tourism and pilgrimage management: An
international perspective. CABI.
Su, B., 2011. Rural tourism in China. Tourism Management, 32(6), pp.1438-1441.
Timothy, D.J., 2011. Cultural heritage and tourism: An introduction. Channel View
Publications.
Wang, Y. and Bramwell, B., 2012. Heritage protection and tourism development priorities in
Hangzhou, China: A political economy and governance perspective. Tourism
Management, 33(4), pp.988-998.
Yeoman, I., and et. al., 2012. Festival and events management. Routledge.
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