Cultural Heritage Tourism: A Realist Approach

This assignment delves into the field of cultural heritage tourism, focusing on the effectiveness of environmental and social marketing interventions. Students are tasked with analyzing a research article by Gregory-Smith et al. (2017) which employs a realist evaluation approach to examine the impact of such interventions. The analysis should consider various aspects like theoretical underpinnings, methodology, findings, limitations, and practical implications for managing cultural heritage tourism sustainably.

HERITAGE AND
CULTURAL TOURISM
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Attached in Poster.................................................................................................................3
1.2 Potential conflicts in heritage and cultural resources of Lhasa, Tibet..................................4
TASK 2............................................................................................................................................6
2.1 The 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 the management of heritage and cultural
sites..............................................................................................................................................7
3.2 Roles and responsibilities of organizations in the heritage and cultural industry.................7
TASK 4............................................................................................................................................8
4.1 Methods and media used for interpretation in heritage and cultural industry for tourists....8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Tourism industry is growing rapidly across the globe. Therefore, the tourism
management plays a vital role in adding experience of travellers at various destination
worldwide. Further, it is important for the countries to maintain healthy and safe environment at
the cultural and heritage destination. Whereas, the report will examine several growths and
development of tourism industry in Lhasa, Tibet. Lhasa is famous for its religious temples and
hospitality and has more than 10 million travellers every year internationally. Besides, the report
will evaluate various roles and responsibilities of different types of organisation for heritage and
cultural sites of United Kingdom. Moreover, it will enhance the knowledge about various
historic place of UK like Victoria, Albert and British Museum. Hence, the report will analyse
methods and media participation used for promoting cultural and historic places worldwide.
Henceforth, the rationale behind this report is analysing the importance of culture and heritage
destinations of Lhasa and UK.
TASK 1
1.1 Attached in Poster
The growth and development of the heritage and cultural industry in Lhasa Tibet

According to the data collected by researcher assistant, in 2015, Lhasa has 2.8
million tourism in just 6 months that is from January and till June, Tibet has 127 % of non
Chinese tourism visiting the cultural and heritage sites of the country. Whereas, Tibet has most
attractive destinations and owns maximum number of visitors every year. Moreover, the growth
and development tourist destinations Lhasa includes:
Attractive: The tourism industry is trying hard to maintain the attractiveness of the sites.
Hence, for this government is trying to maintain the beauty of the place by enhancing cleaning
and development programmes at cultural sites.
Natural: Traveller visit Lhasa to explore its natural beauty not the interior of the city, so
it is necessary for tourism agencies to understand the psychology of visitors and to preserve the
beauty of all natural views like national parks, forests, wildlife etc.
Cultural Heritage: Growth and development of tourist destination in Tibet can be
observed by making travellers understand the science behind the historic places like by

organising various types of activities which will enhance the knowledge of tourist and will attract
them to visit and know more about the culture of Lhasa, Tibet.
1.2 Potential conflicts in heritage and cultural resources of Lhasa, Tibet.
There are many issues which are faced by the tourism industry of Tibet like, protection of
cultural and heritage sites, stay facility for tourist and transportation. Moreover, the fluctuation in
climatic conditions are also affecting the natural resources of Lhasa. Therefore, the government
is taking measures which will establish the secure environment for visitors which will ensure the
safety conditions at all the tourist destinations (Chen and Chen 2010).
Chinese Government has also discovered the impact of political factors in Lhasa, the
political leaders in the city protest on cultural and Historic destinations which create a negative
influence on the travellers that is why the government has set some rules and regulations to
control the activities of the leaders and to maintain the safety of tourist destinations.
Research assistant have analysed the major conflicts in heritage and cultural resources of
Lhasa are renovation of Jokhang temple and establishment of new captivating theme parks for
travellers. Moreover, the country lacks the luxurious stay facility so the government has
launched a project which is focusing on building the best luxurious facilities like accommodation
and food to visitors.
Therefore, the international hotel group (IHG) is planning for opening a Lhasa paradise
resort in order to provide the biggest luxury hotel in Lhasa. The Chinese government has planned
to build 1100 luxurious rooms in order to serve maximum number of travellers (Cuccia and
Rizzo 2011). The hotel group has planned to provide schemes in the festive seasons like
complete packages which includes accommodation, quality food, easy and comfortable
transportation. Moreover, IHC is focusing on the language problem faced by tourist that is why
the tourist will assisted by one guide or translator by the hotel who will guide them to every
tourist destinations. Henceforth, the establishment of these projects has affected the local hotel
industry and became a major reason behind increasing conflicts in tourism industry. IHC projects
led to boycott situation in Tibet for Resort Lhasa Paradise. Moreover, the resort is located at
distance of 4 Kilometres from Barkhor district which will further increase the number of Chinese
tourist (Önder, Wöber and Zekan 2017).
Perseverance of cultural and heritage sites of Lhasa needs control over activities of local
citizens, because major harm to tourist attractions is by localities who don't bother perseverance

of their own city. It is a duty of Chinese government to maintain and create awareness among the
citizens to keep their city clean and healthy in order to encourage more and more travellers.
For the purpose of assessing potential conflicts over cultural and heritage site,
government considers two aspects which are as follows:
 Generating revenue from tourist destinations as the new development projects needs high
amount of capital investment.
 Measuring the impacts on cultural and tourist destination by increasing number of
travellers (Perfetto and Presenza 2017).
Thus, these factors are calculated in order to maintain balance and create capital to
provide better services to tourist and seek investment from stake holders like global
communities, investors and tourist environmentalist and tourism agencies. Moreover, it has been
evident that local authorities and political factors affects the development of destination and
tourism activities that is why the government has set measures to control these activities and
protect historic sites.
TASK 2
2.1 The purpose of heritage and cultural attractions in meeting the needs of different customers.
It is essential for government to look after the development of cultural and heritage
locations in order improve tourism in the country. UK government is focusing on maintaining
healthy and safe environment at all the historic places and museums. Museums are the focus of
travellers because it assists them enhancing their knowledge about past events of that particular
place. Tourist destination like British and Victoria museum encourage people to visit and admire
the vintage beauty of UK (Murtagh, Bol and Shirlow 2017).These destinations motivate people
to organise various type of trips like, educational trip, family visit has it offers information about
science, art and history of UK.
Whereas, the most famous tourist destination of UK is British Museum, which has
various types of various pictures, diagrams and vintage sculptures. There are a million of
travellers visiting museum worldwide. Moreover, There are several types of tourist visiting
museum like students travel for educational trip, some who adore antique beauty, people who
encourage and believe in historic culture etc. Besides, the key attraction of British museum is its
world oldest mummy and artistic portraits by Isabella Brant and Rosetta Stone. The place has
amazing and unique collection which attracts different types of travellers across the globe.

Individuals like to visit such places as it helps them in enhancing their knowledge about different
cultures and customs of country (Gregory-Smith and et.al., 2017).
National History Museum: It is renowned museum of London famous for its natural
beauty which emphasize on historic culture of UK which was followed by ancient people. The
museum consist of 80 million items of differentiated artistic designs. Moreover, the National
history museum displays wide range of monuments and artistic facts of ancient period which
attract maximum number of travellers globally (Alazaizeh and et.al., 2016). Generally these
places of UK are beneficial for students and teachers in collecting information about various
historic culture of past and the knowledge of mineralogy, zoology and botany (Mansour and
Ariffin 2017).
Victoria and Albert Museum: This museum of London is famous among tourist for its
designs and art. The place has Crystal palace which was designed by combining 248 plans
altogether which were exhibited in exhibition competition in ancient times of UK. In contrast,
these all ideas were rejected but the committee of experts made one design by placing all the idea
together. Besides the Albert Museum has a study room which has drawings points which are not
displayed in the galleries of Museum. The display of Museum comprises various overseas
products, it also has national art library with a collection of several products which were
displayed in international exhibitions and also represents religion of ancient British empire.
Hence, all the cultural and heritage sites of London amazes and fulfil the demand to every
visitor. For example, college and school trips are organised for students to enhance their
knowledge regarding the natural history of London. Further, the researchers visit museums to
gather and write about some realistic and artistic facts about the destinations whereas, parents
organise family trips for their kids to make them learn about cultures of different places
(Timothy 2017).
Henceforth, the tourism agencies of UK focuses on serving the best facilities to travellers
like, quality food, comfortable accommodation, easy transportation, at affordable prices. The
tourism agency of UK focuses on giving some extra but basic services to tourists like, guide who
takes them to every cultural and heritage site and translator which will assist them in dealing
with different languages of the place. Developed countries like London knows that the
satisfaction of travellers at new places encourage them to visit the place again (Pedersen 2016).

TASK 3
3.1 The impact of different types of ownership on the management of heritage and cultural sites.
Tourism in London is managed by both private and public bodies. Basically the historic
and cultural events are carried by the governmental bodies and there are few valuable assets of
tourism industry which are protected by the private bodies. Organizational bodies like National
tourism agency of Visit Britain and Kosovo take necessary steps which will help them in
attracting more and more tourists.
Different types of ownership impacts are as follows:
Political impact: Political ownership involves those tourism sites which promoted and financed
by government. The core objectives of the political or public tourism is educating, providing
a service and informing its customers. The public tourist spots involves the places which are
helpful for information such as museums, visitors information centres, national gallery and
regional development organizations. One example of public tourist organization is Visit
Britain.
Collaboration impact:The combination of public and private tourism organization is
collaboration ownership. It covers some area of both the tourism ownership sectors. This
sector gets money sometimes from government and sometimes from the private tourism
sites. It consists the tourist organization like national trust.
Institutional impact: Institutional ownership contains the majority of travel and tourists
organization. Making profit for own or for the owned organization is the core objective for
the institutional or private tourism organization. Examples for private sector tourism
involves organization such as Kosovo, British airways, Thomas cook, London eyes etc.
Tourism now-a-days is one of the main occupation in the world for earnings. World's
large number of population gets jobs by tourism. Public and private tourism organization may
gets merged to achieve both objectives. Public tourism organization has authorities while public
tourism organization contains more power in some areas (Jovicic 2016). Further, if the two gets
merged the tourism can majorly develop. Visit Britain and Kosovo are the public and private
tourism organization respectively. Both the organization has elected directors among the
members to operate different areas of tourism to achieve success. Determination of rules and

regulations arranged by the government of UK are also kept in vision by both the organization.
Maintenance of Annual records of cultural, heritage and economic activities is compulsory by
both the organization. Both the organization ensures that the records are reported to the
government of UK.
Preservation of cultural and historic places is the core duty of both the organization. The
organization concentrates on the objectives that attracts the visitors towards the tourist spots of
UK. Both the organization also has duty to inform the visitors to maintain cleanliness and to
preserve the beauty of the tourist spots. It can be assumed that the collaboration between Visit
Britain and Kosovo may be considered as positive impact on the management of cultural and
Heritage places (Gregory-Smith and et.al., 2017). Henceforth, both type of organization aims at
serving the best and safe facilities to travelers which will encourage more tourist to the places
and will indirectly contribute in the economic development of the country.
3.2 Roles and responsibilities of organizations in the heritage and cultural industry.
The tourist attraction can be maintained and improved by strictly accessing over roles and
responsibilities of tourism agencies. It is necessary for agencies to understand their functioning
of power towards national heritage. Government of UK has assigned responsibilities to ensure
the safety and protection of travellers. Moreover, the main motive of accessing responsibilities is
to look after the maintenance of cultural and heritage sites. Public-private bodies focuses on
giving all the comfortable facilities to the travellers which will add encouragement in their trip
like giving them refreshments in mid of tour and providing comfortable transportation facilities.
In contrast, tourism industry like, KOSOVO and visit Britain emphasizes on maintaining
three environmental factors which are as follows:
Economic : The growth and development of the tourism industry which gives major share
in gross domestic product of the economy of UK is focused by the company. The largest mode of
income in UK is tourism and lots of people are involved in this sector. There is an indirect
impact of the tourism economy as compared to the other business in the supply chain. The main
aim of the industry is to work in partnership so that the organisation across the public and private
sectors can deliver tourism's full economic growth potential. The tourism industry is typically
described as fragmented to small and medium sized tourism businesses and to host the sectorial
interest in tourism.

Environmental : The environmental factors like Visit Britain has made some rules and
policies to make the citizens and the visitors aware of the protections need to be followed in the
country which will help in developing quickly and making a healthy and safe environment for
tourist to visit again, which has increased economy by the tourism activities in UK. The
government always force to protect the environment by making the customers aware of the rule
and regulations such as wrappers should be thrown in dustbins. Cars should not be allowed in
the theme parks and should have the separate parking.
Social : Visit Britain has focused on the promotional activities of the cultural and heritage
websites of the country to maintain the social factor in sustainable development. Entertainment
activities like theme dances, acts, dramas, etc. are organised by the company for the visitors.
The tourism and culture both have equally beneficial relationship which strengthens the
attractiveness and competitiveness of places, regions and countries. Culture is an increasingly
important element for tourism as it creates a different identity of the country in the globe.
Henceforth, London has governing associations like historical house communities, which
organises activities and promotional campaigns to attract more and more tourist. These
programmes comprise themes and drama of ancient culture. These communities follow the
guidelines directed by government and also supports government by offering advices and
suggestions (Guo and Sun 2016).
TASK 4
4.1 Methods and media used for interpretation in heritage and cultural industry for tourists.
To promote effective development of tourist destination tourism industry uses various
methods and media channels like advertisement to promote tourism. The UK government
focuses on making efforts which will attract tourists. Travellers visit places like British, Albert
and Victoria museum to enhance their knowledge about the cultural and heritage places of UK.
So it is essential of tourism industry to include all the key factors which can attract visitors.
Adequate information bout the historic events happens at historic places assist the guide in
attracting and fulfilling the needs and wants of different type of travellers (Martínez-Pérez and
et.al., 2016).
In addition to this, tourism management follows various promotional methods of media
to expand information and to reach maximum number of people. Promotional techniques like,
websites, videotapes, audiotapes, and tourist guides helps the tourism manager in reaching

people across the globe. Moreover, manager communicate with tourist through magazines, books
and brochure which includes every necessary information about the various attractions of the
country. Besides, the tourism management understands that people spend their most time on
internet, so they also make use of technology like, internet and social media to reach people
internationally. The main motive behind promoting tourism on social media is that it reaches to
maximum number of people across the globe. Online promotion through internet includes every
particular information about British, Albert, and Victoria museum of London.
In contrast, tourism industry of London focuses on establishing safe and healthy
environment for its tourist. The tourism agencies focuses on every specific demand which visitor
can come across in other countries like, accommodation, transportation, language, quality food,
currency etc. Tourism of UK is very particular about the facilities they are providing to its
travellers. The agencies also offers many schemes to tourist which includes all the necessities
and give safe and easy travel to visitors. Further, in order to establish healthy relationship and to
satisfy the needs travellers, the agencies hires guide who help travellers in their entire tour to
cultural and heritage sites. Moreover, the tourism management also organises activities such as
ancient thematic stores, drama and labels which enhance the knowledge of tourist about the
places.
Hence, the industry uses both personal and non personal methods of promotion which
helps in connecting with maximum number of people internationally. On the other hand, the
government of UK and tourism association ensures the protection and security of cultural and
historic places and also focuses on promoting climatic condition and security measures of the
country lay positive impact on visitors globally.
CONCLUSION
The report concluded, the necessity and measures taken by government to preserve and
maintain the cultural and heritage sites of Lhasa, Tibet. Increasing tourism sector in Tibet is
contributing maximum in Gross domestic product. Further, the report has examined various
disputes faced by Chinese government while planning for a luxurious hotel development.
Moreover, research assistant evaluated that the development project needs high amount of
investment and Chinese Government authorities need to make proper allocation of capital to
carry out development activities. Besides, according to analysis it has been evaluated that
increasing tourism in UK, encourage tourism industry to organise various activities which will

helps visitors to gain knowledge about the ancient culture of London to attract travellers. Hence,
it is mandatory for public and private bodies to ensure protection of heritage and cultural sites to
provide secure environment to tourist which will motivate them to visit again.

REFERENCES
Books and journals
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Cuccia, T. and Rizzo, I., 2011. Tourism seasonality in cultural destinations: Empirical evidence
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heritage tourism: a realist evaluation. Journal of Sustainable Tourism. 25(7). pp.1042-
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Pedersen, A., 2016. Frameworks for tourism as a development strategy. In Reframing
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Online
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<https://www.slu.se/en/Collaborative-Centres-and-Projects/swedish-centre-for-nature-
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