Tourism and Cultural Heritage

The assignment provided is an in-depth examination of tourism and cultural heritage, featuring various books and journals such as Alberti and Giusti's 'Cultural Heritage, Tourism, and Regional Competitiveness', Ashworth and Larkham's 'Building a New Heritage', and more. The analysis also includes online resources like the British Museum website. This document aims to provide best past papers and solved assignments for students on Desklib.

Heritage and Cultural
Tourism Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................2
1.1 Analysis of growth and development of heritage & cultural sector.................................2
1.2 Potential conflicts in conservation of heritage & cultural resources................................3
TASK2.............................................................................................................................................4
2.1 Purpose of cultural and heritage attractions in meeting needs of customers....................4
TASK3 ............................................................................................................................................6
TASK 4............................................................................................................................................7
4.1 Evaluation of methods and media utilize for interpretation in heritage and cultural industry
................................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Heritage and Cultural industry is an essential part of travel and tourism. It highly
contributes in growth and development of economy. It serves various purposes of travellers
initiating from source of recreation and fun to travel the educational intent, abroad, aim of
gathering substantive experience via travelling historical sites and the business purpose. Heritage
tourism is fastest growing industry and contributes in improving the lifestyle as well as
businesses of domestic organisations (Alberti and Giusti, 2012). Government also promotes
heritage & cultural tourism through developing basic facilities and infrastructure that requires in
order to attract visitors.
The assignment is based on “Heritage and Cultural Tourism Management” as well as
case study of Venice and Barcelona. These places are attractive and travellers visit more at these
places. This report covers heritage and cultural management and analysis of its growth and
development. It also includes influence various types of ownership on heritage and cultural sites
management as well as roles and responsibilities of firms in this sector. Apart from this, purpose
of heritage and culture attractions is assessed in order to meet customers needs. Besides this,
potential conflicts in conservation of heritage resources is defined in this project.
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TASK 1
1.1 Analysis of growth and development of heritage & cultural sector
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1.2 Potential conflicts in conservation of heritage & cultural resources
Tourism is a complicated phenomenon with social, economic, biophysical, political and
ecological perspectives. This has been depicts as positive factor for cultural as well as natural
convention. There has been some potential conflicts in conservation of heritage & cultural
resources. Such conflicts are defined below:
Disrespect of interest and rights of tourists: If personal interest of indigenous people,
whole host community, property owners, regional and local level gets disrespected then,
knowledge, beliefs, cultural practices and activities are adversely affected (Ashworth and
Larkham, 2013).
Conservation threats against growth: If planners, designers or authority of heritage
places believe in keeping of sites that are outdated and repairing them for further development
in order to make it attractive, then, it will be difficult in development of tourism business.
Lack of innovation and new technology: Lack of proper utilization of interactive
software, technologies, integrated educational and training opportunities for manpower as well
as lack of designers, policy makers, interpreters, researchers, tourism operators, conservators
and architects can have negative outcomes for tourism development (Ashworth and Page,
2011).
Less assess to new technologies: If software or integrated based approaches are not
available to match revenue generation targets and capital costs, up skilling of staff, training for
existing and new workforce, administration to bring alterations then tourism sector will not
develop so far.
Poor planning and land use: If potential conflicts among conservation of heritage
culture and tourism project can not be determined and minimized, then it leads towards poor
planning & use of different places, associated land over heritage and lifestyle of host
community.
Misinterpretation of physical attributes – Through wrong representation and display of
several factors such as intangible aspects as well as present-day Cultural factors are leading to
constricting concepts and giving rise to various kinds of misunderstanding spread about the
cultural heritage.
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Conservation threats against growth – This factor signifies that if the people who are
given the task of designing the heritage places are designing it in an outdated manner so that
they do not loose its beauty but it will be very difficult for the people of tourism business to
promote such places as it will not look attractive at all.
All these are the major potential conflicts arise during conservation of cultural and heritage
resources. From the case of Spain and Italy the other conflicts that may arise is the environment
impact of tourism activity. Increase number of tourists to a specific place results in harm to
heritage and cultural resources. Further, technology is another factor that largely affect the
process of tourism. For provide better and effective services to visitors proper training is require
to offer the employees and this require lot of funds and time. In addition to this introduction of
change and management of that change in tourism also enhance the ground of rising conflicts.
TASK2
2.1 Purpose of cultural and heritage attractions in meeting needs of customers
Large number of visitors coming in Spain, Italy, United Kingdom and other countries for
the purpose of travelling in order to visit various historical, heritage and cultural spots (Cuccia
and Rizzo, 2011). These attractive places meets the requirements of visitors in various ways.
Different purposes are defined here:
Education: Visitors who comes from various places to visit heritage and cultural sites
come to gather knowledge for their personal preference and academic learning. Various high
educational programmes are introduced by government now a days on these places, which can be
a great path for learning. Queen's House, National Maritime Museum, British Museum etc.
arrange various education programmes through thematic stories, drama, labels, signs which
assists to keep the true view of museum to visitors (Horng and Tsai, 2010).
Research: Visitors come to these places for various research purposes. One from such
destinations is National Maritime Museum. People come here to look scientific alterations that
are preserved here and various discoveries that takes place there. The main attraction of this
place is laser harp, lie detector, robots etc. Visitors are allow for experiments here that should be
beneficial for individual's learning. Therefore, people who are interested in technologies and
science are visit this place more.
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Recreation: In present scenario, people are more busy then earlier and recreation scopes
are less because of shortage of time. That is the major reason behind spending more money by
people to get more recreation in short period of time as they earns more & willing to spend
much. Heritage and cultural places are the best alternatives for this.
Entertainment: These places are the good source for visitors for entertainment. By
visiting these places, visitors can watch various natural as well as creative scenes which are rare
and that might they see these in pictures only. In the present scenario, women are also taken
interest in spending their leisure time to travel and visit these places.
However, travel industry success rely on customer segmentations and their preferences.
In this, selection of target group is necessary. For instance, students travel and visit these places
more frequently rather than employed ones. Students go there for the purpose of research and
education, whereas employed individuals go with families with the motive of entertainment and
recreation. Income of people is an important part of all this (Jimura, 2011). Long distanced
places are more visit by people with high income group and middle class individuals goes to
urban and local places for travelling.
TASK3
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TASK 4
4.1 Evaluation of methods and media utilize for interpretation in heritage and cultural industry
It can be seen that current scenario of media is such which is a powerful source of sharing
and also promoting several information to the various level which help in influencing the great
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decision of visitors as well. Interpretation of the different information and the process which is
having a effectiveness in heritage sites with the positive side of places which has a better impact
on income as well as with promotion part for various particular location (Kolar and Zabkar,
2010). Moreover, sometime the various thematic approach is being used to just because it will be
very useful criteria which will include all related information in better manner that would also
help in understanding several methods and the approaches which will be useful for the
development of plan and policy to promote the heritage and cultural toursim as well. Moreover,
there are various principles and media which is being are used are as follows:
Images: Government is such which shows the image of different heritage sites and it is
such which mainly aslo attract the large numbers in a effective and efficient way. This help to
develop the mind set of customers to have a visit of such destination for once. Although
attarctive images create a interest in travellers to travel in different oparts of country. This is all
such which help in pulling the milllion numbers of tourist at such places as well.
Role play and the guides: It is such which is important part which help in guiding the
traveller about the destination although they help to provide information about the place in better
manner as well. Hence, it s required to develop the own sites and which is being used to have a
visitor can exchange as well abd views are aslo required for such destination.
Stories: Various signs and stories are there of such palces which is determind over there
in right prospect eve though. Therefore, such old stories attract milllions of people to such
destination in great way. Even the social media is that which help in showing the story of such
palces and such sceanrios is being used to attract the many customer at those heritage palces in
effective manner (Loulanski and Loulanski, 2011).
Trails: This is something which is very mkuch useful at the heritage places and it is being
considered as the important tool as well. This is mainly being used at museums like British
museums and other places as well. Although this is such which is being used to different aspect,
video tool and audios as well which can be used to provide the information about the palce and
the traits are there. Various options are there which can be followed by the different trails and it s
being done to have quality which is being related to knowing of different travellers in better
manner (Nicholas and Thapa, 2010).
Audio Visual: This is something which is being ysed to identify the essential part and
modern thing as well which is being followed to have different offers with various visual and
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audio media to tour the different places and to gather information as which place in attaractive.
Hence, best thing about this concept is information can be provided into different languages
which help in maximising the level of tourism industry which will help in knowing the culture as
well.
CONCLUSION
From the above report, it can be concluded that maintaining heritage and culture of a
particular place is very important because then only the tourism companies will be able to attract
large no. of customers. Heritage and cultural tourism is a type of tourism that consists of places
that are related to history or culture of a particular place. These destinations are having a story
related to it and thus they are having capacity to attract large no. of customers which is very
beneficial to the companies as well as the government of that particular country as well. There
are various factors that are essential and beneficial for the firm so as to increase their profits and
sales and these factors are being discussed in the above report. Numerous public and private
organizations are already running or working in necessary manner due to they are leaving to
follow target strategies which attract million number of travellers.
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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.
Horng, J. S and Tsai, C. T. S., 2010. Government websites for promoting East Asian culinary
tourism: A cross-national analysis. Tourism management. 31(1). pp.74-85.
Jimura, T., 2011. The impact of world heritage site designation on local communities–A case
study of Ogimachi, Shirakawa-mura, Japan. Tourism Management. 32(2). pp.288-296.
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.
Loulanski, T and Loulanski, V., 2011. The sustainable integration of cultural heritage and
tourism: a meta-study. Journal of Sustainable Tourism. 19(7). pp.837-862.
Nicholas, L and Thapa, B., 2010. Visitor perspectives on sustainable tourism development in the
pitons management area world heritage site, St. Lucia. Environment, Development and
Sustainability. 12(5). pp.839-857.
Nunkoo, R and Ramkissoon, H., 2010. Small island urban tourism: a residents' perspective.
Current Issues in Tourism. 13(1). pp.37-60.
Qu, H., Kim, L.H and Im, H.H., 2011. A model of destination branding: Integrating the concepts
of the branding and destination image. Tourism management. 32(3). pp.465-476.
Richards, G and Munsters, W. eds., 2010. Cultural tourism research methods. Cabi.
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Ryan, C., Chaozhi, Z and Zeng, D., 2011. The impacts of tourism at a UNESCO heritage site in
China–a need for a meta-narrative? The case of the Kaiping Diaolou. Journal of
Sustainable Tourism. 19(6). pp.747-765.
Online
The British Museum. 2017. [Online]. Available through:
<https://www.timeout.com/london/museums/british-museum>. [Accessed on 13th
October 2017]
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