Cultural Heritage and Tourism

This assignment focuses on a review of the relationship between tourism and cultural heritage. It examines various aspects such as segmentation of tourists interested in cultural experiences, climate change impacts on heritage tourism, marketing strategies for senior travelers and international promotion of destinations like Japan. The review also delves into the importance of cultural research, intangible heritage, and traditional custodianship in managing heritage resources. Finally, it highlights the economic contribution of heritage tourism to economies like the UK.

Heritage and Cultural
Tourism
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 The growth and development of the UK heritage and cultural industry...............................3
1.2 Potential conflicts in the conservation of heritage and cultural resources.............................4
TASK 2............................................................................................................................................7
2.1 The purpose of heritage and cultural attractions in meeting the needs of different
customers.....................................................................................................................................7
TASK 3............................................................................................................................................8
3.1 The impact of different types of ownership on the management of heritage and cultural
sites .............................................................................................................................................8
3.2 Roles and responsibilities of organizations in the heritage and cultural industry ..............10
TASK 4..........................................................................................................................................11
4.1 Methods and media used for interpretation within the heritage and cultural industry for
tourists .......................................................................................................................................11
CONCLUSION .............................................................................................................................12
References......................................................................................................................................13
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INTRODUCTION
In the modern scenario, tourism is considered as one of the fastest growing sector that
contributes in growing and developing the economy. With the increasing tourism and cultural
sector, traveler and visitors now a day’s often visits the cultural heritage sites and destination as
their main aim is to provide knowledge regarding cultural and heritage aspect of the destination.
However, individual mainly visit different destination for gaining some leisure and luxurious
experiences that would often result in providing them with recreational pleasure. Therefore,
travel and tourism sector focuses on managing cultural and heritage of the tourist destination so
that in future they may attract travelers who are keen interested in visiting places which are rich
in arts and heritage.
Presently, the report focuses on the case study of Lhasa, Tibet which is considered as the
major tourism destination that mainly offer various attractive places like monasteries, religious
temples etc. so that traveler may satisfy their requirement. Thus, the study mainly aims in
understanding the significance of heritage and cultural industry within travel and tourism.
Furthermore, it also measures purpose of heritage and cultural attractions within the tourist
destination place in meeting requirement and wants of different customers.
TASK 1
1.1 The growth and development of the UK heritage and cultural industry
Heritage is termed as historical destinations and places which are preserved and
conserved by the government that further contribute in tourism sector. The importance of
heritage and cultural tourism is that it mainly contributes towards attaining firmness and
economic improvement of the UK economy (Thomas, 2013).
In developing economic system there are numerous services and activities that impart and
contribute effectively in growing the economy for instance culture and heritage tourism. The
UK, economy is famous for providing travel and tourism activities and services to individual that
contribute in gaining huge earning and income that further increases their GDP rate (Girard and
Nijkamp, 2009). UK economy is also better known for their vast heritage and cultural
destinations which attracts visitors of foreign countries to visits their place. The most popular
tourist and cultural destinations within the UK are enumerated as follows Old and New towns of
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Edinburgh, British museum, Tate Modern, London, tower of London, Greenwich etc. all these
attractions and heritage sites attracts and influences customers and visitors of foreign to visit the
places and contribute in UK economy (Byrd, 2007). According to Thomas (2013) different
heritage sites and destinations within the UK that is Tower of London and Edinburgh Castle
supports in generating net income around £26.4bn which contribute in the economy.
UK possess various other places and locations that features high cultural and heritage
factor like Buckingham palace, Big Ben, London museums etc. which mainly attract large
number of visitors from within and outside the countries. However, there are different aspects of
heritage that attract different customers and visitors. The different aspects of heritage include
coastlines, national parks, wildlife and landscape that primarily affect the travel and tourism
sector (Bramwell, 2011). In the past few years, London is the only place that is being selected for
sponsoring renowned sport program that is Olympics games which has attracted the sports lovers
to visits the place. However, travelers or visitors who visit the place for sport program will also
visits different attractions and tourist destination during their stay time period. Thus, sponsoring
such events will result in growing and developing UK historical places as probability of visiting
such places and attractions get higher at this time period.
Therefore, it can be said that maintaining cultural and heritages sites within the UK
economy is significant in growing and processing the sites and destinations so that they can
provide recreational pleasure to both domestic as well as foreign visitors (Hassan, Trafford and
Youssef, 2008). Promoting UK as heritage tourism is significant in attracting visitors from
different geographical region as well as it also creates job opportunities for the localities and
hospitality organization to earn higher revenue. Therefore, it can be concluded that activities
related with cultural and heritage will encourage visitors from all over the world to visit the
place.
1.2 Potential conflicts in the conservation of heritage and cultural resources
As per the case study of Lhasa, Tibet it is termed as the roof of the world as the
destination offers variety of attractive places which include monasteries, high-altitude treks etc.
the destination is often visited by large travelers due to different religious temples and unique
hospitality of people residing in the place (Kammeier, 2008). However, to increase the number
of domestic and foreign visitor’s Chinese government has initiated large-scale projects for
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renovating and recreating the places so that they can attract visitors to visits Lhasa, Tibet. The
government renovates the Lhasa's traditional old town district that is Barkhor as well as also
plans for introducing the Tibetan Theme park on the outskirts of city so that they can increase
the number of tourist in the future. Another project is of InterContinental Hotel group (IHG)
which also plans to open 'Resort Lhasa Paradise' one of the planned themed hotel with 1100
rooms (Cultural Research and Intangible Heritage, 2009). The resort is considered as one of the
biggest luxury hotel in Lhasa. London-based free Tibet campaign has been initiated to boycott
these developments as they argues that it result in arising various conflicts such as-
 Access versus conservation: Chinese government focuses on initiating two large scale
projects within the tourist destination that is Lhasa Tibet for renovating places and
locations so that in future they can attract visitors to the places. Through introducing such
project within the destination it raises certain issues and conflicts like access versus
conservation. The main aim of Chinese government is to develop the places by
conserving the heritage and cultural resources. Thus, the potential conflict in conserving
the resources include access versus conservation that is government confused in
accessing that is using the resources by conserving the heritage resources so that they
should attract the customers (Moriarty, Jones and Rowley, 2008). Therefore London-
based Free Tibet campaign boycott the decisions of Chinese government as it will impact
the attraction and heritage places. Government official will need to manage and utilize
the resources in the effective manner so that they may easily preserve the cultural and
heritage resources of Lhasa Tibet while initiating the project of renovating the old town
destination that is Borkham. Improper access of the resources while managing the project
will lead to erosion as well as it will also affect the sites environment that directly impact
the behavior of visitors.
 Presentation of heritage and culture to visitors: Another potential conflict that arises in
conserving the heritage and cultural resources is presentation of heritage and cultural of
tourist destination to the visitors and travelers (Serre and Chevalier, 2012). As, the
Chinese government has considered the large-scale projects of renovating the traditional
old town district of Lhasa, Tibet will require adequate time period for renovating the
location successfully will result in enabling Tibetan theme park on the outskirts of city.
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Therefore, one of the major conflict that arises while implementing the large-scale project
is presenting the destination to the visitors. As, renovation or opening of Resort Lhasa
Paradise will affect the visitors to visits the location (Uzama, 2009).
 Planning and land use: Another potential conflict that arises in preserving the heritage
and cultural resources of Lhasa while initiating the large-scale project include effective
planning and using of land so that government can preserve the natural resources and
cultural heritage monument and religious temples so that they may attract the customers
and visitors that prefer to visit the location that carries rich cultural and heritage
resources. However, government must plan before implementing the renovation and
recreational projects in the Lhasa Tibet as the place is consider as one of the most leading
tourist destination in the world that attract large number of visitors and travelers across
the countries (Allen, 2010). Therefore, they must plan and ensure the land use effectively
so that they may not damage or harm the other places and attractions that diminish their
attractiveness. However, London-based free Tibet campaign has been initiated to boycott
the IHG hotels as the company is planning to project the luxurious resort namely 'Resort
Lhasa Paradise' that would features to have around 1100 rooms that will render quality
and leisure services to visitors and travelers who come across the boundaries to visits the
place. Therefore, the campaign protest the hotel group as it will impact the heritage and
cultural of Lhasa as well as it will also degrade the environment by using the land. Thus,
government must plan and ensure effective use of land to avoid the conflict and it will
also outcome in preserving and consuming the heritage and cultural resources (Cappelini,
2005).
 Brownfield sites versus green field sites: Another conflict that arises in conserving of
heritage and cultural resources in Lhasa focuses on Brownfield sites or greenfield sites.
Brownfield sites are considers as land sites that already build in the past while the
greenfield focuses on sites that has not been constructed in the past. The greenfield sites
are often termed as rural or sites at the outskirts of the places that are bare land. In
addition to this, improving or recreating the greenfield land will degrade the environment
as natural resources get diminish as well as brownfield sites will improve the location and
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also result in developing the places that already exist in the location (Girard and Nijkamp,
2009).
 Potential role and impact of technology- Although the increasing significance of
technology in the market also result in arising potential conflict in preserving and
consuming the naturals as well as heritage resources of Lhasa, Tibet. With the increasing
role of technology it result in manufacturing the latest equipment and tools that result in
affecting the resources or heritage and culture. However, the technology also negatively
impact the project as it increases the overall estimated budget or recreation and setting up
the luxurious resort of IHG in Lhasa, Tibet (Edgell Sr, 2013).
TASK 2
2.1 The purpose of heritage and cultural attractions in meeting the needs of different customers
One of the major task in heritage and cultural management is to preserve and protect the
cultural destination so large customers will attract towards. In the modern market tourism it
mainly focuses on enabling the eco-tourism, responsible tourism as well as enabling heritage and
cultural places so that visitors should come to know about the ancient and historical places. The
task mainly focuses on British Museum and The natural History museum both the places are
historic and located in the London UK that depicts the high culture and heritage (Byrd, 2007).
Therefore, these two heritage and cultural attractions mainly focuses on the different needs of the
customers as some visitors mainly prefer to have some outdoor fun while other visitors are keen
interested in gaining the knowledge regarding ancient and historical places of the UK. The main
purpose of British Museum is provide the insight of cultural knowledge to the visitors and
travelers that visit the place. However, the British Museum also aims to illustrate and elaborate
the past ancient human culture to the present culture. However, another heritage and cultural
destination of London is Natural History Museum that is consider as leading attraction of
London that also referred as one of the leading science center often visited by the student to gain
the knowledge and information (Bramwell and Lane, 2008). The Natural History museum also
care and exhibit about more that 80 million specimens that they preserved. However, there are
various type of visitors that prefer to visits that British Museum and the Natural history museum.
The British Museum are mainly focused by the visitors and travelers from the different countries
and region as they are mostly attracted towards visiting such places. British museum are
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preferred by all type of visitors whether student or the adult. However, the natural history
museum are mainly preferred by the customers and individual who have keen interest in the
historical species or the things from the past that depicts the history and culture of the UK. There
are different types of visitors that visits both the museum and the purpose of visitors is to focus
on-
 Education: One of the major purpose of these cultural and heritage sites that is British
Museum and the natural history museum is that it may renders education among the
visitors and students who often visit these places. However, rendering education is the
foremost aim and purpose of these destinations (Bramwell, 2011).
 Research: Another purpose of student of visiting these heritage and culture places is to
research regarding the places and identify the ancient culture and aspect behind building
the museums. As, visiting The Natural History Museum is effective for science student as
they research past specimens for their project report that assist them in researching the
new things (Ballantyne, Packer and Hughes, 2009).
 Recreation: Another purpose of these heritage and cultural attractions is that it support in
recreating the past historic times in the modern era that would support the travelers and
visitors in gaining adequate knowledge regarding the past culture and heritage of UK
economy (Hassan, Trafford and Youssef, 2008).
 Entertainment: Although it has been also assessed that the main purpose of British
Museum and The Natural History Museum is that they would provide entertainment
services to the student and visitors who visits these places. The foremost aim of
customers is to meet the entertain requirement of the customers and visitors by focusing
on initiating exhibition for the student so that they may fulfill their entertainment
services.
TASK 3
3.1 The impact of different types of ownership on the management of heritage and cultural sites
With the increasing sector of travel and tourism contemporary visitors prefer to visit the
destination that possess rich culture and heritage resources or destination that promoted as Eco-
tourism (Jopela, 2011). Thus, many private as well as public ownership establishment are
entering into the sector so that they may enhance and develop the cultural and heritage
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destination that exists within the UK economy. Basically, cultural and heritage attractions are
under the UK governmental ownership they take care and also keep attention regarding the place
and renovation of sites so that they may attract large customers in the future. On the other hand
some cultural and historic sites are under the private ownership who are not even bothered
regarding the renovation and recreation of the places as they mainly concerned about earning
income from the places (Kammeier, 2008). The different types of ownership on the management
of heritage and cultural sites are as follows-
 Government ownership- Under governmental ownership heritage and cultural sites are
under the governmental authorities all the crucial decisions related with management are
taken by the government officials. The main aim and objective of government ownership
sites is to enhance the places and heritage sites by renovating them so that large
customers get attracted towards it (Heritage Lottery Fund, n.d). However, another aim of
governmental ownership sites is to generate higher profit that contribute in the economy
of UK. Moreover, the government ownership may also access control that would result in
preserving the cultural heritage sites. However, the impact of government ownership on
the management of heritage and cultural sites is that it result in preserving the historic
place for the long term by ensuring time to time recreational activities (Cultural Research
and Intangible Heritage, 2009).
 Private ownership- Another type of ownership include private ownership under which
heritage and cultural sites are owned and managed by private authorities or directors.
They are the one that take all the crucial decision regarding renovating and promoting of
the heritage and cultural destination. However, the main aim of private ownership is to
generate and make higher profit instead of developing and recreating the historical places
and sites (Youell, 2000).
 Voluntary organization- Voluntary organization are also an effective type of ownership
that renders proper services in managing the culture and heritage within the destination.
Under this type of ownership organization without generating any profit will recreate or
renovate the heritage and cultural sites that would result in attracting large number of
visitors and travelers to the particular destination. Within the UK region the Architectural
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Heritage Fund (AHF) is the major charitable fund that renders the services in managing
the cultural and heritage sites.
However, both the form of ownership have negative as well as positive affect on the
management of cultural and heritage sites that is in the governmental ownership the political
parties of UK have huge influence on the activities of cultural sites. They are the one that frame
the polices and different strategies for sites to strengthen the historical aspect of the sites and
location instead of focusing on the gaining the higher revenue. Moreover, the revenue earned
from government ownership sites will result in contributing the overall amount in the
development of UK economy (Serre and Chevalier, 2012). On the other hand, private ownership
sites in the UK mainly aims to earn higher profit. The impact of private ownership is that they
are not concerned about renovating and recreating the cultural and heritage sites rather than they
focus on generating the income. Thus, impact of private ownership is that they would use
modern technology that would support them in generating the income.
3.2 Roles and responsibilities of organizations in the heritage and cultural industry
There are different organization those who are working in the heritage and cultural
industry that render proper services in preserving and conserving the historic building and
resources within the UK economy as UK is the major destination that is being preferred by the
visitors and travelers (Scott and et.al., 2008). There are numerous of cultural and historic sites
present within the UK that is Buckingham palace, British Museum, London's eye, Greenwich
etc. that primarily contribute in growing the economy of UK (Serre and Chevalier, 2012).
However, there are different governmental organization existing within the UK economy that
support in developing and processing the cultural and heritage sites so that they may attract large
visitors in the future. However, the organization also plays significant role in promoting the
destination among different visitors who are residing outside the UK so that they should easily
appeal them to visits the places and contribute in enhancing the overall growth of the economy
(Pesonen, 2013). The roles and responsibility of different organization in heritage and cultural
industry are-
 Heritage Lottery Fund: Heritage Lottery Fund is also an organization that raise finance
and monetary value to sustain and transform the historic destination and sites of UK
economy (Moriarty, Jones and Rowley, 2008). The organization mainly establish in UK
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whose role is to take significant decisions regarding the historical places, museums etc.
however, it is the responsibility of Heritage Lottery fund to renovate the heritage sites
across the UK and preserve them so that it may last for the longtime period and attract the
numerous travelers that often result in contributing to the growth of UK. In the
contemporary scenario, the organization support different heritage projects so that they
may transform the sites. In addition to this, responsibility of the organization is to explore
the historical sites and projects so that visitors may discover the past stories and culture
of the UK economy. Another responsibility of body or organization is to share the
income to the different cultural and heritage sites so that they may easily contribute in
enhancing the growth of nation with the increasing awareness of cultural and heritage
destination (Mehmetoglu and Normann, 2013).
 National trust: One of the renowned organization existing in the heritage and cultural
industry is national trust. The main role of national trust is to preserve and conserve the
natural resources as well as historic and cultural heritage of the geographical area so that
they may easily use them to appeal to the ultimate visitors to visits their place. The trust
also operates their activities as non-profit organization whose main responsibility and
duty is to preserve the natural beauty of the area. However, the tourist mainly prefer to
visits the country or location that carries higher cultural and heritage value thus, this non-
profit organization prevent the arts, artifacts and ancient furniture so that tourist may
visits such places (Matzler and Siller, 2003).
TASK 4
4.1 Methods and media used for interpretation within the heritage and cultural industry for
tourists
It is very important for both the museum to make their interpretation to all their visitors
experiences. Furthermore, it assist people to become aware about the information and features
associated with Natural museum London and British museum. People in the market also
becomes aware about the various kinds of figures and fact that are linked with these museums.
Another reason why such kind of interpretation are considered as important is that it enhances
the overall experience and knowledge of individuals. With the help of interpretation, Natural
museum London and British museum makes the people aware about their culture and heritage
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system. It can be also stated that media has played very important role in growth and
development of both the museum (Uzama, 2009). By using media, Natural museum London and
British museum try to make people aware about their heritage and culture. Other than this,
various sources of media such as visual and audio are taken into consideration to provide
information to individuals.
The above stated museums also makes great use of both traditional and modern sources
of media. This includes modern sources such as internet and traditional sources such as
television. Using both these sources information in the form of audio visual is provided to
people in the market. In addition to this, Natural museum London and British museum also use
print media (Morgan, 2004). Here various kind of leaflets, templates and brochures are being
distributed to people so that they can get aware about the fact that what kind of culture and
heritage is demonstrated by the above stated two museums. Other than this, internet has also
helped these tourist destinations to promote and advertise the kind of services which has been
provided. Method such as thematic method has been used to advertise the services and attract
people from all across the world. Some people also take help from social media sites such as
twitter and Facebook in order to interpret the culture and heritage of these two destinations.
Information at frequent intervals are posted and updated on all the social media sites. Separate
pages have been created on social networking sites and regular updates are provided to people
(Allen, 2010).
On the other side of this, it can be explained that both non-personal and personal method
are being adopted by Natural museum London and British museum. It can be also explained that
the non-personal method is more effective and suitable method to provide interpretation of all the
antique and traditional objects which has been kept in the museum. The rational behind
suggesting non-personal method is that people are made aware of the unique and antique objects
by using both video and audio format. This helps in providing more clear and in depth
knowledge to all the people which want to become aware about the culture of both the museums
(Cappelini, 2005).
CONCLUSION
Conclusively, it can be stated that cultural and heritage industry is consider as the fastest
rowing as well as it is the industry that mainly contribute their share in growing the economy of
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UK as the United Kingdom mainly regarded as destination that possess rich cultural and heritage
resources. The different destination across the UK region include Buckingham palace, London
Eye, Greenwich etc. that attract large customers and visitors across the nation that contribute to
their economy. Furthermore, the report also assess the different purpose of heritage and cultural
attractions that meet the different requirement and needs of the customers and visitors as there
are different needs of customers for example, some visitors often visits the places to have
outdoor fun activities, to gain recreational pleasure etc. in addition to this, the report also
measures and evaluated different media that are used by the UK economy for interpreting and
appeals the destination to the ultimate tourists and visitors.
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