Cultural Heritage Tourism Management

This assignment delves into the multifaceted nature of cultural heritage tourism management. It examines case studies such as Italy's 'Motor Valley' cluster (Alberti & Giusti, 2012) and China's Hangzhou (Wang & Bramwell, 2012), exploring how these regions balance cultural preservation with tourism development. The assignment also investigates the role of stakeholders, including residents and local communities (Salazar, 2012; Spencer & Nsiah, 2013). Additionally, it explores the economic impacts of community support for tourism (Spencer & Nsiah, 2013) and the political economy perspectives influencing heritage protection (Wang & Bramwell, 2012). The assignment encourages an understanding of cultural diversity, human rights, and religiosity in tourism context (Logan, 2012; Zamani-Farahani & Musa, 2012), while also considering dissonance in heritage tourism management (Hartmann, 2014).

HERITAGE AND CULTURE
TOURISM MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 Growth and development of heritage and culture industry...................................................4
TASK 2............................................................................................................................................7
2.1 Purpose of heritage and cultural attractions in meeting the needs of different customers....7
TASK 3............................................................................................................................................9
3.1 and 3.2...................................................................................................................................9
TASK 4............................................................................................................................................9
4.1 Methods and media used for interpretation in heritage and culture tourism.........................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Tourism in simplest form can be defines as a person's activity to travel to and stay in
places that are outside its habitual environment for varied purposes ranging from business,
recreational pleasure, leisure and others. Heritage and culture forms an integral part of travel and
tourism industry cultivating various benefits for economy of a nation. In the last 4-5 years
tourism sector have experienced a remarkable boom due to considerable improvement in mode
of transportation, technology and government efforts to promote it (Laing and et. al., 2014).
Today, there are number of countries that are among world's best tourist destinations out of
which one most prominent one which is immensely popular for its rich cultural heritage is
Europe. Thus, this sector has emerged as an opportunity for a business to evaluate, develop,
manage and contribute to this sector by examining its scope and various factors and components
so that more and more tourists could be attracted by a firm leading to higher economic growth
and development for a company and country as a whole.
This assignment is entirely based heritage and cultural tourism management in which on
case study of Barcelona (Spain) and Venice (Italy) is described where there is immense need for
heritage and culture tourism management. Moreover, it will also discuss about issues faced in
conservation of heritage and culture and will briefly analyse the impact of different types of
ownership. In addition to it will evaluate various methods of interpretation within heritage and
cultural industry.

TASK 1
1.1 Growth and development of heritage and culture industry
1.2 Potential conflicts in conservation of heritage and culture tourism
Tourism can be stated as the tangled phenomenon with multiple kind of perspective like
ecological, biophysical, social, political, economic which can positively lead to the both kind of
culture and the natural practice. Capital of Italy which is Venice is the most attractive place. Both
of the destinations Venice and Spain are highly chosen by the visitors. As per the Nations Brand
Index, Barcelona has mainly acquired fourth place across the globe and Venice has 7th place in
rich culture heritage of the country (Hartmann, 2014).
There is necessity of understanding that the huge amount of funds are being needed along
with legal structure which are mainly involved in conservation and developing the heritage and

culture tourism. Apart from this, multiple challenges are being faced like interest and aspect of
shareholders which in turn can lead to management and preservation.
To understand the conflicts in conservation of heritages sites, there are two case studies which
are being considered.
Barcelona
This is the place where issues had been emerging with respect to neighbourhood and high
hierarchical comprehension of legacy and culture. Kingdom of Spain isolates all the components
after 1800 CE and has been re-outlined like every one of the traditions, nourishments and
Buildings and therefore they are being assigned as legacy while some of them doesn't stay as the
same. These kinds of authority definitions are regularly darkened in nature and practice.
Barcelona is profoundly needy of income which is being gathered from tourism part and the
service of tourism and tourism and division of Antiques which is as yet chipping away at
changing the assets into income generators (Logan, 2012). Be that as it may, there is
minimisation of community in these locales. This sort of adjust should be kept up while
advancement is being done in the worldwide tourism and consequently from this nearby does not
get affected. On the off chance that the strong measures are being taken by Govt. To control the
exercises of voyagers, at that point there will be effect on speculators because of restricted
introduction to the visitors, yet local people will get profited from this and preservation will be
done of destinations (Page, 2014).
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.
Venice
Second case study which is being chosen for this kind of report is Venice, Italy. Multiple
kind of factors which are related to the culture and heritage sites and they are described below:

Figure 1Heritage Attractions
(Source: Tourism and Conservation, 2017)
By thinking about every one of the angles in regard to Venice, it can be expressed that there are
still a few locales which are yet not being started for public or they are by and large abandoned
with time. There are a few destinations which are being saved yet at the same time they are not
being contributing in the social and prudent elements. Then again, real component of Venice is
its Lagoon which is significant fascination of this city and is UNESCO world legacy site. This
sort of well-known rating put a great deal of weight for saving site. Venice has been
concentrating on expanding the capability of tourism and at extremely same time they had been
rationing it. Savages have been revolting for securing it alongside its foundation. According to
the information and video after 1990, number of travellers has been enhanced with the normal
level of 1 million sightseers for every year (Raj and Griffin, 2015). This can be said as colossal
in number and along these lines can possibly pull in guests and build up the lacking territories to
shield the locales and urge more sightseers 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 numerous kind of factors which has the potential of making impact upon the
tourist’s behaviour as per demands which are like socio-demography, economical benefit,
geography and the pattern of behaviour. Example can be taken up of Spain which has some
heritage sites but attractiveness is low for customers. According to the.... , artefacts are mainly
present within heritage and the tourism culture and thus it is very necessary for developing the
relationship within an individual so that relationship can be developed among the individual and
the heritage along with perception of tourist. Multiple kind of factors which are present for
developing the heritage and the culture tourism which are attractive to customers as per
observation and experiences from the trip of British Museum, the National Maritime Museum,
and The Queen's House in London. Firstly, studies by the (Richards, 2014), it is being observed
that tourism's interest which is being enhanced and thus the opportunities and recaptured
regarding the culture. Secondly, ample of opportunities are being given to the local people for
getting the education and traditions which visitors can be shared. There are mainly various kind
of purposes for which development is being done. Reasons for visiting and developing can
mainly be explained by the Typology of Bywater which are three different kinds like culturally
motivated, attracted and inspired. Example can be taken up of Spain where there are lot of
tourists and the events like Tomatina Festival or pop delivering prayers. Overall, there are
various kind of purposes by which tourists visit the and the motive of tourist attractions and
mainly there are five kind of tourists like 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
According to the above discourse, there are sure needs and needs of clients which have been
talked about. If there should be an occurrence of British Museum, the National Maritime
Museum, and The Queen's House in London, every one of them have distinctive sort of Visitors.
Principally British Museum is being related with science ideas while National Maritime Museum
is related with Art and plans. One of the engaging components which British Museum has is that
it can draw in sightseers who are socially roused, pulled in and motivated. By the assistance of
different occasions composed, number of guests additionally builds like for instance national
Maritime sorts out evenings in which display takes spots of different expressions and other
verifiable occasions.
1. Education purpose: Colossal number of social and heritage districts are there which give
massive measure of data to individuals. Diverse kind of colleges and schools bolster
educational trips as this is helpful for their understudies. For instance: British Museum,
the National Maritime Museum, and The Queen's House in London likewise define
different instructive outings for its understudies and this assistance understudies to take in
more about different statistical data points (Salazar, 2012).
2. Research: One of the critical inspiration driving why people go to various regions is by
virtue of to reveal the past measurable information focuses. For instance: Various
foundations like British Museum, the National Maritime Museum, and The Queen's
House in London are there which give their help to people.
3. Entertainment: This is a standout among the most unmistakable explanation behind
which tremendous number of visitors visit and go to various social and inheritance
places. Tremendous number of visitors keep running with their partner and relatives with

TASK 3
3.1 and 3.2
TASK 4
4.1 Methods and media used for interpretation in heritage and culture tourism
Media serves as a powerful medium for share and promote information at different levels to
influence decision of tourist. Interpretation is concerned with communication essential
information related to cultural heritage site to make more and more people to get attracted
towards it and visit that place. It helps an individual to easily gain relevant knowledge about a
heritage property in proper manner. Interpretation is one of the most effective medium to
communicate information about nay heritage or historic site. The reason behind is that it supports
the narrator to revel true essence and cultural relevance of that specific heritage to tourists with

help of various objects, artefacts and landscapes etc. Therefore, it helps in developing and
providing self-guiding interpretive opportunities for visitors. There are various medium that
could be used by different firms to promote the As per new modern world, social media is
choose as a best plat form for promoting any place (Zamani-Farahani and Musa, 2012). This is a
finest method, which is consider as attracting tourist for any place. Some methods and media
used for interpretation in heritage and culture management are as follow:
Print Media: This considered as the most essential source of gaining attention of people
thorough providing relevant information in theoretical manner. It is a traditional method of
attracting people towards any product, service or place. This media is widely applied by tourism
industry in respect to grabbing the attention of people thorough providing proper details and
knowledge.
Maps: This the key source which provides a proper direction to move forwards towards
right direction. Map provides a blueprint of a destination which is selected by an individual to
visit. This present in a graphical form and represents proper direction to reach at the potential
destination. For an example: For visiting British Museum it is essential for the tour operator to
provide proper direction with the help of map in respect to describing each detail about the
uniqueness of the place.
Brochures and books: They forms the most famous and widely used sources for
gaining information about a particular heritage site. Books and brochures forms the main source
of media that provides elaborate data with pictures to visitors thereby inducing their interest to
visit a place. Maps on other hand helps in locating the particular spot to visit. For instance,
famous attraction in UK like Maritime, British Museum and the Queen’s House utilizes these
sources for grabbing consideration and attracting guests. These sources help in gaining point to
point information about a particular place or country.
Magazines: In this modern scenario people are using magazines as to getting information
about the trend. Magazines are also effective in gaining the attention of people through attractive
pictures of the destination or unique attractions. The description about popular tourist
destinations like British museum, Queen's House utilizes, Maritime are mentioned on magazines.
Electronic Media:
This considered as the most effective source for gaining the attention of people though
using technological aspects. In this modern scenario people are widely based on digital tools and

technologies like, internet, mobile phones, TV, radio etc. these all are effective in making
humans life more easy and comfortable. People are spending huge time on social media sites and
this is the best way to render and gain proper information about a destination. Audi Visual media: - This is most modern technique that is being used effectively for
interpretation. Tourists are provided with audio visual aids carrying which they can go
around and can explore key areas associated with a heritage place. The biggest benefit of
A/V media it can be developed in different languages and therefore increases the
probability of tourists to visit a place as it becomes easy for them to understand the
culture when explained in their own language. Thus, in case of visiting the Queens House
or Maritime Museum these A/V aids could support in increasing understanding of visitors
by providing thorough information about these sites and various activities , facts related
to it. Lightning and sound shows: - This is another attractive, animated technique where in
light and sound show are organized for tourists to enhance their knowledge about the
heritage place in the form of storytelling show with sound and light effects. These media
could be interesting and fun for visitors to understand history behind the Queens House
or to improve knowledge about various antique sea and navigation collections that are
been preserved in the Maritime Museum and will make it easy for them to associate
themselves with it. Interactive Media: In today's era of digitalization everyone is making use of numerous
online sources such as electronic and social media to carry out their routine tasks like
booking tickets, making payment, choosing for hotels to stay etc. Thus, websites, social
media etc. forms to be cost effective and more attractive way for sharing information and
data interpretation for the visitors. Thus, by checking online websites tourists can easily
gather information about the exact location, open and close timings, entry fees etc. related
to famous visitor’s attractions like The Queen's House, The Maritime Museum etc.
Importance of Establishing audience needs for effective interpretation:
For improving understanding of visitors about heritage, its cultural relevance etc. is is of
significant and critical importance to have attractive and efficient interpretation. Mentioned
below are certain importance of ascertaining audience needs for developing effective
interpretation:

 It is of high relevance to identify nature and type of audience and adapting speech as [er
their understanding level. It is important because it will ultimately support in enhancing
effectiveness of speakers if the presentation delivered is produced in an interesting and
appropriate way.
 Moreover, it is of crucial importance accomplish audience expectations in order to
develop their interest level and make them curious to gather more knowledge about a
specific heritage place like The Queen's House, The Maritime Museum etc. Avoiding this
aspect will negative result on effectiveness of speech.

CONCLUSION
From the project undertaken it is concluded that management of heritage and culture
tourism plays crucial role in preserving and maintaining the most famous tourist attraction of a
nation. There are a number of issues that needs to be handle efficiently by formulating
appropriate strategies in order to provide good experience to tourists vision that place from
across the world. There are various organizations in public, private and voluntary sector that
maintains and conserve a heritage place in order to fulfil their objective that is related to either
profit maximization as in case of private ownership and to conserve heritage by earning
minimum profits as in case of voluntary firms.

REFERENCES
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