Heritage and Cultural Site Management

This assignment delves into the crucial role of cultural heritage and sites in tourism and regional development. It encourages students to analyze how satisfaction levels and previous visits influence tourist intentions, explore effective marketing strategies for these sites, and understand the broader impact on local economies and communities.

HERITAGE AND CULTURE
TOURISM MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
1.1 Growth and development of heritage and cultural industry..................................................2
1.2 Potential conflicts in conservation of heritage and cultural resources in Lhasa...................3
TASK 2............................................................................................................................................3
2.1 Purpose of heritage and cultural sites in meeting needs of customers..................................3
TASK 3............................................................................................................................................6
TASK 4............................................................................................................................................8
4.1 Methods and media used for interpretation within heritage and cultural industry...............8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

Illustration Index
Illustration 1: The British museum..................................................................................................4
Illustration 2: The Royal academy of arts........................................................................................5

INTRODUCTION
Tourism is a travelling experiences of individuals in which different persons visit places
of their interest that includes cultural and heritage sites and similar places. The culture and
heritage sites include those places which have natural and traditional sites that can attract people
by demonstrating the old culture. This may also include travelling in rural areas to have a close
look on the traditions and cultures in these areas. This gives them opportunity to enjoy various
rituals and festivals that are organised in rural areas. All these natural and heritage sites are are
preferred by most of the travellers that helps in growth and development of economy. Therefore,
it becomes necessary for government to take necessary steps that can contribute in improvement
of these sites so that number of tourism in country can be grown. The present report is based on
heritage and cultural tourism which represents various features of travel and tourism in these
places. The report has discussed case of Lhasa regarding tourism of the country. Besides this, it
has discussed about British and natural history museum which highlights the significance of
museum for visitors. Apart from this, an attempt has been made to show the roles and
responsibilities and business ownership in improvement of travel and tourism industry.
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TASK 1
1.1 Growth and development of heritage and cultural industry
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1.2 Potential conflicts in conservation of heritage and cultural resources in Lhasa
TASK 2
2.1 Purpose of heritage and cultural sites in meeting needs of customers
The heritage and cultural sites are an inevitable part of various attracting locations of any
place in a country. They form a necessary part of tourist destinations that depicts the presence of
present and traditional culture of a region. This includes a vital evidences of historical cultures
and sites that can help in identifying periodic events so that modern society can be imparted
knowledge related with it. With this purpose, the Museums are considered as an appropriate
place that stores vital artefacts and things that have a historical importance (Carrier and Macleod,
2012). The museums are a warehouse for storing pieces of fine arts related to chronicles and
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restores different sculptures, arts etc. All these stored artefacts and other things are stored in
museum and placed for exhibition for public. This helps in making them familiar with historical
and heritage culture of a place and also creates awareness among them. The objective of tourists
differ to visit these museums as some of them come for a general visit while others have the aim
of research and education. Thus, museum plays an important role in accomplishing the
objectives of target people and delivering them useful information (Collison and Spears, 2010).
The British museum located in London and established in 1753, is a place where different
cultural and historical evidences can be found that are restored for its conservation. The various
things that represents traditional art and culture of the country helps in attracting tourists from
various parts of world. This fulfils the purpose of visitors as well as research scholars who use to
explore various new findings by studying these historical things. It helps in attracting large
number of tourists who contribute in development and economic growth of country. Therefore, it
is necessary that government take necessary steps that can help in development of these places
and its proper maintenance. The major collections in this museum includes various objects of
Greek and Roman times, belongings from Africa and Asia etc. (Hede and Kellett, 2011). There
were some articles that were in controversy as well like Rosetta stone, Four stole drawings,
Achaemenid empire's gold and silver artefacts etc. thus, the museum has a large collection of
different things that attract tourists across the globe.
Illustration 1: The British museum
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(Source: Aitchison and et. al., 2014)
Similarly, There is Royal academy of arts which is located in Burlington House,
Piccadilly in London. This is also an institution which restores various collections of cultural and
traditional significance. Distinct from The British museum, this is an independent institution
which gets funding from private artists and architects. This makes exhibition of all the
collections for public with a sole purpose of promoting enjoyment and admiration of various arts
by educating people about it (Hudson, 2010).
Illustration 2: The Royal academy of arts
(Source: Carrier and Macleod, 2012)
It also helps students and researchers to study about various historical arts and culture so
that they can make a good study about all these belongings. The institution has large collection
of books in its library as well that tells about periodical events. It has a collection of various
paintings, ceramics and various drawings that helps in getting closer vision of art and crafts. The
cited institution and The British museum have following motive in various fields:
 Education: A large number of students use to visit here so that they can be made aware of
various artistic and cultural things. These have helped in enhancing the knowledge of
students along with creating value of heritage and culture (Nightingale, 2011).
 Research: The said museum and institution are of great help for students as well as
different research scholars to gain a deep knowledge about various topics. They can attain
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various information through these places which can be useful for including in their
researches.
 Entertainment: The cited places also give opportunities of entertainment or people
visiting with the aim of recreation. They can enjoy the eye catching arts and various
collections along with different music and entertainment (Reid and Bojanic, 2010).
TASK 3
3.1 Impact of different ownership styles on management in heritage and culture
In order to manage the cultural and heritage
sites, some of the basis of ownership are
identified. The major type of ownership in this
field which contributes largely in this area are:
private, public and mix ownership styles. On
this basis various ownership styles have been
discussed in detail:
Public ownership: This type of ownership
includes various historical sites, national parks,
archaeological sites etc. The public ownership
helps in preservation of these sites and supply
useful information and knowledge to the
visitors (Scott and laws, 2012.). The public
ownership clearly represents the possession of
government in taking care of these sites and
making decisions related to these places. In this
purpose, the government can include various
local bodies as well so that any act or
innovative measures can be implemented
effectively and rapidly. It gives the evidences
that intervention of government helps in better
management and efficient improvements.
Apart from these, the cultural and heritage sites
that are in control of government generally
does not charge any cost for entry. Thus,
visitors can freely move in these sites. Thus,
the government can play an important role in
making improvements in these sites (Vargas-
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Hernández, 2012).
Private ownership: The areas that are included
under private ownerships are various
museums, art galleries, heritage sites etc. These
places that are managed and owned under
private ownerships have the major motive of
making money through it. The private firm or
an individual takes the control of these places,
hence they have the sole right of making
decisions related to it and manage the place.
They make maintenance and renovations of
these places so that they can make more profits
from it as it will attract more tourists (Zehrer,
Pechlaner and Raich, 2010). They also charge
some entry fees from visitors and amounts
collected from it are invested in its renovation
and maintenance. While, some of the people
are ignoring its importance and replacing these
buildings with commercial buildings so that
they can earn more revenues.
Mix ownership: This type of ownership entails
the participation of both private and public
ownerships so that management of all cultural
and heritage sites in UK can be done more
effectively. The major advantage of this type of
ownership is various resources can be utilised
more effectively and wisely. The issues related
to funding in maintenance and its proper
management is also resolved with the
participation of government and private
owners. But sometimes, some issues can be
raised if there is lack of coordination between
both owners. This can also result in weak
performance of both parties. It is also evident
that both public and private owners have
different motives which can also lead to a
conflicting situations(Abankina, 2013).
3.2 Roles and responsibilities of organisation in heritage and culture
In UK, there are some of the bodies that are
working in combined efforts to manage and
preserve the cultural and heritage sites. The
historic building and monument commission is
a governing body of England that helps in
management and maintenance of various
monuments in country. They make strategies
The heritage lottery fund is also another
organisation which was established in 1994
with the motive of donating the collected sums
for any good cause. The company ensures that
money collected by it can be largely
contributed for benefits of various
communities of UK. The earnings which is
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that can help in conservation of monuments
ans landscapes so that they can be preserved
for future generations (Aitchison and et. al.,
2014). In addition to this, the National trust is
another body that helps in restoration of
various heritage sites in efficient manner.
been rendered from the dealings are sponsored
for the sports, charities, education and other
heritages of UK (Zehrer, Pechlaner and Raich,
2010).
World Heritage committee: The said entity
works in collaboration of UNESCO so that it
can work for growth and development of
various cultural and heritage sites. The main
function of this body is to explore all those
places that can be promoted in the form of
famous heritage sites. This will help in their
promotion and more visitors can be attracted
towards it. It makes various strategies by
assisting UNESCO so that various unexplored
areas can be developed and promoted at larger
scale (Bremner, 2013).
World heritage centre:This body also comes
under the UNESCO. This organisation has
been made responsible for management and
care of various monuments and cultural sites
(Ashworth and Larkham, 2013.). This makes
coordination with various bodies so that they
can come up with innovative plans and ideas
that can help in promotion of various sites.
They give various advices which can be
fruitful for the developing heritage and culture
of a place. It also assists international level
bodies so that strategies can be made towards
proper development of various sites. It makes
arrangement of funds that can be invested for
maintenance and preservation of monuments
and similar buildings. In addition to this, they
keep an eye on the authorities for conformity
and appropriate attention on the improvement
of heritage sites in the nation (Collison and
Spears, 2010).
TASK 4
4.1 Methods and media used for interpretation within heritage and cultural industry
The evaluation of various media and methods used for interpretation in heritage and
cultural industry is important. In context of the British museum and Royal academy of arts this
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forms an important function. It is necessary for the cited museum and institution that they take
some steps and formulate plans that can help in supplying vital information and knowledge to
tourists who are coming for visit purposes. In addition to this, it is vital for both to have a
knowledge of their satisfaction level so that they can be provided with greater facilities. For this,
a feedback mechanism can be made according to which the feedback of all the visitors can be
collected (Hudson, 2010). Through this feedback system, the tourists can be given opportunity to
share their experience and satisfaction level from their visit. In this purpose, the best tool that can
help to cited museum and institution is digital platform. Both mentioned institutions can take
help of social media sites to provide various information to various people. Along with this they
can ask for their feedback on their visit to museum as well. The tourists guides cam also help in
this motive to spread more knowledge about art and culture along with implications of museum
and similar places in this objective. It is evident that Royal arts of academy has an online
website as well where it provides desired information to interested people
(Nightingale, 2011). The website has a collection of pictures as well that provides images of
various important collections in the institution and can enhance the interest of travellers.
Another technique that can help in this process are some sensory tools that can enhance
the experience of watching all the collections in museum. It uses audio-visual techniques to show
the arts and collections in the museum. Apart from this, the museum has collection of various
books and other written articles that provides detail information about different periodic events.
The peculiar tourists such as research scholars and scientists increase experience and knowledge
from it in order to use it in their further research and studies (Scott and laws, 2012). Thus, media
and other tools have proved to be of an important source in supplying significant information and
understanding of various information for different target customers. Use of different technologies
with innovative features has helped in channelising various experiences of art lovers, researchers
and different target tourists.
CONCLUSION
The present report concludes that heritage and culture are the significant part of travel
and tourism sector that helps in economic growth of country by attracting large number of
people. In this report, it has been reflected that the role of government is very important in
restoration of various cultural sites and heritages by considering all different aspects. The report
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has discussed that case of Lhasa and various conflicting issues occurring there. In this, the role of
government and people is important so that culture of the country can be saved and its traditional
sites of great significance can be conserved. Apart from this, the British museum and Royal
academy of arts which are the famous places of London in preservation of art and history have
been discussed. It displays that media and other innovative tools can be used to deliver
significant information to tourists. In addition to this, the museums are vital places that help
visitors, scholars and researchers to study and collect information about heritage and cultural
sites.
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REFERENCES
Journals and Books
Abankina, T., 2013. Regional development models using cultural heritage
resources.International. Journal of Culture, Tourism and Hospitality Research. 7(1), pp.3 –
10.
Aitchison, C. and et. al., 2014. Leisure and Tourism Landscapes: Social and Cultural
Geographies. Routledge.
Alegre, J. and Cladera, M., 2010. Analysing the effect of satisfaction and previous visits on
tourist intentions to return. European Journal of Marketing. 43(5/6). pp.670 – 685.
Ashworth, G. and Larkham, P., 2013. Building A New Heritage (RLE Tourism). Routledge.
Bremner, H., 2013. Tourism development in the Hot Lakes District, New Zealand c. 1900.
International Journal of Contemporary Hospitality Management. 25(2) .pp.282 – 298.
Carrier, G. J. and Macleod, L. V. D., 2012. Tourism, Power and Culture. Channel View
Publications.
Collison, M. F. and Spears, L. D., 2010. Marketing cultural and heritage tourism: the Marshall
Islands. International Journal of Culture, Tourism and Hospitality Research. 4(2). pp.130-
142.
Hede, M. A. and Kellett, P., 2011. Marketing communications for special events: Analysing
managerial practice, consumer perceptions and preferences. European Journal of
Marketing. 45(6). pp.987 – 1004.
Hudson, T. B., 2010. Brand heritage and the renaissance of Cunard. European Journal of
Marketing. 45(9/10). pp.1538 – 1556.
Nightingale, E., 2011. From the Margins to the Core? Working with Culturally Diverse
Communities at the V&A Museum. International Journal of the Inclusive Museum. 3(3).
pp. 49-64.
Reid, D. R. and Bojanic, C. D., 2010. Hospitality Marketing Management. John Wiley and Sons.
Scott, N. and laws, E., 2012. Knowledge Sharing and Quality Assurance in Hospitality and
Tourism. Routledge.
Vargas-Hernández, G. J., 2012. Sustainable cultural and heritage tourism in regional
development of Southern Jalisco. World Journal of Entrepreneurship, Management and
Sustainable Development. 8(2/3). pp.146 – 161.
Zehrer, A., Pechlaner, H. and Raich, F., 2010. Satisfaction profiles and tourism curricula –
tourism organisations under study. Tourism Review. 62(1) .pp.25 – 33.
Online