Role of Heritage Attractions and Technology in Tourism Management

This report discusses the role and importance of heritage attractions to destinations and the role of technology in enhancing visitors’ engagement in museums or heritage attractions. It explores different approaches to heritage interpretation and the contribution of technology to the visitor experience at museums and heritage attractions. The report also includes a case study on the British Museum in London.

Tourism and Heritage
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
A discussion on the role and importance of heritage attractions to destinations....................3
Discuss the role of technology in enhancing visitors’ engagement in museums or heritage in
aspect attractions....................................................................................................................5
Illustrate the interpretation approaches, in particular those based on technology, used at one of
the sites that you have visited either in person or virtually....................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Heritage tourism management is considered with the interpretation, identification
preservation and maintenance of significance cultural sites and assets of physical heritage. It is
also referred to tourist inflow and facilitating them facilities adequately for understanding the
heritage. Running heritage tourism in effective manner is highly essential for sustaining
importance of old and running traditions effectively in long term. Here the chosen heritage
tourism is British Museum which is situated in London, United Kingdom. The British Museum
was established in 1753 and in this location lots of people are come in the form of tourist to gain
knowledge about old generations equipment’s, cloths and so on. The report will cover a
discussion on the role and importance of heritage attraction to destination. Discuss the role of
technology in enhancing visitor’s engagement in heritage or museums attraction.
TASK
A discussion on the role and importance of heritage attractions to destinations
Here for attracting the destination with help of large number of peoples heritage have
various importance because heritage is a very important part in aspect of sustaining the identity
of particular country and its citizens. In first cultural heritage tourism assist the Museum for
creating positive social and economic impact on country (Alabau-Montoya and Ruiz-Molina,
2020). Secondly, cultural heritage provides harmony and effective understanding among people.
In third and last it supports culture and renew tourism.
Economic contribution, visitor numbers to museums and cultural attractions
In aspect of economic contribution, it generates impact on heritage tourism in various
forms. In first it enhanced tax revenue and personal income museum and their employees. The
main reason for enhancing revenue and income effectively is that in this museum the visits of
customers are very high for seeing and taking the knowledge of historical items. The second
perspective is that the contribution of economy also changed the standard of living and also
increased more employment opportunities. In present situation the total number of visitors in this
museum is around 1, 275, 400.
Culture-/heritage-led regeneration
In aspect of culture/heritage it is defined as a tangible or intangible asset of society or
group which is inherited from past generations. With help of effective analysis of

heritage/culture it is understood that culture plays the crucial role for sustaining the positive
living lifestyle of people for long time. Because culture or heritage teach the people that in
previous generations how people live their life. The other important point is that heritage also
guides the people that what is right and what is wrong.
Tourist/visitor perspective – e.g. interest in and appeal of museums and heritage attractions
to visit a destination, visitor experiences they offer
In respect of tourist perspective, the main aim of visiting tourist for visiting in this place
is to watching different types of paintings, equipment’s and cloths which is highly expensive.
The tourist perspective is also depended on the various surprise, delight and information which is
provided by the management of British museum (Chami and Kaminyoge, 2019). Because due to
displaying various equipment’s, painting and bones of previous generation animals’ knowledge
are highly increased in the minds of tourists. The other perspective of tourist is to understand the
importance of various things which is presented in the museum. The main reasons for attracting
the visitors to visit this museum at many times is that because for visitor’s museum is the best
pace for receiving knowledge at high volume without any type of distraction.
Role as places for education and/or entertainment
In aspect of entertainment or education tourism sector plays the major role for enhancing
the awareness of various ancient items effectively. Due to increasing the knowledge of various
antiques tourist are able to participate in various events such as dance, festival and others. In this
way tourist easily understand that currently what type of principles and traditions are followed by
particularly right now. In culture and various types of games is also connected in this museum
which is continued from previous generations.
Contribution to placemaking and destination marketing
The placemaking and digital destination is basically a method which is used by tourist
sector which aims to convey the colourful message to users. With help of destination marketing
the management of tourism is able to enhance the popularity of their antique items are easily
increased at higher at various countries. Strategic placemaking is seeks to make investments in in
the renovation or creation of Public space for not only increasing quality of life and wellbeing of
local residents.

Discuss the role of technology in enhancing visitors’ engagement in museums or heritage in
aspect attractions
Now a days museums are becoming more technologically advanced. Due to the use of
high-tech technology organization is able to increase security in their assets. In this way the
management of British museum is able to increase activities of exhibition at large scale at
various locations. Due to organising exhibitions in various location, the revenue or profit of this
heritage in large scale. The other point is that due to the heavy use of technology heritage and
tourism is easily developed strong positive relations with all customer segment segments. In
present situations technology and heritage industry both are connected together. According to
this situation or heritage organization is able to develop strong communications with all
customers for long time.
What is heritage interpretation and why is it important?
From the above analysis it interpretate that heritage is highly essential for sustaining the
awareness of various types of culture, traditions and so on between people (Di Pietro,
Guglielmetti Mugion and Renzi, 2018). Different types of cultures and traditions are highly
essential to visitors for knowing about the current, previous and past life style of people. In this
way visitors easily gained reliable and meaningful information within low time. The other
benefit or importance during the time of conducting exhibition is that young generations and
children are easily attracted in large number. With help of using technology organization is able
to able to deliver their services to previous and new customers quickly. Due to delivering
services to customers quickly the positive relationship between employee and customers for long
time. Due to the use of effective technology the management of British Museum is able to
identify the needs and desires of customers quickly.
What are the different approaches to heritage interpretation?
The various types of approaches which comes under in the cultural heritage are –
Material Based Approach – It is the first approach in cultural heritage and according to this
approach the management of British museum is highly focus on preserving and protecting the
intangible and tangible assets effectively. For protecting the various assets technology are highly
utilised in the museum and due to these chances are highly decreased for occurring any type of
damage. Material Based Approach is also referred to in which meaningful information’s and
knowledge are displayed to the visitors with help of guide. The main role of this guide is to give

proper and right knowledge to visitors regarding each and every antique material such as
paintings, cloths etc. According to this approach materials are highly important for enhancing the
knowledge of visitors about various things. The other benefit of during the time of considering
this approach, management easily display the fact or proof in the form of evidence to visitors.
Here with the help of technology management always maintained quality in the service which
deals to increase the number of visitors at maximum level in peak time. In this way the economic
growth and profit of museum easily enhanced at higher rate with in limited period. A Material
Driven Approach is also known as Expert Driven Approach.
Value Based Approach- It is also the one type of approach and according to this approach here
management is highly focused on providing value to the society consists of various stakeholders’
groups in different heritage. Due to focusing on providing value to various stakeholders and
society management of British museum easily developed strong positive relation with them for
long period (Gholitabar, Alipour and Costa, 2018. That means here relations are highly important
for management rather than money for sustaining positive relation with various tourist it is
necessary for the management of British museum that they facilitate special advantage to them
during the time of visiting the museum. But when we made a comparison this approach with
others it is not highly effective because due to focusing on only relations the value of the art
effects highly reduced for long duration. The value-based approach tries to involve whole range
of shareholders group and resolve conflict between subjectivity and equity of shareholders.
Living- Heritage Approach- In this approach management is mainly focusing on living style of
the people which is based on the current and previous trend and culture. Therefore, living
heritage approach plays major role in the life of every individual person. According to this
approach the British museum explaining the visitors that living style is highly important in
according to culture. The art effects which are displayed in the museum of British are totally
based on the heritage of particular country which shows the history of London. According to the
history of London various types of effective equipment’s are developed by the Britishers which
is displayed in the museum.
What is the role of technology within heritage interpretation?
From the above analysis it is understood that the role of technology plays crucial role for
sustaining the culture and heritage of particular country for long duration. Due to the effective

use of technology the management of British museum is able to sustain the quality of statues and
other materials which is highly valuable antiques. In modern technology, various types of
methods are used for sustaining their quality.
 3D Printing: - It is one of the most effective techniques which is used by various
museums for polishing or developing these statues in attractive manner. With the help of
this technique, revenue and goodwill of museum are highly increased with in limited
period of time. Due to using this type of technique the desires and wants of tourists are
highly increased for gaining the data regarding antique statue at maximum level. The
other advantage for using this 3D printing is that here the damaged antique is repaired
with low expense.
 Digital Photogrammetry- It is also one type of digital technology which is used by
various of museums for preserving and restoring the damaged antiques effectively
(McCamley and Gilmore, 2018). In comparison with other technology, it is an effective
tool for doing the work in quick manner without any delay. The main advantage for using
the method is 2D images are collected and converted into 3D images and stored in the
online database.
 Artificial Intelligence- It is one of the highly effective and beneficial techniques for
attracting the tourist in large number and also for increasing the revenue at higher rates.
Because in this technique 3D images and videos are produced in high quality through
visual mode. Due to the effective use of artificial intelligence the tourists are getting busy
for watching the meaningful and useful information for long time.
From the analysis of above information, it concludes that technology is highly important for
keeping strong connectivity between tourist and museum for long period. In this way the revenue
of museum is effectively stable without any difficulty.
How does it contribute to the visitor experience at museums and heritage attractions?
From the above data it concludes that the effective use of various strategies, approaches,
technology, the experience of the visitors in museum are very good. Due to having better
experience, tourists always visit that museum number of times which leads to increase the
goodwill of museum at maximum level in customer mind for long duration. Therefore, the
positive experience is highly important for enhancing the positive words of visitors at large scale

with in short duration. Due to enhancing positive words of visitors, the popularity of their
services are easily spread over the various places. In tis way management are able to target new
customers for their effective growth.
Illustrate the interpretation approaches, in particular those based on technology, used at one of
the sites that you have visited either in person or virtually
After evaluating whole report, it concludes that effective use of technology and understanding
various approaches is a very important part for running the activities of tourism industry
smoothly. During the time of my studies, I went to London for seeing the adventurous and
interesting antiques in British museums with my friends. Then after going to the museum, I
gained lot of knowledge about the history of London which is highly beneficial for me for my
further studies and career growth. In this way, I understood that culture and tradition is very
important concept for securing my identity in an aspect of caste, religion etc. In this trick, I also
understood that cultural heritage has strong connection with every individual person regarding
the lifestyle and other aspects.
Technology such as 3D Printing, Digital photogrammetry and Artificial Intelligence plays major
role for attracting the tourists at large scale for availing the services effectively. Due to availing
their services in huge cost, their economic and political growth are highly increases within short
duration. Heritage tourism management is considered with the interpretation, identification
preservation and maintenance of significance cultural sites and assets of physical heritage. It is
also referred to tourist inflow and facilitating them facilities adequately for understanding the
heritage. Due to sustaining the awareness of various cultures, traditions and festivals in effective
manner the image and prestige of the community are highly improved within low time.

CONCLUSION
After analysing the above information, it concludes that protection for heritage and culture
of particular country is highly essential for sustaining the awareness of various types of traditions
in minds of people effectively for long time. Due to sustaining the awareness of various cultures,
traditions and festivals in effective manner the image and prestige of the community are highly
improved within low time. Preserving traditions and cultures are also essential for enhancing the
social capital and income of British Museum at maximum level. The report will cover the
interpretation approaches in particular those based on technology, used at one of the sites that
you have visited either in person or virtually. It further covers discuss the role of technology in
enhancing visitor’s engagement in heritage or museums attraction.

REFERENCES
Books and Journals
Alabau-Montoya, J. and Ruiz-Molina, M.E., 2020. Enhancing visitor experience with war
heritage tourism through information and communication technologies: Evidence from
Spanish Civil War museums and sites. Journal of Heritage Tourism, 15(5), pp.500-510.
Chami, M. and Kaminyoge, G., 2019. Closed House of Wonders museum: Implications to the
tourism of Zanzibar Stone Town, UNESCO World Heritage Site. Journal of Tourism,
Heritage & Services Marketing, 5(1), pp.31-36.
Di Pietro, L., Guglielmetti Mugion, R. and Renzi, M.F., 2018. Heritage and identity: technology,
values and visitor experiences. Journal of Heritage Tourism, 13(2), pp.97-103.
Gholitabar, S., Alipour, H. and Costa, C.M.M.D., 2018. An empirical investigation of
architectural heritage management implications for tourism: The case of
Portugal. Sustainability, 10(1), p.93.
McCamley, C. and Gilmore, A., 2018. Strategic marketing planning for heritage tourism: A
conceptual model and empirical findings from two emerging heritage regions. Journal of
Strategic Marketing, 26(2), pp.156-173.
Mikhailenko, A.V. and Ruban, D.A., 2019. Geo-heritage specific visibility as an important
parameter in geo-tourism resource evaluation. Geosciences, 9(4), p.146.
Moreno-Mendoza, H., Santana-Talavera, A. and J. León, C., 2019. Stakeholders of cultural
heritage as responsible institutional tourism product management
agents. Sustainability, 11(19), p.5192.
Popov, B., Stytsyuk, R., Motagali, Y. and Artemyeva, O., 2019, October. Conceptual aspects of
the development of cultural and educational tourism on the basis of an object of cultural
and historical heritage. In 2nd International Conference on Contemporary Education,
Social Sciences and Ecological Studies (CESSES 2019) (pp. 833-837). Atlantis Press.
Ross, D. and Saxena, G., 2019. Participative co-creation of archaeological heritage: Case insights
on creative tourism in Alentejo, Portugal. Annals of Tourism Research, 79, p.102790.
Su, R., Bramwell, B. and Whalley, P.A., 2018. Cultural political economy and urban heritage
tourism. Annals of Tourism Research, 68, pp.30-40.