Managing Visitor Attractions at The British Museum
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Added on 2023/01/09
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This report analyzes the VAQAS assessment of visitor attractions at The British Museum, including pre-visit, arrival, and attractions sections. It also provides recommendations for improving the visitor experience.
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Managing Visitor Attractions Table of Contents
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INTRODUCTION.................................................................................................................................3 Task.......................................................................................................................................................3 VAQAS Framework..........................................................................................................................3 Analysis from the pre-visit, arrival and attractions sections of the VAQAS core criteria..................5 Recommendation...............................................................................................................................7 REFERENCES......................................................................................................................................8 INTRODUCTION Visitor attraction is defined as all such touch points that will engage the attention of all the people who came to visit a certain destination. This report is based on the visitor attraction at The British Museum. In this report proper assessment will be reported about the destination. Henceforth, report will analysis the VAQAS assessment in respect to the destination. This assessment will involve every crucial aspect related to the destination.
Furthermore, report would also emphasis on the different aspects of customer arrival at the place. The experience of the visitor will be monitored at each stage pre arrival and the post arrival experience. What is the attractions point’s visitors witness would also be monitored in this report. Specific recommendations would also be given in this report to improve the demand of the destination from visitors point of view. Task VAQAS Framework Organisation overview The British Museum was founded in the year 1753. Sir Richard Lambert is the chairman of the museum. The museum has an authentic collection of almost 8 million objects that also a reason behind the popularity of the museum all across the globe. The museum is located in London, United Kingdom. This is a public institution dedicated to human history, art and culture. This museum was established to collect the Irish Physician and Scientist Sir Hans Sloane. This museum was first opened in the year 1759 (Böck, 2018). Industry Overview Travel and tourism sector is one of the most emerging sector across the globe. Every year millions of travellers come to United Kingdom to explore different tourist destination of United Kingdom. The British Museum is one of the major attraction points for all the visitors who visit United Kingdom. The travel and tourism sector is highly demanded as the United Kingdom has witnessed the sales turnover of approximately 39.7 million pounds. The sector is growing at the rate of 2.9% approximately every year (Redfern, 2017). The industry is growing rapidly every year. United Kingdom consist up many attraction points like The British Museum, Tower of London, Westminster Abbey, Kew Gardens and many other visitor attraction points which has allowed United Kingdom to entertain effective growth rate in travel and tourism sector. VAQAS Framework VAQAS Framework is a tool used to analysis about the tourism destination. This involves factors like visitors, attraction, quality, assurance and scheme. All these factors provide different dimensions to the analysis.
Visitors:The British Museum is a destination for all kinds of people. Visitors from all across the globe come and visit the place to improve the travel experience. Majority of visitors are the United Kingdom must take a look at The British Museum. All age group people, gender, cultural and religious people came to this place to explore the museum. Millions of visitors every year come and visit the place. This museum serves more than 8 million objects to all visitors who came to explore the destination (Hoare and Kelland, 2020). All antique items have its own story and essence that provide different experience to all visitors of the museum. It’s important for the museums to serve different kind of experience to all visitors. This museum attracts visitors of all gender, age, culture, religious background to come and explore the destination. Many intellectuals like historians, writers also come to the place to research on different antiques. The museum attracts all people due to its mesmerizing architect and intellectual characteristics. Attraction:The British Museum has may attraction points that appeals all visitors who check in to London to come this place. This museum serves more than 8 million objects that allow visitors to entertain themselves (Chadwick, 2019). The architecture of the museum is also a point of attraction that allow all visitors of the museum to mesmerize themselves from the ambience of the museum. Every year millions of visitors come to the museum to gain the unique experience. All types of peoples the one who likes to visit for entertainment purpose and the one who likes to explore museums to gain knowledge. This museum serves the equality experience to both kinds of peoples. The British Museum is one of the most famous museums all across the globe due to its unique collection. Quality:The British Museum is among the well known museum all across the globe. This museum serves the quality experience to all visitors irrespective of any cultural and religious values individual possess. The management of The British Museum take care of each and every aspect related to its visitors. Quality of the service at museum is one of the major reasons behind the success of the museum (Demidchik, 2017). Management give proper space to each and every visitor at the place so that he can explore the destination i the most comfortable manner. All the collection at museum has been described in detail the place f origin of metal and all the context related to the collection has been clarified at the place in museum where it has stored. Assurance:The management of The British Museum assures the best visitor experience at the museum. The museum has managed very systematically as it allows the visitors to get the
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proper experience at the museum. The museum has aimed to serve not only the entertainment at the museum rather it is oriented towards granting knowledge related to all the antiques the museum has collected. In case of any issue visitor is facing at the museum this also assured that such issues will be solved quickly to improve the experience of visitor at the museum. Scheme:This is the scheme of the museum to serve the best experience at the museum to all visitors. The management at museum has a scheme to gain the most attraction of all its visitors at all the antiques it has collected. This is why the museum just holds the antiques and nothing else is serving with such antique collection. The above mentioned points have projected about different factors related to The British Museum. Analysis from the pre-visit, arrival and attractions sections of the VAQAS core criteria Visitattractionqualityassuranceschemeisthe qualityassessment criteriathatis conducted by VisitEngland service who manage quality of visitor attraction. VisitorEngland Team conducts seven criteria to analyse quality of attraction place such as prearrival, attraction, cleanliness, toilets, catering, retail and staff etc. (Birenboim, 2016) these are the major section of analysing quality of visitor attraction gives credit of that place.VAQAS team maintains 60% accreditation for each section. Based on the score criteriacan be quoted that this visitor attraction area is really attractive place for the visitors or not. British Museum is one of the famous visitor attraction places wherein lots of visitors comes to visit this attraction place per year. VAQAS team conducts seven key sections to be ensured visitors that they will get consistent level of quality while visiting at attraction point. Seven sections and their accreditations are given by VAQAS team that are described as follows: Pre-Arrival It is one of the main assessment sectionsof VAQAS that provides adequate and clarity of information on the website, other printed media like leaflet or brochure as well as on social media. By these available resources, visitors can directly gather lots of information about place before visiting. It is important to give whole information through web-based media like opening-closing time of attraction place, entrance fees and other supplementary prices for additionalactivitiesorexhibitionsaswellasauthenticinformationseasonalpricing variations. This type service or information are accessed by quality assessment team (Cohen and Cohen, 2019). Even VAQAS team also try to search about visitor attraction through
various searching media in order to analyse that how easy website of visitor attraction is find out. Apart from this they read visitors feedbacks about visitor attraction place which directly interlink with social media. Thus, VAQAS team givesaccreditation of visitor attraction place. As same case with British Museum whereas VisitorEngland service team analyse online and offline presence of the place to analyse that how it is easy to find adequate information about the British Museum. It is actual quite easy for the VAQAS team to gather authentic information related place, opening time and price to visit The British Museum. Arrival This section includes overallvisitor arrivals such as signposting, parking easy to access. VAQAS team review quality of maintenance of the parking and it’s spacethat provides to visitor for vehicle parking purpose. There are various places whereas accessibility of parking barrier and ticket machines are rare for the disabled customer that also access by quality assessment team. The BritishMuseum is good visitor attractingplace whereas quality accessor access from entering point to building seen before entering the attraction. In other word, The British Museum is in London that has attractive frontage which is increase excitement in visitors to see attraction. Thus, VAQAS measure frontage of the British Museum building as visitor that how it makes individuals attractive to visit the inside the building. According to Tiberghien, Bremnerand Milne, (2017)frontageor gate house of the building plays effective role for attracting visitors. The reason behind is that when outer infrastructure of building is attractive that makes individuals to get in the building and experience different attraction points. VAQAS team checks the condition of path, level of lighting and maintains areas because these helps to analyse quality of place effectively. The British Museum have good maintained working place, free movement permission and lighting etc are analysed by accessor of VAQAS team.Such facilities of British Museum give attractive impression on visitors for revisiting place. Attraction In this section covers visitor experience, includes everything such as from quality of presentation and interpretation of visitor’s information. As per the view ofThomas, (2018) layout of attractionmust design to permit practical access to all areas. For example,all areas of attraction must be in sound condition along with adequate lighting management to assure visitors a safe environment. when visitors feel safe then they can move freely at the attraction place. VAQAS team also access that visitor attraction place allows in managing queue
effectively or not. The British museum hassufficient place wherein visitors can move freely but does not have effective queue management. Accessor also look out finger post signs, orientation boards and display boards which supports visitors to walk right place. The British Museum is one of the famous visitor attraction point that has provided different facilities like recommended routes for the disabled people and general people. Thus, VAQAS team give good accreditation to this section. Retail The VAQAS team look out general level of cleanliness, covering floor cleaning and dusting of displays. There are various things like tables, shelving and merchandise must be dust free as well as payment area also regularly clean. But in the case of British Museum, retail outlets do not keep regular cleanliness of the payment area, tables and shelves which are accessed by VAQAS team and they give 60% below score. Recommendation The British Museum is one of the major attraction places for the visitors among others in London but it’s attraction can be improved at standard level. If there give high attention on cleanliness. It is important factor for the all visitor attractions because when place has good cleanliness then visitors like to visit place again and again(Oriade and Schofield, 2019). So, British Museum must be cleaned regularly by people and ensures that dustbins are gathered from across the site according requirement.Team of the Visitor attraction mustimplement cleaning schedule that will aware all staff to keep maintenanceon this and engage with their responsibilitieseffectively.Anotheristoiletfacilitiesalsooffersbyteamthroughout attraction because it is important for the visitors. Catering facility is another facility that must offer visitors nearby attraction because there are lost of visitors ho comes from the different countries across the world. So, it is important catering facility must be effective with high quality maintenance that will make attraction more attractive for the visitors.
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REFERENCES Books and Journals Birenboim, A., 2016. New approaches to the study of tourist experiences in time and space.Tourism Geographies,18(1), pp.9-17. Böck, B., 2018. Fragments of Muššu'u Incantations from the British Museum. Chadwick, E., 2019. Notes on ‘A Revolutionary Legacy: Haiti and Toussaint Louverture’at the British Museum.Third Text.33(4-5). pp.501-520. Cohen, S.A. and Cohen, E., 2019. New directions in the sociology of tourism.Current Issues in Tourism,22(2), pp.153-172. Demidchik, A. E., 2017. The Ancient Egyptian Nouveau Riche Heqaib: The Inscription on British Museum Stela 1671.Universum Humanitarium (En). (1). pp.152-165. Hoare, K. and Kelland, K., 2020. THE SOUND OF LITTLE FEET AT THE BRITISH MUSEUM.WorkingwithYoungChildreninMuseums:WeavingTheoryand Practice. p.11. Oriade, A. and Schofield, P., 2019. An examination of the role of service quality and perceived value in visitor attraction experience.Journal of destination marketing & management,11, pp.1-9. Redfern, A., 2017. 123 (British Museum First Concepts).The School Librarian,65(3), p.154.
Thomas, D.H., 2018.Managing online communications and feedback relating to the Welsh visitorattractionexperience:apathyandinflexibilityintourismmarketing practice?(Doctoral dissertation, University of Wales Trinity Saint David). Tiberghien, G., Bremner, H. and Milne, S., 2017. Performance and visitors’ perception of authenticity in eco-cultural tourism.Tourism Geographies,19(2), pp.287-300.