Cultural Heritage Tourism Management

This assignment examines the influence of culture and heritage tourism on the travel industry. It delves into two management structures used in the UK: public-private partnerships (PPPs) and public bodies. The analysis also covers various interpretation techniques and media employed to enhance visitor understanding of cultural and heritage sites.

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HERITAGE AND CULTURE
Heritage and Culture
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Course
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Table of Contents
Introduction.................................................................................................................................................3
Task 1: Understanding the growth and development of heritage and culture in the travel and tourism.. .3
1.1 Evaluation of growth and development of the UK heritage and cultural sector................................3
1.2 Discussion of the potential conflicts in the conservation of heritage and culture resources applying
Lhasa, Tibet as the case study.................................................................................................................4
Task 2: Establishing the purpose of the heritage and cultural attractions with the travel and tourism
industry.......................................................................................................................................................6
2.1 The assessment of the purpose of heritage and cultural attraction in fulfilling the needs of various
customers................................................................................................................................................6
Task 3: Understanding the roles, responsibilities, and ownership of organization in the heritage and
cultural sector..............................................................................................................................................8
3.1 Evaluation of the impact of various types of ownership on the management of heritage and
cultural areas...........................................................................................................................................8
3.2 The analysis of functions and responsibilities of the organization in the heritage and cultural
sector.......................................................................................................................................................9
Task 4: Understanding the role of methods of interpretation within the heritage and culture industry.. 10
4.1 The evaluation methods and media used for interpreting within the heritage and cultural industry
for tourists.............................................................................................................................................10
Conclusion.................................................................................................................................................11

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References.................................................................................................................................................12
Introduction
Presently, the tourism sector is one of the fastest growing areas in the global economy. There is
an increasing need for recreational pleasure, and people are moving around for such activities to
achieve this needs. The recreational pleasure that can be achieved from tourism include activities
such as hobbies, traveling for fun, visiting historical sites, art and music and other people's
cultural heritage. Currently, the most popular activity is the movement to learn the culture and
heritage of another country. This assignment will establish the essence of the administration of
culture and heritage and its roles in the tourism industry. Out of 50 top nations, UK has emerged
5th as one of the best destinations regarding culture and heritage. This has been due to its
contribution to the growth of the nation's economy, culture and heritage. It has seen the creation
of 100, 000 jobs in the UK.
Task 1: Understanding the growth and development of heritage and culture in the travel
and tourism.
1.1 Evaluation of growth and development of the UK heritage and cultural sector.

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Culture and heritage in most cases entail history, culture and the ethical essence of a place. This
area has been important in the UK especially by creating stability, pride and usual growth and
development. The nation has areas which are significant concerning culture and heritage, and
they include museums, castles, Stonehenge, Buckingham Palace, and Roman Empire in
Germany among other places. Due to the profound importance, the UK government and other
agencies have worked together with their preservation. There has been increased planning based
on extensive research which has led successful preservation of areas. The strategies which
support travel and tourism in the UK have been supported by both regional and local authorities.
Due to the increased united efforts supported by the local objectives, there has been the
expansion of culture and heritage in the UK. These efforts have been essential in enhancing the
capabilities and assets to achieve the set objectives. Other supporting factors has been the
availability of sponsorships. Such events have been the Olympic Games which resulted into
increased visitation from all over the world. These events present information to which people
can use in surveying place one can visit (Ruban 2015). Recently there were Queen's Diamond
Jubilee events which resulted in building and renovations of crucial historical places. There was
the development of some areas and the inevitable improvement of travel and tourism in the
United Kingdom. Most people who came into the country visited events such as London
Olympics and Queens Diamond Jubilees among others areas all which has a historical
significance which related to culture and heritage. It is essential to point out that culture and
heritage have important to the country in the attraction of many visitors across the globe.
1.2 Discussion of the potential conflicts in the conservation of heritage and culture
resources applying Lhasa, Tibet as the case study.

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There have been arguments on the cultural and heritage tourism sector regarding conserving and
access to the attraction areas. After looking these two aspects, there have been potential conflicts.
There have been two elements to consider in this sector. One is that it is viewed as a significant
source of income for the nation and the other is unfavorable implications of some areas due to
the increasing number of visitors. To manage this places, there is the need for solutions that with
safeguard and generate more income. In addition to enhancing revenue generation which is
essential in economic development, there is need to protect these areas to prevent any negative
implications (Ruban 2015). There have been many stakeholders such as global community,
agencies, local people and visitors in tourism. This help in the growth and development of this
sites and tourism package.
Regarding the conflict of conversation versus access, the case study of Lhasa, Tibet will be used.
This entails modification and development. In understanding the conflict, stakeholders were the
development of the London-based free Tibet versus the Chinese government proposal of
renovating the sites. Lhasa is one of the most visited heritage and tourism destination globally
due to its uniqueness and its renovation brought about conflicts. The stakeholders have a feeling
that the renovation of the destination will only be beneficial to the developers. This has been
regarded as exploiting the people who are supposed to benefit more. The shareholders of hotels
such as Resort Lhasa Paradise which has renovated parts will benefit more from the generation
of revenue instead of the local community. There are another source of conflict in the case study
which is that prevention of access after renovation will reduce the revenue which should be
generated from increased tourism (Chhabra 2014). Also stakeholders feel that the prevented
access will lead to loss since people will forget their culture. The increased inbound tourists
might result to the damage of objects through the concept of wear and tear. Despite this, the

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application of appropriate conservation through the utilization of scientific techniques can help in
the maintenance of this sites.
The best solution concerning this conflict is that there must be a collaboration between the
Chinese Government and the local people. This is to ensure there will be the implementation of
an approach that will benefit both entities. Also the application of modern technology in this area
will be essential in providing conservation and access which will eliminate the current conflict
by providing access to local community and the international tourist.
Task 2: Establishing the purpose of the heritage and cultural attractions with the travel
and tourism industry.
The objective of culture and heritage travel has been to the provision of opportunities for people
to visit areas that have link to historical events, persons, and stories of certain people. This has
been enhanced through the inclusion of themes, festivals celebrations, and routes. The UK has
many cultural and heritage attraction sites, and therefore there is great significance in this areas.
They are used in the generation of revenue, the creation of employment and enhancing the
reputation of the country through tourism activities.
2.1 The assessment of the purpose of heritage and cultural attraction in fulfilling the needs
of various customers.
The main reason for visitors globally coming to UK's historical sites can be shown through the
study of two museums which include Natural History Museum and the British Museum. Natural
History Museum hosts scientific specimens which comprise more than 8million objects collected
from such areas as zoology, entomology, botany, mineralogy and paleontology. This place is
famous for its education and research purpose since it is visited annually be researcher and

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students (Vincent 2014). Due to the numerous collections such as those used by Charles Darwin,
this museum holds a lot of significance. The other area is British Museum which is famous for
culture and human history in addition to art. It is located in Bloomsbury in London. The place
has more than 8million items and has emerged as the largest and all-inclusive museum. This has
been enhanced by the fact that these objects have originated from around the globe. The British
Museum has proved to be suitable for education and research. In addition to research and
learning to researchers and students, the place is also suitable for adults and children due to its
information concerning the past consisting of amusement and entertainment (Chhabra 2014).
Doing an analysis on the market segmentation of the culture and heritage travel and tourism, one
can categorize three segments which include personal clients, groups of people and groups of
individuals. The individual's customer seeks attraction sites with the objective of research,
recreation or education reasons. The group traveling is mostly due to cost effectiveness, and
people traveling together due to similar interests, research or education.
The basic target of market categorization of the two museums are students and other people who
with the objective of education, research, leisure and gaining knowledge which involves the UK.
These two attraction sites are known to be very busy annually due to numerous visitation. Most
visitors are due to leisure but linked to heritage and culture which comprise 10million visits
annually. Recreation and Heritage tours are linked, and this has been evidenced through the more
than 40% people who visit the sites for leisure come to cultural and heritage attraction sites
(Vincent 2014). This means that it essential in the income and hence economic development in
the UK.

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There has been contentment to visitors concerning these two museums due to enjoyment,
information and knowledge correction with keen concern on historical events and objects,
research, fun, education among others. The consumers are presented with the opportunity to
collect information of various objects in a chronological manner. There is also scientific
information which comprises data on monuments and machines. It is one of the provisions that
the visitors can create celebration moments that meets their leisure needs during the tour. The
monuments have been regarded as sources of research since one can take a whole study
collecting data (Leslie & Sigala 2005).
Task 3: Understanding the roles, responsibilities, and ownership of organization in the
heritage and cultural sector.
3.1 Evaluation of the impact of various types of ownership on the management of heritage
and cultural areas.
There are two main types of structures regarding the ownership namely the public-private and
the public ownership. The public-private partnership such as Woodland Trust and the public
administered structure such as Nature England and the English Heritage in the UK. These
structures have been developed for the management of cultural and heritage attraction sites. The
variance between the two structures are the challenges encountered by the two regarding their
management. As a result of the challenges encountered, it is essential to have enough funds to
ensure there is appropriate management, creativity, and the degree of accountability and duty
(Leslie & Sigala 2005). The main problem that faces PPP is the lack of funding which can be
solved through many sources for the management of sites and enhancement through revenue

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generation. The aspect of entrepreneurial spirit and creativeness can be promoted through
expansion.
There has been variation in population pattern and growth of new travel and tourism sites which
has led to decrease in demand for these destinations. This brings the function of the private-
public ownership which help in marketing to create awareness to increase the number of visitors
coming to view these sites (Salazar 2012). The private-public ownership has developed since the
local people have lost trust in public funded destinations. The PPP would lead to the
redevelopment of these sites through understanding the building of trust.
The impacts of these two types of ownership can be noticed in that those managed by the
government have much security and that the regular projects are managed through expertise from
other nations. Conversely, projects controlled by institutions are better in the achievement of
objectives in comparison to others. For instance, monument sites that managed by government
and institutions and located in Kosovo are doing better. There is uniqueness in the PPP
ownership due to the provision of education and training to various stakeholders involved in the
control of these sites. The PPP's have an efficient assignment of responsibilities, and therefore
an efficient structure can be developed. To increase profitability and conservation of destination
can be achieved through definition of roles and responsibilities at the site.
3.2 The analysis of functions and responsibilities of the organization in the heritage and
cultural sector.
Through the evaluation of present context, it is possible to understand the duties and
responsibilities that are in this sector. For this study, department of culture and the Woodland
Trust will be used. This is charitable trust with the objective of preserving the natural

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environment. Funding of such organizations is through donations, charity and membership fees.
The Woodland has been one of the most famous brands in the sector. This has been contributed
due to its ability to convince people to contribute towards the functions of the trust. This such a
situation the government agencies and other bodies of interest have a profound impact (Leslie &
Sigala 2005).
The department of culture is a good example in the administration of cultural and heritage sites
in England. Department of Culture is an organization that is publicly administered, and its core
mandate is to enhance the cultural tourism in the UK. This means that the department has the
role of overseeing the heritage tourism in the United Kingdom. An example the department of
culture oversaw the Paralympics and Olympic Games that happened in 2012. The department
can also be engaged in practices such as providing lists of attractions sites and provision of
license for imports and exports of objects concerning this industry. It can also help in the control
of art collections destinations of cultural and heritage sites. It is okay to say its role is the
management of the work roles in the conservation of sites to attract many visitors. It can also act
as a tourist attraction sites (Brooks 2015). There is voluntary ownership which considered a
material composition that entails the appointment of a charitable organization for the supervision
process of sites. This is usually executed by using the funds that have been collected donations.
Such type of organizations has been formulated through community welfare in a bid to manage a
scrupulous cultural and heritage sites.

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Task 4: Understanding the role of methods of interpretation within the heritage and culture
industry.
4.1 The evaluation methods and media used for interpreting within the heritage and
cultural industry for tourists.
The methods that have been used in museums have the objective of providing natural ways of
interpreting information for use by visitors so that they understand the heritage and cultural
essence of the particular facility. There is the application of different methods for interpretation
at the British Museum and Natural History Museum. These media has been used in the provision
of essential information regarding the destination they are visiting (Brooks 2015). The provided
information or data has the function of enlightenment on the locations and the stimulation of the
attention of the visitors. Some of the types of media used include video, audio, display,
exhibitions, internets and tapes. These are used in the provision of crucial information to the
people planning to visit these sites. In the process, there is also use of the print media which
include brochures, books, guides and adverts.
Also, the online media and resources have developed and are being used a source of information.
Technology has the basic function of interpreting and marketing the sites. All the techniques that
been used have the responsibility of enhancing the essence of various destinations. The
application of online tools is gaining popularity due to the provision of information from around
the globe (Salazar 2012). These tools are also cheaper ways of promoting and marketing and
communicating wide to potential customers.
Another system that can be incorporated in the use of thematic analysis to through the highlight
of the key ide for effective communication. This will enhance the interpretation of information

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that is appropriate and acts as a motivational message to the visitors. There is also the application
of person and non-personal media which is applied to help interpretation of various items. The
personal media may entail the use of manual methods in which the tour guides and other sources
are used in the sharing of information relating to the destinations. Non-personal media entails the
use of audio-visual tools to enhance the interpretation of items in the museum.
Conclusion
Culture and heritage tourism has had profound impact the present travel and tourism industry. In
some economies, it has proved to be one of the essential sources of income generation. This
means due to their historical worth, there is need to conserve and preserve them in their usual
form. This reason behind this is not to de-motivate visitors if they come to view the items. The
private and public agencies need to focus on the improvement of cultural and heritage resources.
This assignment has evaluated the significance of various types of concerns in the UK. It has
been discussed that there are two types management structures and the include PPP and the
public bodies. There has also been the discussion on the types of interpretation techniques and
media.
References
Vincent, M. 2014.LGBT people and the UK cultural sector. The response of libraries museums,
archives and heritage since 1950. Ashgate Publishing Ltd.
Salazar, N. 2012. Community-based cultural tourism: issues, threats and opportunities. Journal
Sustainable Tourism, 20(10, 9-22

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Ruban D. 2015. Tourism management perspective tourism management, 15, 1-15
Leslie, D. & Sigala, M. 2005. International cultural tourism: management implication and cases.
Routledge.
Brooks, G. 2015. Heritage at risk from tourism. Heritage at risk, 242-243.
Chhabra, D. 2014. Cultural heritage and the challenge of sustainability. Journal of tourism and
cultural change, 1-4