Cultural Tourism and Heritage Management

This assignment examines the concept of cultural tourism and its management, particularly focusing on the interplay of supply and demand. It utilizes case studies of Lhasa and London's British Museum to illustrate how factors like tourism development, heritage preservation, and visitor expectations influence this dynamic. Students are expected to delve into scholarly literature and critically assess the challenges and opportunities presented by cultural tourism.

Heritage
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TABLE OF CONTENTS
Introduction......................................................................................................................................3
Task 1 ..............................................................................................................................................3
1.1 The growth and development of the heritage and cultural industry .....................................3
The growth and development of the heritage and cultural industry ...........................................3
1.2 Potential conflict in the conversation of heritage and cultural resources ............................5
Task 2 Purpose of heritage and cultural attraction for meeting the needs of customer...............5
TASK 2............................................................................................................................................6
Purpose of heritage and cultural attraction in fulfilling needs of different customers.................6
TASK 3............................................................................................................................................7
3.1 Effect of various types of ownership on management of heritage.........................................7
3.2 Analysing the roles and responsibilities of organisations in the heritage and cultural
industry........................................................................................................................................1
TASK 4............................................................................................................................................2
4.1 Evaluating methods and media used for interpretation within the heritage and cultural
industry for tourists......................................................................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4
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INTRODUCTION
Travel and tourism industry is one of the fastest growing industry in all over the world.
Further it also grab the attention of people for visiting a different destination all over the world.
For gaining knowledge and information related to different heritage and cultural tourist like to
visit such places. In the present report discussion is done o the case study of Lhasa, Tibet which
is considered as more attractive in relation to heritage and culture for attracting large number of
tourist. The Present report cover the growth and development of the heritage and cultural
industry is analyzed. Along with this, potential conflict in the conservation of heritage and
cultural resources is discussed. Apart from this, the role and responsibility of organization in the
heritage and cultural industry is analyzed.
TASK 1
1.1 The growth and development of the heritage and cultural industry
Enclosed in Poster
1.2 Potential conflict in the conversation of heritage and cultural resources
For attracting the traveler it is necessary for the government to focus on improving and
conversing the cultural resources and heritage resources. In Lhasa, Tibet it is necessary for the
government of the state to make principal for developing and conserving the heritage of country.
Furthermore, this help in development of country economy and enhance the Gross domestic
product. At Lhasa there are many places which become center of attraction for people, so it need
to preserve for future (De Vita, Ragozino and Simeone, 2015). There are many types of conflict
arises when all heritage and cultural is affected by people who are living their and by business
which are operating at Tibet. It is responsibility of local people to make sure to maintain culture
and heritage of Lhasas for attracting more tourist and for gaining advantage from tourist.
There is conflict take place at the time of constructing the international luxury hotel for
guest because it is affecting the culture and heritage of Tibet. For this NGO of London started
camping free Tibet for development and growth which is impacting the culture and heritage of
country . This started boycott for the international hotel for not constructing the hotel at Lhasa
because it is affecting the local people and heritage. Reason for protesting is that the new hotel
will affect the brand image of Tibet. People who are living in Tibet are not much educated and
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local people not get opportunity. For Avoiding this conflict state government need to take action
so that conflict can solve and heritage can be conserved. Another potential conflict arises that is
protecting the heritage and cultural within the Tibet (Lhasa Faces ‘Disneyfication’ Specter With
Hotel Plan. 2013). The major conflict in conservation the resources is that the different view
point related to presentation of destination. Further government introduce new technology for
preserving the culture and resources, this help in looking all the destination attractive. There is
new technology implemented with this cost of capital also raise which show is revenue for the
government. For using new technology it is required to have a skilled and experiences workers
who can easily used new technology. However, in Tibet people are less educated and need to
provide training facility so that employee can use new technology.
Task 2 Purpose of heritage and cultural attraction for meeting the needs of customer
For influencing the large number of tourist it is necessary for local people and
government to protect and preserve the cultural and heritage. This heritage and cultural can be
protected and promoted at ancient and historical place. In this study focus on British Museum
and the Royal academy of arts which are ancient and historic place situated in London. It reflect
the higher culture and heritage within London and attract more tourist.
TASK 2
2.1 Purpose of heritage and cultural attraction in fulfilling needs of different customers
British Museum and royal academy of arts sets target to provide travel and tourism
facilitates to various customers. In this regard, there are several kinds of consumers come to
place for visiting, research, education and passing leisure time purposes. Therefore, tourism
organization focuses to fulfill all requirements of consumers. It is done through analyzing their
needs at first time and further implementing business activities for organization's effectiveness.
In accordance to this, tourism sets following goals for different categories of tourists can express
as:-
For research and education:- British museum aims to help for research and education
sector. It is beneficial for students to get knowledge about tourism and travel agencies.
Moreover, students acquire knowledge related to museum also effective research is conducted by
getting guidelines and information. For this purpose, organization aims to prepare guide for
indications regarding Heritage and its cultural factors (Boukas, Ziakas and Boustras, 2013.)).
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Therefore, students of country and other nation's gets knowledge related to tourism guidelines
and proper knowledge of organization's efficiency. However, for scientists tourism provides
effective knowledge of natural history and ancinent history services. Thus, entity sets target to
fulfill requirements of students and scientists in education and research fields.
For entertainment:- Tourism aims to provide entertainment to tourists as family,
stakeholders, company's employees and visitors from other countries of the world. Thus, entity
aims to entertain tourists to make memorable and pleasure moment also remains able to pass
their leisure time effectively (De Vita, Ragozino and Simeone, 2015). Moreover, company aims
to protect natural resources and effective guidelines for effectiveness. Regarding this, British
museum sets objective to provide attractiveness of tourists towards travel and accommodation
services of organization. It influences healthy and positive atmosphere of tourism effectively. In
this regard, tourists at high level get takes advantage of tourism facilities. Such as cafe, restaurant
and shop,s. Hence, British museum sets target to entertain its tourists for increasing in demand
for tourism services.
For recreation:- British tourism aims to gain attraction of media and society towards
travel destination and effective organization's services. For this purpose, tourism sets objective to
get awareness of society and community for museum and recreation services. In accordance to
this, advertisement and promotion of tourism facilities are targeted under which organization
presents positive tools of traveling and accommodation services for entity's effectiveness
(Farmaki, 2013.). In addition to this, tourism aims to maintain attraction and sustain its market
position at high level . Therefore, long term stability of tourism and its service value can be
sustained. Regarding this, company aims to aware society and communities at large scale. Thus,
British tourism sets goal to attract media and public for varieties of services according to
different regions and cultural systems of various nations worldwide.
Hence, British tourism sets objectives for effectiveness in its facilities like travel and
accommodation including attraction towards entertainment, education and visiting purposes. In
this regard, entity aims to gain effectiveness for long term sustainability and increasing
competitive strategies to face competition.
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TASK 3
3.1 Analysing the roles and responsibilities of organisations in the heritage and cultural industry
Several organisations are operating in the industry of heritage and culture to provide a
recreational experience to the customers who are referring to visit the sites. This has in turn
necessitated the affiliated organisations to largely focus at the preservation and maintenance of
such historical sites that will in turn create an inheritable image in visitor's mind (Aitchison and
et. al., 2014). This will in turn result in attracting more number of tourists in UK by together
enhancing its economic status. It is where UK is referred to has a major intervention in the
initiation of cultural and heritage tourism where it is composed of several attractions like British
Museum, Buckingham Palace, London Eye and Greenwich, etc. All these locations are evident
to reflect an evergreen concept of tourism with large number of tourists approaching here from
all over the world.
These tourists destinations are also proven to give a recreational entertainment to all the
visitors with an active presence of both private and public sector organisations in preserving
these sites. As a result to which, these old age destinations are still possess a major sense of
attraction and are represented to have a long term participation in raising the economic context
of UK (Giudici and et. al., 2013). It is basically to provide an artistic resemblance to the
destinations with a glorious appeal to fetch a liable interest of more number of travellers. It is
along with a collaborative sense of work among both private and public sector organisations
where the private agencies are required to conserve these sites by working under the
governmental ownerships. Such collaborative participation of both these organisations is with a
similar set of goals where both of them are striving to enhance the economic state of their
respective nations. Below specified are the carried roles and responsibilities of distinct
establishment- Heritage Lottery Fund- This enterprise is involved in increasing funds and other
monetary assistance for prolonging the maintenance of the cultural and heritage
destinations in UK. It is where Heritage Lottery Fund is a prime establishment of UK
where it plays a leading role in taking substantial decisions in regard to preserve its
historic places, art galleries and museums, etc. It is along with some of its other
possessions in renovating the sites with liable funds and investments (Bordoni, 2011).
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They are hereby referred to play a substantial role in the overall preservation of the
destinations to attract large number of tourists to provide a high economic growth to
UK. It is with another convergent support to varied heritage projects to benefit the
country in transforming their cultural destination. Wherein, they are also accountable
to explore varied other historical sites across UK as an appealing context for the
upcoming number of tourists. Heritage Lottery Fund together has another prominent
responsibility of sharing the accessible monetary resources with other sites to renovate
them for the visitors. This in turn raises the awareness level of the tourists by largely
attracting them to visit the destination.
 National Trust- It is yet another eminent organisation that is actively involved in the
maintenance and preservation of the cultural and heritage sites of UK with a main role
of conserving their natural surroundings (Hede and Kellett, 2011). It is basically a non
profit organisation with a principle focus on preserving the natural appearance of the
locations that requires them to maintain the artefacts and specimens of historic
buildings. As a result to which, this tends to attract large number of tourists from all
over the world with a major interest of experiencing the natural perceptibility of the
tour destinations.
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3.2 Effect of various types of ownership on management of heritage
Different kinds of heritages are available in UK which provides in United Kingdom. It
includes private ownership and public ownership heritages. Both are effective for tourism
services and provides travel and tourism facilities to million tourists can express as:-
Public ownership heritage:- Under this tourism, government interferes in business
activities. For example, is a kind of public ownership heritage in which government provides
rules and regulations for implementing tourism services in market. Regarding this, policy plans
are prepared as production and distribution of services. Moreover, government provides such
kinds of allowances to public employees for effectiveness in organization. It also makes planning
strategies for optimum utilization of resources and effective environment of organization
(Nguyen, Camacho and Jung, 2017). However, government provides techniques and support
National trust for protection of natural resources and also able to increase efficiency of natural
resources for public ownership heritage. It aims to aware society and communities for increasing
in demand for tourism services. It influences effectiveness of positive atmosphere of entity for
social and cultural development of nation.
Private ownership heritage:- It is tourism which handled by individual and private owner
of the country. It has wide spread qualitative scope as large number of branches in other
countries influences effective market position of entity at high level. Heritage lottery fund is one
of the largest private sector heritage for providing tourism services effectively. It generates high
level of expenses for tourism services involves realities of facilitates to increase qualitative and
satisfactory services of organization. Moreover, tourism aims to gain maximum level of profit
with customer satisfaction. In this regard, for customer satisfaction, company applies different
strategies to increase working efficiency and effective environment of tourism qualitatively.
Thus, there are several kinds of heritages in country which provides tourism and
accommodation services to a million tourists at high level. All organizations aims to protect
natural resources as well increasing attraction towards qualitative services for travel and
accommodation to gain high level of tourists satisfaction. In addition to this, entities advertise
and implement action plans to sustain effective market position of organization in competitive
market. In accordance to this, organization aims to educate and aware societies and communities
for effective service qualities. Including this, tourism sector of nation interrelates with other
sectors of countries including finance, banking and production system to make effective position
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in market to face competition and increases competitive strategies to maintain good reputation
and also for high level efficiency in market. It is valuable to attain marketing strategies and
business environmental factors effectiveness. It includes various tools and techniques to maintain
attraction of customers.
Destination management company(DMC): DMC organizes events and activities for tourist.
There is group service provide to tourist who visit on that particular place is the role of
destination management. There are various services such as accommodation, restaurant and
transportation etc. this all services provide by the DMC at preferential rate. They fix the price
based on buying power with their preferred supplier. There are different services which DMC
can deliver are theme parties, decoration for event and reception at airport or bus stand.
TASK 4
4.1 Evaluating methods and media used for interpretation within the heritage and cultural
industry for tourists
It is important to measure varied methods and media that can be used to interpret the
heritage and cultural industry for tourists. It is basically in regard to the selected destinations of
UK named The Royal Academy of Arts and British museum. Wherein, it is a crucial outlook of
both these destinations to develop a strategic plan to deliver liable set of information to the
tourists who are visiting the museum (London's British Museum, 2012).
 In context to which, they are hereby required to appoint some local people as guides to
direct the tourists to understand the factual findings of the museum.
 Wherein, the official bodies of the destinations should also refer to gain proper feedback
from the upcoming number of visitors in regard to acknowledge their gathered set of
experience. This will in turn aid them to inculcate some improved activities as a mean of
satisfying the anticipated outlook of their visitors.
 A contemporary tool of social media is also evident to present the value of both the
museums as a mean of delivering likely statistics in regard to define their adopted art and
culture. It is where both these destinations can together refer to contact certain agencies
to raise their contacts with more number of guides who will escort the visitors to
interpret the factual context of the museums (McManus, 2014).
 It is however after obtaining the feedbacks, evaluation is yet another foremost
consideration by which they can tend to measure their impelling traits by together
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addressing any deficit dimension in their undertaken approaches to serve the tourists.
This will consequently improve the cognition level of the visitors by together fulfilling
any of their specific set of needs.
 Provisioning handbooks to the tourists detailing the sculptures and other artistic work of
the destinations is also an advisable method to reach the leading agenda of interpretation.
All these above considered factors are duly accepted by both referred organisations
named British Museum and The Royal Academy of Arts as a mean of fetching the interest of a
large number of travellers and visitors who are willing to interpret the cultural attributes of UK.
CONCLUSION
The above report has summarised the cultural and heritage management of tourism by
focusing upon distinct set of locations. It is hereby segregated in four vital tasks with a
foremost specification about the analysis of the growth and development of this industry. For
which, it has hereby referred to a conferred case script of Lhasa in Tibet by together discussing
about their potent disputes in the conversation of its historical destinations. Another part of this
report has stated the purpose of cultural and heritage attractions within the sector of travel and
tourism. It is with a subsequent unit to outline the roles and responsibilities of the affiliated
organisations in this industry. The last section of this report has defined the methods of
interpretation within the industry.
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REFERENCES
Journals and Books
Aitchison, C. and et. al., 2014. Leisure and Tourism Landscapes: Social and Cultural
Geographies. Routledge.
Bordoni, L., 2011. Technologies to support cultural tourism for Latin Latium. Journal of
Hospitality and Tourism Technology. 2(2). pp.96 –104.
De Vita, G.E., Ragozino, S. and Simeone, M., 2015. Community engagement for cultural
landscapes: a case study of heritage preservation and tourism development. BDC.
Bollettino Del Centro Calza Bini. 15(1). pp.131-150.
Farmaki, A., 2013. Dark tourism revisited: a supply/demand conceptualisation. International
Journal of Culture, tourism and hospitality Research. 7(3). pp.281-292
Giudici, E. and et. al., 2013. Is intangible cultural heritage able to promote sustainability in
tourism? International Journal of Quality and Service Sciences. 5(1). pp.101-114.
Haven‐Tang, C. and Jones, E., 2012. Local leadership for rural tourism development: A case
study of Adventa, Monmouthshire, UK. Tourism Management Perspective. 4. pp.28-35.
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.Haven‐Tang, C. and Jones, E., 2012. Local leadership
for rural tourism development: A case study of Adventa, Monmouthshire, UK. Tourism
Management Perspective. 4. pp.28-35.
Nguyen, T.T., Camacho, D. and Jung, J.E., 2017. Identifying and ranking cultural heritage
resources on geotagged social media for smart cultural tourism services. Personal and
Ubiquitous Computing, pp.1-13.
oukas, N., Ziakas, V. and Boustras, G., 2013. Olympic legacy and cultural tourism: Exploring the
facets of Athens’ Olympic heritage. International Journal of Heritage Studies. 19(2).
pp.203-228.
Poria, Y., Reichel, A. and Cohen, R., 2011. World heritage site—Is it an effective brand name? A
case study of a religious heritage site. Journal of Travel Research. 50(5). pp.482-495.
Prideaux, B., Timothy, D. and Chon, K., 2013. Cultural and heritage tourism in Asia and the
Pacific. Routledge.
Online

Lhasa Faces ‘Disneyfication’ Specter With Hotel Plan. 2013. [Online]. Available through: <
http://www.rfa.org/english/news/tibet/lhasa-07022013164131.html>. [Accessed on 16th
January 2017].
London's British Museum. 2012. [Online]. Available through:
<http://tripfinder.com/2012/british-museum-london/>. [Accessed on 2nd February 2016].
McManus, D., 2014. Museum of the Future, London. [PDF]. Available through: <http://www.e-
architect.co.uk/london/london-science-museum-building>. [Accessed on 2nd February
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