Tourism, Heritage & Sustainable Development

This assignment delves into the complex relationship between tourism, cultural heritage, and sustainable development. It requires students to analyze various academic articles that explore the reuse of architectural heritage for cultural tourism, the branding effectiveness of world heritage sites, and the management strategies for valorizing defense cultural heritage. The assignment emphasizes the importance of responsible tourism practices and their impact on both economic and environmental sustainability.

Heritage and Culture
Tourism

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
1.1 Analyze the growth and development of the heritage and cultural industry ........................4
1.2 Potential conflict in the conservation of cultural and heritage resources with using the case
study.............................................................................................................................................7
TASK 2............................................................................................................................................9
2.1 Purpose of heritage and cultural attractions in meeting needs and wants of customers........9
TASK 3..........................................................................................................................................10
3.1 Impact of different types of ownership on the management of heritage and cultural sites. 10
3.2 Roles and responsibilities of organizations in the heritage and cultural industry................12
TASK 4..........................................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................16

INTRODUCTION
Travel and tourism is considered as the one of the growing business and thus it influences
tourists to visit different destinations worldwide. In the globalized era, tourism is the rapidly
growing sector which helps in contributing to the enhancement of economy. Now-a-days tourists
travel to different cultural and heritage destination in order to gain knowledge regarding different
heritage and cultural tourism (Quattrone, 2015). Travelers also visit various places in relation to
gain leisure and luxurious lifestyle so that recreation can be attained. Henceforth, travel and
tourism sector is one of the growing sector which focuses upon managing cultural and heritage
of the tourist destination so that they can attract wide number of tourists who anticipate to travel
to such destination. It also attracts people who are fond of art and heritage and enhance economy
of the country.
In the current report, it discusses the case study of Lhasa, Tibet that is considered as the
main tourist destination that attracts people towards the country because of culture, art, religious
temples and monasteries and so on. Thus, it influences tourists towards the country and thus
attains economic growth in the country. Study also focuses upon the understanding the
significance of heritage and cultural industry within travel and tourism. Moreover, measuring the
purpose of heritage and cultural tourism attracts various tourists and meets the needs and wants
of travelers.
TASK 1
1.1 Analyze the growth and development of the heritage and cultural industry
In the past the key definition of heritage sightseeing was pilgrimage. The key reason for
travelers to engage in the traveling experience was for exploring for religious experiences or
spiritual reasons. Examples related with the heritage and cultural industry includes places related
with burial sites of well-known leaders, locations where miracles occur or destination that
depicts the spiritual significance (McKercher, Cros and McKercher, 2002). It was analyze that
with the change in economy and changing preferences of travelers towards the places gave the
rise to heritage and culture tourism. The famous destination that showcases the heritage and
culture aspect is UK. United Kingdom mainly focuses on engaging diverse travel and tourism
services that support them enhancing the economy of the region.

After over of Second World War England (UK) that is 18-19th century was the key
example that dedicated its efforts in preserving the heritage look of the land aristocracy. The key
attraction within England that is The National Trust which had its ancestry in maintenance of
countryside happening to collect country houses, previous to heritage became inextricably
attached in the public eyes with mansions, their grounds and their contents, together with the
national museums and great works of art and architecture such as cathedrals (Chen and Chen,
2010).
On the other hand, in the 20th century with the increasing trend among travelers UK
government raise the development of the museums, theme parks as well as different heritage
centers within England that keep attract them towards their sites (Chhabra, 2010). Along with
this, there are different heritage societies also have been established whose key purposes is to
preserve and conserve the sites. As in the contemporary heritage properties are been preserved
by the government that results in meeting their requirement of the visitors and travelers.
1.2 Potential conflict in the conservation of cultural and heritage resources with using the case
study
The case study focuses on the Lhasa, Tibet focuses on the Commodification of heritage.
Tibet is widely known for the tourism services as the destination focuses on the different
sightseeing places that features attractive monasteries as well as also well-known for different
high trekking adventures. The destination also offers the culture perspectives as well as different
hospitality services that keep attract the visitors and international travelers towards the
destination. Therefore, Chinese government shows their keen interest in developing the Tibet
region on the large scale through considering initiating of the large hospitality projects. The
traditional place within the Tibet that is Barkhor was targeted by the government to get
renovated and modified. The government focuses on Tibetan theme park on the outskirts of the
city with the huge investment around $4.8 billion dollor that outcome in enhancing the travel and
tourism sector (Lhasa Faces ‘Disneyfication’ Specter With Hotel Plan, 2013).
Along with this, UK leading hotel chain InterContinental Hotels Group (IHG) plan to set
up their paradise themed hotel within the destination with having around 1100 rooms. This news
has created lot of conflict within the destination among different parties for this in London
campaign was started namely Free Tibet that mainly aims to boycott the development and
recreational activities that is introduced by the Chinese government for the development and

welfare of the destination. Along with this campaign also states that engaging in development
activities in Barkhor outskirts would marginalize the significance of culture and heritage in the
Tibet region. Therefore, using the case scenario of Lhasa it has been discussed following
potential conflicts that arise while conserving the resources that is heritage and culture. The
potential conflicts mainly include-
Access versus conservation
In order to conserve the heritage and culture resources within the destination the potential
conflict arises within the destination is related with access versus conservation. For conducting
the heritage and cultural tourism activities there key focuses ensure that it is consider as the key
activities that act as the major source of income or revenue (Labadi and Long, 2010). On the
other hand, another side ensure focusing on the heritage and cultural aspect focuses on increasing
the number of international and domestic visitors towards the destination. The increase in
number of visitors results in directly affecting the sites. Therefore, the potential conflict that
arises is of access versus conservation whose key aim is to preserve and conserve the natural
resources as well as heritage and cultural look for attracting the visitors toward them.
Presentation of heritage and culture to visitors
Another potential conflict that often arises in conserving the heritage and culture
resources within Tibet is related with reviewing the presentation of heritage within the
destination after engaging in the recreation and developmental activities (Raj and Griffin, 2015).
In addition to this, with the different view point related with the presentation of destination also
act as the major conflict in conserving the resources. If the political party within the destination
is positive about the presentation of heritage and culture aspect among the visitors then in such
situation the government focuses on engaging in the recreational and conservative activities
towards Tibet through investing huge amount in the hospitality industry.
Access to the new technology
Another potential conflict that arises in the conservation of heritage and cultural
resources within Tibet is related with accessing the introduction of new technology in preserving
the resources so that look of sites remains as it is that attract large number of international
visitors (Richards and Munsters, 2010). Through accessing the new technology in conserving the
resources within Tibet results in attaining conflict related with raising the capital cost that act as
the revenue for the governmental authorities. On the other hand, through access the technology it

also results in raising the conflict with enhancing the skills and abilities of the staff through
conducting training sessions so that they can properly engage in the effective recreational and
developmental activities within the destination.
Brown field versus green field
Through conserving the heritage and cultural resources in Lhasa potential conflict that
arises while conserving is related with brown field and green field (Dahles, 2013). One of the
leading hotel chain that is IHG is investing their money in developing the paradise within the
destination that mainly have around 1000 rooms for the visitors. The large scale project mainly
focuses on the green field as they are setting up the project in the outskirts of the destination that
tends to attract large number of visitors and travelers. Along with this hospitality organization
must focuses on the green field project that is setting up and constructing the new venture outside
the headquarters that results in conserving the cultural and heritage look (Timothy, 2011).
TASK 2
2.1 Purpose of heritage and cultural attractions in meeting needs and wants of customers
Main purpose of heritage and cultural attractions is to preserve and protect the cultural
destination which helps in influencing large number of tourists towards the destination.
Currently, modern market tourism aims to focus upon enhancing eco-tourism, responsible
tourism so that heritage and cultural tourism can be promoted towards ancient and historical
places. The present task undertakes British Museum and The Royal Academy of Arts are historic
and ancient places located in the London UK which showcases high culture and heritage within
the country (Ismagilova, Safiullin and Bagautdinova, 2014). However, it is essential for
destination to protect and preserve the heritage and cultural attractions so that needs and wants of
customers can be fulfilled. Thus, both these heritage and cultural attractions focuses upon
providing varied significant information regarding ancient history and civilization so that visitors
can be attracted towards the place and attain desired results. Thus, such places in UK are the
most attracted and popularized in regard to improve art and culture so that needs and wants of
customers. Main purpose of British Museum is to provide the in-depth knowledge regarding
cultural to the visitors and thus enhance the tourism within the country. British Museum is
included in the cultural and heritage site and thus elaborates the past ancient history in order to
improve cultural tourism.

Further, another heritage and cultural tourism destination is Royal Academy of Arts in
London and thus consider it as the leading destination that attracts tourism in the country. It
attracts art students to gain knowledge and information. The Royal Academy of Arts also cares
and presents more than 80 million specimens that have been preserved in order to attract
customers towards the museum (Whelan, 2016). Following are the main purpose of heritage and
cultural attractions which are as follows-
 Education- Main aim of British Museum and Royal Academy of Arts is to render
knowledge and education related to cultural and heritage sites to visitors so that they can
be influenced towards the place. It also helps in enhancing tourists towards the
destination and raises the economy of the country (Raj, Griffin and Morpeth, 2013).
Thus, rendering education is stated as one of the major purpose of rendering education to
the travelers. Both the selected cultural and heritage sites delivers education related to
ancient art and culture and enhance tourism in the country.
 Research- It is another purpose of student and visitors reaching the world heritage and
cultural sites are that carrying out research regarding the particular designation and
improve knowledge about ancient culture and aspect behind developing the museum.
However, student visiting Royal Academy of Arts is effective as they can do research
upon different artwork and tools of past ancient age (Boukas, Ziakas and Boustras, 2013).
It also provides them research topic regarding specimens and assess the new things so
that heritage and cultural tourism destination could be promoted.
 Recreation- Further, another purpose of heritage and culture tourism is regarding
recreation and influences tourists to visit historic and cultural site. People now-a-days
visit to such places for recreation and spent some time with their friends and relatives.
Through visiting to such places people gains some knowledge as well as spent some time
from hassle city noise (Lacher and et. al., 2013). Travelers visit British museum and
Royal Academy of Arts helps them to gain both knowledge as well as recreation
facilities.
 Entertainment- It is also considered as one of the main purpose of British Museum and
Royal Academy of Arts is that they provide entertainment to visitors. However, it
provides entertainment in the form of exhibiting art and culture that influences tourists

towards the museum (Pignaton and et. al., 2016). Thnus, it attracts people to get entertain
and attain economic growth in the country. Moreover, it helps in fulfilling the needs of
customers so that they visit such places and experience heritage and culture tourism.
TASK 3
3.1 Impact of different types of ownership on the management of heritage and cultural sites
There is rapid increase in travel and tourism sector and thus it increases tourists to visit
the heritage and cultural destination towards the rich culture and heritage resources and promote
eco-tourism. It involves various private and public ownership into the heritage and culture
tourism and thus improves the destination through taking proper care and preserves it for future
generation. Thus, it helps in enhancing the UK economy and thus manages the world heritage
sites. All the cultural and heritage attractions around UK fall under the ownership of UK
government and they take due care to preserve and protect them in the best interest so that they
can attract large customers towards them (Smith and Richards, 2013). They also take care for
their renovation and thus maintain its attraction so that economy of the country can be enhanced.
Further, there are certain heritage and culture sites which fall under private ownership and thus
they are not able to look forward for their renovation and recreation. While, their main motive is
to earn profits and it does not satisfy the tourists needs and they do not prefer to visit the site
again. Thus, it decreases the image of UK and therefore it is essential for government to take
strict and regulatory action against such private ownership so that they could maintain the world
heritage and cultural sites and attracts worldwide tourists (De Vita, Ragozino and Simeone,
2015). Following are the different types of ownership upon the management of heritage and
cultural destination such as-
 Government ownership- (National Trust) Within the ownership of government, heritage
and cultural destination fall under the government authorities and thus all the crucial
decisions related to management are taken by the officials so that world heritage and
cultural destination could be preserved for long time. The main of impact of government
ownership is to improve the destination and heritage sites in relation to renovate and thus
influence large customers towards the destination (Nguyen, Camacho and Jung, 2017).
Further, government ownership destination also helps in generating high profitability
ratio and contributes to the growth of UK economy. Government ownership also helps in
controlling the access and thus it result into improving the heritage and cultural

destination through renovating and influence customers towards the site. Government
ownership sites also helps in generating more profits because they maintain and preserve
it efficiently for years and years (Thomas, 2013). They are focused upon preserving the
cultural heritage sites for future generations as it essential to let them to know our cultural
and heritage for enhancing their knowledge and learning. Further, the main impact of
government ownership upon the destination is that it would result into preserving and
protesting the artwork and natural historic form for long run and which influences tourists
towards the place. Therefore, government spent resources in relation to provide
recreational location for people so that they can enjoy and improve well being.
 Private ownership- (Lottery fund) Further, it is another type of ownership in which
heritage and cultural destination are owned and managed by private agencies appointed
by government. They all lie and handled by the government as instructions are given
directly from government authorities in relation to maintain the operations and functions
of the heritage and cultural sites. Here, private owners are the sole responsible for the
preserving and thus they need to take actions regarding maintaining the site for tourists
attractions (Youell, 2000). They renovate and recreate the heritage and cultural site so
that they can be opened for tourists and thus increases the revenue of the government. In
relation to this they are paid by the government for their maintenance and other work.
Thus, the main aim of private ownership is that they focus upon using innovative
technology as well as skilled workforce for maintaining the heritage and tourism site. It
helps them to earn high revenue and profits.
3.2 Roles and responsibilities of organizations in the heritage and cultural industry
It involves several organization working in heritage and cultural industry and provides
recreational and attraction to customers visiting the site. Thus, it is essential for such
organization to focus upon preserving and maintaining the heritage and cultural site which helps
them to gain historic image and enhance economy of the country. UK is considered as the major
heritage and cultural tourism which involves several tourist attraction sites such as Buckingham
Palace, British Museum, London Eye and Greenwich etc. All such destination attracts tourists
towards the country and provide them entertainment and recreation facilities (Quattrone, 2015).
However, both private and government ownership organizations requires to focus upon

preserving world heritage and cultural sites so that they can attract visitors for long run. Such
organization also play crucial role in promoting the destination and attracts worldwide tourists.
Hence, providing beautiful and artistic work appeal customers to visit the country again and
again and it increases the economy of the country. Private ownership agencies who are working
in relation to maintain the heritage and cultural sites are required to work under the control of
government and preserve the destination which helps in enhancing the growth of the country
(Ismagilova, Safiullin and Bagautdinova, 2014). Following are the different roles and
responsibilities of organization involved in preserving heritage and cultural industry such as –
 Heritage Lottery Fund- Such organization is involved in raising finance and monetary
value to sustain and maintain the heritage destination in UK. Heritage Lottery Fund was
mainly established in UK and thus its main role is to undertake significant decision
regarding historic places, museums and art galleries etc. Also, it possess the main
responsibility to renovate the heritage and cultural site and arrange fund accordingly.
They play a significant role in preserving the destination so that it aids in attracting
tourists towards the country and attain high economic growth (Whelan, 2016). They are
also focused to support different heritage projects which would be beneficial for country
if they transformed into heritage destination. Organization also has the responsibility to
research regarding different historical sites across UK so that it could be converted for
tourists and appeal them to visit once. Heritage Lottery Fund possess the responsibility to
share the available funds with other heritage and cultural site in regard to renovate and
preserve them for tourists. Thus, it raises awareness among tourists and attract them to
visit the heritage and cultural tourism.
 National Trust- It is another famous organization involves in maintaining heritage and
cultural sites. Its main role is to preserve and conserve the natural as well as historic
places across UK. National Trust operates its activities as a non-profit firm and focuses
upon the responsibility of preserving the natural beauty of destination. It also focuses
upon preserving the artifacts, specimens and historic buildings so that tourists from all
around the world could be attracted (Lacher and et. al., 2013).

TASK 4
4.1 Methods and media used for interpretation within the heritage and culture industry for
tourists
Experiencing from the field trip that is to The British Museum and The Royal Academy
of Arts it has been assessed that there are different methods and media that keep attract the
visitors and tourists towards the destination (Poria, Reichel and Cohen, 2011). Along with this,
there are certain media used for the interpretation within heritage and cultural industry in UK
that mainly include published material, audio-video, interactive technology, drama and role play
etc.
In order to deliver the successful interpretation of the tourist destination within the
heritage industry it has been evaluated that the successful media used for interpretation include
published material. With the help of published material that is newspaper, travel magazines,
journals as well as articles government or necessary agency may easily interpret the required
information that is perceived and used by the tourist (Salazar, 2010). Along with this, the key
aim for using media interpretation is to deliver the enrich information and knowledge related
with the destination and sightseeing. In addition to this, it would also help the visitors in
understanding the significance importance of the destination. Along with this, it also helps in
gaining the insight knowledge regarding the historical place along with their historical stories
that help the visitors in experiencing the required thing.
The British Museum-
The British Museum mainly implement different method that is being used by them for
interpreting the actual story or information regarding the destination (Farmaki, 2013). The
methods enhance the experience level of tourists and visitors through seeing the role plays and
drama conducted at the museum. With the help of using these entire methods museum interpret
the whole story or reason behind the establishment of the museum. The significance of this
method is that it support in enhancing the information and knowledge regarding the place that
they are visiting.
The Royal Academy of Arts-
In addition to this, The Royal Academy of Arts it also assist in learning and thinking
regarding the experience that is faced within the place. Along with this, drama within the place
also becomes a key form for interpreting the information and feature of the destination (Haven‐

Tang and Jones, 2012). Drama restrict the boundaries and language barrier as it support the
different language visitors to understand their message with the help of act, drama or role plays.
In the technological advanced era online method is also an effective method that is used
to develop and impart the different information related with the sites to numerous of the tourist
and visitors (Prideaux, Timothy and Chon, 2013). with the help of online method it support in
promoting the different information in form of audio visual to international visitors regarding
The British Museum and The Royal Academy of Arts in London. So, that more and more tourists
prefer to visits the place. With the help of using print media they may easily impart the rich
content and experience related with these sites. Using of this tool support in enhancing the
interest level through show casing the different images and features of the place so that visitor
visits the place and gain the leisure and luxurious experience related with the destination.
CONCLUSION
From completing the above tasks it has been inclined that in the contemporary scenario
heritage and cultural tourism plays vital role in the sector that has become the key generator of
revenue for the economy. It has been also concluded that heritage and culture within the
destination need to be preserved so that more and more travelers and visitors visits the place. On
the other hand, report has also understood the key roles and duties of ownership of organization
within the culture and heritage industry so that they can properly manage the heritage and culture
sites and attraction places. Whereas, the report has also measures the growth and development of
heritage and culture industry. Main aim of heritage and cultural attractions is to safeguard and
defend the destination that mainly features the rich source of culture and heritage which helps in
influencing large figure of tourists towards the targeted destination. Currently, in the
contemporary marketplace visitors prefer to see the sightseeing which mainly focus upon raising
the level of eco-tourism, responsible tourism so that more traveler prefer the leading destination.
Lastly, the report also focuses on the measuring the different media and methods used to
interpret the heritage sites and understanding how it meet the requirement and needs of the
different visitors.

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