Visitor Attractions and Their Impact on Local Communities

This article discusses the different types of visitor attractions and their impact on local communities. It examines attractions such as the Leaning Tower of Pisa, Plitvice Lakes National Park, and Prado Museum in Madrid. The article explores the positive effects, such as stimulating the economy and generating income, as well as the negative effects, such as overcrowding and damage to infrastructure. It also analyzes the motivations and expectations of different types of visitors, including families with children, couples in their 60s, and groups of teenagers.

TASK 1A
A visitor attraction is a place of interest that draws the attention of a visitor due to the
natural or cultural value. It is a holistic concept of gaining aesthetic value from different
environmental factors. Visitor attractions are vital component of tourism industry.
Without them, there would no sense in visiting a destination. A site can be visited for
various reasons – natural beauty, historical importance or special event (Benjamin
2019). As we read in Tourism Management, the attractions can be categorized in
different ways, like built or natural, free or paid, public or private. Theybring a few other
classifications, but eventually agree that the one by English Tourism Council is the most
appropriate and common:
 Cathedral and churches
 Gardens
 Country parks
 Wildlife attractions and ZOOs
 Leisure and theme parks
 Farms
 Historic houses and castles
 Museums and galleries
 Visitor centres
 Other historic properties
 Steam railways
Another classification is based on the environment of the attraction. Here the attractions
are categorized into those located in the:
 Natural environment – mountains, forests, lakes;
 Built environment adapted for tourism– castles, famous poets’ houses;
 Built environment built for tourists – theme/amusement parks;
The events industry including conferences, exhibitions, shows, festivals, music events is
another for of attraction and a major draw to destinations in the low tourist season.
Yet some attractions may fall into more than one category, eg. Music festival located in a
fortress, like Exit Festival in Novi Sad, Serbia or concentration camps –definitely not
built for tourists, but, now visited by thousands. Some visitor attractions overlap into
various classifications, because they attract more tourists and diversity. Often, they fall
into one classification, but with time, it starts attracting other groups of visitors. An
example can be the Olympia Park in Munich (Buck 2016). Originally a sport venue to
host the 1972 Olympic Games, now the area of sport and recreation. The popularity of
Bayern Munich football club made it a mecca for football fans, as the site features the
team’s former stadium. The place is ideal for families with children, offering outdoor
activities for them as well as excellent shopping mall (Sandler et al. 2019). Another
example is Machu Picchu in Peru. The ancient Inca site originally attracted only those
interested in history or hiking. However the attraction evolved and now there are
multiple packages, like hiking trips, zip lining or rafting. Now, Machu Picchu attracts
much wider public. Last example is the castle in Ljubljana – originally an attraction for
history and architecture buffs, recently the castle opened up to wider public. Offering
outdoor cinema, interactive museums and ‘Escape Room’ the castle is now an interesting

way to spend a day for all types of visitors (Ljubljanskigrad.si 2019). To conclude, the
reason of overlapping of visitor attractions is the growing diversity of visitors. In the
past, it was a strict circle of travellers, visiting an attraction solely because of their
passion. Nowadays, due to a higher standard of life, higher income and easiness of travel,
there are different types of tourists, and the attractions need to adapt to them in order to
remain attractive. However, it is difficult to classify an attraction as visitor attraction is
based on the perception of the tourists visiting the place. For an example, a person who
has no belief on the existence of God would perceive a church to be of architectural
beauty, whereas a believer will associate the holistic value of the place with the peace
gained from the same. Therefore, differences in perceptions create an ambiguous
situation for the better understanding of significance of the attraction while classifying
the same.
TASK 1B
Visitor attractions affect local communities. Some of the impacts are positive, like
stimulating the economy, lowering unemployment or generating income. Unfortunately
there are also many negative effects. We are going to analyze a few attractions and their
impact on local area (Mint.gov.hr 2018).
First we will take a look at the Leaning Tower of Pisa. As illustrated by Figure 1, in 2016,
the town came second in Tuscany with over million visitors.
Figure 1: Number of international tourists arrivals in Tuscany (in thousands)
(Source: Statista 2017)
Those tourists usually visit Pisa on a day trip and then move on to other towns in

Tuscany. This way the whole region benefits from the popularity of the tower. As we
read in WeChianti, Tuscany – the region with less than 4 million residents, received 100
million tourists in 2017 (Movcan 1982). Thanks to the tower, people have jobs - local
cafes, bakeries and restaurants are busy and people earn money. WeChianti assures, that
the high numbers of visitors saved Tuscany from the economical crisis. The local
government receives a substantial income in a form of tourist taxes. This money is
converted in new roads, schools or hospitals (Pesa 2017). However, no one asked the
locals if they wanted those crowds in their town. There is no privacy for those living on
the way from the bus park to the Leaning Tower (Museodelprado.es 2019). The tourists
damage the infrastructure and litter. The coaches block the roads. The popularity of the
site also increased an illegal activity – street vendors, who sell the souvenirs without
permission and often pickpocket the tourists, leaving a bad last impression (Page
2014).
Another attraction is Plitvice Lakes National Park in Croatia. As illustrated by Figure 2,
the park received over 1.7 million visitors in 2017. The income that is generated from
the tourism activities in the area was €9.5 billion. The increasing rate of visitors in the
area helped in enhancing the rate of sustainability options in Plitvice Lakes National
Park.
Figure 2: Number of visitors in national parks in Croatia
( Source: Patrac 2017)
The reserve is of outstanding beauty featuring lakes in all shades of blue and green.
Unfortunately, the crowds may ruin the most amazing day in the park, because the
queues to buy tickets can be up to two hours (Patrac 2017). The wooden paths around
the lakes are damaged by never ending flow of tourists and frequently some of them are
closed. Occasionally there is someone attempting to swim. The animals hide away and
the plants are damaged. Tens of buses bring tourists into the park every day, increasing
the pollution levels. The situation became critical and led to protests, as we read in Petra
BoićPetrač’s article for WWF. However, the Croatian government does not lower the
number of visitors. The park benefits local community, such as in late 1990s, when the
park became the government’s priority to rid of war mines after the Yugoslavia War. A

new road was built and local people found employment in the park and around. With
price tickets of up to 250 HRK in peak season (~30 GBP) the local budget quickly fills up.
The money is reinvested locally and wisely. As noted by JosipMovcan in his article for
Jstor – the management of the park does a great job and the whole country benefits from
it.
The last attraction we will investigate is Prado Museum in Madrid. Although the
institution is purely for tourists, it does not affect the local community heavily. As noted
by the museum’s director Miguel Zugaza in the Financial Times, the institution
represents the cultural heritage and importance of Madrid, Spain and Europe – it is a
‘portrait of Europe’ (Buck 2016). The entry is paid, but in the evening it is possible to
visit for free – the museum supports the idea of art available to everyone. It provides
education like workshops and projects for kids and teenagers. As we read on museum’s
website, it has a study center with one of the best libraries on the subject, free to enter.
Due to its central location, the museum is usually reached by walking or public
transport, causing no additional traffic. However, there is also a risk of damaging the art
pieces, and as we read in Kathy Benjamin’s article – there have been many cases. Visitors
trip over, lean over the installations, take ‘selfies’ and the priceless masterpieces are in
constant danger (Benjamin 2019). The flash of the cameras and breathing damage them
significantly. And those who come to immerse themselves in the world of are, must take
into consideration crying babies and school groups, that may ruin the day (Morris
2016).
TASK 2A
Visitor attractions need to be able to cater to different expectations and needs, and leave
people satisfied. For decades, people tried to come up with a formula, among them –
Abraham Maslow. This XX century psychologist presented a pyramid (Figure 3) with five
categories of human needs.

Figure 3: Maslow’s hierarchy of needs
(Source: Green 2000)
According to Maslow, once the basic needs are satisfied, people seek to fulfill the higher ones
– safety, love or esteem. We willanalyze three types of visitors – family with children,
couple in their 60s and group of teenagers, attending different attractions to see what
their expectations and motivations are, and to examine, whether Maslow’s theory
applies.
Aircraft Museum – motivation for all types of visitors is learning about planes and
spend time with family or friends
- Family with children wants to make everyone involved, despite the age
difference. They need a trained guide with props and fun stories to keep the kids
interested, interactive exhibitions and technology;
- Couple in their 60s appreciates a knowledgeable and interesting guide, as they
may not be familiar with computers (Page 2014);
- The teenagers are happy to sit in a plane or try a flight simulator;
- The museum played an important role in providing the visitors with self-
actualization through personal growth and fulfillment. The depiction of
Maslow’s hierarchy of needs, in this context, has helped in maintaining the
efficiency of the tourism attraction while adhering to the expectations of the
visitors.
Each group needs places to eat, toilets, parking, public transport. But each group may
need something extra – baby room, fast food stalls, lifts etc.

Industrial Heritage Centre - motivation is learning about the region and spend time
with family or friends
- Family with children wants to keep all the kids interested – interesting guide,
workshops and interactive exhibitions;
- Older couple appreciates a professional guide or an audio guide to lead them
through the complex;
- The teenagers enjoy interactive exhibitions (Tourism Management 2019);
- The industrial heritage site provided the visitors with an opportunity of fulfilling
the belongingness and love needs through enhancing relationships between
family members and office colleagues. Therefore, it helped in supporting the
needs relating to belongingness.
The family with children and the older couple may use the lift to go up and down the
complex (eg. Mines have many stairs). Other facilities, including toilets and
restaurants are needed similarly to the Aircraft Museum.
Seaside Theme Park - motivation is to spend a fun afternoon outdoor with the loved
ones
- Family with children expects designated areas for the children to play under
supervision. The older kids need bigger pools and the lifeguard;
- Couple in their 60s enjoys a quitter area to relax, away from splash and noise;
- The teenagers expect fast, steep and exciting slides and water attractions;
- The seaside theme park aimed at supporting the belongingness and love needs
of the visitors through enhanced relationships between family and colleagues.
The family with kids needs the ‘kids areas’, facilities for babies, affordable restaurant
with kids’ menus, place to rent floatation devices and animation program. The older
couple enjoys a visit to SPA, wellness area and a nice restaurant. The group of teenagers
needs fun slides, whir pools and ‘artificial sea’ attractions as well as affordable places for
lunch.
National Park (walking/cycling) - motivation is to spend a day outdoor getting some
exercises with family or friends
- Family with children wants safe and achievable cycling/walking paths for the
little ones, but exciting for the older kids (Woodside and Martin 2007)
- Teenagers want to try the hardest and most challenging routes and probably will
compete among each other.
- Couple in their 60s chooses the easiest paths and relaxing walks. They may even
skip the physical exercise and opt for alternative way to visit the park;
- National park fulfilled the belongingness and love needs of the visitors with
enhanced adventurous experience and family time fun.
-
The park should have an alternative for those with reduced mobility - boat or bus taking
them around. The family and teenagers need a place to rent hiking and cycling
equipment (including kids sizes) and a good map of the park. The family and the older
couple may consider to hire a guide to take them to most interesting spots and explain

the fauna and flora. The guide needs to be trained for each age group! Like in other
attractions – the family with children is happy to eat at an affordable, kids’ friendly
restaurant. The group of teenagers is pleased with a fast food stall, while the older
couple may consider a quiet restaurant with a nice view. All visitors need toilets with
baby rooms for families.
All the above attractions need a good access – decent road and big parking lot. The
family with kids and the couple in their 60s will most likely drive, the group of older
teenagers may not have access to a car. A reliable train or bus connection is needed. All
visitors need to purchase tickets as well. A discounted ticket for families, senior citizens
or youths and groups will attract more visitors. Some of them may consider purchasing a
‘skip the line’ pass, especially older people or families who do not want to queue for
hours (Woodside and Martin 2007).
With such varied types of visitors, their motivations, expectations and needs are also
different. However, in each case, the physiological and security needs must be met first
(at least to a certain point). Yet, the upper parts of Maslow’s hierarchy are important
too! Every visitor aims to spend valuable time with friends and family (belongingness
and love). Also, by visiting such places, they might have felt important, well educated
and cultured, which all fall into top two categories of Maslow’s hierarchy.
TASK 2B
Different visitors have different expectations and needs. The task of the attraction’s
administration is to cater for these and satisfy the demands of tourists. We are going to
analyze the management of Plitvice National Park in Croatia – complex of 16 lakes and
countless waterfalls. Using the Maslow’s hierarchy of needs, pictured above, we are
going to examine how the needs are met and what can be improved.
Abraham Maslow placed the Physiological Needs at the bottom, as they are basic
human needs – a hungry, sick or tired visitor, will not enjoy the attraction. The park
provides multiple areas with toilets, restaurants, cafes and souvenir shops. An area that
needs to be improved is access to the park for wheelchairs and baby strollers –a small
loop around one lake, with easy access for those with less mobility.
Safety Needs should be met next, especially in parks, such as Plitvice Lakes.
Unfortunately, this area needs a significant improvement. As we read in Lucy Morris’
article, there have been cases of tourists slipping off the rocks or falling into the lakes,
due to irresponsible behavior and poor infrastructure. The park is overcrowded and
lacks barriers and fences (Woodside and Martin 2007). The wooden paths get slippery
when it rains. In case of emergency, there should be First Aid stations and easy access
for ambulance.
Belongingness and Love – the park could be a perfect gate away for family, friends or
couples. A walk through picturesque lakes strengthens the bonds and leaves precious
memories. Unfortunately, the overcrowding of the park ruins the moment. The park
authorities should reduce the number of visitors by introducing an online reservation
system and limit the number of visitors.

Esteem and Self-Esteem,described as achievement, independence and respect can be
significantly boosted by visiting Plitvice Lakes. People often feel more respected and
important by visiting one of the prettiest UNESCO sites.
Finally, Self-actualization, that may be the main draw to the park. Longing for
connection with the nature, meditation and ‘finding themselves’ often motivate people
to visit the sites of exceptional beauty. Sadly, due to overcrowding, the above activities
are often impossible. Again, the number of visitors should be lowered, so the visitors can
truly enjoy the nature (Page 2014). The park’s authorities could organize individual
activities for those looking to immerse in nature - a night walk to look for animals, birds
watching or sleeping in tents, away from organized groups.
As noted in Tourism Management, Maslow claimed, that a person does not need to fulfill
each category 100% to move to another one (Green 2000). Of course, it is not possible
to provide facilities and environment to meet every need and expectation. Philip Pearce
applied Maslow’s theory in his research.As described in Tourism Management. Analysis,
Behaviour and Strategy, he studied positive and negative experiences of tourists and
found out that, the physiological needs were only fulfilled in 27%. Surprisingly, the
security needs were met in 4% (positive experiences) and 43% (negative experiences) –
however, the national park with lakes must make safety its priority! The self-
actualization was a key factor that made an experience positive (35%) or negative (1%).
We read, that Maslow presented two other needs, not included in his pyramid – the
aesthetic and a need to learn and know. I believe these two, along with self-actualization,
decide whether an attraction will be a success or not. At the same time, facilities for
basic human needs and security must be of the highest standard!
TASK 3 A
Development of a sustainable tourism attraction requires a lot of research, preparation
and ability to combine it with efficient construction process. It also needs financial
security. In order not to lose the money invested, people in charge must be highly skilled
industry professionals (Business.vic.gov.au 2019). According to definitions provided by
GDRS, sustainable tourism is such that benefits all aspects of life of the host region
(natural, economical, cultural, social) while providing a positive experience for visitors.
With the attraction’s location in an area of woodland, an extra care must be taken to
protect the natural habitat, fauna and flora.
The preparation starts with a Feasibility Study. This report contains crucial information
such as total cost of the project, land needed for construction, location, permissions
required, potential customers and their needs, catchment area etc. This stage however,
is not a plan, but an investigation. Based on that,the decision will be made whether to
proceed (Gdrc.org 2019). Once such a decision is made, a process of final planning,
design and construction begins.
The next step is obtaining appropriate paperwork from the local council. As stated in
Business Victoria, a Planning and Building Permits are needed. Later, the business will
need to be registered, insured and other permits obtained, eg. Music License (Celotajs.lv
2019).

As noted in Leisure Business, the next stage is a series of meetings and design making.
Appropriate maps varying from general to specific ones must be drawn, as shown by
Figures 4, 5 and 6.

Figures 4, 5 and 6: different designs of developing tourism attraction
(Source: Leisure-business.com 2019)
After the planning process is completed, and all permits obtained, the construction
phase will commence. Considering, that the attraction is located in a woodland area, the
managers have to ensure protection of the natural environment. Appropriate steps
should be taken, to avoid situations such as those presented in Tourism: A Modern
Synthesis (Leisure-business.com 2018). The authors compile stories of how the
inappropriate development led to disappearance of forests, beaches and animal
species.They also present the major threats for the environment that arise from tourism
activity:
 Pollution- Higher level of pollution might affect the desired value of the tourism
attraction. On the other hand, environmental degradation through pollution
might affect the sustenance of the visitor experience.
 Noise- Increasing Noise pollution might affect the rate of aesthetic value gained
from the tourism activities.
 Overcrowding- Overcrowding might enforce significant pressure on the
resources of the firm which affects the sustenance of the same.
 Traffic Congestion- Traffic congestion and road blockage affects the experience
of the visitors while visiting a particular location.
 Wear and Tear- Wear and tear might affect the sustenance of the tourism
attraction spot while delivering value in accordance to the needs of the people.
To avoid it, the managers should propose solutions at the early stage of planning, before
the construction starts. They will need expert advice, ideally from the local experts, who
know the local geography, fauna and flora. An appropriate site plan should be made
ensuring the trees are incorporated in the site, rather than cut down.
Yet sustainability is not limited to environmental care. As defined by World Tourism
Organization, it should also take care of the socio-cultural and economical aspects of the

host community (Leisure-business.com 2016). Thus, during the development process,
regular meetings and discussion sessions should be scheduled. The project managers
should talk to ordinary people and the authorities to inform them of planned disruptions
and project’s progress. Future opportunities for employment and cooperation should be
discussed. This phase may be the most irritating for the residents, as it may involve:
 Road closures
 Noise
 Presence of heavy equipment
When the construction is completed, the fun time commences! The site will need to be
signposted, so the customers can easily find it. The staff needs to be recruited and
trained. Ideally the local people will be employed. Finally, the marketing needs to be in
place to advertise the attraction and organize an opening event.
TASK 3B
One of the challenges of the sustainable attraction’s management is to manage its supply
and demand. According to Your Dictionary, supply is the amount of product available,
while demand – number of people who want this product (YourDictionary 2019). As
noted in Tourism Management, the most common complaint of the visitors is
overcrowding. Luckily there are tools and strategies available to manage the impact of
visitors in peak periods. As we read in a publication by UNEP, they can be divided into:
 Supply led strategy – managing the space by extending hours of operation,
employing extra staff and providing extra facilities, eg. Toilets or ticket booths;
 Demand led strategy – managing the visitor numbers by allowing a certain
number of visitors at a time, reducing the length of the visit or group number
(Unep.fr 2017).
Beside the above,an appropriate Marketing (or De-marketing) can encourage people to
visit the attraction in low season. A useful tool is Differential Pricing – setting higher
prices in peak season, and lower – in low season. Online reservations can help predict
the visitor flow each day and shorten the queues to buy tickets. Tickets booked for
specific time seem to work well too.
The queuing can be managed by using the ‘zigzag strategy or by using barriers and
positioning people in a special way to save space. In restaurants, those waiting for
mealcan be given a receiver that beeps when the food is ready (Page 2014).
The above strategies not only provide a more enjoyable experience for the visitors, but
they help overcome impacts that the tourism causes. Especially by reducing visitor
numbers, limiting the group sizes or length of stay, timed tickets and pre-reserved
tickets, the management can lighten the traffic (Santoso 2014). Less traffic means less
damage caused by them – the problem of ‘wear and tear’ can be slightly diminished by
the above practices. Less traffic also means less pollution and road congestions.
LaukuCelotajs (Baltic Country Holidays) in its article stresses the importance of
gathering information on the numbers and types of visitors.Not only this is valuable
information for the tourism boards, but also enables the attraction’s management to
plan for next year (Page and Connell 2014). Once data is collected, they can prepare for

the peak season next year – employ more workers, bring portable toilets and schedule
longer hours of operation.
TASK 3C
Figure 7: Sustainable Development Goals
(Source: Sdt.unwto.org 2019)
Figure 7 presents the goals that World Tourism Organization put on its agenda.The
organization wants to achieve them by 2030. They should be indicators for the
management of a sustainable tourism attraction of what to do to include sustainability
measures in the operation of the attraction. Below are a few examples:
 No poverty – employing local people, supporting local businesses by serving
locally grown food and accommodating tourists in nearby hotels (Sdt.unwto.org
2015);
 Gender Equality – treating female and male employees equally and ensuring the
wages are paid according to position, not gender;
 Quality Education – allowing employees gain qualifications through work
placements, apprenticeships and internships (Icr.unwto.org 2019);
 Industry, Innovation and Infrastructure – investing a part of the income to
support local projects, eg. Building new playground or road;
 Reduced inequalities – treating all employees equally, regardless of their age,
race, gender or nationality;
 Clean water and sanitation – using eco-friendly cleaning products;
 Affordable and clean energy – installing solar batteries and using energy-saving
light bulbs and lights with motion sensor;
 Climate action – waste recycling and reducing pollution, eg. Encouraging
employees to bike to work or providing eco-friendly bus to transfer clients to the
attraction (Sdt.unwto.org 2019);
 Life below water – ensuring all waste is safely disposed of and none of it ends in

local rivers or lakes, reducing plastic waste, substituting plastic with
environment-friendly material, eg. bamboo straws;
 Life on land – educating staff and visitors on how to move around the attraction
and not disturb the animals, placing trash cans, banning loud music, fires and
alcohol to be consumed in the area (Tourism4sdgs.org 2019);
The above activities should be thought through and implemented during the Planning
Process. The UNWTO also made available a platform ‘Tourism for SDGS’
(http://tourism4sdgs.org), where all stakeholders can access ideas on how to practice
sustainable tourism and get inspired by stories of other sustainable projects. The
website is full of ideas and recommendations and should be studied by the management
of every sustainable tourism attraction.

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TASK 2
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TASK 3
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