Comparative Analysis of Museums and Tourism

This assignment provides a comprehensive analysis of museums in the UK, comparing their visitor numbers, income, and financial positions. It also touches on tourism-related topics like train travel prices and museum attendance. The document draws from various sources, including official reports and statistics, to provide a detailed understanding of these institutions and their role in the country's cultural and economic landscape.

TOURIST DESTINATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Tourist destinations of the world...........................................................................................1
1.2 Tourism destinations and future trends.................................................................................5
TASK 2..........................................................................................................................................11
2.1 Tourism destination features...............................................................................................11
2.2 Developing and leading tourist destinations.......................................................................13
TASK 3..........................................................................................................................................15
3.1 Comparison of Virgin Holidays Limited with current tourist destinations.........................15
3.2 Significance of tourist destination.......................................................................................15
TASK 4..........................................................................................................................................15
4.1 Issues affect popularity of tourist destinations....................................................................15
4.2 Potential for responsible tourism to enhance host community...........................................16
CONCLUSION..............................................................................................................................17
REFERENCE.................................................................................................................................18

ILLUSTRATION INDEX
Illustration 1: Visitors' statistical data in British Museum...............................................................3
Illustration 2: Financial position of Victoria and Albert Museum...................................................5
Illustration 3: Number of visitors of National Meritime Museum..................................................6
Illustration 4: Number of visitors of UK..........................................................................................7
Illustration 5: Visitors' number (In million).....................................................................................8
Illustration 6: Train travel prices per mile.....................................................................................11

INTRODUCTION
Tourism industry plays crucial role to increase effectiveness of any country. It provides
attraction and fulfil requirements of different tourists come for various purposes as education,
research to a million people of the world who come for different purposes like; education,
research, entertainment and so on. The present report is based on getting suggestions for
improving tourism services of Trip Advisor of UK. Including this, knowledge regarding of
different tourism entities can be gained in terms of visitor numbers and income generations as
well tourism destination trends and future are to be described. However, cultural, social and
physical features of tourism destinations are to be expressed affect further implementations and
tourists' satisfaction with its services. Including this, tourists destination's characteristic of
Virgin Holidays Ltd will be introduced for effective tourism services. Likewise, issues occurred
in tourists destinations for fulfilling requirements of tourists as well recommendations to reduce
them can be identified. Therefore, all aspects for improving tourism destinations through this
report.
TASK 1
1.1 Tourist destinations of the world
There are different tourist destinations in UK provide tourist attraction and
accommodation services to tourists at maximum level. However, all of these are different in
visitors' number, income level and profitability. Different destinations are as; British Museum,
Victoria and Albert Museum, National Meritime Museum, Museum of London and Trip Advisor
are attract tourists for attractions towards their services (Pandža, 2015). In this regard,
descriptions of these tourist destinations can be understood as;
 Victoria and Albert Museum: There is 4.5 million objects of collections also known for
its attraction to increase in demand on large scale. It is world's largest museum of
decorative arts and design, housing. These includes the natural history museum, the
science museum and royal Albert hall. It is established in 1852 and still sustain its
reputation in global market where around 3432325 visitors has visited the place in 2015.
Likewise, it has 6th rank nationally in tourist destinations of UK. Including this, it is
spread in 12.5 acres and has 145 galleries which attract tourists at most (Oliveira and
Panyik, 2015). Thus, it is forecasted that high level of demand for its attraction can be
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sustained and improved in wide range for the further years. Since 2001, this museum has
embarked on major £150m renovation program.
 National Meritime Museum: It is located in Greenwhich of London one of the largest
museum of the world demand at high level for its attraction. It is established in 1937 and
has collection of 2 million as well other objects attract tourists on large scale. It is spread
over 200 acres and demanded at most for its destination (Hultman and et.al., 2015). Thus,
this museum is highly demanded and known for its tourism services also able to increase
its efficiency and contribution in country's effectiveness at maximum level.
 Museum of London: It is located on London wall and set up in 1976 which is public
sector tourism and attracts tourists at high level with its services. It has almost 7000
objects to attract visitors and contributes in country's effectiveness. However, number of
visitors for this attraction is getting increased on larger scale since its establishment.
Hence, it is forecast that this museum can sustain its goodwill in international market for
longer time period (Martinez and Nicolás, 2014).
 Tate Modern: It is situated in London has national gallery of international modern art.
Similarly, it is one of the largest and tourist destination of UK where around 4712581
visitors visited the place in the last year. It shows its efficiency and market position which
can be maintained and sustained in the future as well. Moreover, it is established in 2000
and located in Bankside of London in UK. Along with this, it is 4th ranked nationally for
attraction and tourism destinations. Therefore, this tourist destination position can be
maintained as well demand for its tourism services can be enhanced in wide range
(Wiedemann, 2014).
 Bangkok: It is the capital of Thailand and is the most visited city in Asia at 10.2 million
tourists per year. Big tourist attractions in Bangkok include the Grand Palace, Wat Pho
and Wat Arun.
 London: It located in England, has 14 million visitors per year. People come here for
especially for its attractive parks and gardens, museums, architecture. Main attractions
are Trafalgar Square, Covent Garden, London Eye, London Zoo, the Natural History
Museum, the Globe Theatre, the Charles Dickens Museum and Madame Tussauds. Big
Ben is the great bell of the clock tower and is very famous in the entire world.
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 Paris: It is the capital of France, and, also a romantic city. The museums and the
interesting constructions with an extraordinary architecture offer you an amazing scenery
where you can enjoy your holiday, of course. The most representative monuments in
Paris are Eiffel Tower, Notre Dame Cathedral, Les Invalides, Louvre Museum and a lot
more. Paris has 14.8 million international visitors per annum.
 Singapore is a world financial centre and popular city with tourists. The city of
Singapore is very visited and loved by the tourists due to its two casino resorts which
attract a lot of people year after year. This city has 9.7 million visitors annually.
 New York ranks only in sixth place, but has 8.7 million visitors per year. The major
destinations here are Empire State Building, Statue of Liberty, Ellis Island, Broadway
theater productions, museums such as the Metropolitan Museum of Art, green spaces
such as Central Park and Washington Square Park, Rockefeller Center, Times Square, the
Natural History Museum etc.
1.2 Tourism destinations and future trends
Tourism destinations' position and its current value can be analysed through number of
visitors and its profit earning for providing its services. However, its recent trends can be
analysed on which forecasting is created on number of visitors and estimating its financial
position. This sector can easily get success by providing the bes and high quality of services. For
decades most tourism destinations have tried to pull as many traveller as possible, without any
thought that there could be limits beyond which local people’s lives and tourists experiences start
to suffer.
The industry felt it was better to hide these issues from traveller, as they might reduce from a
sale, rather than existing them as something that is real and spring tourists some ideas on how
they can enjoy their holiday more and ensure its helps address these problems
In this regard, tourism destinations' current trends in terms of statistics can be understood as:l.
 Grand Canyon National Park:
It is tourist destination of USA located in Arizona which environment is quite attractive and
around 5 million visitors of the world come for this attraction. However, there are some
entertainment activities like skydiving, rafting, hiking and others which attracts tourists at most.
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Including this, its floor elevation is approximate 800 metres in which long axis is of 277 miles
and its width is 4 to 18 miles. It is formed by Colorado River and comes under UNESCO world
heritage site also known as one the Seven Wonders of the world (Johnson and et.al., 2015).
Moreover, it has spent 509 million in 2014 and get benefit of 711 million which is effective and
shows good financial position.
Difference between British Museum of London and Grand Canyon National Park of
Arizona is to be evaluated. However, British Museum is developed and the other one is in
developing status for destination in respect of economy. It is interpreted that social and cultural
environment of London in quite better than of Arizona impacts on its economy, number of
visitors for visiting the destination, environment and physical as well natural beauty of them
(Segall and Trofanenko, 2016). For education, research and entertainment purposes, different
people from different countries come for British Museum to gain knowledge towards its culture,
historical places and so on. While, on the other hand national park of Arizona is for
entertainment purpose more than provide hiking, riding and other adventures to its visitors.
Therefore, on the basis of social and cultural factors, British museum has more quality features
in comparison to Grand Canyon National Park of Arizona. Similarly, destination of USA is
known for physical features as of park and for entertainment at most has natural beauty and
attracted visitors at most for destination. Victoria and Albert Museum:
Current position: As per statistical data, its net income of the Victoria and Albert
Museum is recognised for attracting tourists affect its profitability. However, its income can be
identified as:
4

Future trend: Through analysing income generated of V&A, it can be forecast that by
attracting tourists with tourism objects and fulfilling their purposes will be helpful to increase its
monetary position. It can increase its income earning efficiently through Museum and its tourism
destination services (Brubaker and et.al., 2016). National Meritime Museum:
Current trend: Number of visitors of this Museum can be identified as below:
5
Illustration 1: Financial position of Victoria and Albert Museum
(Source: Total income of V&A in 2016 and 2015).

Future trend: On the basis of this current data, it is essential for NMM to maintain and
increase impacts on profitability and further implementation. Therefore, by increasing objects of
attraction, this number of visitors can be increased (Johnson and et.al., 2015).
 Museum of London:
Current trend: Number of visitors for different Museums of UK can be understood as:
6
Illustration 2: Number of visitors of National Meritime Museum
(Visitors' statistical data in 2016-15, 2016).

Future trend: It is interpreted that British Museum of UK is at second position in number
of visitors in 2015. Similarly, National Galelry Museum is on 5th number affect its position in the
world as well. Therefore, this position can be maintained and increased at maximum level in the
future time effectively.
 Tate Modern:
Current trend: Through analysing number of visitors visit the museum, its demand and
market goodwill be analysed (Menz, 2015). However, number of visitors of Tate Museum can be
identified as follows:
7
Illustration 3: Number of visitors of UK
(Sources: Visitors' number in UK, 2016).

Future trend: It is interpreted that in 2016 there is number of visitors is 5.84 million who
visit the place for different purposes. However, it is quite better than performance of 2015 due to
increasing tourists and profitability of the tourism (Segall and Trofanenko, 2016). Therefore, this
number of visitors can be increased on large scale for further years.
TASK 2
2.1 Tourism destination features
Tourist destination is a place where visitors come for different purposes and taking
advantage of country's effectiveness. It includes various resources for which tourists get attracted
and visit the place at most to fulfil their requirements. In the given case scenario, Trip Advisor is
looking for new global products for providing tourism services (Pandža, 2015). However, being
Global Product Analyst, I would like to different resources of tourism destinations of London
8
Illustration 4: Visitors' number (In million)
(Source: Visitors' number of Tate Museum, 2016).

and Glasgow. Therefore, their tourism services and information regarding attractions can be
analysed in terms of social, culture and physical features. It can be understood as follows:
London:
It is capital of England has different tourist destinations for providing tourism services to
a million of the world. It is spread over 1572 kilometre square area also known for its
destinations (Chen, Shang and Li, 2014). However, around 1500 million people of the world visit
city for attraction and different purposes. In this regard, its several resources and aspects can be
identified as follows: Cultural features: It includes museum, monuments, churches, festival, food and cultural
factors of the people under tourist destination. However, it is recognised that there are
various number of museums of unique and attractive objects. For Example; British
Museum, Victoria and Albert Museum etc. It influences effectiveness and efficiency of
the country which is quite effective and attractive for tourists of the world (Oliveira and
Panyik, 2015). Thus, cultural resources of London are good which can be maintained and
improved at maximum level in the future as well. Social features: Different factors involve in social resources like; national, religious,
customer group requirements, local community and national government policies and so
on. However, living style, social system and rules provided by country's government
affect its environment and different factors. It is identified that sociology and its factors
are attractive can be maintained and improved effectively (Hultman and et.al., 2015).
 Physical features: Under physical resources, different factors involved such as;
mountains, beaches, urban infrastructure, water supply and sanitation etc. In this regard,
positive views on these resources are observed in London affect its tourist destination
position. However, it is recognised that tourists who visit the place for different purposes
get attracted towards destinations at maximum level. Therefore, its urban infrastructure
and all resources are fascinating attract tourists of the world efficiently (Wiedemann,
2014).
Glasgow:
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It is one of the largest city of UK where several numbers of museums and historical
places are available. In this regard, it's all resources and different aspects can be identified as
below: Cultural features: There are different civic museums such as Kelvingrove Art Gallary
and Museum, the Riverside Museum etc shows city's effectiveness and tourist destination
effectively. However, there is the largest international swimming centre for which
tourists demand at high level affect its profitability and effectiveness (Hultman and et.al.,
2015). Therefore, there is attractive cultural environment of the city increases its
efficiency and tourist destination at most. Social features: There is Scotland's largest health and fitness network as Emirates Arena
and Tollcross International Swimming centre for which tourists visit the place on large
scale (Martinez and Nicolás, 2014). However, its social systems and resources are
impressive shows good position in global market. Including this, music in venue such as;
Celtic Connections, the Mela, the Merchant City Festival are organised shows social and
functional for the city's effectiveness.
 Physical features: Under these resources, several factors are included such as
infrastructure, water supply, mountains etc. Therefore, all the aspects of the city are quite
attractive which remain able to increase efficiency of nation and providing proper tourist
destination to all visitors effectively.
Comparison of London and Glasgow
London Glasgow
Revenues generated by tourism in London
comprise approximately 10 per cent of the
city's gross value added income, and it is
projected that tourists in London spend
approximately £15 million per year. This
figure includes all aspects of the tourism
industry, such as accommodation,
transportation, eating out and attraction
Growing the value of music tourism
 Destination Leaders Programme
 Innovation and New Product
Development
 Business Improvement Academy
 Food Tourism and links with ‘Good
Food Glasgow’
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entrance fees.  Sustainable, Accessible and Social
Tourism
Around 13 per cent of the people who work in
London are employed by the tourism sector in
one way or another
Achieving three million overnight visits per
year by 2023 will deliver an associated spend
of £750 million and contribute an additional
6,600 jobs in the city.
The London Plan encapsulates the blueprint for
the development of London's economy. This
plan aims to position London as the best city in
the world and focuses on specific strategies
and plans towards this end.
As culture is one of the defining attributes that
make a city distinctive, our new plan will, for
the first time, focus on six key strands of
Glasgow’s cultural offer and our capabilities as
a sporting and events city.
 Heritage
 Contemporary Art
 Music
 Charles Rennie Mackintosh
 Events
 Sporting city
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2.2 Developing and leading tourist destinations
Both London and Glasgow tourist destinations attract visitors at most also provide proper
tourism services. Similarly, both destinations present efficiency and effective culture of the
country (Hawkes, 2013). However, it can also be compared in terms of train tickets of both
destinations as:
It is recognised that per 100 mile, Glasgow charge 12 while London charges 14. In this
regard, tourists get proper tourism services and effective cost on them. Including this, it is also
identified that both cities charge effective cost on train tickets impact its destination and tourists'
satisfaction effectively. As comparing the both cities' travel destination, it is analysed that
whether Glasgow charges less than of London but demand for museums of London is getting
increased at most. Including this, demand for British Museum, Victoria and Albert and others
increase at higher level affect county's effectiveness and efficiency (Stringer and et.al., 2015).
12
Illustration 5: Train travel prices per mile
(Source: Cities' train ticket price, 2016).

Demand for tourist destinations in London increase at most level also able to maintain its
goodwill and proper quality. Including this, social systems and cultural factors are different for
both cities due to changes in attitude, rituals and different aspects. Moreover, various differences
are determined in income and living standard level of people. Therefore, as comparing both
cities' cultural, physical and social features, different values and social systems are determined
affect satisfaction level of visitors with destinations.
International travel, prior to the 1960s, was still largely the preserve of a wealthy
minority who had the time as well as money to afford long distance sea or air travel. Major
changes in the second half of the twentieth century led to the rapid and massive growth of the
phenomenon known as modern tourism. For example, these changes contributed to the Pacific
Region/South East Asia becoming the fastest growing area for international tourism in the last 30
years. In 1975, South East Asia and the Pacific Region accounted for only 4 percent of
international tourist arrivals, but by 1995 the share of world arrivals had increased to almost 15
percent and by 2006 to 20 percent
TASK 3
3.1 Comparison of Virgin Holidays Limited with current tourist destinations
Enclosed in attached ppt.
3.2 Significance of tourist destination
Enclosed in attached ppt.
TASK 4
4.1 Issues affect popularity of tourist destinations
In the given case scenario, it is identified that Virgin Holidays Limited is planning to
improve welfare of captive cetaceans in resorts. Including this, it aims for better welfare
standards in its services as well increasing creation of sanctuaries for animals involving wild
whale and dolphin (Brubaker and et.al., 2016). In this regard, on critical evaluation, different
issues are occurred regarding these destinations as popularity and environmental such as;
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climate, natural disasters, economics and trade links etc. Some issues occurred for tourist
destinations as British Museum and V&A can be analysed and understood as:
 Visitors' number and type: Because of changes in visitors' attitude, interest and their
purposes of destination, demand of visitors and get affected. However, number of tourists
get changes according to environment and its services. Both British Museum and V&A
provide this facility also impact on country's environment and culture (Johnson and et.al.,
2015).
 Statistics: It is related with number of visitors and income generated for tourist
destination on analysing data figures and value of destinations. However, due to changes
in people interest in terms of linguistic, ethical, economic impact on country's social and
cultural factors (Menz, 2015). Therefore, these changes impact on country's position as
well different aspects for analysis and further implementations. Hence, statistical changes
and fluctuations in data affect tourist destination and captivity of animals. Thus, this issue
impacts on tourist destination and country's effectiveness in terms of social and cultural
factors to encourage creation of sanctuaries for animals.
 Natural disasters and natural phenomena: Due to changes in uncertain environmental
factors, tourist destination and captive animals affected. It impacts on culture and
environment of entities adversely also on its natural phenomena. However, due to
occurrence of natural disaster like draught, flood etc. tourist destination and its value get
affected negatively. Therefore, natural disasters issue affect tourist destination and
providing services for its visitors (Segall and Trofanenko, 2016).
 Changes in political factors: It includes determinants like; government policies
regarding tourist attraction and providing attraction to tourists. However, increasing in
interest rates, income tax and foreign trade rates, financial position and operations of
tourists decreases. While, decreasing in these rates affect tourist destination positively
also remain effective for the further years and its sustainability (Oliveira and Panyik,
2015). Thus, changes in political environmental factors affect tourist destination and its
environment.
However, above mentioned issues are occurred in tourist destinations affect captivity of
animals and its environment. Including this, tourists' satisfaction level and different other factors
14

get affected in different ways. It is related with country's effectiveness and position in terms of
destination and further implementation. However, by reducing these issues, different tourist
destinations' position and effectiveness can be enhanced affect country's efficiency (Wiedemann,
2014). Thus, it is essential to understand differences of tourists and their attitudes towards
destination in terms of different purposes like; education, culture, research and others.
Including this, different factors are impacted on plurality in tourism industry as;
globalisation, changes in tax rates, employment and others. These are related with demand for
visiting destination and profitability. However, it is impacted on popularity and other factors of
the country.
4.2 Potential for responsible tourism to enhance host community
For enhancing host communities, some essential tools are required to be recognised as;
social, culture, religious, trade and other links etc. Therefore, it is needed to consider all aspects
and determining demand of tourists (Hawkes, 2013). Including this, for reducing the issues,
following tools can be mentioned as:
 Analysing tourists' attraction and interest towards tourist destination and implementing
strategies to fulfil their requirements.
 Reducing linguistic and other issues occurred in tourist destination affect further
implementation.
 Creating positive and friendly environment of entity in terms of tourists' attraction and
environmental factors for the country and its effectiveness.
However, tourism sector is responsible for attracting tourists and building up community's trust
at maximum level. It impacted on increasing of people for destination and improving its quality
services. In addition to this, it is helpful for enhancing customers' loyalty towards destination at
higher level.
It is very significant for the different tourist organisation to enhance their business and
community. There are several ways by which they can complete the same, that are as follows:
 Finding the needs and wants of the customers so that organisation can cater high level of
satisfaction
 Finding that what are the different attraction people like and travel the most
15

 Further, doing innovative improvement so that large people can be attracted and visist the
different destination
 serving the different services so that customers find that they are also important for the
organisation
 Creating positive and attracting advertisements and promotion by which people
influenced to visit the different places.
The responsible tourism is defined as the travel that supports the reduction in the
influence that is detrimental in relation to the managing financial resources, ecological aspects
and aspects related with community. It supports in the production of improved monetary
beneficial aspects in relation to the local people and to improve the condition of the destination
for tourists, advancement of the operational aspects and business accessibility. It takes into
consideration the local citizens for evaluating the aspects that influence their way of life. In
addition, there is the consideration of responsible tourism to be that aspect of tourism that
provides support to maximize the benefits in respect of the local communities, reduce their
influencing factors that are related with the social or environmental scenarios that are considered
as negative and also supporting the local people with the preservation of subtle aspects
associated with culture and habitat or species.
CONCLUSION
Through this report, it is concluded that tourist industry plays crucial role in social and
economic development of a country. However, different destinations and their statistical data are
identified on which future trends are created. Including this, comparison between British
Museum of UK and Old Havana of Cuba has been determined for effective tourists' destination
and improving its services. Moreover, issues occurred in tourist destinations and ways to
improve them are recognised. Thus, significance of tourist destinations of UK and their impact
on country has been understood through this report.
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REFERENCE
Books and Journal
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glass. London: The British Museum, 2013. Pp351+ xi. Byzantine and Modern Greek
Studies. 78(2). pp.321-325.
Chen, Y.C., Shang, R.A. and Li, M.J., 2014. The effects of perceived relevance of travel blogs’
content on the behavioral intention to visit a tourist destination. Computers in Human
Behavior. 67(4). pp.787-799.
Harris, F., 2015. Understanding human remains repatriation: practice procedures at the British
Museum and the Natural History Museum. Museum Management and Curatorship. 67(2).
pp.138-153.
Hawkes, T., 2013. Alternative Shakespeares. Routledge.
Hultman, M. and et.al., 2015. Achieving tourist loyalty through destination personality,
satisfaction, and identification. Journal of Business Research. 69(11). pp.2227-2231.
Johnson, L. and et.al., 2015. The NMC Horizon Report: 2015 Museum Edition. New Media
Consortium.
Martinez, E. and Nicolás, M.Á., 2014. The Construction of Tourist Space by Public
Administration and Institutional Communication: The Image of the Brand Andalucía as a
Tourist Destination. Journal of Promotion Management. 678(2). pp.181-199.
Menz, C., 2015. The object divine. Craft Arts International. 101(93). p.99.
Oliveira, E. and Panyik, E., 2015. Content, context and co-creation: Digital challenges in
destination branding with references to Portugal as a tourist destination. Journal of
Vacation Marketing. 67(1). pp.53-74.
Pandža, I., 2015. Tourist perceived value, relationship to satisfaction, and behavioral intentions:
The example of the Croatian tourist destination Dubrovnik. Journal of Travel Research.
67(1). pp.122-134.
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Segall, A. and Trofanenko, B., 2016. The Victoria and Albert Museum. In Adult Education,
Museums and Art Galleries. 8(5). pp.53-63.
Stringer, C. and et.al., 2015. Fossil care and fossil studies: Andy Currant, former curator of the
fossil mammals collections at the Natural History Museum, London. Geological Journal.
74(3). pp.224-229.
Wiedemann, T., 2014. Adults and Children in the Roman Empire (Routledge Revivals).
Routledge.
Online
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<https://news.artnet.com/art-world/exhibition-and-museum-attendance-survey-463415>.
[Accessed on 12th October 2017].
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Total income of V&A. 2016. [Online]. Available through: <https://vanda-production-
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