Visitor Attraction Management in UK

Visitor Attraction
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
P1 Different classifications of visitor attraction:.........................................................................1
P2 Importance and purpose of various visitor attractions:...........................................................6
ACTIVITY 2....................................................................................................................................8
P3 Needs and motivations of different visitor types:...................................................................8
P4 Impact of visitor attraction & tourism:...................................................................................8
ACTIVITY 3....................................................................................................................................9
P5 Assessment of a feasible study for existing or new visitor attraction:...................................9
ACTIVITY 4..................................................................................................................................10
P6 Assessment and implication of different visitor attraction management strategies for
sustainable development:...........................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Visitor attraction management refers to understanding as well as managing individual
interest in new & old monuments or architecture. With rise in population and developing interest
of people in antique monuments and forts, tourism has reached to another level. It can be either
build or natural attractions. For this report, London & Partners has been selected whose
headquartered are in London, UK. It promotes the region internationally, as a world-leading city
where a person can invest, travel, study or visit etc. The following report covers build, natural
attractions, their purpose of existence, needs & motivations of different visitor types while
considering their impact (Anttiroiko, 2015). Also, different visitor management strategy and
feasible studies comprise in the following statement.
ACTIVITY 1
P1 Different classifications of visitor attraction:
Visitor attraction: These are considered as natural locations or characteristics, man-
made constructions that have a special attraction for tourists as well as local residents. They can
either be natural or built monuments. For this purpose, London & Partners aims at attracting
international as well as local audience to convince them for choosing London as a place to study
and visit old forts or architectural places.
Visitor attraction management: Visitor attraction management refers to developing
interest within an individual to visit new as well as old architectural places to know more about
its history. In relation to this, London & Partners comes up with special travel friendly packages
for tourists so that they can enjoy the nature and visit antique monuments or buildings under a
specified budget (Boniface, Cooper and Cooper, 2016).
Different classifications of visitor attractions: It can be classified as built and natural
attractions which are mentioned below:
Built: It is a type of attraction where tourists can come and spend their weekend
peacefully. For this report, two attractions are mentioned below:
 London Eye: It is a cantilevered observation wheel situated on the South bank of the
River Thames in London and is one of the most popular tourists places to visit. London &
Partners provides the tourist with coupons to ride the tallest Ferris wheel where a person
can enjoy the view of entire city.
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Illustration 1: London Eye, 2019
(Source: London Eye, 2019)
 Madame Tussauds: It is known as the world's famous wax museum in London and other
cities and was founded by Marie Tussaud. This is a place where tourists can come and
have a gala time with almost-real wax statues of their favourite celebrities. London &
Partners offers tickets to visitors of famous museum with stay packages (Edelheim,
2015).
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(Source: Madame Tussauds, 2019)
Natural: It is a tourist attraction where a person can visit to relax & enjoy in the nature or
can discover about the history of the monument. For this report, two attractions are mentioned
below:
 Thames River: Best known as a tourist destination, where people can visit and enjoy the
beauty of nature. It is the longest river in England, and passes through tourist sites in
London. The selected firm i.e. London & Partners offers a cruise ride to the travellers so
that they can view all architectural landmarks around the city. The company also provides
facilities like rowing, kayoing, canoeing etc.
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Illustration 2: Thames River, 2019
Source: (River Thames, 2019)
 Windsor Castle: Famous for its architecture and long-standing royal place of residence,
the castle was built in the 11th century. It is situated on the outskirts of London and is the
Queen's preferred weekend residence having 39 state rooms and a famous Dolls House.
London & Partners offers weekend trip packages at the castle with a comfortable suite
where tourists or socialites can enjoy their weekend.
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Illustration 3: Windsor Castle, 2019
(Source: Windsor Castle, 2019)
Specific categories of visitor attractions: The company i.e. London & Partners offers
the tourists with different kinds of packages and facilities to have the best time in the city. For
that purpose, the company categories visitor attractions into the following:
 Natural attractions: These are the attractions which have been naturally present since a
long duration of time like rivers, antique monuments, parks etc. In relevance to this,
London & Partners provides its customers with the facility of cruise, rowing, kayoing etc.
at River Thames so that they can enjoy the beauty of nature by having a look at the entire
city.
 Attractions built for sole purpose of tourism: These are the attractions build especially
for the sole purpose of tourism and includes attractions like London Eye or Madame
Tussauds. The selected company aligns a guide with every group of tourists so that the
person can tell them more about the history of the place.
 Built for another another original purpose but are now attractions: These were
usually built for a different purpose but now act as visitor attraction which includes
places like Windsor Castle. This was originally a place where Queens used to stay but
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later on developed as a tourist attraction. London & Partners offer the travellers with
weekend friendly packages at the royal castle which is famous for its architecture and
Dolls House.
P2 Importance and purpose of various visitor attractions:
The purpose & economic importance of different visitor attractions vary from one to
another considering local, regional and national economy. Where one was built for another
intention but now is referred to as an attraction, the other was established for the sole purpose of
tourism, can be classified as natural or built attractions. Some of them are mentioned below:
London Eye -
Purpose: The major purpose of London Eye is to entertain the tourists coming from
around the world who can enjoy the view of the entire city from the top of Ferris wheel. This was
originally built for the Empire of India Exhibition at Earls Court but after a certain time was used
by people as a Ferris wheel (Mason, 2015).
Economic importance: This includes how the structure plays an important role for local,
regional and national economy.
Local – It is important for the local government as this is a monument which is
recognised by people around the world which makes it a unique feature of the city. Over 3.75
million people, both localities and tourists visit London Eye annually due to which it has made
many appearances in various cities, cultures, countries etc.
Regional – The importance and role of regional government is to comply with all rules &
regulations and to abide by consumer protection act. It is responsible to monitor as well as
mange the earnings acquired from people by using the Ferris wheel i.e. London Eye.
National – It is responsible for managing national affairs and include trade, commerce,
defence etc. London & Partners aims to facilitate more people to come to the city for higher
studies or exploring. The major importance of national government is to estimate GDP of a
country by measuring the value of goods & services the Ferris wheel offers to the customers.
River Thames -
Purpose: The main purpose of River Thames is to offer tourists a calm, peaceful
sightseeing of nature where they can go for a cruise and have an entire view of the city. It is a
natural attraction which was used for various purposes like economic, fresh water, food source,
leisure facility etc.
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Economic importance: This includes how Thames River is economically important for the
local, regional and national government.
Local – It is important for the local government as River Thames is best known for
having a view at the entire city on a cruise. Since, London & Partners offer the facility of rowing,
sailing, kayoing etc. so it become an additional advantage for the local government as this is
globally recognised and people come especially to visit the river.
Regional – Since, London & Partners provide bus and cab rides to reach the river so the
role of state government is to maintain those vehicles and service them from time-to-time so that
it becomes easy for the tourist to arrive at the location. It is economically important for the
regional government as with less number of transport, a large number of people can visit Thames
River (Page, 2014).
National – Overall, it is economically important for the national government because of
growing population they need to assess the GDP percentage of the country to measure value
attained from availing the services by tourists which is offered by the company.
Madame Tussauds -
Purpose: The main purpose of Madame Tussauds is to entertain guest coming to visit the
wax statues of their favourite celebrities by offering them with tickets to the museum. One of the
main attractions were Chamber of Horrors.
Economic importance: It tells the importance of the museum on local, regional and national
government.
Local – It is economically important for the local government as the museum i.e.
Madame Tussauds is a well-established image for the city. Since this is recognised all over the
world and has famous wax statues of pop signers, athletes, leaders etc. it plays a vital role for the
local authorities to maintain them.
Regional – For regional government, presence of Madame Tussauds plays an important
role as they will have to monitor the value of pass/entry ticket given to the tourist and ensure that
the wax museum pays tax for every ticket offered to the user.
National – With the presence of museum in various cities and countries around the world,
it is important for national government to maintain the quality of wax statues and monitor all the
museums present in different parts of the world. This can be done by measuring the GDP of
goods or services attained by the tourists.
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ACTIVITY 2
P3 Needs and motivations of different visitor types:
There are different tourists around the world who visit the city for a separate purpose and
these can vary from being adventurous, educational or religious visitors. For this purpose,
London & Partners analyses the market segmentation and targets the right audience for specific
purpose. Need and motivation of tourists can vary from person to person.
Religious: The need of religious visitors is majorly to visit famous historic places,
church, architectural monuments in London. They are motivated to come abroad and go to
religious places as London & Partners provide such travellers with a guide who can go places
with them and tell them about the history of that place.
Educational: The need of educational visitors is mainly to visit London for higher
education or to pursue a specific course of their interest. They are motivated to come abroad and
make a career in their desired field as London & Partners offers the graduates with a part-time as
well as secured job right after their completion of education.
Adventurous: The need of adventurous visitors is to go and experience different places
in London so that they can explore the city. They are motivated to visit abroad as London &
Partners provide them with reasonable tickets to ride on Air line cable car, London Eye, Snow
parks etc.
P4 Impact of visitor attraction & tourism:
Social: These factors include cultural trends, population analytics, demographics,
industrialization etc. and impact tourism by tying up with London & Partners and changing the
packages after analysing consumer taste, needs, preference etc.
Cultural: These factors include morals, beliefs, traditions, laws, behaviour etc. and
impact tourism by analysing different kinds of travellers. For this purpose, London & Partners
comes up with individual & tour packages for tourists according to their preferences (Timothy
and Boyd, 2014).
Economic: These factors include interest, inflation rates, taxes etc. and impact visitor
attraction & tourism by contributing to the growth of GDP in a country. Economic factors play a
major role when it comes to tourism as they help London & Partners to grow economically in
local, regional and national territory.
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Environmental: These factors are those that influence the surroundings and include
tourism, farming, agriculture etc. Environmental factors impact visitor attraction by generating
awareness within a person regarding ozone-friendly laws for health and safety.
These factors can lead in having both a positive and negative impact on tourism.
Positive impact: There are a number of factors which positively impact tourism like
foreign exchange rates, having wide exposure, learning new culture etc. London & Partners
positively impacts tourism by encouraging people to visit the city for higher education, exploring
which can be done by putting up attractive packages for users on its official site.
Negative impact: A number of determinants can negatively impact tourism which
includes complying with rules of different cities, drain on economy, respecting the culture etc.
This has a harmful effect on visitor attraction as people coming from different places will have to
abide by laws of London, failing to do so can result in a crime.
ACTIVITY 3
P5 Assessment of a feasible study for existing or new visitor attraction:
EXECUTIVE SUMMARY: It includes assessing a feasible study for a new visitor
attraction i.e. National Gallery. People come from different nations especially to visit the art
museum in London. This can be assessed by the following factors:
Market demand: With changing market trends, London & Partners analyses need of
customers in terms of quality & quantity. For this purpose, the company introduces new schemes
to match with the requirement of the user while maintaining its brand image.
Competition: London & Partners faces a lot of competition in forming budgeted trip
packages for tourists. Every company lacks in some or other way to offer suitable packages for
every traveller which can be in terms of price, quality etc. Due to this the company has to present
budget friendly weekend as well as week-day packages better than its competitors.
Service development: In order to provide unique services to the tourists, London &
Partners comes up with new brochures which include different stay packages with additional
activities like sightseeing, cruising, rowing, visiting new attractions etc.
Financial viability: In order to be financially viable and come up with new ideas, funds
are required and so the company prepares a budget.
Particulars Amount
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Expenses
Advertisement 500000
Research & development 450000
Designing 250000
Cash 600000
Total 1800000
In order to attain high visitor attraction, London & Partners need funding of $1.8mn as it
will help the company in introducing new travel friendly packages for tourists so for that a
budget is prepared (Weidenfeld, Butler and Williams, 2016). This will help the firm in attracting
large number of customers therefore generating high profit margin in order to be financially
viable. Also, to come up with a new scheme, proper R&D, advertisement needs to be done to
analyse the market trends and update any changes accordingly.
RECOMMENDATION: It is highly recommended that London & Partners should
introduce new tour packages for the travellers in order to maintain the customer-base. For that,
the company should have huge funding and will need deep R&D about the new innovation
which can be done by analysing changes in market trends.
ACTIVITY 4
P6 Assessment and implication of different visitor attraction management strategies for
sustainable development:
Reduce use of entire protected area: This strategy states that people visiting a zoo
should be permitted for a specific period of time and not be allowed in the restricted area. For
safety measures, London & Partners hires jeeps and other vehicles in which they send 20-30
people at a time. The company has also set time limitation of 1 hour where any localite or tourist
can come and have a life-time experience. In order to achieve sustainable development, the
company assigns a guide with every group of members and charges a little more to maintain its
growth (Inkson and Minnaert, 2018).
Technological developments: With upliftment in technology, London & Partners adapt
to the changes in order to attain sustainable development. This can be done by offering the
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tourists with cards which they can use during their trip and the amount so incurred can be
recovered from them at the end of their stay.
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CONCLUSION
It can be concluded from the above report that in order to attract more tourists a proper
visitor management strategy should be applied. A person can be facilitated with both built or
natural attractions so for that purpose the company introduces new travel friendly tour packages.
With posting these on official site, it has gathered consumer attention due to the number of
visitors are increasing from year to year. At the end, London & Partners offers some additional
services like stay plus sightseeing packages which makes the firm better than its competitors.
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