Sustainable Tourism Management in Britain

This assignment examines the concept of sustainable tourism and its application in Britain. It analyzes the role of organizations like Visit Britain in promoting responsible tourism, discusses the economic, environmental, and social impacts of tourism, and highlights the importance of balancing visitor experiences with conservation efforts.

Visitor Attraction
Management

INTRODUCTION
Visitor attraction management is known as a discipline which is not complete yet assist
government and its agencies in researching about various factors that are related with attraction
of a place. It is basically used for ensuring that all the sites and places are attractive enough to get
right number of visitor in a time period. Basically, it is very hard to understand as how travellers
take decision regarding travelling to various location (Barros and et. al., 2011). That is why
different government and private organisations are indulged in research as to understand the
trend or flow of market. This report is based on the national agency Visit Britain which take
various actions to attract more tourist to UK. The aim of the organisation is to develop essential
facilities around various sites as to ensure that visitors are satisfied. In this project, various
strategies used by agency to address issues are stated.
TASK 1
1.1 Overlapping of visitor’s attraction in relation to various other types of attraction
Overlapping of visitor’s attraction
As stated by Britain's own national tourism agency, 'Visit Britain', there are numerous factors
that keeps on overlapping flow of visitors to different sites. This makes it more important for
government and various private agencies to evaluate market trends to understand the scope of
visitor attraction. Till this date, different researches have been conducted as to define right
factors behind the rise and fall in the number of tourists. A perfect visitor attraction (place) has
all the right ingredients that are required to attract visitors to a certain area. There are different
types of factors that attracts travellers towards a site, such as, cultural heritage, adventure,
amusement, religion or even historical importance of the place. It is very vital to analyse the
trends that are prevalent in tourism market as this will assist agencies in preparing for the flow
of tourist. There are different ways of attracting visitors that are as follows:
 Natural Attraction: These are the places which are god made and they were built over
a period of time. Mostly, travellers visit these locations to get away from polluted and
noisy environment and be in environment which is more silent and beautiful. Most of
these sites are reserved as to protect them against any harmful activity and only a
specified number of tourist are allowed to go there. Hyde park is one of the best example
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of a natural attraction in UK. Also, river Thames act as an attraction point in the eyes of
travellers.
Illustration 1: Hyde Park.
(Source: The Fascination of Hyde Park, London, England, 2016)
 Heritage Attraction: These are the attraction points which were made by old
civilisation or ancestors of mankind. They represent our evolution as well as historical
values. These places are in there from many years and they are protected by authorities.
Some of the examples of it are, Buckingham palace, railways, canals, Stone Henge, etc.
 People Made Attractions: These are the sites which were built by man for fulfilling his
own desires and wants. Also, government and other agencies build such sites to attract
more tourist to destinations. They are highly amusing for travellers and provides great
satisfaction level to them. There are different examples of it such as, British Museum,
London Tower, Alton Tower, Victoria and Albert museum, etc. The ground behind
structuring these museums was simple, government wanted people to know the cultural
and historical richness human kind had. These places have more than 90 million pieces
of artefacts.
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(Source: Victoria and Albert Museum, 2016)
 Events: These are different types of learning or entertainments events that are organised
by people to for celebrating and spreading happiness. They are usually related to music,
literature and sports. Edinburgh, the Scottish capital is city of festivals and attracts more
than 5 million traveller each year. London Olympic was another event that was
organised to attract tourist.
Illustration 3: London Olympics.
(Source: Ellen Turnill, 2013.)
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Illustration 2: Victoria and Albert Museum, 2016

These are the different types of attractions that overlap flow of tourism in the country. All the
agencies need to analyse various factors as to ensure that the impact can be directed in positive
way so that maximum tourist can be attracted.
1.2 Significance of various types of visitor attractions
Importance of Visitor Attraction
It is very important for government to allure more and more travellers to the various sites and
events available in country. Being a consultant to National Tourism Agency Visit Britain, it is
very essential to analyse various factors as to improve facilities and other additional elements to
enhance inbound as well as international tourism. UK is a rich country when it comes to
attraction availability, also they are able to cater to the needs of travellers. There are various
reasons which makes visitor attraction more important to the agencies and tourism industry.
They are stated below:
 It enhances domestic as well as international tourism in UK
 It assists in building facilities around sites that attract travellers more.
 Improves contribution of tourism in national economic growth.
 Boost promotion of diversity and changes in society
 Reserves, preserves and protects heritage of a place.
 Left out areas are able to grow
The purpose of using visitor attraction management is to tantalise more travellers
towards sites available in UK. With the rise in the activities related to travel and tourism, the
impact of industry is rising in British economy. Basically, tourism brings in development which
assist other sectors in growing at the same time. Various events in the past have added more
value to the economy as well as physical development of different areas. Victoria and Albert
Museum, Science Museum were made-up to attract various types of tourist. The former
organisation is known to display cultural values while other one is known to display inventions
and other innovation that took place till today. While Hyde park is developed to attract event
organisers and supporting parties.
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Illustration 4: Science Museum.
(Source: Making the Modern World, 2017)
Visitor attraction is very important as it aids in enhancing the quality of services present near to
the sites also protects heritage and culture of a place. It provides more opportunities to local
people which leads to increase in their standard of living. The latest figure suggest that Britain
is still traveller’s favourite destination as it earned more than 22 billion from this sector alone.
TASK 2
2.1 Requirement of different type of visitors and ways to motivate
These are various kind of people who keep on visiting nation as they are more attracted
towards locations that display all right ingredients. Being a consultant to Visit Britain it was
understood that tourist can be segmented on the basis of their requirements (Beritelli, Bieger and
Laesser, 2014). Market segmentation is very important and has to be conducted as to ensure that
all types of consumers are divided into groups as per their needs and wants. It assists managers in
reducing complexity of market and heterogeneous nature. It brings in more homogeneity which
assist in targeting segments in more effective manner. The criteria for segmentation is stated
below:
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Illustration 5: How Big Data is Changing the Face of Market Segmentation.
(Source: How Big Data is Changing the Face of Market Segmentation, 2015)
 Geographic: The agency divides population on the basis of regions, nationality. Demographic: Whole market is divided on the basis of gender, age, ethnic group or
income. Psycho graphic: This is division which is based on individual thinking process.
Basically, agencies divide people on the basis of their lifestyle, income group and reach.
 Behavioural: The division of population is based on attitude, status, readiness and brand
loyalty (Cellini, 2011). This segmentation allows agencies in formulating plans that will
attract those who have similar traits.
After segmentation is conducted various types of traveller are identified by government
as per their needs and wants. They are stated below: Health and medical tourist: These are the people who visit country for using its advanced
medical services and facilities for their own treatment. Education: These types of travellers visit nation as to study further and gain more
knowledge. Cultural: People who like to find new and interesting facts regarding a place history and
lifestyle are cultural tourist.
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 Heritage and religious: There are individuals who are interested in gaining knowledge
regarding past and evolution of mankind are religious tourist. They like to find more
about spiritual values in a place. Sports and recreational: Various events are conducted as to promote sports and other
recreations activities which are used for improving acceptance between people and
increasing knowledge base.
 Adventure: These events are related to adrenaline rush and people who like to try these
out are known as adventurer.
These are the types of tourist who are offered packages as per their needs (Coghlan,
2012). The segmentation process assists agencies in developing plans and infrastructure to
support events and flow of travellers.
2.2 Tourism's effect on visitor attractions
The skills and abilities of professionals involved in tourism sector are responsible for
sustainability of various resources. This will assist them in enhancing the rate of profitability in
the sector while variables will be minimised. Here is negative as well as positive impact of
tourism on visitor attraction levels. It needs to be analysed in order to see their impact. There are
different types of goods that can be sold to customers for travel and tourism activity. Effect of
these can be understood in below stated manner: Environmental impact: The natural sites are a major attraction point but due to large
number of travellers, they are harmed (Connell, Page and Meyer, 2015). If a place has
more natural attractions than it will be a preferred location. There are certain pros and
cons which are stated below:
Positive Impact Negative Impact
Protects and conserves environment Overconsumption leads to reduction in number
of resources
Protects and spreads heritage and historical
values
There are non-renewable resources which are
consumed heavily.
Beautifies a place Causes pollution.
 Economic impact: The positive impact of tourism is that it added 22-billion-dollar last
year and it is supposed to rise in current financial year. It also aids in generating more
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employment and boost business in country (Dewhurst and Thwaites, 2014). While there
are some negative points such as cost of resources in rising, exploitation of employees
and deterioration of heritage sites is rising.
 Congestion: Everyone is trying to attract maximum tourist which is leading to congestion
and overcrowding. This leads to rise in non-satisfaction level of travellers who would
spread wrong word of mouth.
 Cultural and social: Tourism has protected culture and values. But if the hosting place
do not have favourable attitude towards travellers than they will harm the image of
country.
 Service and tax: Tourism has led to rise in income but also expenditure of government
increased so as to improve facilities for traveller (Clayton, Blumberg and Auld, 2010).
This money would have been used to generate better facilities for people but it is used for
tourists which is not right. Overall it has added more value to the British economy.
2.3 Tourist motivation theories impact on visitor attraction management
The agencies use various types of motivation theories as to analyse impact of those on
VAM. Basically, tourism is a essential for enhancement and development of UK system. There
are certain shortcoming in the system, such as risk associated with damage to heritage as well as
culture while it has many financial and non monetary benefits. Also, there are some
environmental impacts which are both positive and negative in nature. This is why it is essential
to use motivation theories which will allow organisation in attracting more tourist while keeping
up with sustainability. The theories used by agencies are stated below: Smart consumer: Travel and Tourism activities are very vital for the growth and
development of a place. It is considered to be a phenomenon that pushes individual in
moving from place to another (Berger and Karabenick, 2011). Smart tourism is a theory
which is used to motivate travellers to take up the trip by using various technological
innovation as a tool to attract them. This theory is very effective in alluring various types
of tourist who are tech savvy. Responsible tourism: This is a theory that concentrates on various factors that have
impact on environment and other aspects. Such as minimisation of interference of
travellers in respect to diversity as well as maximisation of participation of local
communities. The theory states about different guidelines that have to be used by
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agencies to keep travel and tourism sustainable. This also state about maximisation of
social, economic, cultural and natural usefulness while distributing responsibilities to
different factors that are engaged in the process.
 Maslow need hierarchy theory: This is a theory which assist managers in stratifying
population in different groups. It allows them in targeting those people who are capable
of spending money on travel and leisure time (Multazam and Purnama, 2015). It is one of
the most used theory currently and is implemented while segmenting a market as to
identify ways to motivate and attract individuals.
TASK 3
3.1 Processes and the potential issues involved in the development of visitor attractions
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TASK 4
4.1 Different strategies for visitor management
There are different types of strategies that are used by national Agency of tourism Visit
Britain as to attract tourist to the country. The plan of actions plays a very vital role in generating
higher growth rate and also supporting community by maximising resource distribution. Visitor
attraction is essential to enhance social as well as economic environment (Ballantyne, Packer and
Sutherland, 2011). Different strategies are stated by Visit Britain which are used as per the needs
and wants of time. They are stated below: Computerised management system: This strategy is used for increasing efficiency of
every single activity which needs to be completed in a set period of time. The agencies
utilise this as tool to efficiently control the flow of visitors and facilities management. Modification in usage of destination: Various places can be modified for organising
certain event such as museum can be converted into exhibition centres while amusement
parks can be used to organise music concert.
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 Managing expectation of travellers: Visit Britain ensures that all required facilities are
there near to the sites of attraction so that visitor interest and satisfaction level stays at par
with requirements. Modification of timings of usage: The agency puts more resources in advertisement to
boost travel and tourism in off season (Bornhorst, Ritchie and Sheehan, 2010). This assist
in maintaining the flow of travellers to different sites and also enhances earnings.
 Reducing usage of prohibited area's: Informing different travellers regarding issues that
are there in an area. This assist authorities in minimising the chances of accidents.
These are the strategies which are used by National agencies I order to gain more market
share and ensure right level of productivity.
4.2 Analysis of management technique to check its sustainability
These are technique that are used by management as to evaluate sustainability of
techniques employed. Basically, it is a concept which is used to minimise the cost of different
activities while enhancing their effectiveness levels (Newsome, Moore and Dowling, 2012).
Sustainable tourism is the need of the hour as this will assist in improving benefits of different
programs to environment, community, country and its people. It also assists in building better
facilities while increasing opportunities for all of the elements that leads to improvement in
standard of living. All these benefits are there while environment is not harmed. Travellers are
more aware of their surrounding as well as conservation of resources.
Sustainable tourism aids in increasing the responsibility of all parties as they have to
ensure that all resources are used as per requirement and no harm is done to the environment. All
the elements present in surrounding needs to be protected (Nickson, 2013). The communities are
also liable for ensuring that they take active participation in the process. It involves:
 A full proof plan is required to protect communities and environment.
 Involvement of various stakeholders and planning with a futuristic approach.
 Focusing on professional development of individuals.
 Conservation of different types of resources.
Sustainable tourism is stated to be based on three factors which are described below: Economic: Sustainable development assist in developing a better flow travellers which
leads to generation of more profits.
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 Environment: This adds more to environment while using less resources from it. The
ecological pollution is also reduced which builds a better environment for living beings.
 Culture and society: No social element is disturbed as sustainable tourism aims to
develop better integration and acceptability among people.
CONCLUSION
Management of visitor attraction will assist government as well as its agencies in
attracting travellers to Britain. Visit Britain is a national agency which is responsible for
developing plans and policies that will ensure that effective management of people coming to
visit various sites. It is also able to attract majority of international tourist while also improving
domestic traffic. It partners with different parties which leads to expansion of facilities and
quality of services that are offered to tourist. There are different types of travellers whose needs
has to be met in time bound manner so that their satisfaction levels can be maximised. Also,
various factors that can impact tourism are analysed in this report.
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