Visitor Attraction Management Classifications

Visitor Attraction
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
P1. Classifications of visitor attraction........................................................................................1
P2. Importance of a range of different visitor attractions with purpose and impact upon
economic growth..........................................................................................................................6
ACTIVITY 2....................................................................................................................................7
P3. Needs and motivations of different visitor types for a range of different visitor attractions.7
P4. Impacts of visitor attraction tourism......................................................................................8
ACTIVITY 3..................................................................................................................................10
P5. Feasibility study...................................................................................................................10
ACTIVITY 4..................................................................................................................................11
P6. Visitor management strategies.............................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Visitor attraction is considered as vital source of revenue generation as well as
development of tour and travel industry (Anttiroiko, 2015). Visitors are people who who roam to
different countries in order to explore different locations for their inheritance, cultural values,
built as well as natural beauty that offers amusements along with leisure. Visitor attraction
management can be defined as process to attract tourists towards the platforms that results in
rising values of specific locations in effective manner. This report is based on London & Partners
which is a promotional company situated at London, United Kingdom since 2011. The report
includes classifications of visitor attraction along with importance of range of visitor attraction. It
also discuses about needs as well as motivations of visitor types and their impacts on economic
growth as well as developments. The report also covers feasibility study for existing or new
visitor attractions along with assessment of strategies and impacts for sustainable developments.
ACTIVITY 1
P1. Classifications of visitor attraction.
Visitor attraction is a growing thought that helps in understanding the demands or
preferences of tourists that attracts them towards particular places. Such concept helps
companies like London & Partners to convince tourists to visit major cities such as London by
attracting as well as guiding them in such manner that helps in retaining and growing businesses
in international market.
Classifications of visitor attractions:
Natural: Such attractions are the structures or buildings that are not developed by
humans as they are naturally built on particular area of any country (Natural attractions. 2018).
The city of London is famous for its natural outlook which includes presence of greenery,
seasonal climate and many more that attracts visitors to fulfil their dreams to feel the natural
view of various places as per their choices. Some of the examples of natural places are beaches,
parks, natural reserves, forests and so on. Following are the natural visitor attractions in the city
of London:
Windermere Lake: One of the natural attraction which influences visitors to feel the
beauty of such lake (Windermere Lake. 2019). It is among the popular lake in England which is
surrounded by villages, forests, mountains peaks and so on. The managers of London & Partners
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have formulated provisions to promote the lake in order to attract numerous customers at
international level.
Illustrati
on 1: Winderemere lake. 2019
(Source: Winderemeer Lake. 2019)
Thames river: It is the longest river that flows through London and other countries. It
plays importance role in attracting visitors for its cultural as well as economic identity. It passes
through other tourists sites also which helps visitors to get a view of whole London, its
architectural landmarks and other destinations by taking a cruise (Thames River. 2019). On such
river, London & Partners provides adventurous activities such as rowing, sailing, kaya king and
canoeing.
Illustration 2: Thames River. 2019
(Source: Thames River. 2019)
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Lee Valley Park: Such park includes heritage sites, countryside, natural reserves, urban
areas, riverside trails and lakes. Visitors enjoys such natural destinations and visits again and
again. The managers of selected agency provide tourists with numerous activities for examples
cycling, camping, horse riding, bird watching and hence forth (Lee Valley Park. 2019).
Illustration 3: Lee valley Park. 2019
( Source: Lee Valley park. 2019)
Built attraction: Such visitor attractions are built by group of humans and are known as
human made structures or buildings which are designed to attract large number of visitor
population (Bhati, Pryce and Chaiechi, 2014). The examples of built attractions are museums,
aquariums, palaces and so on. Some of the built attractions in London are as follows:
British Museum: It is a public institution which was built in 1753 to dedicate human
history, art along with culture (British Museum. 2018). The visitors mesmerise vast collection of
extra ordinary objects, world art and artefacts that are based on stories of humans from their
beginning to death days. The associates of London & Partners provide free entry to visitors at
such museum.
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Illustration 4: British Museum. 2018
(Source: British Museum. 2018)
Westminster Abbey: Such attraction is famous with the name as Gothic abbey church
which is a religious buildings and attracts millions of tourists from different countries every year.
It is a royal church which offers daily services and is known as World Heritage Site from over
thousand years history (Westminster Abbey. 2019). The managers of London & Partners
conducts festivals and award ceremonies at such historic built attraction.
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Illustration 5: Westminster Abbey. 2019
(Source: Westminster abbey. 2019)
Classifications of specific categories:
Apart from classification, there are some of the specific categories of visitor attractions:
Natural attractions: Such attractions are naturally built places which are now managed
by government authorities of the pertaining country. Some of the examples are London Wetland
Centres, Kensington garden and so on.
Tourism purposes attraction: there are some of the visitor attractions that were built
with sole purpose to enhance tourisms such as Coca Coal London eye, Big Ben and so on
(Brunt, Horner and Semley, 2017).
Other attraction: There are numerous attractions that were built for some other purpose
but due top changing scenario they are now popular as tourism attractions. Examples are
Buckingham Palace and so on.
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P2. Importance of a range of different visitor attractions with purpose and impact upon economic
growth
Visitor attraction plays prominent role in development of economic conditions of a nation
as it earns income from millions of visitors as well as providing jobs to individual in different
fields. Being London & Partners a promotional agency, the managers contributes at great extent
towards economic development of United Kingdom (Butler and Suntikul, 2013). They generated
job opportunities in certain departments for example marketing, finance, travelling, Human
resource management, hospitality and so on within the tourism sector. To identify the importance
of different visitor attractions in context to purpose along with impact on economic growth,
Westminster Abbey, Lee Valley Park and British Museum are selected.
Westminster Abbey:
Purpose: The purpose for the establishment of such visitor attraction was to enhance
religious prosperity and later was famous as visitor attraction destination.
Economic importance:
Local economy: The authorities of such attraction destination pays taxation amounts to
local government in order to remain in connection with political parties so that they can develop
the local surrounding areas which impacts on development of local economy also.
Regional economy: By integrating as well as implementing new government provisions
in context to attracting more people as well as improving satisfaction of visitors results in growth
of regional areas along with real estate developments which stimulates on regional economic
developments.
National economy: By increasing real wages for different employers from multiple
countries along with increasing demand among visitors to visit the attraction will lead in
improving image of the country which will impact on national economic development (Hassan
and Rahman, 2015).
Lee Valley Park:
Purpose: it is a natural attraction whose purpose for existence is to attract numerous
people towards rugged cliffs and Gwaun valley.
Economic importance:
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Local economy: The developing authorities of Lee Valley Park implements provisions to
enhance local heritage, values and culture in such manner that develops surrounding areas that
impacts on improving economic local profiles.
Regional economy: By generating or expanding job opportunities and providing funds
within constant time period impacts in development phases of regional economy.
National economy: Various strategies are implemented by development authorities of
such attraction by tied relationship with government bodies in order to attract investors from
diverse countries towards coastal areas which will increase exchange of foreign currencies
among countries that will impacts on national economic development.
British Museum:
Purpose: the original purpose for building British museum was to uphold living stories
of extraordinary citizens and is now famous for visitor attraction. Now a days, such museum is
also available for lectures, stage shows and concerts that inspire people to visit the prestigious
place.
Economic importance:
Local economy: Managers of British Museums provides employment offers to local
residents that improves their living standards that plays important role in local economic
development (Leask, 2016).
Regional economy: By providing financial support along with excellent infrastructure
facilities improves interests as well as investments from foreign visitors towards regional
localities to be developed more impacts on regional economic development.
National economy: British Museum is built with cultural and heritage diversity that
attracts various tourists which improves communication as well as transportation structure
among international countries along with building image in multinational market that impacts on
influencing national economic developments at great extent.
ACTIVITY 2
P3. Needs and motivations of different visitor types for a range of different visitor attractions.
The tourism industry is based on diverse visitors who visits different locations to spend
quality time as per their interests. The marketers of London & Partners have chosen two
attractions that are Lee Valley Park and Westminster Abbey to understand the needs along with
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motivations of targetted visitors market that is segmented into different parts for example,
geographical market segmentation, demographic market segmentation and behavioural market
segmentation. The needs and motivations of targetted visitors types are the followings:
Adventurous visitors: This type of visitors are mostly involved in adventurous activities
as well as they expect various unexpected leisure (Leslie, 2014) . The main needs of such visitors
are associated with enjoying adventurous activities for example river rafting, sky diving, horse
riding, cycling, bird watching and hence worth. Their motivations are to explore the dynamic
environment across various countries and to enjoy joyful moments. Such visitors are pampered
by family trips, office trips along with friends trips. For example, tourists visits Lee Valley Park
to enjoy adventurous activities and relieve their stress.
Religious visitors: Such type of visitors visits holistic and religious places. Needs of such
visitors is to attend cultural along with religious events so that they can fulfil their faiths as well
as performing religious activities. The motivators of religious tourists are to participate in such
activities in order to take blessings from father of church as well as priests of temples.
P4. Impacts of visitor attraction tourism.
Visitor attraction tourism encompasses procedures to retain tourists for long time period.
When individuals from diverse parts of world comes across attraction destinations they enjoys
different culture and heritage sites that influences in negative along with positive manner. The
impacts are as follows:
Social: Social factors are associated with experiences as well as facts that influences
lifestyle, personality as well as attitude of visitors.
Positive impact: As interest of visitors for different visitor attraction destinations are
increasing that increases organisational activities to improve such places in order to deliver
expected experience along with sharing values and regulations on order to share social ethics
among visitors that results in impacting on management of London & partners visitor attraction
tourism in positive manner (Modica, 2015).
Negative impact: Due to increasing demands or expectations, the social issues are also
increasing which creates unfavourable environment at particular destination that impacts on
visitor attraction tourism of London & Partners in negative manner.
Cultural: Cultural factors includes customs, roles, practises, religious observances,
leisure time pursuits along with other behavioural aspects.
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Positive Impacts: Visitors favour those companies who provides them in depth
knowledge as well as understanding of different cultures. London & partners provided training to
their employees so that they can deliver appropriate knowledge and expectations of visitors
which makes visitors satisfied and happy impacts in positive manner by attracting maximum
visitors towards such company.
Negative Impacts: In the changing environment, there are some situations for example,
when tourists are not able to accept the new cultures and becomes depressed, violent and
confusing at the time of visiting tourists destinations which results in conflicts situations that
impacts on image of the company in negative manner (Novelli, 2012).
Economic: Economic factors comprises income level, inflation rates, changes in business
cycle and many more.
Positive impacts: When there are less fluctuations in business cycle and inflation rates
then there will be more stability in Gross Domestic Product rate that will help the managers of
London & Partners to attract numerous visitors in order to maintain activities of tours along with
earning more revenues will impact in positive manner for the development of company and
country.
Negative impacts: Frequent fluctuations in inflation rate as well as business cycle impacts
negatively as it increases transportation prices along with reducing purchasing power of visitors
which results in shift of visitors towards other companies that are providing them better service
switch low prices which results in reduction of profit margins that impacts on negative manner
on the company.
Environmental: Such factors are connected with ecological aspects along with
environmental protection laws, eco friendly environment as well as ethics.
Positive impacts: London & Partners performs activities in order to promote wildlife
conservations along with utilisation of natural resources in optimal manner that results in
reducing deforestation circumstances and attracting numerous visitors towards visitor attractions
which improves image and impacts in positive manner to attain beneficiary results (Sharpley and
Stone, 2014).
Negative impacts: If such company fails to implement the strategies to protect wildlife
along with resources, heritage cultural sites then major negative impacts will be faced that will
hamper overall working of the company in negative manner.
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ACTIVITY 3
P5. Feasibility study.
Feasibility study is characterized to the analysis of planned project. The management of
all companies focuses on relevant factors in order to complete the project by properly assessing
proposed plans in effective manner as such study helps in maintaining productivity as well as
attaining beneficiary outcomes. Feasibility study in context to London & partners is as follows:
Executive summary: London & Partners is popular and promotional agency which
performs activities to attract targetted audiences along with formulating provisions to influence
targetted audiences to make choosing decision in favour of London as attraction place (Smith
and Richards, 2013). The managers of such organisation has planned activities to expand the
categories of visitor attraction by adopting new attraction that is Lee valley Park with the
objective to expand visitors numbers in order to generate more revenues.
Assessment of market demand: Due to seasonal changes, the tourists wish to
experience or enjoy various places and demands from companies to provide adventurous
activities. In the existing package off such company, till now the managers were away from such
activities. By assessing the market demand of visitors, managers have added such attraction in
packages to deliver activities which can satisfy market demand.
Competition: The marketers after assessing the market and conducting market research
have identified that there are few companies who provide visiting towards Lee Valley Park but
only on some special days. So the managers have decided to provide such attraction on all
normal days and hence added it in their packages.
Service development: The managers of such company have developed various strategies
such as to provide free cycling and bird watching activities to first 50 visitors free of costs that
will attract more visitors.
Financial viability: In order to develop and implement such attraction required funds and
the projected financial budget is the following:
Particulars Amount (In £)
Transportation cost 1400
Market research 1200
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Development cost 800
Communication cost 1500
Advertisements 1100
Total 6000
Recommendation: The management of London & partners should add Lee Valley Park
in their visitor attraction package as it will result in show beneficiary results to the company in
few time periods and for long time.
ACTIVITY 4
P6. Visitor management strategies.
Some of the visitor management strategies that are used by managers of London &
Partners are as follows:
Supply strategy: The tourism industry is related with supplying appropriate service as
demanded by the visitors. The managers of selected company forecasts demands that helps in
attracting potential visitors and delivering them services in such manner that results in
sustainable development of the company in mindset of visitors. For example, if visitors demands
to visit greenery areas through riding horses, then managers make arrangements to supply horse
riding around Lee Valley park which helps in attaining sustainable goals.
Technology strategy: Managers of the company adopts latest technological aspects to
manage visitors in effective manner. They have implemented latest as well as advanced
technologies for example, conducting marketing campaigns, uploading happy faces on social
sites and electronic checking at entrance of gates that helps in effective management of crowd as
well as improving organisational image on social sites as well as international market which
results in attainment of sustainable goals (Theobald, 2012).
Thus, by effectively implementing such strategies, managers of London & Partners
manages visitors demand and supply services to attain as well as meet sustainable objectives.
CONCLUSION
From the above discussion it can be concluded that visitor attraction management
includes procedures to attract large segment of tourists towards places by applying relevant
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strategies in effective manner. Some of the classified visitor attractions are natural as well as
built attractions. Some of the factors such as social, economical, environmental and cultural that
influences tourism activities due to rise in visitor attraction management. The visitor
management strategies are supply strategy, technology strategy and many more that helps in
meeti8ng sustainable objectives.
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REFERENCES
Books and Journals:
Anttiroiko, A., 2015. New urban management: Attracting value flows to branded hubs. Springer.
Bhati, A., Pryce, J. and Chaiechi, T., 2014. Industrial railway heritage trains: the evolution of a
heritage tourism genre and its attributes. Journal of Heritage Tourism. 9(2). pp.114-133.
Brunt, P., Horner, S. and Semley, N., 2017. Research Methods in Tourism, Hospitality and
Events Management. Sage.
Butler, R. and Suntikul, W. eds., 2013. Tourism and war. Routledge.
Hassan, A. and Rahman, M., 2015. World Heritage site as a label in branding a place. Journal of
Cultural Heritage Management and Sustainable Development. 5(3). pp.210-223.
Leask, A., 2016. Visitor attraction management: A critical review of research 2009–2014.
Tourism Management. 57. pp.334-361.
Leslie, D., 2014. Tourism enterprise: Developments, management and sustainability. CABI.
Modica, P., 2015. Sustainable tourism management and monitoring. Milano, Italy: Franco
Angeli.
Novelli, M., 2012. Wine tourism events: Apulia, Italy. Festival and Events Management, p.329.
Sharpley, R. and Stone, P. eds., 2014. Contemporary tourist experience: Concepts and
consequences. Routledge.
Smith, M. K. and Richards, G. eds., 2013. The Routledge handbook of cultural tourism.
Routledge.
Theobald, W. F. ed., 2012. Global tourism. Routledge.
Online:
British Museum. 2018. [Online]. Available through: <https://www.visitlondon.com/things-to-
do/place/285709-british-museum>
Lee Valley Park. 2019. [Online]. Available through:
<https://www.visitleevalley.org.uk/en/content/cms/whatson/a-walk-in-the-park-apr-4/ >
Natural attractions. 2018. [Online]. Available through:
<https://www.overseasattractions.com/inspirational/natural/20-natural-attractions-in-
london-to-escape-the-city-life/ >
Thames River. 2019. [Online]. Availabe through: <https://www.britannica.com/place/River-
Thames>
Westminster Abbey. 2019. [Online]. Available through:
<https://www.standard.co.uk/futurelondon/culturecity/westminster-abbey-princess-
diana-kate-middleton-duke-of-cambridge-a4071931.html >
Windermere Lake. 2019. [Online]. Avaiolable through: <https://columbiavalley.com/lake-
windermere/ >
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