Tourism Management Strategy Analysis

The assignment delves into the field of tourism management, analyzing various strategic approaches. It examines topics such as destination marketing, utilizing examples from VisitBritain's website. The analysis also includes the concepts of geotourism and resident support for tourism development, drawing on academic sources to provide a comprehensive understanding of these key strategies in contemporary tourism management.

Visitor Attraction
Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1Overlap of visitor attractions in relation to particular types of attraction...............................1
1.2Importance of different visitor attractions..............................................................................2
TASK 2............................................................................................................................................3
2.1Needs and motivations of different visitor types....................................................................3
2.2 Impacts of tourism on visitor attractions in London..............................................................4
2.3 Effect of different theories of tourist motivation on the management of visitor attractions. 4
TASK 3............................................................................................................................................5
3.1................................................................................................................................................5
TASK 4............................................................................................................................................5
4.1 Different visitor management strategies................................................................................5
4.2 Management techniques in relation to sustainability.............................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The management of visitor attractions in today’s ear is an essential component in travel
and tourism sector. It can be termed as that business which offers interest, excitement as well as
many activities that are arranged for the tourists that come for visiting different places so that
they can take an unforgettable experience from their visit to a destination or from a day trip. In
the present report, there will be discussion on various concepts related to visitor attraction
management (Fyall, Leask and Garrod, 2012). An article will be presented on discussion
regarding overlapping of visitor attractions with respect to particular types of attractions and
their importance. Also, visitor types, impact of tourism on visitor attractions as well as tourist
motivation theories will be understood in the report. Apart from that, different issues affecting
the development process in visitor attraction management will be studied as well. Further,
management techniques will be applied and their impact on sustainability and relation with it
will be highlighted along with analysing different visitor management strategies.
TASK 1
1.1 Overlap of visitor attractions in relation to particular types of attraction
To explain the overlapping of visitor attractions with respect to specific attractions in the
UK, Natural History Museum of London is selected. If tourists are visiting this place and not
going to the Natural History Museum, then their trip will be considered as incomplete because it
is considered to be a significant attraction of London that is the world-famous museum that
shows natural history by the way of exhibiting a large range of specimens from several segments.
The visitors after entering this place of attraction feel a great experience by getting overjoyed
with the seeing home to life and earth science specimens that includes around 80 million items
within five main collections. These five collections are zoology, mineralogy, entomology, botany
as well as palaeontology. The attraction is known for world-renowned centre of research that is
specialised in conservation, taxonomy and identification. One of the well-known fact about this
place is that earlier it was officially known as British Museum but after having the legal
separation in 1963, it came to be named as Natural History Museum (Kotler and et.al., 2015).
Tourists that come to visit this place have a great and unforgettable experience from the place.
Apart from that, one more natural attraction in England can be taken into consideration
like Hyde Park. It can be taken as the most famous and popular park that is situated in the
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Central London and known as the largest of four Royal Parks that are leading to form a chain
that starts from Kensington Palace through Kensington Garden and Hyde Park. After that, the
Green Park comes which leads to the main entrance to Buckingham Palace. In today’s era, for
visitors, the place is known for the most popular destination where tourists can spend their
holidays (Lancaster and Massingham, 2010). Every year in London, numerous tourists come for
the purpose of visiting nation where Hyde Park is one of the most loving and desired destination
for them to visit. It is considered to be one of the capital’s eight Royal Parks. Along with that,
Hyde Park is known for offering high range of recreational activities in which water swimming,
boating, cycling as well as tennis and horse riding are involved (Moutinho, 2011). It can be said
that this park is playing a significant role in attracting a large pool of customers from different
nations and making the economy earn higher profits through increasing business.
1.2 Importance of different visitor attractions
The different visitor attractions in United Kingdom play a significant role in improving
the economic condition of a country and proves to be highly beneficial for the nation to grow and
get developed. The importance of different visitor attractions for the economy are given as
below:
 Attracting new business to a destination–Visitor attractions like Natural History Museum
and Hyde Park highly contribute in attracting new businesses to the destination. It is
because; when number of visitors increase, it leads many travel and tourism agencies to
enter in the nation (Ramaswamy, 2013).
 Contribution to the overall destination product–Different visitor attractions play a crucial
role in contributing to the overall destination product which means that the places visiting
of which tourists come in the nation increases the value of tourism in the country.
 Employment–Different visitor attractions lead to generate employment opportunities in
country as with increasing the popularity of places, number of tourists get enhanced as
thus, it leads to create increase employment opportunities in the nation. It is because;
these places increases the business of tourism and thus, firm operating in it require large
workforce that offers employment to the people residing there (Song and et.al., 2012).
 Revenue–Increased employment as well as rise in the value of overall destination product
leads to enhance the level of revenue that travel and tourism organizations in the nation
earn and therefore, it leads to grow and develop the country.
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 Enhancement of local heritage and culture–Different visitor attractions result in grabbing
the attention of large number of people who visit to have an idea about the heritage and
culture of that place and thus, government and private travel and tourism firms make
initiatives to preserve the same. Thus, it helps in taking care of local heritage and culture
of the nation (Stylidis and et.al., 2014).
TASK 2
2.1 Needs and motivations of different visitor types
Motivation is one of the major element which affects the decision making process of
visitors to visit the tourist destination. It has been witnessed that without the emergence of need
and desire, the individual do not make any decision. The motivation and need depends upon the
nature and behaviour of the visitors. The visitors are classified on the basis of demographic
factors, geographic factors (Goeldner and Ritchie, 2012). Demographic factor include education,
income, occupation, religion etc. according to the different income level, the need also differ. In
case of the high income people they like to travel too far of the places and due to this they visit
natural history Museum and Hyde Park. Besides this, they cover so many destinations in their
tour packages. On the other hand, in case of middle income group individual, they generally
select the country which has low ticket. Further, the most important aspect which is required to
be focused is the accommodation of the hotel. In London there are many different hotel as well
as attraction, so needs of the visitor type depends highly upon income factor (Page, 2014).
Another visitor type can be classified on the basis of the special interests. For travelling
purpose, the individual have some special interest according to which they want to visit the
tourist attraction of London. Like in case of the students who have come for the school and the
college trips they generally like to visit the museum etc. this is because it is according to their
interests (Newsome, Dowling and Leung, 2012). It motivates the individuals to visit London. But
in case of the couples, they are mostly fond of visiting the beautiful places as this motivates them
to visit different places of London. Further, another visitor type is the characteristics of the
individual. This includes basically, the nature, behaviour of the individual. Like in case of the
business class person there needs are different in terms of visiting the different places. On the
other hand, in case of the youngsters, pubs discos and other attraction of London motivates them
(Kozak and Baloglu, 2010). So it can be said that needs and motivation factor of the visitor types
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are different so it is required by the national tourism agency to make the product and service
according to the needs and demand of customer.
2.2 Impacts of tourism on visitor attractions in London
In the present time, tourism has been increasing significantly as this is affecting the
tourism attractions negatively. London is considered as one of the famous tourist’s location so
there are some of the impacts which are witnessed by the attractions. With the increment in
tourism, the issues regarding the traffic are emerging in the city. For visiting the place, it is
becoming time consuming for the individual. Due to the increased traffic the life of the city has
become slow. Further, traffic congestion is one of the main issues which are giving rise to the
accidents which are taking place on the tourist attractions. As in the Natural History Museum due
to more tourist visitor they can harm the things which are in display. With the overcrowding
situation, stampede, etc. is caused (Dickinson and et.al., 2014). This is witnessed because most
of the tourists are visiting the attraction at the same time. Besides this, the area is also small
which causes several accidents. On the other hand, the main impact is seen on the natural
attractions like the Hyde Park. With the more exploration of the area, Hyde Park is losing their
natural beauty. Erosion is taking place which will losing the significance of the attraction. It is
the largest garden but due to overcrowdings the garden has been spoiled and lots of wrappers are
thrown there by public. On the other hand, another impact is on the visitor facilities. The
government had made several facilities for the visitors but with the increasing tourism in
London, they are not able to provide them with proper facility. Facility has been provided by the
government regarding dustbin, etc. but still it is not used by the public effectively which is
harming the natural beauty. Due to this reason also, the government are facing certain issues
(Haukeland, Grue and Veisten, 2010).
The tourism is also positively impacting the Natural History Museum. With the increase
in tourist population, the destination has become popular. Further, due to increase in traffic in
tourism, the day to day standard of local people is increased. Further, in the tourist season, now
due to popularity of the Natural History Museum, most of the tourists visit them and this is
increasing the revenue of government. This same is witnessed in the Hyde Park as the positive
impact of tourists is that through the visitor the government is able to earn profit which they can
use in developing the buildings etc. (Beritelli, Biege and Laesser, 2014). Wear and tear is also
one of the most negative impacts which are laid on Natural History Museum London. If more
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individual will visit the attraction then it can impact the architecture building because by writing
on walls as well as leaning on to them, damages the building. This reduces the life of the
architectural heritage of the country.
2.3 Effect of different theories of tourist motivation on the management of visitor attractions
The theories have been made to effectively manage the visitor attraction. Due to
increasing tourism activity, there is positive as well as negative impact on the community as well
as the natural resources. With the help of the theories, it will help in effectively focusing on the
areas regarding development, poverty reduction, conservations. Godwin states that with the
increase in tourism, the activity of erosion have also be increased (Goeldner and Ritchie, 2012).
Visitor attraction should be managed this way that it can help in generating the economic
benefits to the society that can assist in reducing the poverty condition of the individual living in
the society. The effect on visitor attraction management is that they have to become more careful
in carrying out the activity. The management is required that they should not harm the
environment by the activities. Further, they are required to support in reducing the environmental
impacts. Further, responsible tourism main focus in on the economic development. Due to this
reason, the management is required to attract the tourists so that economic development can be
witnessed.
Smart consumer is another theory which has been made by the Vosae which states that
due to up gradation in technology, the tourist have all the information regarding the attraction
which they are visiting (Kozak and Baloglu, 2010). Due to this reason, they can decide as which
place they want to visit. The effect on the management is that they are required to put all the data
regarding the place about the time etc. this will help in increasing the tourism etc. further, it is
helping in generating more tourism.
TASK 3
3.1
Enclosed in PPT (PowerPoint Presentation)
TASK 4
4.1 Different visitor management strategies
There are different kinds of visitor’s management strategies which are used to attract the
customer or tourist base to a great extent (Stark, 2015). Here, tourists are provided proper
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security at visitor attraction and services are rendered in accordance with their specific
requirement. Appropriate marketing strategies are applied by the business in order to gain the
attraction of visitors and provide them rich experience related to rendered services. This proves
to be effective for retain them for longer time span and create word of mouth so as to build the
goodwill of newly developed tourist attraction.
The demand of new tourist attraction is created by giving the price concession. Such kind
of strategy attracts buyers and makes them able to take the purchase decision. However,
management creates psychological impact among visitors by framing their pricing strategies in a
different manner (Wallis and Dockett, 2015). For example, little extract benefits are added in the
services by raising their prices a bit.
The active tourism can also be applied for giving rich experience to users. For this
purpose, innovation is brought in the delivery of services and accordingly users are satisfied to a
great extent. Not only are this but the users asked to provide their suggestions and feedback
regarding the services. This in turn it becomes easy to meet their expectations effectively.
Moreover, cultural heritage and beauty remain associated with visitor attraction and they are they
provided knowledge of education about the same (Morrison, 2015). Apart from this survey is
conducted to understand the views and perception of the visitors so as to modify the current
service quality as per their expectations. Therefore, mentioned strategies are helpful for visitor’s
management.
4.2 Management techniques in relation to sustainability
Sustainable development of tourism is important through which management take care of
utilizing the resources in such a manner that it does not affect the future resources requirement.
For this purpose, it is important to take into account at the time of visitor attraction development,
not to exploit the resources in a negative manner. In this regard, visitor attraction development of
London is developed through involvement of general community and taking their views into the
development procedure (Losada and et.al., 2016). Furthermore, employment is generated among
the local community so as to create the positive impact of newly developed attraction for visitors.
Furthermore, revenue is generated by the government through paying timely tax etc. This
contributes towards the success of the business and accordingly meets the expectations of all
related parties.
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In addition to this, social factors are promoted to ensure sustainable development. Here,
culture and heritage beauty of nation. This proves to be effective to improve the lifestyle of local
community with the generation of employment. Moreover, social development can be ensured by
promoting the education and improved lifestyle among social group (Bernick and Boo, 2013).
Furthermore, conflict between conservation and preservation should be avoided by
protecting the natural resources. It can be done through covering the natural resources or beauty
under the tourist attraction. This aids to meet the expectations of related stakeholders and also
ensure the repeat business among visitors (Culture, heritage & attractions, 2016). Therefore,
environmental, economic and social aspects are considered for the sustainable development of
tourism and meeting the expectations of visitors accessing the particular site.
CONCLUSION
From the above report, it can be concluded that in the present scenario, with visitor
attraction management, travel and tourism industry of UK is getting high assistance. It proves to
be highly beneficial for making the nation get developed and grow with earning high profits and
revenues. Apart from that, it has been assessed from the report that visitor attraction management
leads to create many employment opportunities for people residing at the place where these
attractions are situated. Also, the local heritage as well as culture of nations get preserved with
these attractions. Overall, it can be said that to effectually manage the visitor attractions is very
important for making the economy grow on continuous basis.
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REFERENCES
Books and Journals
Beritelli, P., Bieger, T. and Laesser, C., 2014. The new frontiers of destination management:
Applying variable geometry as a function-based approach. Journal of Travel
Research. 53(4). pp.403-417.
Bernick, N. L. and Boo, S., 2013. Festival tourism and the entertainment age: interdisciplinary
thought on an international travel phenomenon. International Journal of Culture, Tourism
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practice and scope in the travel domain. Current Issues in Tourism. 17(1). pp.84-101.
Fyall, A., Leask, A. and Garrod, B., 2012. Managing Visitor Attractions: New Directions. Taylor
& Francis.
Goeldner, C. R. and Ritchie, J. B., 2012. Tourism: principles, practices, philosophies (No. Ed.
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Haukeland, J. V., Grue, B. and Veisten, K., 2010. Turning national parks into tourist attractions:
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Morrison, K., 2015. Educational research: contemporary issues and practical approaches.
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Moutinho, L. ed., 2011. Strategic management in tourism. CABI.
Newsome, D., Dowling, R. and Leung, Y.F., 2012. The nature and management of geotourism:
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Page, S. J., 2014. Tourism management. Routledge.
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Ramaswamy, N., 2013.Marketing Management. Tata McGraw-Hill Education.
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Tourism Research. 39(3). pp.1653-1682.
Stark, J., 2015. Product lifecycle management (pp. 1-29). Springer International Publishing.
Stylidis, D. and et.al., 2014. Residents' support for tourism development: The role of residents'
place image and perceived tourism impacts. Tourism Management. 45. pp.260-274.
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Online
Culture, heritage & attractions. 2016. [Online]. Available through:
<https://www.visitbritain.org/culture-heritage-attractions>. [Accessed on 17th April
2017].
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