Visitor Attraction Management Strategies

The assignment discusses visitor attraction management, which is defined as a place of interest where tourists visit for its inherent or exhibited cultural and natural value. Effective strategies for attracting tourists include promotional activities, understanding market demand, and customer demand. The report also highlights the importance of long-term brand maintenance and marketing for retaining brand personality and values.

Visitor attraction
management: London
and Partners &
Beyond

INTRODUCTION
Visitor attraction management is an important and complex sector of the tourism
industry. Visitor attraction consists of various buildings, monuments, sculptures, wildlife, etc.
that attracts tourists to visit a particular place. In the following report the company which is
considered is London and partners & Beyond. This is a promotional company for London,
United Kingdom. This organisation was set up in the year 2011 by Mayor of London. This is a
non profit private company limited by guarantee. The Chief Executive Officer of this company is
Laura Citron and board chairman is Rajesh Agrawal. This company promotes London at
International level. This report will include different classifications of visitor attraction in
relation to specific categories of visitor attractions, importance of a range of different visitor
attractions in relation to overall purpose and impact on economic growth. This also explains
needs and motivation of different visitor attractions. This report will discuss about the negative
and positive impact of various factors on London tourism (Ram, and Hall, 2017). There is a
feasibility study which explains market demand, competition, product and service development
for an existing visitor attraction. At last this report has a discussion on different visitor
management strategies.
TASK 1
P1 Discuss different classifications of visitor attractions in relation to specific categories of
visitor attractions
Visitor attraction are defined as different natural locations or characteristics, man made
or object constructions which have special attraction for tourists and local residents. There are
particular attractions of every place which plays an important role in selecting the best
destination for tourists. These are major motivators in trips and tourism. Tourism industry of the
world generates high economy to the country as well as to the domestic place. There are
different types of attraction of visitors which are listed below -
Attributes with natural environment – There is a wide range range of natural beauty and
landscapes in this area. There are different attractive human made as well as natural buildings
that attract a lot of visitors towards this place. There are some buildings in this place which
attract visitors or tourists by religious worship. In present scenario, people are attracted towards

particular buildings and architecture just for spending leisure time. There are some places in
London to attract visitors for attracting people by theme parks.
Based on nature, size and location of attraction – These are constructed or naturally
based on events. Tourists attraction can be classified by different factors like capacity,
ownership, permanency, catchment area, market, etc. There are different agencies which operate
or own visitor attraction. This consists of public entities, voluntary establishments and private
organisations or individuals. The public ownership consists of government agencies, central
government, state industries, local authorities. The voluntary ownership consists of charitable
trusts and private clubs and association and private ownership consists of partnerships,
corporations and private organisations.
Wildlife and flora fauna – There are various places that attracts visitors or tourists. In
context of this wildlife and attractive flora or fauna of a particular place attracts tourists. London
has a wide range of flora and fauna so there is increase in number of tourists who are fond of
watching wildlife (Brown, Smith, and Assaker, 2016).
Man made constructed architecture – There is a huge increase in the development of
technology of architecture. There are a lot of monuments and buildings in London which are
constructed by humans. These include man made parks and lawns for picnic, museums, shops,
churches, etc. All these different types of architecture and construction attracts a lot of visitor
towards London.
P2 Examine the importance of a range of different visitor attractions in relation to overall
purpose and impact upon economic growth
Visitor attraction basically involves of different types of buildings and monuments that
attracts tourists or visitors towards a particular place. Tourism is an effective sector for the
economic development of the country. This allows diversification of local economy by attracting
investment of foreign exchange. This ultimately leads to the improvement in the regional
development of the country, balance of payments and creation of income and employment in that
country or place. There is a positive relationship between tourism development and economic
growth of the country. This gives an opportunity for various emerging businesses and specially
to small enterprises or start-ups to run their business successfully. Tourism adds up to 10 % of
the global gross domestic product and this makes tourism the world's largest economic sector.

Tourism helps in improving lifestyle and quality of life of an individual. Tourism leads to
employment of people and hence it helps in providing a better life to poor people.
There are various places in London which helps in attracting a lot of tourists towards this place.
The range, scope and variety of visitor attraction classification is mentioned below -
Coca Cola London Eye – This is an important attribute of skyline. This can bear up to
20 individuals and it has around 32 capsules. This is situated in the centre of London and it gives
an immense experience to visitors. This provides a 360 degree view of capital as well as famous
landmarks of London. This is the largest visitor experience of London since years.
Sea Life London Aquarium – This is a sea life aquarium situated in London. This
ranges from piranhas as well as sharks to Nemo- style clownfish. The most popular and famous
attraction of Sea Life London Aquarium is shark reef. This place provides a very good
experience to visitors.
British Museum – The British museum is a public institution which is dedicated to
human history, culture and art situated in London. This was established in the year 1753 and this
is based on the collection of Irish physician and scientist Sir hans Sloane. This is a world famous
British museum that exhibits work of man from prehistoric times to modern times from around
the globe (Petr, 2015Stienmetz, and Fesenmaier, 2015).
All of the above visitor attraction places are some of the examples of places which help in
increasing number of tourists of a place. Economic development of the country is increased by
the money collected by fare prices of such places. In case of London, it is a very attractive place
and there are many monuments and buildings which attracts visitors. These places directly help
in increasing value as well as financial status of the country.
TASK 2
P3 Explain the needs and motivations of different visitor types for a range of different visitor
attractions
There are different types of visitors which are having requirements as well as motivations
for visiting a visitor attraction (Stienmetz, and Fesenmaier, 2015). Some of the famous visitor
attraction of London and what motivates tourists to visit these places are listed below -
Coca Cola London Eye – Tourists who are interested in fun and enthusiastic rides are
attracted towards this Coca Cola London eye.

Sea Life London Aquarium - This place is a leading centre for excellence associating to
preservation, conservation and education purpose.
British museum - This place is generally visited by people or tourists who are interested
in knowing about prehistoric sculptures and monuments. This place consists of traditional stones,
sculptures and ancient mummies.
P4 Discuss the negative and positive social, cultural, economic and environmental impacts of
visitor attraction tourism
There are both positive as well as negative impact of social, economical, political and
environmental factors on visitor attractions like Westminster Abbey, St. Paul's Cathedral,
London eye, etc.
Positive impact
Economic effect – Tourism in London is helping in increasing employment and creating
jobs for people. Jobs are created which have direct link with tourism industry or in indirect link
with tourism like transportation and retail.
Social effect – The major positive effect of the tourism attraction on the economy of
country helps in increasing social effect. Tourism management is involved in improvement of
infrastructure and new leisure amenities. This results in benefits to tourism industry of the
country as well as to the local community. Tourism helps in preserving traditional customs,
festivals and handicrafts.
Environmental effect – There is a positive impact on environmental factors due to
visitor attraction. Nature tourism and ecotourism helps in promoting wildlife conservation and
natural resources such as rain forests. This helps in minimising problematic situations like
deforestation and overfishing.
Negative impact
Economic effect - Tourism provides seasonal jobs and there is not much income in
tourism employment. Payment in tourism is very poor and money that is created by tourism is
not providing any benefits or advantages to local community (Yankholmes, and McKercher,
2015). The reason behind this is that big multinational organisations of hotel chain take the most
benefit from tourism. People prefer to stay in big hotel chains rather than small hotels. There are

destinations which depends upon tourism and these are negatively impacted by various events
such as natural disasters, terrorism and economic depression.
Social effect - The behaviour of tourists and visitors is having negative impact on quality
of life which is related to host community. Sometimes there are few tourists who do not respect
culture and ethics of particular place and make fun of it. This demotivate local people of that
place.
Environmental effect - Tourism is creating threat to natural and cultural resources of
the place or region.
TASK 3
P5 Undertake a feasibility study that assess market demand, competition, product and service
development and financial viability for an existing or new visitor attraction
In context of London tourism, there are various visitor attraction present here. One of
them is The world famous British Museum is exhibiting the works of man from prehistoric times
to modern times from across the globe (Petr, 2015). The major attractions for the visitors are
including the Rosetta stone, the Pantheon sculptures as well as the mummies in the Ancient
Egypt collection. A market research involves various factors like needs and demands of tourists,
how sales can be increased by improving visitor attraction. In the present research, British
museum of London is considered. This research is done for knowing how a visitor attraction can
be increased by improving condition of existing visitor attraction, i.e. British museum (Isaac, and
Çakmak, 2016). A small scale research can be done by filling up of online survey from few
respondents across the world. This will help in analysing demand and need of tourists from
around the world. The factors or elements which tourists require are added within that British
museum. This helps in enhancing the facility as well as enjoyment that this visitor attraction is
providing. After this analysis we will get to know what are the areas where visitor attraction is
lacking. There is a huge competition in the world as there are a number of other museums which
are providing various facilities like night shows, story tellers, sound and animations, role plays,
etc. These are giving a great competition to British museum. The management must ensure that it
is adopting new ways of attracting more number of visitors and tourists. Financial viability is
the ability for generating sufficient income for meeting operating payments that allows growth

and maintaining services. There will be a proper budget that is considered for making new
changes in museum and enhancing facilities at British museum.
TASK 4
P6 Assess different visitor management strategies and the implications they have for sustainable
development
There are different organisations which are involved in selling products but in case of
tourism industry, this depends on experience of customers. That is why it is important for
tourism planner for creating opportunities of experience focusing on specific desires, needs and
expectations of specific market it is essential to evaluate and analyse the needs and demands of
market. The different types of phases of visitors who want to travel to different places, the first
step is finding the right destinations to go and evaluating success of trip. There are basically four
phases of visitors which are dreaming of travel, choosing the destination, taking the trip and
reviewing the trip. Visitors and travellers make perceptions for a brand long before their arrival
at that place. Visitors take perception from news stories, word of mouth, portrayal of place in
movies, affiliation with products, etc. the visit to a destination is created by process of
management and creation of a tourism brand. This has an influence on perception of people and
this makes a mind set of people towards a place (de Sousa, and Kastenholz, 2015). There are
mainly four different stages of successful brand management of destination given in the
following table -
STAGE STEPS
Research Establish core values of destination including
durability, flexibility, communicable, etc. and
experience of that place.
Study the contemporary preferences of visitors
Compare current destinations with competitors
Identify personality and positioning Define a representation of place like for
London it can be “ the city of square mile “.
Estimate how this can be translated to brand

personality which interacts with target market
and creates an emotional relationship
Craft the brand essence reflects that identity of
destination depends upon culture and values of
destination.
Position – Develop a tag line that represents
brand position. For attracting visitors London
should make several tag lines for it's famous
places of tourism.
Implement the brand Use various channels for communicating
brand, interactive media, advertising, events,
internet, direct marketing, etc.
Market brand by using media and events
Long term brand maintenance Long term marketing for retaining brand
personality and values are referred and
modified by the help of regular research,
consistent positioning and long term planning.
It is advisable to promote the organisation with
other agencies related to foreign investment
agencies, economic development agencies, etc.
CONCLUSION
It has been concluded from the above report that visitor attraction is defined as a place of
interest where tourists visit for its inherent or an exhibited cultural and natural value, offering
leisure, amusement, build beauty and historical significance. There is an increase in the visitor
attraction management in recent years. There must be effective strategies for attracting number
of tourists for a place. Promotional activities always help in increasing the increasing more
number of tourists towards visiting a place. There are different ways which can be used by

promotional organisations for knowing market demand as well as customer demand. This will
help in grabbing more number of tourists by providing them what they want.