QH0313: Contemporary Issues Project - British Museum SWOT Analysis

This report, prepared for a Contemporary Issues Project, presents a SWOT analysis of the British Museum in London. It begins by defining the museum and its key features, highlighting its extensive collection of artifacts and historical significance. The report then justifies the use of SWOT analysis as a relevant tool for evaluating tourist attractions, supported by a literature review. The core of the report details the British Museum's strengths, such as its geographic presence and extensive collection; weaknesses, including criticism and financial constraints; opportunities, like customer demand and government subsidies; and threats, such as strict rules and economic instability. Finally, the report evaluates the potential for the museum's future expansion, considering factors like development, finance, and promotional activities. The analysis draws upon various sources, including academic journals and online resources, to support its findings and recommendations. This report is a comprehensive assessment of the British Museum's current standing and future prospects within the tourism sector.

Formative Task Template
Name: CONTEMPORARY ISSUES PROJECT
Title of Research Project; you are a Business consultant who has been asked to
evaluate a tourist attraction in London. Complete a SWOT analysis of the attraction
and evaluate the possibility for its expansion in the future.
Reference list- (find a minimum of 8 sources at this stage) write the full reference,
including annotations for each source explain what information is provided and
how will help you address the question
Bakare, 2019. British Museum'has head in sand'over return of artefacts. The Guardian.
Robinson, 2017. Is cultural democracy possible in a museum? Critical reflections on Indigenous engagement in the
development of the exhibition Encounters: Revealing Stories of Aboriginal and Torres Strait Islander Objects
from the British Museum. International Journal of Heritage Studies. 23(9). pp.860-874.
Hamilton, 2018. The British Museum (Vol. 7). Head of Zeus Ltd.
Gürel and Tat, 2017. SWOT analysis: a theoretical review. Journal of International Social Research. 10(51).
Abdel-Basset and et.al, 2018. An extension of neutrosophic AHP–SWOT analysis for strategic planning and decision-
making. Symmetry. 10(4). p.116.
Satya and et.al, 2018. SWOT ANALYSIS OF MARKETING TOURISM IN LEADING TOURISM OBJECT OF
BANDUNG AND SOPPENG. International Journal of Organizational Innovation. 11(2).
Nasehi and et.al, 2017. Assessment of rural tourism using SWOT analysis (Case Study: Masouleh village, Gilan, Iran).
International Journal of Engineering Research And Advanced Technology. 3(5).
Online:
The British Museum: [ONLINE] Available through:< https://www.britishmuseum.org/>
SWOT Analysis of British Museum: [ONLINE] Available through:< https://embapro.com/frontpage/swotcase/10099-
bm-macgregor>
Possibility of expansion of British Museum: [ONLINE] Available through:<
https://www.theguardian.com/artanddesign/2014/jun/29/british-museum-extension-review-broom-cupboard>
What is your tourist attraction? Define your tourist attraction using research. Discuss
the features of your tourist attraction
The report deals with the tourist attraction The British Museum which is in London. The museum is situated in the
Bloomsbury, in London, known for its fascinating arts, history and cultural aspects (Bakare, 2019). The total works that
are represented in this museum is not less than eight million and is best known for its tourist destination. People from
all over the world visit this place to have a glance at the portrayed arts and the culture of the British Empire. The
museum was established on June 7th, 1753 which was almost 20 decades earlier. The museum consists of the
documentary of the people that lived in the British empire and will probably depict the culture then. The chairman of

this tourist attraction is Sir Richard Lambert who focused upon placing every small detail of the era that was least
known to the today’s generation. All the arts that are portrayed in the museum are the ones that are a part of the
collections of Irish physician Sir Hans Sloane. The foundation for the museum is laid in the late 1700 in the times of
those that were ruling the country on a pace. The museum contains pictorials and the products that were in use of the
British empire. People visiting the museum will get to know the lifestyle of the then ruled people and the ones that have
coped up on ruling (Robinson, 2017). The construction of the building was done on a wide area where the rooms that
were allotted for the presentation of the artefacts carry a large number of tourists that will not affect the crowding place.
Until mid 19th century, the artefacts in the museum were circumscribed but then in 1851 with the then appointed staff,
Augustus carried out the large number of collections which were in the museum even of today’s eight million artefacts.
Why is SWOT a relevant and valid tool for analysing a Tourist attraction? (Literature
Review) Provide evidence of literature to justify why SWOT analysis is a useful tool to
analyse a tourist attraction – this section needs to provide a rationale for your use of
this tool before you use it.
The essence of maintenance lies in the way the strategies are enhanced. Every marketing document that is there to
evaluate the needs and necessities of a particular place consists of many features. And one such detail that will make to
analyse where the company stand and the things that are to be taken care of (Hamilton, 2018). The SWOT analysis
stands for strengths, weaknesses, opportunities and threats that are associated with the spot and the tourist place. A
tourist destination is the one that is to be taken care of since it is the major form of economy of the country. The most
fascinating destinations that are visited by immense crowd every year will have to be properly taken care about. In
order to be the best out the lot of tourist attractions, the essentials are to be properly maintained. The SWOT analysis
will have to be analysed recording the essentials every now and then. The strengths of a particular tourist spots will
help to maintain the subtle means of being the best. The strength will lie in the number of people that visit the place on
a regular basis (Gürel and Tat, 2017). Weakness will have to be taken care about and to be corrected at all the times
which will further help in development of the tourist place. The opportunities will depend upon the strengths and the
way the spot overcomes the weakness. SWOT analysis will help to increase the pace in the top-rated tourist
destinations. This will in return improve the economy of the place. The analysis is a major concept of marketing and
that will stand as a reference for many organisations that are willing to take up in today’s era.
SWOT of tourist attraction provide a detailed summary of your ideas that you plan to
discuss for each of the SWOT, make it clear where you have sourced the information
by using citations.
Strength
The strength of the museum lies in the geographic presence. The museum targets the market and will ensure the easy
accessibility. The presence of so many artefacts which are nearly eight million will bring people to the spot since many
tourists strive to discover things that will provide information. It has almost strong social presence, which makes it
available on almost all the websites of reach and that adds to the strength of the museum. This museum being the oldest
and yet maintains the craze of being the best economical site till date and this is only because of the maintenance
(Abdel-Basset and et.al, 2018). The infrastructure of the museum is very well designed in a spacious manner which will
make it possible to all the artefacts to fit in the places that are allotted in the museum. Many tourists can visit the place
at the same time and that will enable it to stand economically.
Weakness

The organisation focuses upon drawing criticism from the environmentalists because of its poor management
sometimes. The contemporary issues related to the poor operating performance of the museum will make it less
efficient. Sometimes the cash shortage will spread the negativity. The insufficient funds will affect the marketing levels
of the organisation. without proper marketing strategies, there will not be proper attention towards the destination.
People will get to know the spot only when it is regarded to be the one that is best known. The prices that are charged
by the organisation towards the customers are sometimes vulnerable and will not be accepted. The tourist project
management is not properly taken care about and that will definitely result in the way that is not acceptable by the
tourism management.
Opportunity
Due to regular tourist visit, there is a lot of demand to the organisation on a long run. This will not cease it in the times
of being the best. The customer changes and perceptions are the ones that will make the company gain profits and
growth. The reduction in the interest rates will make the fund raisers active and that will benefit the organisation in the
possible ways. The newness is something that people deserve (Satya and et.al, 2018). Although there are so many
artefacts in the museum, yet if there is a certain freshness in the organisation depiction, then there will be more number
of people visiting the place. The opportunities for it to gain the best out of the lot will make it one of the top tourist
destinations in the world. The subsidies that are allotted to the organisation by the government gives a positive
impression in the coming years of development and that will help it to modify its heritage as it is like always. There
seems to be more number of opportunities once the little means were adopted.
Threat
There is an implementation of strict rules in the organisation, is now increasing a sense of negativity in the people
around and that which will prevent people from entering into the organisation. It makes it complicated to the business
environment around because of the strict rules and regulations of the organisation. When the organisation when
bounded by a set of tourist ideologies will have to adapt to the changes that are required for it to hustle among the lot of
the competitors around the world. There is no proper skilled labour in the organisation and that is what makes it lack in
some development areas. When an immense organisation is being run, there must be a subtle means of labour and
management or else there is a possibility of decline on a slower basis. The deteriorating economy will affect the
business to lose its resources. The rise of inflation effects the cost of the production. The globalisation will bring many
researches into existence. Therefore, without proper enhancement of the organisation, there is a chance of being
affected by the areas of research.
To evaluate the possibility for its expansion in the future
Provide a detailed summary of your ideas that you plan to discuss in this section,
make it clear where you have sourced the information by using citations.
Tourism and the tourist destinations are of a great demand in the years to come (Nasehi and et.al, 2017). People will
opt for sources that will provide information. There are many sources in which the museum will have to improve in
order to gain the best reach.
Development:
The museum focused on the development with regards to the infrastructure and the maintenance only with the scope
that there are a number of visitors that are coming to have a glance of the museum and that will increase the number of
visitors in the coming days. The development will further extend and enhance the collection of the artefacts and that
will be a boon to attract the tourists rather than being normal with the same products. The regularity in the depiction
will not always be a choice for the people that are visiting the place. Keeping this point in view, the management
decided to work upon the choices of presenting the museum in the eye of the visitor that will attract the depths of their
enthusiasm to visit the place.
Finance:
Tourism is all about the finances. If there are no proper funds in availability, there will not be proper development in
the areas of the museum. Being a museum doesn’t just mean that that is only a procedure to follow. It means that there
will have to be a newness in order to attract number of tourists al over and that can be achieved through the
promotional activities. Without promotion people will not know rh essence of the place. Many people are available on
the technological platforms few of which are the social media. In order to carry out the promotional activities, there

must be proper funding that is to be allotted. The museum management focused upon these funds in order to cope up
with the changes that are required for the organisation on a long run.