Cultural and Heritage Tourism Management

This report delves into the development and growth of the cultural and heritage tourism industry, analyzing the significance of heritage sites, potential conflicts in resource management, and the roles of various organizational ownerships. It highlights the importance of cultural attractions in meeting visitor needs and evaluates interpretation methods used in the industry. The study concludes with insights on the management of heritage sites and the impact of tourism on local economies.

HERITAGE AND CULTURAL TOURISM MANAGEMENT
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Table of Content
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................4
LO1: Understanding the development and growth of cultural and heritage industry in tourism
and travel.........................................................................................................................................4
1.1 Analysis of the development and growth of cultural and heritage industry..............................4
1.2 Discussion on the potential conflicts during the conversion of the cultural and heritage
resources..........................................................................................................................................5
Task 2...............................................................................................................................................6
LO 2 Importance of various heritage and historical spots in a travel industry................................6
2.1 Importance of heritage and historical spots in meeting the different visitors needs.................6
LO 3 Different roles and responsibilities of organizational ownerships in heritage and cultural
industry............................................................................................................................................8
3.1 Management of heritage and cultural sites under various organizational ownerships..............8
3.2 Roles and responsibilities under various organizational ownerships in the heritage and
cultural industry...............................................................................................................................9
Task 4.............................................................................................................................................10
LO4: Understanding role of interpretation methods in cultural and heritage industry..................10
4.1 Evaluation of the methods as well as media for interpretation in cultural and heritage industry
for the tourists................................................................................................................................10
Conclusion.....................................................................................................................................10
Reference List................................................................................................................................12
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Introduction
Tourism is considered as the fastest growing business across the world. It enables the travellers
to have fun, travelling abroad, educational tours, gather meaningful experiences and business
tours. This particular study is on the cultural and heritage management of various tourism
industry. The importance of the relationship between the development as well as the growth of
the industries has been discussed in this study. The potential conflicts during the conversion of
the cultural and heritage resources have also been discussed in this study. The researcher has
assessed the purpose of the cultural and heritage attractions for meeting the requirements of
customers. An evaluation of the effect of various ownership types on cultural and heritage
management has been provided. The researcher has also analysed various roles as well as
responsibilities of organisations within cultural and heritage industry. At the end of the study,
various methods and roles that are used to interpret in cultural and heritage industry have been
evaluated.
Task 1
LO1: Development and growth of cultural as well as heritage industry in
tourism and travel
1.1 Analysing the development as well as growth of cultural and heritage
industry
The heritage sites within Tibet are very attractive. Pargor street, which is located in the
downtown of Lhasa surrounds the Jokhang temple has been renovated in early 2010. Vendors
from various ethnic groups would crowd on the street by blocking the temple road. Over 3000
stalls have been relocated to the commercial building of Pargor by November 2013, which made
the temple easily accessible for the tourists.
As opined by Mowforth, M. and Munt, I., (2015, p.25), in 1988, it has been announced by the
Ninth TAR five-year-plan that the tourism is a pillar industry. After that, Lhasa has been
converted to major destination for the tourists. From the report of the analysts, it has been
observed that most of the revenue that comes from tourism takes the region into China. The
tourism has increased with the opening of railways in Tibet in 2006, due to which has become a
historical cultural site (Smith and Richards, 2013, p.36).
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While Tibet has been marketed as the tourist destination by the Chinese authorities based on
spiritual attractions of the Buddhist culture as well as landscape, Beijing has recently tightened
control on the Tibetan religious practices and expression. As stated by Almond and Verba (2015,
p.14), Buddhism in Tibet is considered as an integral part of the Tibetan identity as well as
Tibetan nationalism. Therefore, it has been considered as the potential threat to the state
authority. With this development, a new national law of tourism of China that has been enforced
in 2013.
It has been observed that most tourists who visit TAR have been Chinese nationals and stay
mostly in the hotels that are run and owned by Chinese. It could be said that most of the revenue
that has been generated by tourism is channelled by such venues. In these prevailing conditions,
tourism industry would face much difficulty in functioning as pillar industry that is self-
sustaining. The tourism industry of Tibet should accumulate the capital a well as profits from the
TAR, instead of being served as another drain through which the resources would flow back to
China (Aitchison et al. 2014, p.23).
The mountains that are snow-capped, green grasslands as well as cultural heritage and
mysterious religious of Tibet have been becoming the biggest tourist attraction for the travellers.
This place is also known as the place of adventure.
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TIMELINE
Over 95% tourists in Tibet are Chinese and 15 million tourists
visit TAR in 2014, which has increased 20% from the records of
2013.
About 12.91 million tourists have visited TAR in 2013, which
helped in increasing the revenue income of Tibet by 30.6% to
16.51 billion Yuan.

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POSTER
DEVELOPMENT OF TOURISM IN TIBET
The heritage sites within Tibet are very attractive. Pargor
street, which is located in the downtown of Lhasa
surrounds the Jokhang temple has been renovated in early
2010. Vendors from various ethnic groups would crowd on
the street by blocking the temple road. Over 3000 stalls
have been relocated to the commercial building of Pargor
by November 2013, which made the temple easily
accessible for the tourists.
While Tibet has been marketed as the tourist destination
by the Chinese authorities based on spiritual attractions of
the Buddhist culture as well as landscape, Beijing has
recently tightened control on the Tibetan religious
practices and expression. Buddhism in Tibet is considered
as an integral part of the Tibetan identity as well as
Tibetan nationalism. Therefore, it has been considered as
the potential threat to the state authority. With this
development, a new national law of tourism of China that
has been enforced in 2013.
It has been observed that most tourists who visit TAR have been Chinese nationals and stay mostly in the hotels that are
run and owned by Chinese. It could be said that most of the revenue that has been generated by tourism is channelled by
such venues. In these prevailing conditions, tourism industry would face much difficulty in functioning as pillar industry
that is self-sustaining. The tourism industry of Tibet should accumulate the capital a well as profits from the TAR, instead
of being served as another drain through which the resources would flow back to China.
The mountains that are snow-capped, green grasslands as well as cultural heritage and mysterious religious of Tibet have
been becoming the biggest tourist attraction for the travellers. This place is also known as the place of adventure.

1.2 Discussion on the potential conflicts during the conversion of the cultural
and heritage resources
Tourism is considered as a phenomenon including economic, political, biophysical, social and
ecological perspectives. As opined by Graham et al. (2014, p.24), tourism is termed as a positive
force for cultural and natural convection. However, there exists potentiality of occurrence of
conflicts in cultural resources as well as conservation of heritage.
Lacking in a presentation of place:
The inability of the tourism industry to present the places to the visitors efficiently sometimes
gives rise to conflicts. In this context, the visitors would lack awareness and would not be able to
concentrate on the conservation as well as protection of the sites.
Disrespecting the rights as well as interests of tourists:
In case the personal interests of the host community, indigenous people, and local people along
with the property owners are not met, cultural practice, knowledge, beliefs and activities would
be affected adversely (Calvert. and Mabee, 2015, p.210).
Misinterpretation of physical attributes: Inappropriate presentation or interpretation of various
physical attributes such as intangible aspects and cultural expression, might lead to narrower
concepts as well as misunderstanding regarding the cultural heritages.
Poor planning as well as land usage: In case potential conflicts among the tourism project as
well as the conservation of heritage could be recognised or minimised, it might lead to poor
planning as well as poor usage of the land, the associated land with the heritage sites and poor
lifestyle of the host community.
Conservation threats: In case the authorities or designers of various heritage sites keep the sites
outdated by not upgrading the sites or repairing them for development and make it attractive, the
development of the tourism business would be very difficult.
Greenfield and brownfield sites: In case proper concentrations have not been provided to the
aesthetic value regarding the proper position of brown sites or the green sites, or any other social
as well as cultural dimensions, then it would impact in the development of the tourism industry
adversely.
Lack of advanced technology as well as innovation: Lack of appropriate use of advanced
technologies, integrated training as well as education of the employee's opportunities, interactive
software and lacking in policy maker, interpreters, tourism operators, designers, researchers,
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architects as well as converters might create adverse affect on the development of the tourism
industry.
Lacking consultation: Consulting with the indigenous people or the host community regarding
the achievement of goals, preservation, considering strategic policies, management and
interpretation of historical sites would enable the authority to determine the shortcomings of
biases to search for better solutions. Lack of this consultation might lead to the conflict and as a
result, would hinder the development of heritage sites (Trueba et al. 2014, p.37).
Less accessibility of advanced technologies: In case there is no software based or integrated
approaches for matching the capital costs as well as the target of revenue generation, providing
training to new as well as existing employees, increasing the skills of employees and
management for bringing changes, the tourism industry would not be able to develop.
Equal treatment to all people irrespective of gender as well as geographic location: The
authority of the tourism industry might be able to ensure appropriate balancing with respect to
gender and geographic locations of the visitors along with the factors such as education,
economic condition and social culture. Therefore, the tourism industry would be able to utilise
the resources of the heritage properly.
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“Potential conflicts during the conversion of the cultural and heritage resources”
Lacking in a presentation of place:
The inability of the tourism industry to present the places to the visitors efficiently sometimes gives rise to
conflicts. In this context, the visitors would lack awareness and would not be able to concentrate on the
conservation as well as protection of the sites
Disrespecting the rights as well as interests of tourists:
In case the personal interests of the host community, indigenous people, and local people along with the
property owners are not met, cultural practice, knowledge, beliefs and activities would be affected adversely.
Misinterpretation of physical attributes: Inappropriate presentation or interpretation of various physical
attributes such as intangible aspects and cultural expression, might lead to narrower concepts as well as
misunderstanding regarding the cultural heritages.
Poor planning as well as land usage: In case potential conflicts among the tourism project as well as the
conservation of heritage could be recognised or minimised, it might lead to poor planning as well as poor
usage of the land, the associated land with the heritage sites and poor lifestyle of the host community.
Conservation threats: In case the authorities or designers of various heritage sites keep the sites outdated by
not upgrading the sites or repairing them for development and make it attractive, the development of the
tourism business would be very difficult.
Greenfield and brownfield sites: In case proper concentrations have not been provided to the aesthetic value
regarding the proper position of brown sites or the green sites, or any other social as well as cultural
dimensions, then it would impact in the development of the tourism industry adversely.
Lack of advanced technology as well as innovation: Lack of appropriate use of advanced technologies,
integrated training as well as education of the employee's opportunities, interactive software and lacking in
policy maker, interpreters, tourism operators, designers, researchers, architects as well as converters might
create adverse affect on the development of the tourism industry.
ARTICLE

Task 2
LO 2 Importance of various heritage and historical spots in a travel industry
In Tourism Industry the cultural and heritage attractions play a great role. The heritage tourism is
also known as Diaspora tourism. In today’s world main objective of tourism is culture. It's
because from all over the world many tourists those are travelling mainly visits these cultural and
historical places (Alvarez, et al. 2016, p.121). Purpose of travelling also changes from place to
place along with people to people.
2.1 Importance of heritage and historical spots in meeting the different
visitors needs
Visitors those who come to UK for the purpose of travelling goes to visit various heritage spots
including the historical and cultural ones too(Su and Lin, 2014, p.49). The attractive spot fulfills
the different needs of the tourists in many ways. The purposes are discussed below:
● Education: People from different places visit these cultural and heritage attractions for
gathering knowledge for different reasons like academic purposes or for personal use.
These attractions can be a great source of learning about the history, culture and heritage
about a particular topic or a country. Different education systems visit these places to
take knowledge. For example the Victoria and Albert museum which the museum of art
and design allows different educational program to gather knowledge about it through
various kinds of programs (Trinh and Ryan, 2017, p.77). Programs like dramas, stories
based on themes, signs and labels are introduced to show the importance of the museum
to the visitors.
● Research: Research based works are also done based on these places. Science Museum
and the British Museum could be one such place. Tourists come here to see the various
discoveries that took place in United Kingdom. The British museums have the largest
collection of antiquities in the world. Also it contains the unique collection of Egyptian
antiquities. The science museum contains the exhibitions related to any field in science
for one's learning purposes. The museum also contains lie detector, place for exploring
space, etc... One can do experiments over here which could be very beneficial to a
researcher. People have interest in this place if they have interest in science and
technologies.
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● Recreation: Nowadays people have become busier and due to this recreation period have
become shorter due to shortage of time. So these people try to enjoy recreation within this
short period of time by spending more money. People have become money making
machine (Kempiak et al. 2017, p.391). One does not have time to even go for a long tour.
For such people this type of heritage and historic spots are much more entertaining.
● Entertainment: These places keep the visitors entertained in all possible ways. People
see different things that are not easily found outside or which they saw earlier only in
pictures or movies. Spending few hours in these museums people would come to know
about the country’s history. Families take their children to these museums for
entertainment purpose and to extend their kids knowledge for the purpose of
enhancement. Even the children enjoy watching this heritage sites and acquire knowledge
from it.
Through all the observations, it is concluded that these places are fulfilling the needs of the
visitors in a proper manner. A travel industry’s important part would be selecting the audience
i.e. targeting the proper audience correctly. For example a student would go to these places either
for their academic purpose like research work or for gathering knowledge. Whereas a business
man with his family go there for entertainment purposes to enjoy their vacation. Also from this
we understand that people with higher income visits long distance whereas people with average
income usually goes to local places (Roch and Quinn, 2017, p.15).
LO 3 Different roles and responsibilities of organisational ownerships in
heritage and cultural industry
3.1 Management of heritage and cultural sites under various organisational
ownerships
Various kinds of ownership exist in a nation that plays an important role in handling the heritage
and cultural spots (Ababneh et al, 2016, p.21). These heritage spots are owned by the
government sectors or any other nonprofit organizations. These ownerships are:
Private ownership: As per Barthel-Bouchier (2016, p.169) they are the ownerships that are
controlled and managed by the private sectors. Even the important decisions are taken by these
private entities. Main objective is being the same to give best experience to the people visiting
these sites. Other objectives of this firm's are to increase sales by bringing more and more
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visitors to the heritage sites. They also give different promotional offers to bring more customers.
For example the HHA (Historic House Association) is a UK based private firm which maintains
and takes care of the different heritage and cultural places in the country.
Public ownership: They are the ownership where the important decisions are taken by the
government of the nation, i.e., government is the main controller of the firms. The main objective
is to bring in maximum foreigners along with domestic visitors of a country to increase sales.
Also their objective is to conserve the different heritage places of the country (Braille and
Saviano, 2015, p.73). From this we understand that these firms not only focus on promoting
heritage and cultural tourism in the country but also aim at conserving the cultural heritage of a
country. For example public ownership named as English heritage and the HLF (Heritage
Lottery Fund), etc. which aims at protecting the heritage and cultural sites of the country.
Political: The core controller to maintain and protect the heritage sites is the government. They
regulate to strengthen the value of historic places in a country. Here if the government thinks
they cannot properly manage the policies then they can take help from the country experts as
they will be able to guide them properly according to effective management
Collaboration: If the government bodies collaborate with the private sectors in order to secure
the heritage sites then it’s known as collaboration ownership. These firms could be more
effective in planning and maintaining the heritage sites at different stages.
3.2 Roles and responsibilities under various organizational ownerships in the
heritage and cultural industry
The responsibilities of an organization include the preservation, maintenance and complete
management of the heritage and cultural sites effectively (Macdonald and Cheong, 2014, p.165).
These organizations promote tourism across the country which helps in boosting the economy of
the particular nation. Some UK based heritage organizations along with their roles and
responsibilities.
National Trust: It is an organization in UK which is dedicated in prevailing and to secure the
heritage sites of a locality or a particular geographical area. They are to ensure that the natural
beauty and the country's historical significance is preserved in an efficient manner. These firms
also ensure the protection of environment and cultural valuable of an area. Ancient monuments
and human culture and historical things are preserved by these organizations. They work at a
national level and also promote the tourism of heritage and cultural at an international level too.
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English Heritage: They are the charity trust which is a government registered that looks after
the country’s heritage and cultural collection. This trust contains a collection of above 400
historic monuments, architectures, etc. It is a public firm that works to secure the natural
environment of the nation which is undertaken by the British government. More focus is given
towards the protection of archaeological monuments and to attract more visitors by giving
promotional offers (Lord and Markert, 2017, p.129). There is also evidence that shows English
heritage is a much known and publicly praised heritage in the world. A very famous heritage
sites namely Stonehenge in the country is an only part of English Heritage.
Heritage Lottery Fund (HLF): It was founded in UK under the National Lottery Act 1993 and
came into existence in 1994. They make policies regarding the safeguarding of national heritage
and cultural sites. It is responsible for developing the communities and people of UK also raises
fund from the National Lottery. This fund helps in raising the economy of heritage. Investments
are done to protect the various heritage sites in UK and to bring more tourists in the country.
Department of Culture, Media and Sport (DCMS): As the name says, it is responsible for
developing the Media, Culture and Sport across the country. The media is responsible for
broadcasting and internet related issues. The UK department mentioned also has duties towards
the promotion of tourism and leisure industries. They were also playing important role in
Paralympics games and helped building the digital economy of UK. Other roles that are played
by this organization are towards preserving historic monuments and also towards the GAC
(Government Art Collection.)
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