Heritage and Cultural Tourism Management: Growth and Conflicts Report

This report examines the heritage and cultural tourism industry, focusing on its growth, expansion, and development within the travel and tourism sector. It analyzes the progress made in heritage and culture preservation, discusses potential conflicts in resource conservation with a case study of Lhasa, Tibet, and assesses the role of cultural and heritage destinations in meeting customer needs. The report also evaluates the impact of different ownership structures on managing cultural sites and analyzes the roles and responsibilities of entities within the industry, along with methods used for interpreting tourist needs. The analysis includes a discussion on the growth of cultural tourism and the importance of attractions, with examples from the UK and the British Museum.

ASSIGNMENT
UNIT 19: HERITAGE AND CULTURAL TOURISM
MANAGEMENT
STUDENT NAME:
STUDENT ID:
1

Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
LO1 Identification of the growth, expansion and development witnessed by the heritage and
cultural industry within the sector of travel and tourism.................................................................3
AC 1.1 Analysis of the growth, progress and development took place within the industry of
heritage and culture preservation.....................................................................................................3
AC 1.2 Discussion on the probable conflicts that arise in conservation of the resources of
heritage and culture- With reference to the case study of Lhasa, Tibet...........................................7
Task 2...............................................................................................................................................9
LO2 Importance of heritage and cultural attractions as a part of the travel and tourism segment. .9
AC 2.1 Assessment of the role played by cultural and heritage destinations in catering the needs
of the customers...............................................................................................................................9
Task 3.............................................................................................................................................11
LO3 Recognition of the responsibilities, ownership and roles of the entities functioning in the
cultural and heritage industry........................................................................................................11
AC 3.1 Evaluation of the impact made by different ownership structure in managing the cultural
and heritage sites............................................................................................................................11
AC 3.2 Analysis of the roles, functions and responsibilities of the entities operating in the
industry..........................................................................................................................................13
Task 4.............................................................................................................................................14
LO 4 Evaluation of the role performed by the methods used in interpreting the needs of tourists
.......................................................................................................................................................14
AC 4.1 Assessment of the methods and media used interpretation of the needs of the tourists
within the heritage and cultural industry.......................................................................................14
Conclusion.....................................................................................................................................14
Reference list.................................................................................................................................15
2

Introduction
Over the passage of time, the travel and tourism industry have shown immense expansion as
multiple nations across the globe have undertaken the various strategies for the promotion of the
cultural and heritage sites located within the boundaries of the respective nations. Travelling for
the purpose of business and pleasure has been termed as tourism, which also encompasses the
business of attracting, serving, entertaining and providing accommodation to the tourists. There
are numerous branches of tourism; one such popular and eminent branch of the tourism industry
is the heritage and cultural tourism sector, which comprises of natural, cultural and historic
resources.
Through the assignment, the research assistant proposes to identify the growth and development
taken place within the heritage and cultural industry and the role played by the heritage
destinations in the travel and tourism sector. Further, the researcher plans to analyse the
techniques implemented in assessing the requirement of the tourists of the heritage and cultural
industry. Specific reference to a case study involving ‘Tibet’ as one the popular heritage tourist
destination has been considered for the research work. In addition, the importance of heritage
and cultural attractions has been presented through a field trip undertaken by the British Museum
and the Victoria and Albert Museum.
Task 1
LO1 Identification of the growth, expansion and development witnessed by
the heritage and cultural industry within the sector of travel and tourism
AC 1.1 Analysis of the growth, progress and development took place within
the industry of heritage and culture preservation
The word ‘heritage' is used to denote a complete range of traditions, culture, monuments and
objects that are inherited or passed on to the later generation by the former generation. Cultural
heritage refers to the intangible attributes as well as the physical artefacts whereas natural
heritage is identified as the flora and fauna inherited from the past. Through the introduction and
development of heritage and cultural tourism industry, the global tourism sector tries to uphold
and maintain the integrity of this industry. According to Timothy and Nyaupane, (2009, p.223)
3

heritage tourism represents the travelling experiences to places, witnessing artefacts and various
other activities that provide an authentic representation of the stories and the people living in the
past. Focusing on culture, it is perceived to be one of the major objectives of travel. The timeline
of the growth and development of the cultural and heritage industry functioning within the travel
and tourism sector dates back to the 16th century with the formation of ‘Grand Tour’ in Europe
(Chen and Chen, 2010, p.29). The ‘Grand Tour’ was undertaken with the aim of unveiling the
culture, roots and the art of the western civilisation. The timeline of the heritage and cultural
industry was highly influenced by major events in the form of immigration and decolonization in
addition involvement of religious travelling in the form of pilgrimages and historical events.
With particular reference to the United Kingdom, it can be stated that the cultural and heritage
tourism plays a significant role as a part of the tourism industry in the country. Moreover, due to
the presence or existence of the cultural and heritage sector the overall tourism industry has been
able to record a remarkable growth and a picture of noteworthy development and expansion
(Richards and Munsters, 2010, p.334). Various important factors in the form of increased
cultural importance among the tourists or travellers and a wide range of options being made
available to them have contributed as success factors in growing and developing the heritage and
culture tourism industry. In the context of UK, it can be stated that through the development and
growth of the heritage and cultural tourism sector in the country it has positively affected the
growth of the overall economy. This indicates 2.8% growth of the tourism industry, which is
quite high compared to other industries that portray a growth rate of 0.8%-0.9% on an annual
basis (Ashworth and Larkham, 2013, p.336).
4

Figure 1: Statistics showing visits made to heritage and cultural sites in Britain
(Source: VisitBritain. 2017)
Simultaneously, the growth and development of the cultural and heritage tourism sector have
been noticed across the globe as tourists have shown more interest and attraction towards visiting
places having increased historical and cultural value. Among multiple heritage and cultural
destinations on the Earth, Britain is considered one of the most recognised excellent heritage and
cultural destination over the decades. As cultural and heritage sites allow the travellers to gain a
real experience of the intellectual creations and a predominant existence of mankind through
those sites, therefore, the growth and development of this industry have been on a rising spree.
5

6
POSTER
AC 1.1 Analysis of the growth, progress and development took place within the industry of heritage and
culture preservation
Analysis of the growth, progress and
development took place within the industry
of heritage and culture preservation:
 The word ‘heritage' is used to denote a
complete range of traditions, culture,
monuments and objects that are
inherited or passed on to the later
generation by the former generation
 Through the introduction and
development of heritage and cultural
tourism industry, the global tourism
sector tries to uphold and maintain the
integrity of this industry
 The timeline of the growth and
development of the cultural and
heritage industry functioning within the
travel and tourism sector dates back to
the 16th century with the formation of
‘Grand Tour’ in Europe
 The timeline of the heritage and
cultural industry was highly influenced
by major events in the form of
immigration and decolonization

AC 1.2 Discussion on the probable conflicts that arise in conservation of the
resources of heritage and culture- With reference to the case study of Lhasa,
Tibet
Focusing on the history or background of the city of Lhasa, it is identified as the administrative
capital of Tibet Autonomous Region which is commonly known as TAR belonging to the
People’s Republic of China. After Xining, Lhasa is the second highest populated city situated on
the ‘Tibetan Plateau’ (Radio Free Asia. 2017). Further, Lhasa has been identified as one of the
highest cities across the globe located at an elevation of 3490 metres.
As the city of Lhasa has remained the administrative and religious capital of Tibet since the
middle of 17th century, therefore, the cultural significance of the city is considered to be very
high as it has important ‘Tibetan Buddhist’ sites namely, Norbulingka palaces, Potala Palace and
Jokhang Temple.
For assessing the potential conflicts confronted in the conservation of the cultural and heritage
resources, two important aspects have to be considered. First, revenue generated from the
process of creating a place for tourist attraction considering the heritage and cultural resources
(Yang et al. 2010, p.827). Second, the adverse impact felt on the cultural and heritage sites due
to increase in the number of visitors or tourists. Thus, an appropriate balance is required to be
maintained so that revenue needs are catered and at the same time the adverse impacts are
minimised that ultimate results into a conflicting situation. In order to assess the conflicts, it is
important to identify the stakeholders involved in the scenario. With reference to the case study
of Lhasa, Tibet the stakeholders have been identified as the local communities, government,
investors, tourists, environmentalists, global community and the tourism agencies.
The potential conflicts have risen due to the recognition of multiple projects by the Chinese
government in Lhasa such as the establishment of a themed hotel named ‘Resort Lhasa Paradise'
by the Intercontinental Hotels Group (IHG). Further, the recognition of renovation plan of the
Barkhor town and plans for establishing a theme park in the outskirts of the city were subjected
to conflicts as London-based nongovernmental and nonprofit making organization named ‘Free
Tibet’ organized campaigns to oppose or boycott the development initiatives outlined by the
Chinese government (Radio Free Asia. 2017).
7

The probable reasons that have been identified to give rise to the conflicts are enumerated
hereafter. First, the primary reason for London-based organisation ‘Free Tibet' to initiate
measures in order to boycott the ‘Resort Lhasa Paradise’ and the IHG hotels worldwide stated
that the high budget hotel project ignored the oppressive political scenario or situation prevalent
on the Tibetans living in the area (Radio Free Asia. 2017). Further, the ‘Free Tibet' observed that
the establishment of the hotel which is situated at a distance of four kilometres from the Barkhor
district is expected to increase the number of Chinese tourists in the area thereby underestimating
or trivialising the culture of Tibet.
According to the researcher, it is believed that a balance needs to be maintained between the
process of commercialization of the heritage and cultural sites as well as in the process of
restoring the culture and integrity of the heritage sites in Tibet (Hodder, 2010, p.861). Through
this process, it is perceived to create or reap higher benefits to the local communities living in
Tibet and to the government of the region.
8

Task 2
LO2 Importance of heritage and cultural attractions as a part of the travel
and tourism segment
AC 2.1 Assessment of the role played by cultural and heritage destinations in
catering the needs of the customers
Through decades, it has been observed that cultural and heritage tourism has focused on
attracting visitors to places that have rich historical and cultural evidence of mankind. In the
tourism and travel industry, the role heritage and cultural attractions are of immense importance
as the cultural and heritage sites helps in upholding the tradition, culture, ethics, norms and
behaviour of the people associated with the specific culture and heritage sites (Wang et al. 2012,
p.871). The different purposes served by the cultural and heritage attraction sites are enumerated
henceforth.
● Entertainment: The sites having heritage and cultural importance are perceived to be a
huge source of entertainment for the tourists or the visitors undertaking a visitor a tour to
the heritage and culture specific tourist destination. By undertaking a visit to such places
the tourists feel entertained as they are subjected to meet the reality which they had
witnessed probably in movies or pictures (Yoo et al. 2009, p.49). For instance, the British
museum has designed various museum activities and events that make the visit to the
museum far more interesting and attractive. Furthermore, it is observed that different
renowned museums such as the British museum and the Victoria and Albert Museum
provide entertainment facilities in the form of shopping activities and exhibitions within
the museum.
● Historical importance: As the heritage and cultural sites have significant historical and
cultural importance, therefore, the tourists or the visitors are provided with the privilege
or understanding and realizing the historical background and the role played by the
heritage sites previously in the lives of ancient people or the people living in the past
(Landorf, 2009, p.53). Moreover, the tourists enjoy a feeling of nostalgia as the bookish
knowledge appears in reality in the form of heritage sites.
9

● Recreational purpose: In the current scenario, humans have become more dependent on
technology and gadgets. The scope of recreation has been reduced (Girard and Nijkamp,
2009, p.241). Thus, considering this view, it is observed that visit to cultural and heritage
sites are one of the best options.
● Educational value: The cultural and heritage specific sites are perceived to possess a
huge amount of educational value. Thus, the visitors that undertake a visit to these places
are enriched with knowledge that is helping for both future academic endeavours and
personal experiences. Multiple institutions offering higher education provide or organise
educational trips or excursions with the aim of acquainting the students with the rich
knowledge and information provided by the heritage sites (Richards, 2011, p.1225). It has
been noticed that the ‘Victoria and Albert Museum’ undertakes the process of arranging
various educational programs in the form of thematic stories, drama and plays in order to
serve the requirements of the visitors and uphold the information that is aimed to be
provided to the tourists. In addition, the British Museum also provides ample
opportunities for learning through various courses designed by the museum on the
historical events and aspects.
● Research aid: The heritage and cultural sites are viewed as one of the most eminent
research aids as they provide valuable information on the research topic chosen
particularly associated with the heritage site (Richards, 2011, p.1225). For instance,
visitors to the British museum comprises of researchers whose purpose of the visit is to
gain in-depth knowledge on the topic of research by accessing the facilities provided by
the museum.
● The sense of Unity: Through the maintenance of the heritage sites a sense of unity is
established as it helps people of different communities to connect with one another
having different background and culture. In addition, preservation of the heritage sites in
order to establish it as tourist attractions helps in creating a connection to the lost
traditions and culture pursued by humankind in the past. It is important to uphold the
cultural and heritage identity for preserving the history and create a feeling belongingness
among the individuals (Richards, 2011, p.1225). Through the preservation of the heritage
and cultural sites, it caters to various needs of the customers or the tourists as it provides
information on the happenings and events taken place in the past.
10

● Economic improvement: Another important purpose of cultural and heritage destinations
is to enhance the process of revenue creation for the economy of the country.
11

Task 3
LO3 Recognition of the responsibilities, ownership and roles of the entities
functioning in the cultural and heritage industry
AC 3.1 Evaluation of the impact made by different ownership structure in
managing the cultural and heritage sites
Management of the cultural and heritage sites by the cultural and heritage organisations is one of
the most important aspects that are required to be planned and executed by the management of
the particular organisations with appropriate attention and time. Further, it has been observed
that various factors in the forms of the management structure of the heritage and cultural
organisations, government regulations and policies have also influenced the process of managing
the cultural and heritage sites. Cultural and heritage organisations are broadly classified into two
categories, namely, publicly owned heritage and cultural organisation and commercially owned
heritage and cultural organisation. Depending on the ownership of the organisation the
management styles and structure also differs. As the publicly owned heritage organisations are
supported by government funding, therefore, the services and the facilities offered by such
organisations is perceived to be at a higher notch compared to the commercially or privately
owned heritage organisations.
Two prominent public and commercially owned heritage organisations have been identified such
as English Heritage and Save Britain's Heritage respectively. The publicly owned organisation
named ‘English Heritage' is governed and managed by a Board of Trustees who undertakes the
process of setting strategies for the organisation and ensures that the goals and the purpose of the
entity are established (www.english-heritage.org.uk). Further, the operational activities are
managed by the chief executive of the organisation who is provided with a support from the
executive board consisting of eight directors.
On the other hand, the management of the Save Britain's Heritage organisation has been divided
into three different segments in the form of staff, committees and the trustees
(Savebritainsheritage.org. 2017).
12