Heritage and Cultural Tourism: Roles, Responsibilities and Ownership

This report provides a comprehensive analysis of the heritage and cultural tourism industry, focusing on its growth and development within the tourism sector. It examines the potential conflicts arising from the conservation of heritage and cultural resources, using a case study to illustrate these issues. The report delves into the purpose of heritage and cultural attractions, highlighting how they cater to diverse consumer needs and expectations. It also explores the roles, responsibilities, and ownership structures of organizations involved in the heritage and cultural industry, discussing the impact of different ownership models on heritage management and cultural sites. Furthermore, the report evaluates the methodologies and media used for interpretation within the cultural industry and heritage, offering insights into how tourists experience and understand these sites. The report concludes with a discussion on the importance of balancing economic development with the preservation of cultural heritage, particularly in sensitive areas like Tibet.

Running head: HERITAGE AND CULTURAL TOURISM
HERITAGE AND CULTURAL TOURISM
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Table of contents
Table of contents..............................................................................................................................1
Introduction......................................................................................................................................1
Task 1...............................................................................................................................................2
LO 1 Analyzing the growth and development of the heritage and cultural industry within tourism
sector................................................................................................................................................2
1.1 Understanding the growth and development of the cultural industry and heritage...................2
1.2 Potential conflicts regarding conservation of heritage and cultural resources (case study
provided)..........................................................................................................................................3
Task 2...............................................................................................................................................4
LO 2 Purpose of heritage and cultural attractions within the travel and tourism sector.................4
2.1 Throwing light on the purpose of heritage and cultural attractions where different needs of
consumers are met...........................................................................................................................4
Task 3...............................................................................................................................................5
LO 3 Roles, responsibilities and ownership of organizations in the heritage and cultural industry5
3.1 Impact of different types of ownership on heritage management and cultural sites.................5
3.2 Explaining the roles and responsibilities of organizations in the heritage and cultural industry
.........................................................................................................................................................7
Task 4...............................................................................................................................................8
LO 4 Understanding the methodology of interpretation within the culture industry and heritage..8
4.1 Evaluating the media and the methodology used within the heritage and cultural industry for
interpretation to tourists...................................................................................................................8
Conclusion.......................................................................................................................................9
Reference list:..................................................................................................................................9

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Introduction
The travel and tourism sector has recently owned a major part of share in the hospitality industry.
With the advent of latest technologies and available resources, it has become very easy to get
access to every corners of the world within a fraction of seconds. The business has flourished
and even there are pertinent shareholders in the market who are likely to invest a great part of
their share in market of tourism. Travelers include people from almost all parts of the world and
i8n recent light of events, they expect more lucrative and personalized services from the tourism
industry. This project undertakes to discuss the provided scenario and analyze the tourism
business affecting in that part of the country and this project outlines necessary guidelines in
order to resolve any conflicts taking place due to coinciding similar business at same place.
Task 1
LO 1 Analyzing the growth and development of the heritage and cultural
industry within tourism sector
1.1 Understanding the growth and development of the cultural industry and
heritage
People: The population of Tibet is not much more like any other country but consists of
substantial number of population. Tibet is called as the roof of the world and the climate is quite
cold. mostly the temperature remains subzero. Therefore, people residing in this particular
country have developed special characteristic features. The people are mostly engaged into
farming occupation as the country has large land extends which is suitable for growth of various
kinds of crops (Xiang, Magnini & Fesenmaier, 2015).
Occupation: The pastoral lands are farmed and cultivated by animals. The people residing in the
country are Buddhists and they have their own teaching methodologies and institutions where the
monks provide the education from scriptures containing ancient history of Tibet. The people and

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their culture are major tourist attraction as those are far different from the lifestyle of people
residing in any normal metropolitan city. Tibet has even many other attractions, which has
helped it to become one of the richest cultural heritage.
Landscape: Tibetan plateau is another nature wonder as a highest plateau of the world. The
plateau is even surrounded by large mountains around including the great Himalayas where in
the interior lies the valley. The nature of the country also has extraordinary beauty that is
sufficient to fetch good amount of travellers economy. The Tibet makes up the land with snow
covered mountains, snowy land with some areas barren and rocky land exposed, various tourist
spots are developed enclosing these scenes around.
Architecture: Later comes the Tibetan architecture which is worthy to mention.tibet is a land
surrounded by many pagodas and monasteries decorated by beautiful sculpted lotus, organic
handmade wall paintings revealing old stories to every tourist's visit. Apart from the paintings
there are also many other decors that are made up of semi-precious stones, herbaceous roots and
many more. Tibetan people have mixed nature into their art, which enlightens them as bliss.
Cultural industry: the cultural industry is very promising in this country due to presence of so
many attraction at the same time the people of Tibet are very polite and offers warm welcome to
every tourists also bid farewell with a memorizing heart. That is why there are many tourists who
like to visit the same place more than once. The essence of Tibet is not felt unless one has made
a physical visit to this country (Buhalis & Foerste, 2015).
1.2 Potential conflicts regarding conservation of heritage and cultural
resources (case study provided)
As per the case scenario provided there is rise in littler conflict due to proposal offered by the
Chinese Government for building of hotel industry. According to the government he wants Tibet
a luxury destination at the same time employing so many employees. The government wants to
expand and flourish the business more on Tibet. The conflict results because as per local
government of Tibet is is totally unplanned project that is likely to draw unacceptable level of
changes on tourist (Lepp, Gibson & Lane, 2014). The country Tibet has special attraction

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because of its serenity beauty where small villages are spread across among which some are also
served for the accommodation purpose of tourists. Therefore building of multistoried building
may fluctuate the annual tourist investment and that may have a great loss in economy as a
whole after a couple of years. Due to building of the multi storied building and development of
fresh modernized projects might affect the biodiversity and ecology of Tibet in adversely. All
these changes are much more unexpecting and equally disappointing to the residents of Tibet. As
discussed in the previous sections Tibet visitors include travellers from all the parts of the world.
The tourist has different taste and preferences. So there are tourists who has respect and love for
nature and sanctity of spiritual place such as Tibet, therefore a slight change in traditional
practice or an alternative look may impact them in a negative manner. Tourists come to know the
country and explore more the unknown therefore artificial things developed for more tourist
money cannot be a very wise decision. When a tourism industry is developed the main objective
of the organization is to be serve their tourists so that their necessities and their requirements are
served. Only aiming at making money and large profit will not only cheat their customers, also it
will be showing disrespect to them. Any kind of improvement tends to be rejected from upper
level unless the local and regional residents including landowners and relevant business
associated people approve it. From the case study it can be said that there must be lack in the
communication process between the hierarchy and local people that resulted in the conflicts.
Modernizing the land will definitely lose all the essence of Tibet. Therefore, it can be said that
the present cultural heritage buildings and existing art forms are at a high risk. Travel and
tourism are no doubt in of the renowned industries involving national and international exchange
of economy, business and knowledge, it even involves domestic and international people
movement across the world. Therefore all these issues are generating too much pressure on the
cultural heritage of the country. However discussions are going on and the proposal has been
forwarded to more tourism expertise governmental body along with all accompanying problems
which are likely to face by the Tibetan tourist industry. All the matter will be and issues will be
resolved before any final decisions are made considering opinion from both the parties involved
in the conflict (Hudson & Thal, 2013).

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Task 2
LO 2 Purpose of heritage and cultural attractions within the travel and
tourism sector
2.1 Throwing light on the purpose of heritage and cultural attractions where
different needs of consumers are met
The main purpose of conducting tourism business is to deliver refreshment to the travelers. The
travelers include people with different taste, preferences, and viewpoints and so on. The travelers
also include tourists of various ages (Lo, Mak & Chen, 2014). For example, small children are
taken for exclusion from schools and colleges to make them aware of the historical perspective,
make acquainted to different culture, tradition and people. Being exposed to a new environment
and getting in touch with different people and culture makes people social also it a best
opportunity to know other religion and culture going beyond the bookish knowledge. There are
also people who want a large break from everyday hassle in busy life. These people come here to
enjoy their holiday and communicate with the nature. There are also people with personal rituals
and beliefs who come to the land for spiritual purpose or making any kind of offerings.
Apart from all these, kind of environment traveling is also is a part of education where scholars
come to master the art knowledge within themselves. For example, the pagodas and monasteries
are enriched with different forms of art so there are critics who studies details on these are and
make elaborated research to restore them (Su, & Lin, 2014). As because losing a great piece of
ancestral art is a big loss for the nation. Heritage and cultural monuments also are place for
education for pupils who study scripture and also includes painters who visit monasteries to
master knowledge. There are also solo travelers who likes to travel worldwide alone may be they
like to be a part of this certainty and nature and more love to communicate with nature and the
biodiversity of that particular area. Therefore it is reflected as far that these travelers are the
consumers of travel industry who have different expectation and requirements, which needs to be
served and fulfilled in order to promote entertainment, refreshment and respecting to their
privacy. One more important point to be noted in this aspect is that the tourism business at every
location is not at its peak throughout the year. There are many factors both external and internal,

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which determine the influx of tourists to be maximum at any particular point of time. Therefore,
if these consumers are not able to meet their expectation at that particular peak point, it will
affect havoc to the country’s economy. The civilization and regional development of any country
is a slow ongoing process. People across world come to know this civilization process including
their rich cultural heritage involved. Therefore, a sudden change that is totally opposite to the
culture of that specified area is very disappointing for the place as well as for the people who has
come to visit the place (Roberts, 2014).
Task 3
LO 3 Roles, responsibilities and ownership of organizations in the heritage
and cultural industry
3.1 Impact of different types of ownership on heritage management and
cultural sites
All the rich and cultural heritage upholds tradition, culture and ethical values. Throughout this
study different advantages and disadvantages of cultural heritage are been discussed. Light has
been focused on huge success of the tourism industry and its associated business. In tourism,
business also there exists of different kinds of management and ownership structure according to
their collaboration. The different owners hold different roles and responsibilities. It is no doubt
that tourism sector is the most flourishing business in the recent years. Most often, it is seen that
the rich cultural heritage are controlled and maintained by governmental organization and many
other non profit bodies. The primary function of these two bodies is to safeguard the rich asset
and heritage from getting exploited. Therefore protecting these sites are primary concern for this
bodies. The different kinds of ownership structures are detailed as follows:
Political: governmental bodies take the major section of the initiative. Sometimes they appoint
experts who can restore art, which is diminishing due to time. They also undertake small projects
in order to protect these assets. Restoration of the art forms and sculpture provides the visitor
with better resources and opportunities to learn. The 24hours working personnel are provided
with regular trainings to maintain the cultural heritage from public exploitation (Stepchenkova,
Kim, & Kirilenko, 2015).

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Collaborators: In some cases, the governmental bodies work jointly with the private bodies for
the improvement of existing many heritage sites. Many pending projects even open up and starts
from the beginning due to enthusiastic joint action of the two parties. There is a huge
disadvantage of working with collaborators. For example sometimes any of the parties involved
wants to gain competitive over the other. Mainly these actions are neet to be operated with no
personal benefit but there arise conflict when some private bodies do not want to take necessary
step without self profit.
Institutional: Institutional support are been provided by the private ventures. The small bodies
work as individual team and undertake different projects in order to safeguard the monuments.
the awareness of the local people ensure proper restoration of the assets thereby focusing more
on the preservation process.
.
The primary common message, which is conveyed by all these bodies are to make people
understand the importance of tourism industry and the well being associated with it. The tourism
sector has many purposes to be served to people whether from educationists or normal travellers.
3.2 Explaining the roles and responsibilities of organizations in the heritage
and cultural industry
There are different organizations both private and public including the voluntary bodies whose
main purpose is to preserve the rich cultural heritage as discussed in the previous sections the
major section of the initiative is taken by governmental bodies. Sometimes they appoint experts
who can restore art, which is diminishing due to time. They also undertake small projects in
order to protect these assets. Restoration of the art forms and sculpture provides the visitor with
better resources and opportunities to learn. The 24hours working personnel are provided with
regular trainings to maintain the cultural heritage from public exploitation. The bodies invest a
small fraction of money in training and repair process of the cultural heritage. They appoints
caretakers who is on charge to look after the units throughout the day. The main motto is to
present the tourist attraction in its original form throughout the year and entertain the consumers
of travel industry. Some trusts have come up such as National trust who has put its great effort in

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conserving rich heritages. Problems arise where the maintenance funding increases to become
more than the cooperation. This can be considered as the most efficient resource of the private
organization (Aina & Babatola, 2015). In tourism, business also there exists of different kinds of
management and ownership structure according to their collaboration. The different owners hold
different roles and responsibilities. It is no doubt that tourism sector is the most flourishing
business in the recent years. Most often it is seen that the rich cultural heritage are controlled and
maintained by governmental organisation and many other nonprofit bodies. The primary function
of these two bodies is to safeguard the rich asset and heritage from being exploited. Therefore,
the roles and responsibility of these body is mainly preservation of culture and meet the tourist
demand as per requirement. The bodies ensure that the tourists are not distorted or felt cheated
after they are not meeting their criteria or delivering with services which is not what they have
been claimed.
Task 4
LO 4 Understanding the methodology of interpretation within the culture
industry and heritage
4.1 Evaluating the media and the methodology used within the heritage and
cultural industry for interpretation to tourists
Now days the publicity of tourism industry has become very easier as different kinds of media
are used to make publicity of different tour agencies. Television is the most effective media
considered in this case. The beautiful nature images and associated tourist attraction spots are
shown in lucrative and alluring way such that the viewers are compelled to give attention and get
attracted. Short films are featured upon any particular travel destinations where all the major
tourist attractions are focused in a short span of time. Indirectly it can also be said that the busy
life of recent years has become a driving force to lead the people to go for long travel holidays.
So people have become more aware and conscious while investing in any tour package. There
are tourists who want both relax, refreshment and sightseeing at the same time. In these cases it
becomes necessary to manage the tour in such a way none of clients of the travel company is
disappointed with the service provided. In some points especially during off-season the tour

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companies announce deals which comes at a much lower price than the original one. Therefore,
it becomes the favorable opportunity to attract large number of tourists when the season had left
with none. All these are promotional activities that are communicated and spread across internet,
social networking sites and direct media so the message can be conveyed to large number of
people resulting in making of handsome profit (Cetin, & Bilgihan, 2016).
The methodologies used and practiced are slight different than the media technologies used. The
tourists are greeted with warm welcome so that the tourists get to know about the local people
well and about their lifestyle and religious practices. If that particular is enriched with rich
wilderness then it is sole responsibility of the local governmental body to protect the rare species
belonging to that particular location. Along with taking people for visit to forest for example, it
should also be noted strictly that the wild species are not harmed or tortured by any kind of
tourist activity. In case of preservation of cultural heritage if any forms of art peice cannot be
restored, then they must be preserved in museums so that the next generation is not completely
devoid of experiencing them (Zhao & Timothy, 2017). Some of the resources include fossil,
scripture, remain of any meteorites, models of tribal people of that particular serves to become
major tourist attraction in museums. It would be more better if every tourists are assisted with a
guide who will read out the history and evolution of that particular geography then things will
become much more interesting and accepting. Apart from taking clients for tour in exchange of
money, it becomes necessary and responsibility of the travel company to educate their clients
about the past and and contrasting with present scenario. Travel is an activity to be relaxed and
cherished with and it becomes more interesting when one gets to know about the origin of that
particular geographical area around (Jamal, & Camargo, 2014).
Conclusion
In general it can be summarized that tourism sector is the most emerging business and large
profits it makes across the world. Based upon the effective outcome many financial shareholders
also invest in tourism industry to enjoy a part of the success. With increase in the business the
demand of customers have also increased. For example they want and expect more customized
packages and more personalized service. At the same time traveling also is helpful in educating
purpose and mastering different forms of art and culture. Travelling brings people close together

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and helps to know each other religion culture. In one way, it can be said that travelling unites
people. Therefore it is duty of every individual to preserve and conserve the rich cultural heritage
so that they make the next generations proud.
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Lepp, A., Gibson, H., & Lane, C. (2014). The effect of Uganda’s official tourism website on
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Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process:
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case of tourism management students in Hong Kong. Journal of Teaching in Travel &
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world heritage sites. Tourism management, 40, 46-58.
Roberts, L. (2014). Talkin bout my generation: popular music and the culture of
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Jeon, M. M., Kang, M. M., & Desmarais, E. (2016). Residents’ perceived quality of life in a
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Stepchenkova, S., Kim, H., & Kirilenko, A. (2015). Cultural differences in pictorial destination
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Aina, O. C., & Babatola, O. (2015). CULTURAL TOURISM: A SUSTAINABLE
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Cetin, G., & Bilgihan, A. (2016). Components of cultural tourists’ experiences in
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