Report on Heritage and Cultural Tourism Management (BTEC HND)

This report delves into the multifaceted world of heritage and cultural tourism management. It begins with an overview of the industry's growth and development, followed by an examination of potential conflicts in the conservation of heritage and cultural resources, using Lhasa as a case study. The report analyzes stakeholders, justifying boycotts, and balancing commercialization with preservation. It then explores the purpose of heritage and cultural attractions in meeting diverse customer needs, including entertainment, historical importance, recreation, education, research, unity, and economic enhancement. The report also discusses the impact of different types of ownership on the management of heritage and cultural sites and the roles and responsibilities of various organizations within the industry. Finally, it examines methods and media used for interpretation within the industry. The report aims to provide a comprehensive understanding of the challenges and opportunities in this dynamic field.

Heritage and Cultural Tourism
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................2
1.1 Growth and development of the heritage and cultural industry.......................................2
1.2 Potential conflicts in conservation of heritage and cultural resources.............................5
TASK 2............................................................................................................................................7
2.1The purpose of heritage and cultural attractions in meeting the needs of different customer
................................................................................................................................................7
TASK 3..........................................................................................................................................11
3.1 Impact of different types of ownership on the management of heritage and cultural sites11
3.2 Roles and responsibilities of organizations in the heritage and cultural industry..........12
TASK 4..........................................................................................................................................13
4.1 Methods and media that is used for interpretation with industry:..................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Tourism is one of the fastest growing sector in world. With the rise in income and
availability of leisure time, there is a spike in the movement of people from one place to another
for some adventure, outdoor activity and have some recreational pleasure (Su, 2011). These days
people not just want to go to different location for spending their free time but also they want to
learn about different culture and heritage. Tourism management is a new trending field which
has caught attention of countries around the world. There is requirement to focus on these natural
and heritage sites as to ensure there proper preservation and utilisation. Some of them are more
than thousand year old, which makes it little difficult for governments and organisations to
preserve them and use them as a tourist attractions (Alberti, and Giusti, 2012). In this report, a
timeline of growth and development in heritage and development industry, issues related to it,
need of developing these spots, different roles and responsibilities of government and private
organisation in preserving these sites will be covered. It will assist the reader in improving his
knowledge about various factors which impacts and initiates the growth of heritage and cultural
tourism.
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TASK1
1.1 Growth and development of the heritage and cultural industry
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1.2 Potential conflicts in conservation of heritage and cultural resources
Conflicts in Conservation of Heritage and Cultural sites
Background The background of city of Lhasa, is identified as a administrative capital of
Tibet Autonomous Region that is also called as TAR which is a part of
People's Republic of China. Lhasa is a second highest populated city in the
whole region and it is also situated at staggering 3490 metres which makes
it the city located at highest peak in world. It has remained a administrative
centre as well as a religious capital since early 17th century. The
significance of city is very high as there are different and important
Tibetan Buddhist sites, such as; Norulingka palaces, Potala Palace and
Jokhang Temple.
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Assessment of
potential conflicts
For the assessment of potential conflicts which exists in the conservation
of cultural and heritage resources, there are two vital aspects which has to
be considered. First aspect is a negative one, it is related with the rising
number of tourist in the place and impact of various infrastructure
development on heritage and culture of area. Second aspect is a positive
aspect which states that the revenue which will be generated with the
increase of travellers number will assist local government in enhancing the
standard of living, facilities for its citizens. Thus there is requirement of a
balanced approach which will not hinder revenue generation and maintain
the flow of travellers in region.
Stakeholders For assessing conflicts, it is very important to identify stakeholders
involved in the whole scenario. According to the case study of Lhasa, there
are multiple stakeholders who are involved in the whole process, such as;
local government, communities, investors, environmentalists, global
community, tourist and various travel agencies. Conflict has risen due to
multiple projects that have been initiated by the Chinese government in the
region. There are many projects such as road building and 'Resort Lhasa
Paradise' build by Intercontinental Hotel group. Also they are going to
renovate Barkhor town while planning for building up theme park in the
outskirts of city. These issues have been raised by London based NGO
named Free Tibet which has stated that these projects are a threat to the
region heritage and cultural values and they would impact their religious
sentiments.
Justify boycott The NGO has stated various points in order to justify boycott of projects in
Tibet. First reason behind it is that, The 'Resort in Paradise' and IHG
hotels are ignoring the oppressive rule of government and lower living
standards of community living in region. Also they described establishment
of hotel premises in the outskirts of Barkhor district to hurt heritage and
cultural values as there will be high inflow of travellers and over
utilisation of resources which will impact the life of people too.
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Balancing all
activities
As per the research, there is high need of balancing all activities of
commercialisation of Heritage and cultural hot spots in the Barkhor
district. The government has to find different way by which it can assist
local government in restoring religious structure which have been impacted
by sudden rise in travellers and other developmental activities. There are
various methods which can be employed, such as virtual reality. These
methods will assist in boosting capital cost and enhance revenue
generation. Proper training and ups-killing of population will also
safeguard culture while boosting tourism. Everything needs to be done
while keeping all requirements on paper so that there is organic,
sustainable growth in the region. This way government will be able to keep
religious sentiments of people in control and also aid in enhancing their
standard of living. The prime motive of all these activities have to be,
protection of heritage and culture while benefiting from commercialisation
of same.
Approach The London based NGO is right in its approach, as it is stating about
impact which will be there if the Chinese government keep on pursuing
non sustainable strategy for developing tourist destination then it will end
up destroying heritage as well as cultural values in region. They have to
find a middle path which fulfils needs and wants of all stakeholders
involved in this process.
TASK 2
2.1The purpose of heritage and cultural attractions in meeting the needs of different customer
From long time, cultural and heritage sites have been the centre of attraction for different
type of customers. It has been proven and there are different evidence in the form of reports
which state about rise in number of people. They have immense importance as they play role of
attracting huge number of traveller to these regions (Ashworth, and Larkham, 2013). The cultural
and heritage sites assist in upholding various types of tradition, ethics, values and behaviour of
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people who are associated with specific culture and sites. The different purpose which are
fulfilled by cultural and heritage attraction places are as follows:
 Entertainment: There are different types of visitors who visits these places for
entertainment purpose. The heritage and cultural sites are seen as places which have high
level of entertainment value in them. Students, families, business man all visit these
location for learning, fun and entertainment (Stylianou-Lambert, 2011). They also assist
in specifying various tourist destinations. After visiting these places, travellers feel highly
satisfied and entertained as they have seen a part of human history and evolution. For
example, the British museum has various activities and programmes designed which
makes it a attractive place to visit for travellers. There are three main and renowned
museums which are introducing new concepts and removing boredom from their
premises.
 Historical Importance: These sites state about various facts and figures about human
history and evolution. It provides people an insight about how mankind has developed
with time. In British museum, traveller are provided with the privilege and understanding
about historical background of various cities and countries around the world. Also the
interactive program has reduced the bookish knowledge (Ashworth, and Page, 2011). Recreational purpose: Today humans are totally relied on technology and gadgets. They
do not have time for going to different places for vacations but the British museum or
Victoria, provides them a platform where they can learn and relive the time which was
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Illustration 1: British Museum, 2017

faced by their ancestors. People tend to opt for visiting a place with historical, heritage
and cultural values as to learn something new and gain an insight about different values
and ethics.
 Educational value: The heritage and cultural sites have huge educational value in them.
They are perceived as a place which will provide learning to visitors who will be visiting
the historical places (Cuccia, and Rizzo, 2011). Schools and colleges also offer these
types of trips with a aim of enriching students knowledge about local heritage and
historical values. Victoria and Albert museum are designing various programmes for
educational programs. On the other hand, British museum has provided ample of
opportunities to local as well as international travellers to learn about historical events in
a most innovative and fun ways.
 Research aid: The heritage sites are one of the most eminent research aids as they
provide valuable information to people who wants to learn about human history and
evolution (Chiabai, Paskaleva, and Lombardi, 2013). For example, The Victoria museum
have researchers who visit various sites to gain in-depth knowledge about history and
heritage, other institutions too provide necessary facilities to boost the learning of people
about various issues. Sense of Unity: These heritage and cultural sites have been a pillar in creating a sense of
unity between different communities. People are able to learn about other culture and
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Illustration 2: Victoria and Albert Museum, 2016

traditions because of these sites which ultimately boost co-operation between them. Also
it helps communities in preserving their lost culture which creates a feeling of
belongingness. The British museum has various programs which are aimed to preserve
and protect various artefacts which states about the life of people belonging to different
cultural.
 Economic Enhancement: These sites boost tourism in a region which generates revenue.
The money is then used to improve infrastructure and other basic facilities that lead to
increase in standard of living. The museum invest huge sum of money in developing
infrastructure to preserve various historical artefacts as to attract more visitors to visit
their premises (Hartmann, 2014). The revenue which is generated by increase in the
number of traveller is used to maintain museum and fund researchers in finding out more
historical artefacts.
These are few way heritage and cultural sites assist in catering to various needs of
different people. The museums play a vital role in preserving and protecting these sites and
artefacts which provide knowledge to people (Keitumetse, 2011). The government also fund
various programs initiated by these organisation for boosting research about the history and other
information.
There are different types of customers that are catered by tourism sector. These are as
follows:
 Business tourist: These are the people who will be travelling from one part of world to
another for their business and economic concern.
 Education tourist: They are the one who travel from one part to another for learning new
things and concepts.
 Cultural tourist: They are the one who like to experience essence of assorted cultures.
They like to witness different cultural sites as to understand difference between their own
lifestyle and others.
 Adventure tourist: These are the people who like to experience something unusual and
bizarre.
 Leisure tourist: The tourist who wants to revitalise and rejuvenate with comfort while
learning new things.
 Religious tourist: These are tourist who like to visit historic places with religious values.
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