Heritage and Cultural Tourism: Conflicts and Customer Needs Report

This report delves into the dynamic world of heritage and cultural tourism, examining its rapid growth and development within the industry. It assesses potential conflicts that arise in the conservation of heritage resources, using the case study of development plans for the Jokhang Temple in Tibet to illustrate these challenges, including issues like environmental impact, planning, and revenue generation. The report also explores how heritage and cultural attractions, such as the British Museum and the Victoria and Albert Museum, cater to diverse customer needs, highlighting the purpose these attractions serve for students, scientists, and families. Furthermore, the report evaluates the methods and media used for interpretation within the heritage and cultural industry, including published materials, audio-visual presentations, and the role of attendants and guides. The report concludes by emphasizing the essential role heritage and cultural tourism plays for various visitor types and the need for careful management and planning to ensure its continued success and relevance.

Heritage and Cultural
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Assess the growth and development of heritage and cultural industry.................................1
Covered in poster........................................................................................................................1
1.2 Potential conflicts in the conservation of heritage and cultural resources............................1
TASK 2............................................................................................................................................2
2.1 Purpose of heritage and cultural attractions in meeting the needs of different customers....2
TASK 3............................................................................................................................................4
3.1 & 3.2 ...................................................................................................................................4
Covered in leaflet .......................................................................................................................4
TASK 4............................................................................................................................................4
4.1 Assess methods and media used for interpretation within the heritage and cultural
industry........................................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Heritage and cultural industry is having a rapid growth now a days. It helps people to
know about the past history about places and culture of that nation. This is mainly beneficial for
students and the researchers. This helps in getting knowledge about the values, culture, norms,
traditions and many more about that place (Zhang and et. al., 2011). Government also provides
support for keeping the heritage and cultural places safe and secured so that people can go and
visit there safely with gaining in-depth information about the same. In this report, some of the
heritage and cultural places will be described by which one can get knowledge about why and
how it is important for whom.
TASK 1
1.1 Assess the growth and development of heritage and cultural industry
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1.2 Potential conflicts in the conservation of heritage and cultural resources
Potential conflicts in the conservation of heritage and cultural resources
Date- 08.08.17
The heritage and cultural places are that places which are most important to be exist now
a days as to provide knowledge about values, norms, culture to now a days modern people. If
these heritage and cultural places will not be taken with care properly then it will no longer
exist. So, people will not be able to know about all the things which have been occurred in the
past. Therefore, it is important to conserve the sites which are providing knowledge of culture
and things which have been occurred before. For this, the government bodies as well people of
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nation should take further steps with making plans by which they can be able to develop these
places so that more people would become able to know about same. These places should be
modified and developed according to the visitor’s choices and it should like that which will
provide them benefits. As per the case study of Tibet, Chinese government wants to make some
development in Jokhang Temple which is in Lhasa. They want to make proper development that
will be beneficial for the tourists and they would get better facilities after the development.
Even though the government has proper plans with them by which they can have development
at that place but there are many issues which they have to take in care and focus on as making a
plan is easy but to implement the same is too difficult. The conflicts coming in between this
development are:
It is between brown field sites and green field sites- This would also be a conflict like while
the government decided to develop nearby area of that temple, they are making plan to add
more things there and by doing so, greenery of that place will get affected. Focusing on some
visitors who want to stay in a luxury hotels while visiting to the places, government decided to
enter in a contract with builder who is interested in building a luxury hotel of 1000 rooms. This
could be one of the conflicts as some says that it is totally a use of religious name to earn profit.
Impact of visitors on sites and their immediate environment- Before going at any place to
visit over the visitors also have some thoughts or imagination in mind about those places where
they are going to be visit. So if the heritage and cultural places which provides the people
cultural values and norms about that places it will get changed at sudden then it would affect
there imaginations. That would also become a reason for conflicts.
Planning and land use- As Chinese government is planning to do development in nearby areas
of the temple so they have made plans to develop a hotel that could impact or create conflicts. If
the government will not plan properly about how places or area of land is to be taken in use, it
will create problems to the people as well visitors too. Like for example if at that place visitors
are in more number and the place which is provide to them for parking is not enough then it will
create problem to the visitors too.
Capital cost and revenue generation- As the government is going to produce hotel and going
to develop that area so, they should have a proper plan about how and what should be invested
otherwise it might affect the economy of that place.
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TASK 2
2.1 Purpose of heritage and cultural attractions in meeting the needs of different customers
 British Museum- This museum is located in Bloomsbury in London. It was established
in 1753 with having the proper collection of human history, arts and the culture of place.
At that place, there are many things made available by which people can know about the
place and its culture (Timothy, ed., 2017). This is like documentary of human history,
culture and all. Pictures to tell about the past times, etc.
 The Victoria and Albert museum- This is located in London and it is one of the largest
museums with having decorative arts and designs over there. They are having collection
of approx. 4.5 million objects with them. This museum was established in the year1852
and it was named after the queen Victoria and Prince Albert (Hjalager, 2010). It covers
approx. 145 galleries. They are having holdings from different materials, Jewellery,
Sculptures, furniture, drawings, photographs and many more.
Both of this museum is having lots of thing in it which gives lots of things to visitors to see and
to learn them more about that place. It is very important to take care of heritage and cultural
places so that people can get chance to learn more about places and their cultures. It helps people
to have proper knowledge about people which were in past times. It is very essential to focus on
the places so that it can be safe (Richards, 2011). Heritage and cultural places are very beneficial
for the people who visits over their. All the people have different purpose to come over these
places to visit like:
Students- The students which are studying in schools and colleges come to this type of place as
a part of their study (Jimura, 2011). This is the part of their education, so the things which is
overt their make them learn more things about the human which lived in past time and about the
culture and many more things which is related to the culture and norms, values, etc. so these sites
should have such things which will help the students to collect more information about that place
and can remember those things.
Scientist- At this heritage and cultural places scientist also come to visit as to collect more
information about the place, things and many more information and gain knowledge so that they
can do proper researches and get more detailed information about the things which are present
over these places (Nicholas and Thapa, 2010).
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Families and children's- some visitors come with their families and their children's to spend
some time together and to have some enjoyment. And for this type of visitors there should be
some arrangements by which they can have some enjoyments together. So there should more
things for these visitors too.
It is essential to focus on all the needs and wants and the background of the visitors. As
that will help in what and how the preparations should be made and what all things should be
added at that places so that they can get benefits.
TASK 3
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TASK 4
4.1 Assess methods and media used for interpretation within the heritage and cultural industry.
It is fundamental for the British Museum and The Natural History Museum, large
portions of the guests are having inquiries in their brains which must be settled by the
administration specialists of these exhibition halls. The administration need to give legitimate
translation about the particulars which are set in the exhibition halls which can give an assistance
to the guests to comprehend about them effectively (Loulanski and Loulanski, 2011). So they
need to utilize proper strategies to decipher about jokes and things which are having enormous
legacy noteworthiness. So a portion of the strategies are here which are utilized and which can be
utilized as a part of the British Museum and The Natural History Museum;
Published materials: They can give a booklet to every last guests t which causes them to
comprehend about the specific things which are set in the exhibition hall, it must be in a
legitimate succession in which the things are organized in the historical centres. So they need to
give this distributed material in which dialect which is useful for the guest to peruse effectively
(Keitumetse, 2011). It need to contain every one of the insights about the things, it legacy and
social esteem and it need to contain every single introductory picture which serves to the guests
to comprehend the estimation of the thing as indicated by the legacy.
Audio visual presentation: It can likewise gave by the administration in every single specific
thing which is put in the historical centres. It can serves to the guests to comprehend about the
qualities and significance of the particulars successfully. So they need to set a projector on every
single counter which need to give subtle elements to the guests in a successful and reasonable
dialect (Logan, 2012).
Attendant: Management which are working in the associations can give a specialist on every
single counter to translate about the exhibition hall and in addition things which are having
centrality for legacy. These chaperon must be brilliant grasp on the legacy and social esteems.
Guide: They can give an individual manual for each gathering of the guests which causes them
to comprehend about the esteem and centrality of the specific things.
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CONCLUSION
From the above report it had been concluded that heritage and cultural industry is every
essential for all the people of different types and it is different for visitors as all the visitors come
with different purpose as for the student it is for education related thing and for researcher it
provides information to research further, for family it is for entertainment. So these sites should
be careful about the activities which has to be done over their. There is different department and
they have their own roles and responsibilities which they have to be taken in care.
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REFERENCES
Books and Journals
Ashworth, G and Page, S. J., 2011. Urban tourism research: Recent progress and current
paradoxes. Tourism Management. 32(1). pp.1-15.
Barbieri, C and Mahoney, E., 2010. Cultural tourism behaviour and preferences among the live‐
performing arts audience: an application of the univorous–omnivorous
framework. International Journal of Tourism Research. 12(5). pp.481-496.
Choi, A. S and et. al., 2010. Economic valuation of cultural heritage sites: A choice modeling
approach. Tourism Management. 31(2). pp.213-220.
Cuccia, T and Rizzo, I., 2011. Tourism seasonality in cultural destinations: Empirical evidence
from Sicily. Tourism Management. 32(3). pp.589-595.
Frey, N and George, R., 2010. Responsible tourism management: The missing link between
business owners' attitudes and behaviour in the Cape Town tourism industry. Tourism
management. 31(5). pp.621-628.
Hjalager, A. M., 2010. A review of innovation research in tourism. Tourism management. 31(1).
pp.1-12.
Jimura, T., 2011. The impact of world heritage site designation on local communities–A case
study of Ogimachi, Shirakawa-mura, Japan. Tourism Management. 32(2). pp.288-296.
Keitumetse, S. O., 2011. Sustainable development and cultural heritage management in
Botswana: Towards sustainable communities. Sustainable development. 19(1). pp.49-59.
Logan, W., 2012. Cultural diversity, cultural heritage and human rights: towards heritage
management as human rights-based cultural practice. International journal of heritage
studies. 18(3). pp.231-244.
Loulanski, T and Loulanski, V., 2011. The sustainable integration of cultural heritage and
tourism: a meta-study. Journal of Sustainable Tourism. 19(7). pp.837-862.
Nicholas, L and Thapa, B., 2010. Visitor perspectives on sustainable tourism development in the
pitons management area world heritage site, St. Lucia. Environment, Development and
Sustainability. 12(5). pp.839-857.
Richards, G., 2011. Tourism development trajectories: From culture to creativity? Tourism &
Management Studies. (6). pp.9-15.
Timothy, D. J. ed., 2017. Managing heritage and cultural tourism resources: Critical essays,
Volume one. Routledge.
Zhang, H and et. al., 2011. The evaluation of tourism destination competitiveness by TOPSIS &
information entropy–A case in the Yangtze River Delta of China. Tourism
Management. 32(2). pp.443-451.
Online
Royal Arts of Academy. 2016. [Online]. Available through:
<https://www.royalacademy.org.uk/>. [Accessed on 8th August 2017].
The British Museum. 2017. [Online]. Available through: <http://www.britishmuseum.org/>.
[Accessed on 8th August 2017].
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