Heritage & Cultural Tourism: Growth, Conflicts & Management

This report delves into the management of heritage and cultural assets within the travel and tourism industry, beginning with an analysis of the sector's growth and development, from pilgrimage to modern tourism. It explores the purpose of preserving cultural and historical attractions, highlighting their positive social and economic impacts. The report also addresses potential conflicts in conservation, using Barcelona and Venice as case studies to illustrate the challenges of balancing tourism with the preservation of cultural sites and the well-being of local communities. Furthermore, it examines the roles and responsibilities of organizations involved in heritage and cultural site management, and evaluates the methods and media used for interpretation within the industry, considering the needs of diverse tourist demographics. The report concludes by emphasizing the importance of sustainable tourism practices and the ongoing efforts to enhance visitor experiences while safeguarding cultural heritage.

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HERITAGE AND CULTURAL TOURISM MANAGEMENT

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Table of Contents
Introduction......................................................................................................................................3
LO1 Understand the growth and development of the heritage and cultural industry within travel
and tourism......................................................................................................................................4
1.1 Analyze the growth and development of the heritage and cultural industry........................6
1.2 Discuss potential conflicts in the conservation of heritage and cultural resources: Case
study of Barcelona (Spain) and Venice (Italy)................................................................................8
LO2 Understand the purpose of heritage and cultural attractions within the travel and tourism
sector..............................................................................................................................................10
2.1 Assess the purpose of heritage and cultural attractions in meeting the needs of different
customers.......................................................................................................................................10
Task 3.............................................................................................................................................12
3.1 Evaluate the impact of different types of ownership on the management of heritage and
cultural sites...................................................................................................................................12
3.2 Analyze roles and responsibilities of organizations in the heritage and cultural industry......14
Task 4.............................................................................................................................................17
4.1 Evaluate methods and media used for interpretation within the heritage and cultural industry
for tourists......................................................................................................................................18
Conclusion.....................................................................................................................................21
Reference list.................................................................................................................................22

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Introduction
Travel and tourism is one of the largest industries in the world. This sector is associated with the
leisure and travel activities for the interested tourist. The particular sector is behind the
employment of 200 million people throughout the world. The industry is providing leisure and
other travel activities in domestic or international context. In this context, it is also noteworthy
that the visiting places are significant source of income in many places, especially in case of
heritage or cultural places, where cultural and historical aspects were kept safely. In addition, by
strengthening the international relations in regards to the social, cultural, educational and
economic sectors, the sector is directly contributing in social wellbeing (Iriye and Saunier, 2016).
The current assignment would focus upon the heritage and cultural assets management in the
travel and tourism industry. Initially, the growth and development of the heritage and cultural
industry in this sector would be demonstrated here, followed by the demonstration of the purpose
of maintaining and keeping these heritage and cultural attractions safe in the travel and tourism
sector. In the following section, the roles and responsibilities of the owners of heritage and
cultural industry has also been discussed here. Finally, the key methods for interpreting the
heritage and cultural industry have been demonstrated in the assignment.

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LO1 Understand the growth and development of the heritage and cultural industry within
travel and tourism

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1.1 Analyze the growth and development of the heritage and cultural industry
It is important to understand the heritage tourism, prior understanding the growth and
development of this industry. The heritage tourism involves cultural and historical assets along
with natural resources, where visitors come to explore their interest. It has several importances,
including the positive social and economic impact upon the society. In addition, the heritage
tourism helps to establish the image and identity of the cultural places, while contributing
significantly in preserving those assets within the community. It makes the bridge, allowing the
culture to promote harmony and collaboration within communities and society people. The
heritage tourism is supporting the hospitality sector through the preservations of the cultural
aspects. For instance, in UK, there are approx 30 UNESCO recognized heritage sites along with
the natural assets including Henderson Island, Gough and Inaccessible Islands. On the other
hand, some these sites are archeological places as well as some places are cultural and historical
places like Maritime Geenwich, Royal Botanical Gardens, Westminster Abbey, and Saint
Margaret’s Church (Timothy, 2014).
The growth and development of the heritage and cultural tourism can be understood through the
evolving stages of society, from the pilgrimage to the current era. In the pilgrimage stage, the
purpose of visiting included a spiritual purpose, which causes the visiting places to be linked
with some spiritual experience along with some religion aspects; like the burial site of a famous
people, places having mystical significance and places where miracles took place, were the key
visitor’s attractions at that period.
In the sequence, the next era focused upon ancient and biblical attributes as the key visitor’s
attractions in the heritage tourism. The heritage tourism industry at that period attempted to
provide the evidences to the visitors about the presence of these visitor’s places from ancient era.
For instance, it is evident that the Greek citizens, keen to explore the heritage sites, used to go to
Egypt, where their tour guides provide them the instructions regarding the story and ancient facts
associated with the places they visited. In that period, the seven wonders of ancient world were
the key attractions for the (Moufakkir and Reisinger, 2013).
The next stage of tourism development was at the age of Renaissance, within the period of 14th to
17th centuries, when the heritage tourism included the attributes related to ancient Rome and
Greece. From this stage of tourism development, the industry concentrated upon the creation and

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inclusion of new attractions in the visitors’ places, which promoted via developing antiques and
other aspects for grabbing attention of potential visitors, which promoted the development of the
heritage tourism industry.
The next stage of development was significant for grand tour, within the period of 1600 to 1800s.
The era could be identified by the young people travelling to the historical places through Europe
for educational purposes for exploring the art sites and pre existing architectures in France,
Germany, Italy and Belgium, which is highlighting this era of development as the earliest version
of pre-packed tourism business (Mason, 2015).
During 19th century, the evolution of cultural tourism was seen again. Initially, museums did not
charge entree fee, in order to grab attention of more people. The involvement of various
activities was the path to save the cultural, places. This era highlighted the downturn of
England’s economic status.
In the final stage of development, i.e. in the current era, a range of activities are involved in the
cultural and heritage tourism in order to meet the needs of visitors via continuous monitoring to
the customer base. For instance, renowned tour groups including “the national Trust, The society
for the protection of ancient buildings (SPAB), the Woodland and Trust, Victorian Society” are
working with their unique aim and objectives, while contributing significantly to social and
environmental wellbeing, for sustaining their business and grabbing more attention of visitors
(Timothy, 2017).
Timeline of heritage and cultural tourism development
Period Region Travel motivation
3000 BC Babylonia Business
1, 500 BC Egypt Religion and pleasure – pyramids
6thC BC Egypt Heritage and culture – ‘Museum of
Antiquities’
5thC BC Greece Athens – religion – Acropolis or
Panthenon
4th BC Sparta, Athens, Guidebooks

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Troy
2ndC BC Roman Empire Roman infantrymen VFR
Middle Ages Europe ‘Haligdeg’ – ‘Holy Day’ (Holiday),
indicating a day of rest
16thC AD Europe Pilgrimages – religion: Rome,
Canterbury
17th – 19th
CAD
Europe Educational culture – ‘The Grand
Tour’
Table: Timeline of heritage and cultural tourism development
(Source: Garau, 2014)
1.2 Discuss potential conflicts in the conservation of heritage and cultural resources: Case
study of Barcelona (Spain) and Venice (Italy)
Though the travel and tourism sector is
achieving much benefit yet this industry is
facing some potential conflicts while
preserving the heritages and cultural
resources. The country takes pride for its
cultural assets and heritages. So these are
taken care and kept safely and are nurtured
with the resources. Nevertheless, in many
occasions when these natural and cultural
assets are exposed to the people, by any
known or unknown causes these are being
harmed (Ahluwalia, 2017). Many people
hinder with cleanliness of these preserved
artifacts while visiting these sites.
One of the key conflicts in the cultural and
heritage tourism is that, organizations in the
travel and tourism sector are making their
business more striking and approachable to
the public to attract more number of tourists.
As a consequence more population approach
to the heritage sites, which causes an
increase in chances of the aspects being
harmed and lost. Due to misuse these sites
are being harmed and lost and in order to
maintain these places authority has to
replace the old antique with the new one
(Mack, 2012). These cause depreciation in
the value of the beauty and approach of
these heritages and also cause a reduction in
the value of business. Enhancement in the
crowd means more number of people, and
more number of people includes such

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population who have no respect for the rules
and regulations of those places, which
creates many issues for the authority of
those heritage places to arrange proper
management.
One of the causes of the obstruction in the
business is the misbehavior and disrespect of
the stuff towards the tourist. Other conflicts
include “misinterpretation of physical
attributes, conservation threats against the
growth of the industry, less access and
involvement of innovative technologies in
the business, lack of consultation with
community and others”.
In another heritage place Barcelona in
Spain, conflicts has been witnessed, which
has significantly reduced the value of
tourism business of the place. It has been
revealed that the citizens in this city are
living under a threat due to mass crowd
gathered in the city. The city consists of the
tourism hotspot, which is making huge
crowd and ultimately reducing the quality of
citizens’ life, especially people, who are
living near the tourism hotspots (Barthel-
Bouchier, 2016).
A protest was raised by the citizen in 2014,
where they claimed to make the city visitors
free, as they have argued that visitors are
unable to understand that it is a city, instead
of being a theme park. Citizens are
continuously complaining about visitors’
rush lifestyle, which has been estimated to
be approx 32 million visitors (Edgell, 2016).
As a result, in 2017, legislation was
introduced for reducing the number of
tourists in the residential areas, by reducing
accommodations for tourists.
The tourism authorities are unable to
manage the natural resources at these
attraction places. Venice is another heritage

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site, which is exploring natural resources,
i.e. cruise ship tourism; which has become a
threat to citizen’s lives. It has been claimed
that every day the city is visited by more
than 60000 visitors, which is more than the
total residents (Colau, 2014). On the other
hand, the fragile structure of the city has
also been argued to be the reason behind the
threat of cruise ship tourism at Venice.
LO2 Understand the purpose of heritage and cultural attractions within the travel and
tourism sector
2.1 Assess the purpose of heritage and cultural attractions in meeting the needs of different
customers
Introduction
The heritage and cultural tourism industry is providing significant and attractive travel packages
in order to satisfy their customers. In this context, different tour authorities have various aims
objectives and visions, which are ultimately concerned about the provision of high quality tour
services, providing good experience to the visitors and earning profit from them. In order to
understand the purposes, the assignment has focused upon the British Museum and Victoria as
well as Albert Museum.
Purpose of British Museum
 To meet the global customer’s needs, while expanding the business
 To keep the cultural and heritage sites safe and protected, convey the stories and
importance of these heritage and ancient attributes of the world to the global population
(British Museum, 2017)
Purpose of Victoria and Albert Museum
 To provide good tourism services at the cultural visit and tourist places to the visitors, for
satisfying them
 To gain significant market revenue by addressing current market needs
 To expand the current customer base (Victoria and Albert Museum., 2017)

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 To develop services via enhanced customer awareness in order to enhance the brand
value in the global platform
Type of customers
The above discussed two heritage sites are classified within the most visited tourist destinations
in the England and UK. However, mostly people, especially these places are visited by the young
people, i.e. students for educational purposes, who are interested in literature, history, leisure and
research.
Ways to meet the needs of visitors
Role of British museum
 The museum authorities are providing the opportunities for communicating with the
bigger world via the experienced tour guides, which are required by media
 They are providing the facilities to the tourists to appoint tour guides, who can convey
historical information and stories related to the artifacts preserved in the museum
 The museum authorities are helping the researchers to gain in depth information about
the historical and heritage cultures, by arranging tour seminars and historical campaigns
(British Museum, 2017)
 They are arranging programs related to technical and pictorial interpretation of heritage
and cultural tourism related to the museum, in order to meet the changing needs of the
key visitors including students
Role of Victoria and Albert museum
 The museum authorities are arranging different exhibitions, like ‘Wedding dresses
exhibition’, ‘constable exhibition’ for meeting the needs of media
 Another type of visitors are families, who needs to gain knowledge from heritage and
cultural aspects of the visited places; for them the museum authorities are arranging
award winning back pack activities, which makes those places more striking and
enjoyable for these group of visitors, while fulfilling their desires to know the heritage
and cultural aspects (Victoria and Albert Museum, 2017)

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 They are also arranging seminars for researchers, allowing them to gain in-depth
information about the historical attributes
 They area also arranging educational tours on every Friday and campaigns for students
for enriching their heritage and cultural knowledge base
Conclusion
In the report, the purpose of key heritage and cultural sites have in the heritage tourism industry
have been demonstrated. With the help of this information the following part would be
concerned with the ways through which the key needs of these customers are met by the tour
authorities.
Task 3
3.1 Evaluate the impact of different types of ownership on the management of heritage and
cultural sites
The heritage and cultural tourism service of United Kingdom is divided into different section
which are based on the ownerships to maintain the sites. The government of the country has
focused on this section only to make the flexible service and maintenance of this service sector.
There are three different sections to manage the heritage and cultural tourism service of United
Kingdom. They are – public ownership, commercial ownership and voluntary ownership. This
ownership has the great impact on the mind of the international tourism service.
The public ownership of the heritage and cultural sites of the country refers to those heritage and
cultural sites which are operated and maintained by the governmental body. The aim of this type
of ownership is to keep the valuable cultural and heritage site alive to present the precious
ancient time of the country (Litman, 2015). The government of the country has created many a
governmental bodies to maintain the service of this tourism sector. The Department for Digital,
Cultural, Media & Sport is there to take the main responsibility to control the whole tourism
policies of the country. The museums and natural sites come under this section. The examples of
the public ownership are the British Museum, English Heritage, Natural England and others.
Another objective of this ownership is to present the nation positive impact to the international

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tourists. The main difference from other ownership is the low entry fee or free entry for the
tourists. Therefore the tourist can avail this service at any time in accordance with their wish as
the pocket rarely stands as the obstacles.
The second one is the private ownership which is also known as the commercial ownership.
However this type of the organizational mainly established with the financial profit purpose. The
objective of this ownership of the heritage and cultural sites are to gain the public awareness
about their existence and to attract more and more tourist flocks to visit their site (Wang et al.,
2018). The owners try to add the popular ancient art craft and several ethnic collections in order
to make their sites a part of the heritage and cultural sites. The main thing which creates the
differences form other ownerships is the maintenance and the customer service of this type of
organization. The owners put special focus to the advertisement and promotion about the new
addition of their collection and services. The example of this type of heritage and cultural site is
the Heritage Lottery Fund. The main objective of this organization is to keep the high responsive
and collaboration among various type of communities present in the society. The organization
has committed to protect the past culture and values. Every year this organization used to spend a
large amount of liquidity to upgrade their collection and service. The Heritage Lottery Fund is
famous for their amiable behavior to the tourists and their advanced online service.
The voluntary ownership of the heritage and cultural sites is called as the non - profit
organizations. The fist and foremost aim of this type organization is to protect the cultural and
ancient ethics of the society to make the upcoming generation able to see these and to gain the
knowledge from these (Timur and Timur, 2016). Another aim is to distribute the profit amount
among the needy and poor people of the country to live a better life. This voluntary organization
runs with the funds which is mainly the donation of several public and private organizations. The
examples of some voluntary ownership sites are Woodland Trusts, National Trusts, Natural
England and others. There are no fixed post to operate and maintained the organizations. These
types of organization are mainly operated and maintained by some groups of members.
The heritage and cultural sites of the United Kingdom is maintained and operated by these three
different types of ownerships. The impacts of this ownership specially put on the revenue of the
country. In a word, the heritage and cultural tourism sector is gaining the remarkable popularity
and profit margin in the tourism industry in the country.

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3.2 Analyze roles and responsibilities of organizations in the heritage and cultural industry
Roles and responsibilities of The Department for Media, Culture and Sports
The Department for Media, Culture and Sports (DCMS) is founded in the year 1997, the
headquarter is in London and completely owned by the government. This is a part of the
department of the national heritage and a piece of public ownership (Taylor, 2016). The Royal
Park Agency is created by this department to implement the service of the children. The listings
of the historical buildings, monuments, providing the exportation license and to follow the
guidelines of the Government Art Collection (GAC) is the first target of this department to
protect heritage and cultural tourism of the country United Kingdom. The organization decorated
their homage of the websites with the statement like they helps to drive growth of the tourism
sector, enrich the living in order to promote the Britain in the foreign lands. This department is
mainly responsible to create the policies to improve the tourism service through some national
activities. The museums, heritage buildings, libraries, the national lottery service, several
galleries, pres and media service, recreation and sports comes under this department. The
department provides the superfast broadband service to the country. The Rugby World Cup 2015
is also hosted by this department. This department listed the English Heritage Trust to the
national heritage collection list in the year 2016 (Fuller et al., 2017). The added responsibilities
of this department are to provide the data protection service to the information commissioner
office of the country. The Digital Economy Unit is another addition to the responsibilities which
is jointly operated with the Department of Business, Innovation & Skills.

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Figure 1: The details about The Department for Media, Culture and Sports
(Source: Taylor, 2016)
The liabilities of this public organization are the Sport England, The Hague Bill, The Royal
Parks, The British organization, Jubilee gardens and others. The roles of the department are to
help the economy to grow with speed, to connect the country with the foreign country, to support
the media service, to encourage the people to participate in several national games and sports.
The department is providing some updated services like the latest BBC charter, Digital Economy
Act 2017, 5G Service to the broadband and others. The sports safety and security including the
doping system and other gambling is the major responsibilities of this department.
Roles and responsibility of the Heritage Lottery Fund
Since the year 1994 the Heritage Lottery Fund is providing the fund to improve and implement
the service of the heritage and cultural tourism service. The main objective of this private or
commercial organization is to gain more and more profit. This organization used to find out the
basic needs of the heritage and cultural tourists and try to meet the demands within the possible
and shortest time. The market research becomes the main role of the employees of this lottery
fund. According to the data of recent survey reveals that the organization is investing around £
375 million annually to the projects related to the heritage and cultural sites protection. The
organization is conserving approximately 72,000 hectors area or land (Han et al., 2017). There
are several events organized by this Heritage Lottery Fund with two purposes like to promote
their service and to gather more and more funds from the participated organizations or individual
persons. This organization comprises 15 trustees to govern and operate the service. Heritage
Lottery Fund has awarded £ 7.2 billion to complete more than 39,452 projects from the
establishment (Hobson and Ipsos, 2014). Heritage Lottery Fund basically used to conserve and
repair the ancient buildings and properties, galleries and museums. The management of the
investment to the European Union is operated by this organization. The prime responsibilities of
the Heritage Lottery Fund is to preserve the scattered and neglected ancient objects to add to
their heritage index to gain more public attraction. The management committee of this voluntary
organization is there to support and appreciate the people to take part in the program organized
by the Heritage Lottery Fund to enrich their service. The examples of the major projects under

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this charity are the renovation of York Minster, Mary Rose preservation, Restoration of St.
George’s Market, refurbishment of the Kelvin Grove art Gallery and museum and others. The
Heritage Lottery Fund used to the method to distribute the funds to several community and
voluntary organizations in accordance with their appeal to meet their needs.

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Roles and responsibilities of The Department for
Media, Culture and Sports and Heritage Lottery Fund
The prime responsibilities of the
Heritage Lottery Fund is to preserve
the scattered and neglected ancient
objects to add to their heritage index to
gain more public attraction. The
examples of the major projects under
this charity are the renovation of York
Minster, Mary Rose preservation,
Restoration of St. George’s Market,
refurbishment of the Kelvin Grove art
Gallery and museum and others.
The museums, heritage buildings,
libraries, the national lottery service,
several galleries, pres and media
service, recreation and sports comes
under The Department for Media,
Culture and Sports (DCMS). The
department provides the superfast
broadband service to the country. The
Rugby World Cup 2015 is also hosted
by this department. This department
listed the English Heritage Trust to
the national heritage collection list in
the 2016.

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Figure 2: Leaflet on The Department for Media, Culture and Sports and the Heritage
Lottery Fund
(Source: Maeer, 2017)
Task 4
4.1 Evaluate methods and media used for interpretation within the heritage and cultural
industry for tourists
The British Museum, National Maritime museum and The Queen’s House are the three major
heritage and cultural sites to attract the lion’s share of the international tourists in this tourism
sector. The government of United Kingdom gained a major portion of revenue from this heritage
and cultural tourism service. In this context the above mentioned three sites used to follow some
methods and media to interpret their collections and services in front of the international tourism
service sector.
The British Museum
The British Museum is the centre of attraction of London to compel the tourist to visit this place
with its exclusive methods and media support to rich people. The authority is using the advanced
technology as the instrument to interpret their specialty (MacNeil, 2017). Recently the online
service to purchase the drawings of the world class level. The exhibitions are another key power
to interpret their collections. The lighting space is the inauguration of the museum authority
which is based in the shared experiences of the visitors. The light space service is there to direct
the tourists to visit the appropriate place without the guidance of a guider. In this section the
media for the interpretation of The British Museum is the addition of the 3D service to attract the
young generation as well as the seniors. The creative exploration is shown through this 3D
service. The sensory service is another portion of the media for interpretation. The homepage of
The British Museum has the strangest ‘search’ option to gather any information about the
museum from anywhere. The Eye Opener Tour, Gallery Talks are the examples of the events
which are organized by the authority of The British Museum.

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The National Maritime Museum
The National Maritime Museum is situated in Greenwich and it is the largest maritime museum
in the world. This museum is famous for its architecture of the 17th century. The National
Maritime Museum is enriching with the methods and media for interpretation of their collections
and services to the international tourists. The main thing to this section is the Director’s Cross
Museum Briefing which is published monthly which is deals with the stated comment or
explanations of the volunteers or the employees of the museum. Another method is the Volunteer
Event which is hold by the authority on every year to provoke the future planning and some
current issues to increase the followings of the place.
The online service of this briefing service is also available. The support of several companies
like und Barclays, The Hobson Charity, The Foyle Foundation is another method to interpret
their services. The explorative exhibition to present the multicultural values of the country to the
tourists is the contribution by the new comers from foreign countries.
The Queen's House
The Queen’s House is famous for the Armada Portrait of Elizabeth which presents the cultural
and historical essence of the 16th century. The main objective of The Queen’s House is to
disclose the ancient female majesty and power of the country. The main and key method to
interpret the existing and upcoming events of The Queen’s House is the annual conference
named Queen’s House Conference which is hold at The Queen’s House exhibition ground
(Cheng, 2016). The authority of the museum used to organize some seasonal exhibitions in
several international programs. The Queen’s House used to serve the tourists many a information
package to visit the place. The online service is another addition to the media section to promote
the tourism service in the heritage and cultural tourism. The digitalized signpost is famous
method to attract more and more tourists’ flocks.
The media and method are two essential elements to reach to the international tourists to visit
these three attractive places. The British Museum, National Maritime museum and The Queen’s
House are using the advanced technology to present their collections and services.

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Conclusion
The current assignment has focused upon the heritage and cultural management, which is a key
sector of the hospitality industry. The assignment explored the purpose and role of this heritage
and cultural tourism in the travel and tourism industry, while demonstrating the ways through
which the industry is contributing in enriching the GDP of the domestic countries. This sector is
potentially giving efforts to protect and safeguard the heritage and cultural sites throughout the
world, while conveying the key messages related to these sites. The assignment highlighted the
key stages of developing the heritage and cultural tourism from the ancient era, followed by the
purpose of these heritage and cultural tourist attractions. In the following section, the roles and
responsibilities various tour operators in the travel and tourism industry has been demonstrated
with a key focus upon the UK and England heritage spots. In the following section, the key ways
through which these key heritage and cultural sites are preserved and the communication within
these sites and the rest of the world is done, has also been demonstrated in the assignment.

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