Report on Heritage and Cultural Tourism Management Strategies

This report provides a comprehensive analysis of heritage and cultural tourism management, addressing the growth and development of the industry, potential conflicts in heritage conservation, and the purpose of cultural attractions in meeting diverse customer needs. It examines the impact of different ownership types on managing heritage sites and the roles of organizations within the industry. Furthermore, the report explores various methods and media used for interpretation in the heritage and cultural sector to attract tourists, including government advertisements, online publicity, and social media engagement. The Victoria and Albert Museum and the British Museum are used as examples to highlight educational and recreational roles, and the importance of understanding customer needs and wants for successful tourism management is emphasized. The report concludes that effective promotional strategies and a deep understanding of heritage and culture are crucial for attracting visitors and sustaining the industry.

Heritage and Cultural Tourism
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Growth and development of the heritage and cultural industry............................................1
1.2 Potential conflicts in the conservation of heritage and cultural resources............................1
TASK 2............................................................................................................................................3
2.1 Purpose of heritage and cultural attractions in meeting the needs of different customers....3
TASK 3............................................................................................................................................4
3.1 Impact of different types of ownership on the management of heritage and cultural sites...4
3.2 Roles and responsibilities of organizations in the heritage and cultural industry.................4
TASK 4............................................................................................................................................4
4.1 Methods and media used for interpretation within the heritage and cultural industry for
tourists.........................................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Tourism industry has seen remarkable growth in recent years because people are
considering it as one of the best option for the purpose of entertainment. Culture of a country
play crucial role attracting visitors of different nation. Recreation is not the only goal of
travelling, people like to visit poplar travelling destinations for the educational or business
purpose. This file will discuss growth and development of culture and heritage industry. It will
also assess purpose of attraction for different kind of customers. Various types of management
and ownership of cultural sites will also become part of this report (Chen and Chen, 2010). It
will also include roles and responsibilities of an organisation who is operating in this industry. At
the end, method and media for promotion of a site will get discuss.
TASK 1
1.1 Growth and development of the heritage and cultural industry
Cover in Poster.
1.2 Potential conflicts in the conservation of heritage and cultural resources
Political, Economic, social, biophysical and ecological areas are also involved in tourism
industry. Culture and heritage industry is also seen a favourable content in term of natural and
cultural pattern. The biggest challenge made by this industry is that various kind of participants
from different religions are included. In UK some attractive areas has appear so more tourist are
visited in this area. Now this type of companies are contribute their efforts this place for achieve
gola and objectives in near future (Richards and Munsters, 2010). Tourism industry also worked
to develop hotels, restaurants, visitor centres in remote areas. But there are potential conflicts
arise with conservation heritage and culture resources areas follows:
The culture and heritage industry industry has pressurised in term of distribution power are
not equal, migration problem that is large number of persons are move from one place
to another and population has growing tremendously. Persons are migrated to foreign
countries where high level of technology advancement and industries are set up so they
have opportunity for better employment. All these are problems which this industry are
pressurised. Good conservation results depends upon quickly the problems are
identified and solutions are prepared in time before this resource get decline The main
conflict arise when there has effect on environment arise from waste generation and
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increased consumption. This factors are harming the culture and heritage property.
People who are worked in travel and tourism industry they were generated ideas
towards attractive tourism but least harm are generated for this industry.
The conflict that arise in heritage and cultural industry is that lack of presentation of places.
In this viewpoint, lack of awareness problem can affect the conservation and cultural
resources (Raj and Griffin, 2015).
If this industry workers were worked on their personal interest and goal then it adversely
effects the cultural resources.
If the presentation of many different properties are made by guide is not attractive then it
can affect the development of tourism industry.
IF the industry are not worked for designing of outdated heritage sites or locations then it is
difficult for tourism business for further development and success.
If there is lack knowledge and uses of technology, software, researchers, interpreters,
architectures, tourism operator and conservators all these mechanism are effected for
development of tourism.
Equal management of all peoples and visitors from different locations, cultures, education,
and their economic conditions (Cuccia and Rizzo, 2011).
If cultural and heritage industry are not properly worked for different sites such as brown
field and green field sites then it will adversely affect the travel and tourism industry.
If industry are not introduce software which helps to match between capital cost and
revenue cost, training and development program for new employees, upgraded the
skills for existing workers, changes for management program all these will affects the
development of tour and travel industry.
The major potential conflict are arise between the conservation of heritage and cultural
resources is also lack consultation problem. People who are establishing their
objectives, made different strategic policies and programmes, management
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[preservation, and also knowledge of historical locations then they get better solution
for potential problems.
Economic side effects are also measured by analyzing their economy impact, it take place when
there is public investment in culture (Choi and et.al., 2010). Access the all operations of this
travel and tourism industry are effected for their business environment.
TASK 2
2.1 Purpose of heritage and cultural attractions in meeting the needs of different customers
The Victoria and Albert Museum is one of the world largest museum located in London.
Its works for decorative arts and designs whereas British Museum is one of largest museum
which dictate history, arts and cultures of human being. People from different countries are
coming to visit various methodological sites, culture and heritage locations. Various role of
heritage in shaping cultural identity area as follows:
Education: The British Museum AND Victoria and Albert museum have providing
various educational; opportunities for children who are from colleges and schools. They produce
different kind of academic program such as debates, dramas, labels, some sort of stories these all
helps to maintain these museums to the persons. So large number of tourist are comes to visit for
the purpose to enhance their knowledge and skills.
Research: This is most important role made by Victoria and Albert museum (Timothy,
2011). These gallerias are providing for understanding and impacts of wars to the schools
community. They are working for this concepts because to improve the knowledge of heritage
and culture industry to our coming generation .Tourist also comes in these places for research
objective. Science Museum is one of place where a large number of visitors were come to see the
changes of science modules which are presented here. They also discover new innovation. Some
persons are also discover new ideas here which are most beneficial for learning purpose. So
visitors who are interested in science and technology field they were visit these places.
Entertainment: This is most important place for entertainment purpose also. Tourist can
see different views and natural scenes which are appealing to their eyes. women are also create
their interest to travel these places for their relaxation time. These museums produce a art works
and live performances which are advantage of development of Victoria and Albert museum.
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They also uses natural photographs , stories and data which re most attractive for tourist (Devesa,
Laguna and Palacios, 2010).
Recreation:Today persons are so busy so there is time shortage for us. Recreation is a
better tool for visitors to spend more for getting different kind of activities.
The British and Victoria and Albert Museum has large number of visitors are visit for
every year. They have many kind of different learning sources to meet the demand for children
so they can learn their living style at the the time of war. They creates the various activities such
as visual aids which are most attractive for visitors .They also create the business occasions
which draw the attention of client of business. The main purpose of these two museums are they
show in their academics and postures that how a British people were live at the time of war.
They also organised the different kind of exhibition so most of visitors are comes top this
location for the purpose of learning.
The success of any cultural and heritage industry depends on their customers needs and
wants. The most important factor is that to select their target groups (Yang, Lin and Han, 2010).
Most of students are traveling to this country compare to persons who are employed. Because
students were going to these country for research and educational purpose but employed persons
are visited these locations mainly for entertainment purpose and they spend their leisure time. So
the high earning people are easily travel to this places but the middle class persons are not
afforded to this packages.
TASK 3
3.1 Impact of different types of ownership on the management of heritage and cultural sites
Covered in leaflet.
3.2 Roles and responsibilities of organizations in the heritage and cultural industry
Covered in leaflet.
TASK 4
4.1 Methods and media used for interpretation within the heritage and cultural industry for
tourists
Government and other corporation adopt various methods in order to present special
features of heritage or cultural site. Victoria and Albert museum organize different types of
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events likes drama, conduct thematic stories relating to historical events, fairs etc. When these
events get coverage of media, potential customers get a vivid idea about the place they are
planning to visit in upcoming time (Salazar, 2012). They can compare their expectation with they
realty so they can take decision about visiting a heritage site. People who live in different
countries do not have proper knowledge about heritage places and culture of UK, these fairs and
drama will generate curiosity in mind of potential costumers, they would get a feeling that once
in their lifetime they should visit Victoria and Albert museum. It will also motivate travelers,
who are presently spending their vacation in UK, to visit this heritage site.
People who are coming to Britain for the purpose of business would also like to see the
show organized by management of heritage site in free time (Frey and George, 2010). Internal
promotional activities can attract public up to a limit because it do not has worldwide reach.
Government can advertise special features of these sites so people can get information about
interesting facts relating to that museum and they can get an idea about the things which is not
available in these locations. Advertisement on television get attention of large number of people,
if promotion is effective than it would be very easy for government to convince people from
various country to visit this location. Online publicity is another method of present special
feature of heritage sites, technology play crucial role in success and failure of a traveling
destination. Management can hire professional photographers so they can capture mesmerizing
picture of museum. Youth are very active on social media, if they see these picture they will get
motivate to visit this museum at least one time. They may not be interested in history but
photography will attract them to explore every corner and story of that museum. Magazines are
also very effective approach to deliver the pros and cons of a heritage site. People can get basic
knowledge about existing culture and other things and they can compare it from other options
which is available in magazine (Keitumetse, 2011). They can attach story of museum and some
picture of unique collection that it possess.
They can also make an audio-visual documentary which shows complete history about
formation of heritage sites. It can also present interesting stories which have either direct or
indirect connection with museum. This additional facility will play crucial role in attracting
confused customers because this type of service is not available in most of the heritage sites.
They can also make an account of popular social networking sites like Facebook, Instagram etc.
so they can post information about various events that they will be organizing in upcoming time.
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They can also post beautiful pictures of museum or any cultural fare so potential customer can
get a basic idea about the things they will see in that heritage site.
CONCLUSION
From the above report it can be concluded that they heritage and cultural industry is
performing better than they expectation of experts. People are visiting these locations for various
purposes like business, recreation, photography, education etc. Government and owner of
heritage site play crucial role in their success and failure because they are responsible for taking
care of that infrastructure, they have to promote this traveling destination so people can get
various type of knowledge about that site. They can organize cultural events like drama,
conducting thematic stories, etc. This can use social media and television if they want to
convenience more potential customers. Beautiful photography will get attention of people who
are living in other nations.
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REFERENCES
Books and journals
Chen, C.F. and Chen, F.S., 2010. Experience quality, perceived value, satisfaction and
behavioral intentions for heritage tourists.Tourism management. 31(1). pp.29-35.
Richards, G. and Munsters, W. eds., 2010.Cultural tourism research methods. Cabi.
Raj, R. and Griffin, K.A. Eds., 2015. Religious tourism and pilgrimage management: An
international perspective. Cabi.
Cuccia, T. and Rizzo, I., 2011. Tourism seasonality in cultural destinations: Empirical evidence
from Sicily. Tourism Management. 32(3). pp.589-595.
Choi, A.S., and et.al., 2010. Economic valuation of cultural heritage sites: A choice modeling
approach.Tourism Management. 31(2). pp.213-220.
Timothy, D.J., 2011.Cultural heritage and tourism: An introduction(Vol. 4). Channel View
Publications.
Devesa, M., Laguna, M. and Palacios, A., 2010. The role of motivation in visitor satisfaction:
Empirical evidence in rural tourism. Tourism Management. 31(4). pp.547-552.
Yang, C.H., Lin, H.L. and Han, C.C., 2010. Analysis of international tourist arrivals in China:
The role of World Heritage Sites. Tourism management. 31(6). pp.827-837.
Salazar, N.B., 2012. Community-based cultural tourism: issues, threats and
opportunities.Journal of Sustainable Tourism. 20(1). pp.9-22.
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.
Keitumetse, S.O., 2011. Sustainable development and cultural heritage management in
Botswana: Towards sustainable communities. Sustainable development. 19(1). pp.49-
59.
Denicolai, S., Cioccarelli, G. and Zucchella, A., 2010. Resource-based local development and
networked core-competencies for tourism excellence. Tourism management. 31(2).
pp.260-266.
Hjalager, A.M., 2010. A review of innovation research in tourism. Tourism management. 31(1).
pp.1-12.
Richards, G., 2011. Creativity and tourism: The state of the art. Annals of tourism research.
38(4). pp.1225-1253.
Harrison, R. ed., 2010. Understanding the politics of heritage (Vol. 5). Manchester: Manchester
University Press.
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.
Labadi, S. and Long, C. eds., 2010. Heritage and globalisation. Routledge.
Poria, Y., Reichel, A. and Cohen, R., 2013. Tourists perceptions of World Heritage Site and its
designation. Tourism Management. 35. pp.272-274.
Chen, C.F. and Chen, P.C., 2010. Resident attitudes toward heritage tourism development.
Tourism Geographies. 12(4). pp.525-545.
Stylianou-Lambert, T., 2011. Gazing from home: Cultural tourism and art museums. Annals of
Tourism Research. 38(2). pp.403-421.
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Online
The British Museum. 2017. [Online]. Available through:<http://www.britishmuseum.org/>.
[Accessed on 24th July 2017].
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