Report on Heritage and Cultural Tourism Management for Tourism Sector

This report provides a comprehensive overview of heritage and cultural tourism management, focusing on the UK context. It explores the industry's growth and development, highlighting the significance of heritage and culture in attracting tourists. The report delves into potential conflicts in conserving heritage and cultural resources, using Tibet as a case study, and discusses the impact of factors like lack of presentation, technology, and consultation. It analyzes the role of heritage and cultural attractions in meeting customer needs, using the British Museum and Victoria and Albert Museum as examples. The report covers diverse aspects of the tourism sector, including the economic and social factors that influence tourist behavior. It also discusses the role of the government and stakeholders in managing and promoting tourism, considering accommodation issues and investment challenges. It provides insights into conflict resolution, technology, and customer satisfaction. It concludes with a detailed analysis of the industry's evolution, challenges, and the importance of effective management for sustainable tourism development.

Heritage and Cultural
Tourism Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 The growth and development of the heritage and cultural industry......................................1
1.2 Potential conflict in the conservation of heritage and cultural resources..............................3
TASK 2............................................................................................................................................4
TASK 3............................................................................................................................................7
TASK 4..........................................................................................................................................10
4.1 Method and media used for interpretation within the heritage and cultural industry for
tourists.......................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Tourism is one of the fastest growing industry in worlds economy. Every Nation has
started to understand its growth potential and its value in GDP of a country (approximately
10%). Tourism provides an excellent opportunity to make world a global village. People travel
from one country to another for various purposes like for having fun, to know different cultures
and to have knowledge about places of historical importance all over the world. Some are fantasy
lovers, some are adventure freaks and some are explorers. Now a days travelling is not only
considered as a luxury product that a company offers it has also became a purpose of interacting
and gaining knowledge. These days tourism with objective of having knowledge of heritage and
cultures prevailing at different places is gaining popularity. It has impacted tourism sector in a
way more than thought before. It scope and role within this industry has been critically
appreciated and understood.
This report will showcase importance of heritage and culture management in tourism
sector and its role in tour and travel industry. How it has changed the life of millions of people
around the globe and especially in U.K (Kanitz and e Sousa,2017). With its prosperous and
diverse thousands of years of history U.K. is one of the biggest attraction for those people who
have interest in gaining knowledge about Heritage and culture. Being a country which is having
approx 200,000 jobs in tourism industry, management of heritage and culture is of great
importance. U.K. is among top 10 tourist destinations in the whole world.
TASK 1
1.1 The growth and development of the heritage and cultural industry
Travel and tourism is play important role in developing economic country. Heritage and
cultural management increase opportunities in travel sector. This sector attract large number of
visitor at particular destination. In past year, tourism and travel sectors are very famous and they
expand their business in the world effectively. So many visitors and tourist are visit various
places in order to satisfy their needs and wants. This type of developments is important for
heritage and culture management which assist in developing in the economy of the UK country.
Government of UK is also support in development and different destination that can attract
number of visitors. They provide job opportunities to their local people which helps in growth of
the economy.
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CEMA
Council for the Encouragement of Music and arts, it is a first national body which protect
culture and heritage sector Of United Kingdom. They spent money with various style and
provide public funds so that they can assist in the UK industry. There are three diverse time
groups which indicated by the history of the travel and tourism sector:
Before 1945: In the end of sixteenth century changes seen in the cultural of tourism as large
number of development takes under this. After that in eighteen century industrialization take
place which affect the activities of business. Large number of conflicts take place in this.
1945 – 1979: In this time period some improvement was seen as now peoples gathering was
different from before. Now they meet with making association which helps in achieving better
results.
1980 to current: Large number of improvements are done under this, many enterprise starts
meeting with enthusiasm and better results of are achieved.
There are some class of growth and development of heritage and cultural industries are as
follows:
Attractive: In UK, there are many heritage places are attractive and many visitors are come again
and again to visit that particular places. Many heritage are attract due to attractive structure and
architectural stuff. They easily invite peoples to aware about that specific places. They having
natural touch which is more effective in order to attract easily and they can go there by the
transport.
Heritage: Mainly heritage places are having past years histories which attract more and more
visitors in order to increase knowledge. Saint Margaret church, people have trust and faith and
they are connected with their emotions.
Natural: It is important and beautiful aspects which are define calm and soothing picture in new
and attractive manner, national parks which affect visitors mindset in positive manner so that
they visit again and again on that place. It will assist in influencing with the natural places which
having natural beauty. This will attract more visitors. In this world tourist mainly look for natural
places which are gives them happiness and invite them. Sea, turtle, and many more natural places
are more attractive.
Contracted heritages: In Tibet, there are many places which are made by the human beings.
Which are helps in attracting large number of visitors. The important attraction on those places
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which is made in unique and better shape which are assist in inviting more travels. These design
are done in effective manner and also focusing on the best theme which assist in attracting more
and more visitors to visit that particular place and destination.
1.2 Potential conflict in the conservation of heritage and cultural resources
By: ABC
Date: 28th July 2017
Tibet face various kind of issues regarding development of heritage and cultural resources. It is
one of the harder problems in this sector which reduce the customers relationship. These type of
conflicts determine new destination which cover travel management aspects. Development of
heritage and culture aspects define high level of ratio. Lhasa is capital of Tibet, it is most
religious place also. In this destination approx 10 million tourist visit every year. This is also
known of the hospitality which provide effective service to their local people also. Tibet
recognise by the Chine country (Kanitz and e Sousa, 2017). They include different type of
cultural places such as china, silk road. They also include underwater heritage which is carried
by them. Government of chine take best move and step in order to making Urban city, it is
possible with doing work for structure of the city so that more and more visitors are attracted by
particular destination. They improve the cultural heritage. In other hand stakeholder are also
helps them to solve conflict of resources in effective manner.
They put strong efforts for managing and monitoring very well so that they get nominated
regarding the heritage from thirteen years. In order to improving and generating revenue they
take best step for improvement of tourist destination. They doing work for improvement of
places so that it helps in increasing more visitors in that particular destination. Tibet people
enjoy cultural heritage. Tibet ensure that they effectively use of capital in order to development
of the heritage and they stop to increase the conflicts. They requires skilled and educated
employee in particular destination to manage it properly but some time this process demand
large investment which fulfil the employee salary (Alles and Moral, 2017). But the economic
situation is very poor for the Tibet so that they can not able to arrange that kind of investment.
In other hand environmental issue are also important conflict in the Tibet. They use different
type to attract visitors but change in the environment affect negatively in tourist places. It also
create negative impression in visitors mind which reduce the sale of the company and increase
risk on that company. Conserving the heritage is also key issues for tourism sector and
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government of Tibetan. Improper accommodation is also faced by the tourism and travel sector
which can not able to development of that sector. It is necessary for the Tibet government, they
focus on luxury hotels for the tourist. It assist for the guest to attain best convenience and
comfort. Government of Tibet make development plan to involve Luxury hotels but it requires
high ration of investment so that again it create conflict which is big issue for development of
tourism activities. In order to solve and overcome of conflict, Tibet government focus on
diverse nation and internation groups that can reduce uncertainty and invite visitors over there.
They interact with non profit organization to overcome by the issues. Government focus on
different campaigns which reduce the negative impact. There are some conflicts which are
affect the tourism sector:
Lack of presentation of place: This is the big conflict in development of tourism sector. Lack
of presentation of places reduce awareness of the people regarding the particular destination.
Lack of awareness creates less concentration in the visitors which are affect in the development
of heritage and cultural destination.
Lack of new technology and innovation: Tourism sector are affect with the nee and
innovative technology which attract more visitors on that particular destination. Lack or training
and academic programs are affect the personality and attitude of the staff (Barrera-Fernández,
Hernández-Escampa and Vázquez, 2017). So that they can provide best and effective training to
their staff to attain and satisfy visitors needs and demands.
Lack of consultation: In tourism sector, consultation is required which is related to the
indigenous individuals about the development. Multitude people assist in development of
historical places because they have clear and attractive picture of its spiritual process as well as
activity.
Hence, when people visit particular destination, they should provide equal treatment to every
visitors so that they can note face any problems. They provide current information to their local
people which assist in making best matter. These define customers satisfaction and get
maximization of profits and make good image of the country.
TASK 2
2.1 Purpose of heritage and cultural attraction in meeting the needs of different customers
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Various factors that effect minds of tourist are socio-demography, economic benefits and
and behaviour pattern. Heritage tourism must be developed according to relationship between
heritage and individual and perception of the tourist. It provides opportunity for the local people
to get educated about these regional traditions and can share with travellers from different parts
of the world. Heritage and cultural protection is one of the prime concerns of any country as
people visiting there wants to witness history as it was before. Stories of these places and people
living here attract more number of visitors. Apart from these stories, events, festivals, themes and
fashion also motivates people in going there (Timothy, 2011). In order to understand how people
around the world are attracted to heritage and culture and visit these historical places will be
revealed through two museums British museum & Victoria and Albert museum.
British museum is of the biggest museum that is dedicated to human history and art &
culture. It is located in blooms bury area of London. It is one of those places which attracts
lovers of art and culture. This place has one of the largest collection of artefacts and antiques
from classical world with approx 100,000 objects in museum. It has millions of members that
visit these places often. It is one of the oldest museum founded in 1753. It has preserved the
Cultural diversity of around 2 million years of human existence. People can enjoy remarkable
collection and unique cultures of the world under one roof which is centred around magnificent
court. This museum provides to build relation, recapturing the past and find their associations
with these old traditional cultures. It provides knowledge about various diverse culture in human
history. One of the important objects present there includes Rosetta stone, Parthenon culture and
Egyptian mummies. People who have interest in Egyptian history this place is an excellent
option if they cannot throughout EGYPT. Egyptian mummies are been visited approx 6 million
times a year. Apart from these artefacts this museum organisation special events, seminars,
exhibitions or displays so as to give knowledge of all items present there and let travellers
understand their historical importance. Events are organised to impart understanding of the
cultures they represent.
Victoria and Albert is another large museum, it contains objects from around 4.5 million
years. It contains objects of decorative and design (Tsinopoulou, 2017Timothy,2017). This
museum has items such as art and design and some of them are 5000 years old. Museum has
been divided into small galleries with approx 145 galleries total in this museum. Key items that
are present at this place includes furnitures, fashion items, jewellery, paintings and art work etc.
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Victoria and Albert museum is of high importance to UK and has preserved and restored
historical significance and culture of this country. This museum is a non departmental public
body and it is under department of culture, media and sport. Like the British museum entrance is
free. It does not have any partners outside london, it works with smaller partners.
Like in other fields of tourism industry, it is always important to target the segment of
people that are coming to these kind of places. In management of heritage sites and their role in
tourism industry it is essential to add segmentation and targeting principle. Mainly there are two
segment of people that are coming here individual customers, group customers those are
travelling in group with common set of interest (Timothy, 2011). Individual customers generally
comes to this visiting site is for research, education and recreation purpose. Other set of people
who are coming to these places in group is due to their common interest or the packages that they
adopted has this place as a option. These group can be like school visits, art and architecture
students, university student of history and cultural subjects from UK and across the globe etc.
Major target segment to these museums are adult or students who come for gaining knowledge,
recreation purpose or to spend their leisure time. During there visits they gather information
regarding their chronological as well as their scientific details. As these places provide
recreational visit so individuals can enjoy their time with their families. Some of the most
common purposes that attracts people at these places includes:
Narrative: Those who wants to tell stories and depict incidents. These can be from some
news channels, from any channels that shoots for any heritage sites or for any cultural program.
Explorers: Those who wants to explore different cultures throughout the world. These are
curiosity driven people or some researchers who are doing research on any community or culture
prevailing all around the world.
Experience seekers: Those who wants to gain experience about any culture.
Object lovers: Those people who wants to own or borrow some object. They come to
these kind of museums to see this objects.
Professionals : People have professions regarding these art and culture for example
painters, traditional event designers, architects etc.
The main thing that is concern for these heritage places is that people want to experience
all these things in a traditional ways and use of technology sometimes creates a feeling of anxiety
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in the minds of people. And with the years passing these places needs renovation and that will
only be possible with the use of technology (Smith and Richards, 2013).
TASK 3
3.1 impact of different types of ownership on the management of heritage and cultural sites
Understanding of roles and responsibilities in tourism industry is important with respect
to management of heritage and cultural sites. There are several organisations throughout the
world that are concerned and takes part in organising various events that aims to protect heritage
and cultural sites. There main function is preservation and conservation of these heritage
attributes but they also take part in various national and international campaigns throughout the
world. Ownership of the management of heritage and cultural sites is of three kinds public,
private and voluntary. There roles and aims are different. Public organisations aims to protect
and conserves these sites and also educate the people about these places of historical and cultural
importance. Private organisation aim to gain profit from these places as these sites are wonderful
places of recreation. Private organisations can use these places for adding these sites in their tour
packages and provide recreation for tourists. Voluntary organisation aim is almost similar to that
of public organisations. Voluntary organisations also do not have plans to gain profit from these
sites. Ownership of these sites can be on the basis of amount of investment they have to make in
managing of these sites like creativity, level of responsibility and preservative methods. Publicly
funded organisations face revenue crisis and are dependent largely on subsidies provided. It has
been seen that development of new modern places have hampered growth opportunities of
heritage and cultural sites.
Looking at revenues that these sites generate many public and private companies have
jumped into this business and start getting ownerships. Public sector companies are serious about
maintaining and preserving these places but some of these sites are in control of private
organisation which only has a motive of gaining profit from it. Most of these heritage and
cultural sites are in ownership of public sector organisations.
Public organisation: These are highly motivated towards protection of heritage sites .
Heritage lottery fund is one these organisations which aims to distribute its profit to conservation
of heritage and culture. This organisation is accountable to U.K. Parliament through department
for culture, media and sport. Its policies is being decided by this department only. It has provided
monetary help to people who are indulged in approx 40,000 small and large projects in
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protection of heritage and culture. It has funded many organisations who are doing research on
importance of culture and heritage and the role they play in modern life and why there
conservation is important. It provides grant to voluntary organisations as well as certain
communities that are in the field of protection of heritage sites. It provides grants for discovering
and maintaining of local heritage sites.
Private organisation: These organisation's objectives differ from company to company.
Some are pure in the field of protection of heritage sites and are in search of generating revenues
from these places. One of such private organisation is woodland Trust founded by Kenneth
Watkins in 1972. This organisation aims to protect and safeguard native woodland heritage. It is
the largest woodland conservation charity in United kingdom. This organisation has a ownership
of around 1000 sites covering around 22,500 hectares of land. It allows public access to these.
This woodland trust receives its funding from many sources such as membership, legacies,
donations, corporate support, grants, charitable trust including funding from lotteries. It provides
assistance to safeguard ancient woodlands. Approx 350 of its sites contain ancient woodland.
Ancient tree hunt is the campaign launched so as to identify and conserve ancient trees in U.K.
Impact of these ownerships can be understood by following points:
political: More protection is attained by sites which are in government control. They
strengthen the values of these sites by undertaking different projects.
Institutional: Considerable amount of protection can be achieved by sites which are in
ownership of any institutes. These institutes does research works so as to safeguard heritage
sites.
Collaborative: public and private partnership can be one of the most beneficial ownership
that can achieve profitability as well as providing protection to these sites. In this kind of
partnership revenue is generated by private members and its exploitation is checked by public
member.
In addition of this, changing in demographic pattern, role of public private partnership
structure would be play an important role in where in promotion help in enhancing the tourist
awareness towards the specified places. This will directly contribute in development of he local
communities. In this providing training and education for various stakeholders may consist in the
activities of management of heritage sites. The main advantage of determining role and
responsibilities for the tourism will enhance the revenue along with the preservation of the sites.
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3.2 Roles and responsibilities of organizations in the heritage and cultural industry.
There are large number of organization who have ownership of these heritage sites and
are in the business of protection and safeguard of these sites. They organizes various events and
campaigns throughout the world in order to preserve and conserve heritage. Roles and
responsibilities of these organization is important in context of preserving such heritage sites.
There major influence would be on like minded organizations, government agencies and
landowners. Two such companies are:
English Heritage: This company is an executive non-departmental body that aims to
protect heritage of England. It is sponsored by department of culture, media and sport officially
recognized as Historic Buildings and Monument Commission of England. This organization is
in control of largest public archive for historic environment of over 10 million items including
photographs, plans, documents and reports relating to the historic environment of England. the
role and responsibility of this organization are as follows:
 Administration of register of historic battlefield, list of building, schedules of
monuments, register of parks and gardens.
 Advice government on various issues regarding naturally significant infrastructure events
and other advice may include policy and planning law for development that are going to
be held in coming years and their impact on environment.
 This organization has made plans like National heritage protection plan which is a total
framework for all work done by national heritage and other heritage organizations.
 Provides funding for the protection of heritage and culture throughout the Europe.
 It has taken responsibility of protecting many submerged archaeological and historic
submerged landscape within the English coast.
 It also promotes heritage and cultural tourism in England.
 It also manages licenses for the export and import of heritage and cultural tourism in UK.
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 It manages art collection for heritage sites.
 Raising funds from public donations that will be utilized in protecting and improvement
of heritage sites.
Heritage lottery fund is another such organization. It is also public sector organization
that is accountable to UK government through Department of culture, media and sport. Its policy
and planning is done by this organization only. It generates its revenue from lottery, donations
and other methods. There projects are approx 400,000 in number. Its role and responsibilities
include:
 It provides monetary help to people who are indulged in protection of heritage and
culture. It is funding organizations who are conducting research on importance of culture
and heritage and role of heritage and culture in modern life.
 It provides grant to voluntary organizations as well as certain communities that are in the
field of protection of heritage sites. It provides grants for discovering and maintaining of
local heritage sites.
 It provides training to the local people so that they can preserve those sights which are
out of reach of government.
 Rescuing neglected buildings and restoring natural landscapes.
 Renovation and protection of age old buildings, art galleries and museum.
 Bringing things of historical importance to museums where they can be preserved and put
for the exhibitions where other people can also have access to gain knowledge about that.
 It has various grant programs with particular focus on first world war, landscape,
community heritage.
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