International Travel and Tourism: Visitor Attraction Management Report

This report provides a comprehensive analysis of visitor attraction management, focusing on the context of London. It begins by classifying visitor attractions into natural and built categories, followed by an examination of their significance in terms of economic growth and purpose, with examples like the London Eye, Warner Bros. Studio, and Madame Tussauds. The report then delves into the motivational factors and needs of different visitor types, differentiating between domestic and inbound tourists and exploring strategies to enhance their experience. A feasibility study is conducted, using Madame Tussauds London as a case study, evaluating market demand, competition, product development, and financial viability. Finally, the report assesses strategic techniques for visitor management, particularly in the context of London & Partners, exploring marketing strategies and price concession strategies, and their impact on attracting visitors. The report concludes by emphasizing the importance of visitor attraction management for economic growth and sustainability in the tourism sector.

VISITOR ATTRACTION
MANAGEMENT

TABLE OF CONTENTS
TABLE OF CONTENTS.................................................................................................................2
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
Classifications and categories of visitor attractions.....................................................................1
Significance of visitor attractions in terms of economic growth and purpose.............................2
ACTIVITY 2....................................................................................................................................3
Motivational factors and need of different visitor attractions......................................................3
Impact of visitor attraction tourism..............................................................................................4
ACTIVITY 3....................................................................................................................................4
Feasibility study and financial viability for visitor attraction......................................................4
Recommendations for suitable approach.....................................................................................5
ACTIVITY 4 ...................................................................................................................................5
Strategic Assessment of techniques for visitor Management ....................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Visitors attraction management helps in increasing number of visitors for a tourist place
or for a visitor attraction (Mason, 2015). This assignment will lay emphasis on visitor attraction
management which will explain the various types of visitor attractions, importance of these
attractions in context of economic growth of London will be explained, impact of a tourist place
and motivational factors that attract customers will also be discussed. It will also use this
feasibility study for developing or improving an existing or new visitor attraction. Further it will
apply and analyse the various techniques of visitor management and their effect on sustainability.
ACTIVITY 1
Classifications and categories of visitor attractions
Visitors attraction can be defined as natural locations or man made constructions that are
mostly visited by visitors either for entertainment purpose, leisure purpose or any other purpose.
These attractions are developed in such a manner that they are liked and loved by most of the
tourist globally. Visitors attractions can be classified into two main categories that are: natural
and build. Natural visitors attractions are those places that are not been tempered and has been a
visitors' attraction naturally such that visitors can natural beauty of the attraction.
Build visitors attraction are those places that have either been build for visitors or had been build
for some another purposes but today they are visitors attractions (Weidenfeld and Leask, 2016).
These classifications are further divided into specific categories of visitors attractions, that are:
natural attractions, artificial attractions, attractions build for sole purpose of attractions, those
places that were build for some other purpose but today they are one of the visitors attractions.
Natural attractions for visitors consist of beaches, forest, island, deserts, mountains, waterfalls
and various others. Artificial attractions include artificial waterfall, artificial beaches etc.
Attractions build for sole purpose of attractions are zoo, aquarium, museums, snow parks etc.
Places build for some other purpose but today are visitors attractions, such type of attractions
consist of old monuments, palaces, antiques. London has always been a centre of attraction for
tourist attraction, business, life style and many more. Few of the famous visitors attractions are:
Sea life centre London Aquarium it is a man made attraction build for visiting purpose only,
Buckingham Palace is a one of the attraction that was build for some other purpose but today it is
one of the visitors attractions as well, British Museum is one of the visitors' attraction that was
build for visitors only.
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Significance of visitor attractions in terms of economic growth and purpose
It is important to focus on visitor attractions because it contributes in overall economy of
a country. London has various kinds of visitors attractions that are visited by most of the global
tourist. Tourism has been one of the main source of economy for London and is considered as
the best service in UK (Connell, Page and Meyer, 2015). UK government always focus on their
visitors demand fulfilment and visitors satisfaction. Almost 22 percent of UK's economy is
produced by tourism. There is vast range of visitors attractions in London that contributes in
overall economy of London, out of which three top famous visitors attractions are:
 London Eye: It is a cantilevered observational wheel present on the South Bank of
Thames River in London.
◦ Purpose: Mainly it was build for empire of India exhibition that took place at Earls
Court and was opened to public in July 1895. It was last used in 1907 and today it is
one of a tourist attraction.
◦ Economic Importance: it is one of the main tourist attraction and has an economic
importance as well as it is one of the top most paid tourist attraction in London where
more than 3.5 million visitors visit annually.
◦ Regional and National Economy: London Eye contributes to the national Economy of
London by contributing almost £2 billion to £2.5 billion annually.
 Warner Bros. Studio: It is one of the public attraction that was owned and run by Warner
Brothers. It is one of the main entertainment tourist attraction present in London
◦ Purpose: Warner Bros. Studio was mainly built for entertainment purpose after the
success of Harry potter First Film.
◦ Economic Importance: It also contributes majorly in terms of economy of the country
and has its own economic importance as more than 44 million visitors visit Warner
Bros. Studio annually.
◦ Regional and National Economy: Warner Bros. Studio contributes to the national
Economy of London by contributing almost £20 billion to £25 billion annually.
 Madame Tussauds London: It is world popular wax museum of London which is famous
globally. It is another one of tourist attraction which is visited by visitors from different
countries.
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◦ Purpose: The purpose of this Museum was to display fine and famous art work of
historical figures like politicians, artists, actors, actresses etc. it consists of more than
250 life like wax celebrity figures.
◦ Economic Importance: It also contributes majorly in terms of economy of country and
has its own economic importance as more than 2.5 million visitors visit this London
museum annually.
◦ National and regional Economy: Madame Tussauds Museum provides a contribution
of almost £5 billion to £6.5 billion annually to the national economy of London.
ACTIVITY 2
Motivational factors and need of different visitor attractions
It has been observed that needs and motivational factors of different types of customers is
completely different. Different types of visitors have different needs as well as their motivational
factors are also different (Leask, 2016). There are mainly two types of visitors: domestic tourist
who take a trip within their own country and inbound tourist are those who visit from overseas
into a country. Within these two categories visitors who visit a country to leisure are the ones
who visit tourist attraction places.
Motivational factors and rationale for these visitor attractions are as follows:
 London Eye: it is one of the tourist place which is visit by almost 2.5 million visitors
every year. Needs of local visitors for this place to visit admire the place, its beauty with
cheap prices and cleanliness, whereas needs of international customers is to admire the
London Eye place with cleanliness and other faculties like food and various other things.
In order to motivate local visitors discount offers, coupons can be provided to them and
to motivate international tourist tour guide can be provided to them, palates can be
provided to the visitors so that they can gain more information regarding that place.
 Warner Bros. Studio: it is one of the tourist place which is visit by almost 44 million
visitors every year. Needs of local visitors for this place to visit the studio with the lowest
ticket price available and admire the creativity of the studio whereas international visitors
need to visit the place, gain knowledge about the place, need other leisure activities as
well. To motivate visitors they can provide discounted tickets, tour guide, food shops,
clothes shops etc.
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 Madame Tussauds London: it is one of the tourist place which is visit by almost 2.5
million visitors every year. In order to motivate more visitors to visit this place they can
bring improvement within their wax statues, make more wax statues of more celebrities
provide guide to the visitors so that they can visit the museum in a better way.
Impact of visitor attraction tourism
 Social and cultural Impact: One of the main positive social impact is that it will help in
bringing socially diverse people together and will also help in exchanging values and
customs but it will also have a negative impact like it will modify social structure and
will help in increasing crime as well (Bakiewicz and et.al., 2017). For example: people
from different cultures and society will be meeting and visiting the place together but it
will also increase crime as well, like theft, terrorist attack etc.
 Economic Impact: The key impact of visitor attraction tourism is that high revenue will
be generated but one of the main negative impact is that higher generated income will
give visitors greater access to environment which will impact the overall environment.
 Environmental Impact: Visitor attraction tourism is clean industry and all kinds of
visitors attractions are kept clean and thus it has positive impact on environment by
contributing towards sustainability However the negative impact associated with such
visitor attractions is that it leads to significant increase in water scarcity or shortage or
pollution. For example rides within theme parks etc. will increase pollution level.
Recommendations to decrease negative impact: Electrical rides should be started instead of gas
or petrol rides, no cutting down of trees or plucking of flowers should be allowed, continuous
monitoring should be done to reduce crime rate.
ACTIVITY 3
Feasibility study and financial viability for visitor attraction
Madame Tussauds London:
 Market Demand: The popularity of Madame Tussauds London is increase their market
demand (Lu, 2019). Due to their increasing popularity number of visitors are also
increasing year by year and due to this they are opening their museums in different
countries as well.
 Competition that the attraction faces: Due to this increasing popularity and market
demand of Madame Tussauds London museum, competitors are trying to enter in this
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industry but, however none of them has been this successful as compared to Madame
Tussauds London.
 Development of products and services: They can improve their wax statue quality and
can introduce more famous celebrities. This will attract more number of tourist and will
increase their overall revenue.
 Financial viability: Financial viability of museum is extremely high (Powell and Iankova,
2016). They generate sufficient income to cover their overall operation payment,
advertisements, maintenance level etc. Other than this they also contribute in to the
overall economy of country by making profit of more than £5 billion pounds.
Recommendations for suitable approach
In order to bring sustainability within their museum, they can improve and intrude more
fine quality of wax statues and provide discounts to the visitors. This will help them increase
their number of visitors within their museum and obtain sustainability.
ACTIVITY 4
Strategic Assessment of techniques for visitor Management
London & Partners company is more interested to attract the customers (visitors) for the
enhancement of their customer base, brand image and profitability. For the fulfilment of these
above mention objectives, Company is using various kinds of visitor management techniques
and strategies. These techniques and strategies must be beneficial for the company and their
profitability. Also, these strategies should be adopted by the company in the way so that
customers can get attracted towards the company and consume the products and services offered
by the company (Jensen, Li, and Uysal, 2017). There are various strategies and techniques for
the visitor attractiveness which are as follows -
Marketing Strategy – It is one of the most popular and common strategy. In this strategy,
company will focus on the various marketing such as traditional marketing, digital marketing,
content marketing and social media marketing. This will help company to promote their
products, services and brand to the huge customers which is beneficial for the company to get the
visitors.
Price Concession Strategy – It is very common strategy for making successful targeting of the
market. Students, working couples, college students, youngsters and roamers are the mainly
target customers for the company (Roberts, 2016). In order to attract them towards the products
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& services offered, organization can adopt concession pricing strategies in which the pricing of
the products and services are different for the different categories of the customers.
Product Innovation Strategy – Company can use this strategy for the purpose of making
products and services innovative in order to attract the customers. For the innovative products
and services, company will do motivate and encourage their employees to think out of box. Also,
company can invest in research and development process in order to get to know about the
customers' perceptions, competitors' strategies & ideas et which will help company to make their
products innovative (Ram, Björk and Weidenfeld, 2016).
Extra Benefits Strategy – Company can use this strategy for the attraction of the visitors
towards the brand of the organization. For that they can add additional features or benefits to
their products in order to increase their products value which lead company to attract more
customers. This will lead company to get positive reviews as well. For the successful
implementation of this strategy, Company should focus on their pricing and quality standards as
well.
Quality Improvement Strategy – For the attraction of loyal customers and visitors in the
organization, Company will have to focus on their quality standards which should be match with
the standards quality decided by the company's higher authority and government authority. For
the improvement of quality, Company should focus on the some dimensions which will help in
improving the qualities. These dimensions are such as – Responsiveness, Empathy, Reliability,
Assurance and Tangibles.
Partnership Strategy – For the attraction of the customers and gaining more & more customers
towards the company, London & Partners Organization can do partnership with various kinds of
hotels and restaurants in order to provide their customers and visitors accommodation and food
& beverage services at the lower prices. It will not only help company to gain their customer
based but also helps in enacting their brand image which is considered to be a factor for the
attraction of the customers.
Customer Central Strategy -
For the attraction of the customers and visitors, Company will have to do such activities
which are purely customers oriented and customers centric. Example of these activities are such
as – When company do post on their social media platforms, they should post about their happy
customers and tag them in the post. It will make them happy and they will become loyal for the
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company. Another activity can be company can ask for the feedback from the customers and
accordingly produce products and services. This will also help company to attract their
customers (Connell, Page and Meyer, 2015).
For the successful sustainable development of tourism is an important for the company
and management team have to take care of it. For the maintenance of the sustainability of the
organization, resources must be use in such manner that business can be run effectively without
too much usage of the resources and costing of running business can be reduce. Also, company
should focus on various CRM activities in order to gain trust and support from the customers,
societies and government (Vu and et.al., 2016).
CONCLUSION
From the above study, it has been summarized that it is an important task for the
countries, industry and companies to look upon their various attractive places, locations,
destinations to keep it clean and maintained in order to attract their customers and tourists. As it
helps country to generate revenues and earn profits. In order to maintain and enhance their
profitability, government and companies has to adopted various strategies, tactics and steps
which make the sector attractive and profitable.
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REFERENCES
Books and Journals
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