Hospitality, Tourism, Event Environment: Natural History Museum Report

This report provides a comprehensive analysis of the Natural History Museum, covering its background, objectives, consumer trends, and sustainability performance. It delves into the financial operations and governance of the museum, including how it generates revenue and manages its resources. The report identifies key stakeholders, such as visitors, staff, and government, and examines current issues affecting their interests. It highlights the museum's efforts to attract visitors through various trends like museum meet-ups and augmented reality, as well as its sustainability initiatives, such as using LED lighting and recycling products. The report also discusses the museum's financial strategies, including fundraising and cost-reduction measures. Finally, it addresses issues impacting stakeholders like visitors and staff. The report concludes with a discussion of the museum's overall operations and its role in the hospitality and tourism industry.

Hospitality, Tourism, Event
Environment

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Background of the company........................................................................................................3
Objectives and consumer trends of the company........................................................................3
Sustainability Performance of the Natural History Museum.......................................................5
Financial operation of Natural History Museum and their governance......................................6
Key stakeholders of museum and current issues affecting the stakeholders...............................7
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Senior management of an organization is responsible for the overall operations and the
profitability of the company. In order to increase efficiency, productivity and performance of the
company, senior management have to understand the overall structure and practices of the
organizations. The report will state the profile of the Natural History Museum along with their
structure and practices they followed. Further the report will also state the objectives and the
trends followed by the Natural History Museum in order to attract more customers. The report
will also cover the information regarding the financial operations of the organization and the role
and the interference of government in company’s decision-making. At last, the report will state
the key stakeholders of the company and the current issues that are affecting the interest of the
stakeholders.
MAIN BODY
Background of the company
Natural History Museum is the scientific institution was established in the year 1683
located in London which was originally known as British Museum until 1992. In the year 2020,
the Natural History Museum completed the age of 337 years. The primary role of the Museum is
to provide the information related to the current and historical specimens and also use them for
the further research (Mujtaba and et.al., 2018). It is a recreation and hospitality sector of the UK
who offer the service to visit the museum to the both home and foreign public. In the year 2009,
the Natural History museum is awarded for senior research geologist and curator of fossil of
arthropods. The award is conferred by National Museum of Natural History. It is one of the
achievements of the Natural History Museum.
Objectives and consumer trends of the company
The objective of the company is to spread the wider knowledge of the current and
historical specimens to the public through their thorough research. As the museum company is
open for all age of people, all background and for all cultures it states that their main objective is
not to increase their brand image but to increase the information related to animals among the
people. As in today’s world children are less aware about the historical knowledge, so the
company mainly focus on increasing the wonder and self-esteem of the children. The company

offers the dynamic opportunity to the children to see the live skeleton of the large animal which
they just read & learn in their classes. The people will learn the other culture and the life of the
people and animal lived many generations ago. It will help the children in exploring new things.
By keeping in mind, the ultimate objective, company will identify and measure the trends which
will fit the museum industry and also attract more and more customers (Koeberl and et.al.,
2018).
Trends that are followed by the Natural History Museum
 Museum meet up: Museum is a place where most of the visitor get engage with the
other visitor during the whole exhibit experience. So, by using this trend company allow
the informal communication among the visitor during the exhibitions.
 Museums finally take a stand: Consumers are well known that, despite of the news
channel and newspaper the museum is the place where they can get true statements and
education along with the joy. So, keeping in mind the trend, company implement the
different enjoyment techniques for their consumers.
 Augmented reality goes mainstream: Customers are generally demanding artificial
intelligence and augmented reality facility in the museum. This is the top trend in the
museum industry (Sinan Hasanoglu and Dolen, 2018). So, company uses the augmented
and virtual reality to create exhibition and programs.
 Foodies invade the museum: People who visit the museum expect that the food is
available as per their lifestyle and taste. So, by considering the food trend, company starts
offering all types of food such as fast food, vegetarian, gluten free food in healthy option
etc. to attract more visitors.
 Trusted places and safe spaces: People are generally attracted towards the trusted
places and the place where the safety and security of the customer is the first priority. So,
by considering this trend, company provides the fact and accurate information to their
visitors and make sure that the safety and security of the visitors are not get
compromised.
 More shared histories: It is a trend which are high in demand and also increases the
number of visitors in the museum (Lamichhaney and et.al., 2019). This is the trend
followed by the company which involve genealogy research which provide the

information related to the past family lines of the visitors. It helps the company in
increasing their numbers of visitors.
 Everyone museum should have an Instagram-moments: In order to increase the
number of visitors in the museum, company start crating the Instagram-moment with all
the visitors and share it on the different social networking site such as Facebook, Twitter,
WeChat, Instagram etc.
 Museum embrace the Start-up mindset: By adopting and utilizing the free and low-
cost tools, company manages the business with limited resources and attract the large
number of visitors to visit the museum and attend their knowledgeable exhibition.
Sustainability Performance of the Natural History Museum
Different sustainability growth measures and ways that the Natural History Museum uses in
order to attract large number of visitors in the museum without increasing their further cost are:
 Lighting up museum with LED lights: By using the LED lights all over the museum
not only good choice for reducing energy consumption but also protect the galleries and
collections stock from heat, UV and infrared emission (Huang and et.al., 2017). It is a
cost-effective measure taken by the company which limited the purchase of plastics filter.
 Stop using plastic bags in gifts shop: It is also one measure adopt by the company to
stop using single use plastic bags and instead of that company start using multiple use
Natural History branded bags for their visitors. By doing this company advertise its brand
bags and increases the source of revenue.
 Recycling of product in museum: It is a measure used by the company in which
company first educate to the staffs regarding the recycling of the product. And when the
staff are committed tell them to further provide such information to the visitors during
exhibition.
 Use of Power Bars: In this company uses the power bars to plug all the electronic
products of all room, offices of the museum in one power bar. It helps the organization to
reduce the energy consumption of museum with one switch off only. Company installed a
power bar which is easily get switched off at the end of the day.
 Purchase only recycle and sustainable paper products: Natural history museum
purchase only recycled products such as bathroom tissues, printer stationery etc. in order

to use it more than one time. They also purchase the products from sustainable source
such as wood-based product with FSC (Forest Stewardship Council) logo.
 Use of green cleaning products throughout the museum: Company uses only natural
products to clean the whole museum rooms, offices, halls etc. For the same Natural
History museum only purchase the cleaning products having the “Green Seal Certified’
logo (Shultz and et.al., 2021). Not only that company also provides the training session in
which they train their staffs and housekeeper regarding the proper way of use, store and
dispose of chemicals and paper products.
 Doors and Windows are sealed from leaks and drafts: By conducting regular
inspections of the windows and doors, company decided to seal the door and windows
from the leaks. It is done in order to control the museum environment and to protect the
air-conditions from air leakage. Company is regularly visualized and inspect the leaks of
window and doors and replace it with the new one.
 Placed eco-reminder signage around the museum: It is one of the measures adopt by
the company which involve the installation of reminder signage. It is used to remind the
information to the visitors related to saving energy and water. By doing this company not
only spreading the knowledge among the visitors but also show them their contribution
towards the sustainable development.
 Organized Zero-waste annual event: In this measure company is conducted the annual
zero-waste event in the museum every year. The purpose behind organizing the event is
to spread the art of how to convert the waste materials into the best products. For
example, converting the single used plates, cutlery or cups into the decorative items of
the house are the supplement of the zero-waste product.
 Annual eco-inspired exhibition for school students: This is another way which
increases the sustainable performance of the museum which involve organization of eco-
inspired exhibition program. It is organized by the company for the school students to
develop the knowledge of sustainable and eco-friendly environment. The purpose behind
doing this is to increase the eco-awareness among the children. This will show the
Natural history museum part towards saving the planet.

Financial operation of Natural History Museum and their governance
As Natural History Museum is a not-for profit organization which indicate that all the funds that
the company arises in order to operate its business are from the government, investors, rich
businessman and visitors (if they wish). The funds are in the form of charity, donations and
grants. All the financial operations, policies and practices of the natural History Museum is
governed and set by the trustees of the museum established as a body corporate. All the
collections of the museum are available for the inspections by the public and investors. Financial
health of the museum is highly get affected during the pandemic situation and the economic
crises. So, it is important that the public will donate in the business for smoothly operations of
the museum business (Sarkis and Zhu, 2018). In order to increases the financial performance and
stability of the museum company not only focuses toward increasing the donations and grants
but also focus toward reducing the cost of operating the museum. It is done by the company by
reducing the museum carbon emissions and energy consumptions. Another way to reduce the
cost is purchasing the products which get recycled more than one time. Whenever the company
needs the immediate cash, they sell the business unwanted assets. Most of the funds that the
museum company generate is from the large events they organize and raise fund from the large
industrialists. Company also raises funds from the food and café area they placed for the visitors.
By organizing the gift shops and the educational programs is also a way of revenue generation
for the museum businesses (Alazaizeh and et.al., 2019). Educational programs can bring the
sustainable net revenue for the museum business in order to provide the free entry facility and
other services to the visitors. The company also generate revenue from the admissions and
membership fees at the time when new member and trustee join the charitable institutions. By
use of LED lighting and reducing the wastage of water and resources, company able to reduce its
cost and also attracts the visitors towards the museum.
Key stakeholders of museum and current issues affecting the stakeholders
Stakeholder of any type organization is the individual, group, party and institutions having the
interest in the outcome and action of the organization (Bharti, 2018). The key stakeholders of the
museum company are visitors, staffs, government, communities, supplier and investors.

 Visitors: Visitors of the museum are the one who generally impacted by the service that
the museum company provides to them. The main aim of the company is to provide the
best and quality service to their visitors.
 Staffs: Staffs of the museum organization have direct stake on the business because they
get impact from the financial condition of the business (Brauer and Smith, 2020). It is
because they get income from the company to help themselves as-well-as their family
members.
 Government: As because the Natural history museum is a charitable institution, so
government do not levy tax on them. But government provide the donations and take care
that company is utilizing the funds of government and other investors in correct manner
or not.
 Communities: As the Natural history museum is engage in the different small and large
community. So, they are impacted by what health and safety measures that the museum
company are adopting in order to improve their performance.
 Suppliers: Suppliers are the one who sells the goods and materials to the company in
order to further used in their exhibitions. They are impacted by whether the company is
having enough fund to make their payments or not.
 Investors: Investors are the one who basically invest in the museum company in the form
of donations and charity (Randhawa and et.al., 2021). They are impacted by whether the
company is using the fund in the same purpose or not for which the investor donates the
fund.
The current issues that affect the stakeholders of the museum company are:
 Equal opportunities: This is the issue which affect the stakeholders of the company
indicate that whether the business is providing the equal opportunity to all staffs and the
customers to visit the exhibition programs (Black and et.al., 2019). It defines the thinking
of company towards diversity.
 Health and Safety: It is an issue which highly affect the stakeholder that where the
business considered the health and safety of the stakeholders and environment such as no
use of single use plastic and use of less energy consumption products.
 Training and Development: This is the issue affecting the stakeholders in a way which
involve that whether the company is offering proper training and development session to

its staffs or not. It not only helps company in increasing the productivity and efficiency of
the company but also retaining the high-profile staffs.
 Supply chain: Use of child labour in the business premises in order to provide the
services of exhibitions programs and taking care of museum is the high-profile issue
which affect the interest of the stakeholders (Che Musa, Bernabé and Gallagher, 2020).
 Relationship with visitors and suppliers: This is related to the business reputation
issues which affect the stakeholders in a way that whether the museum business is
actively engage with the stakeholders to provide the high quality and safe programs to the
visitors.
 Objective of the business: This is also one of the current issues which affects the interest
of the stakeholders that whether the objective of the museum is to spread historical
knowledge or to earn profit (Wondirad, Tolkach and King, 2020).

CONCLUSION
The report concludes the objective of the Natural History Museum along with the trends they
follow in order to achieve the objectives and aim the company set for themselves. The report
also concludes the different sustainable measures that the museum company follow in order to
increases their sustainable performance and attract more visitors towards the Natural History
Museum. Further the report also concludes the various key stakeholders of the museum business
and their interest area in the business. At last, in the same context the report also concludes the
current issues that the stakeholder faces and how it affects the interest of the stakeholders of the
museum company.

REFERENCES
Books and journals
Mujtaba, T. and et.al., 2018. Learning and engagement through natural history museums. Studies
in science education. 54(1). pp.41-67.
Koeberl, C. and et.al., 2018. History and importance of the geoscience collections at the Natural
History Museum Vienna. Geological Society of America Special Paper. 535. pp.131-161.
Sinan Hasanoglu, M. and Dolen, M., 2018. Multi-objective feasibility enhanced particle swarm
optimization. Engineering Optimization. 50(12). pp.2013-2037.
Lamichhaney, S and et.al., 2019. Integrating natural history collections and comparative
genomics to study the genetic architecture of convergent evolution. Philosophical Transactions
of the Royal Society B. 374(1777). p.20180248.
Huang, S. and et.al., 2017. Mammal body size evolution in North America and Europe over 20
Myr: similar trends generated by different processes. Proceedings of the Royal Society B:
Biological Sciences. 284(1849). p.20162361.
Shultz, A. J. and et.al., 2021. Natural history collections are critical resources for contemporary
and future studies of urban evolution. Evolutionary applications. 14(1). pp.233-247.
Sarkis, J. and Zhu, Q., 2018. Environmental sustainability and production: taking the road less
travelled. International Journal of Production Research. 56(1-2). pp.743-759.
Alazaizeh, M. M. and et.al., 2019. Tour guide performance and sustainable visitor behavior at
cultural heritage sites. Journal of Sustainable Tourism. 27(11). pp.1708-1724.
Bharti, N., 2018. Evolution of agriculture finance in India: a historical perspective. Agricultural
Finance Review.
Brauer, G. and Smith, F. H. eds., 2020. Continuity or replacement: controversies in Homo
sapiens evolution. CRC Press.
Randhawa, K. and et.al., 2021. Evolving a Value Chain to an Open Innovation Ecosystem:
Cognitive Engagement of Stakeholders in Customizing Medical Implants. California
Management Review. 63(2). pp.101-134.
Black, M. H. and et.al., 2019. Perspectives of key stakeholders on employment of autistic adults
across the united states, australia, and sweden. Autism Research. 12(11). pp.1648-1662.
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Che Musa, M. F., Bernabé, E. and Gallagher, J. E., 2020. The dental workforce in Malaysia:
drivers for change from the perspectives of key stakeholders. International Dental
Journal. 70(5). pp.360-373.
Wondirad, A., Tolkach, D. and King, B., 2020. Stakeholder collaboration as a major factor for
sustainable ecotourism development in developing countries. Tourism Management. 78.
p.104024.
Online
Tourism Management. 2021 [Online]. Available through:<
https://www.sciencedirect.com/science/article/pii/S0261517715000679>
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