Heritage and Cultural Tourism Management: A Case Study of Tibet

This report provides a comprehensive analysis of heritage and cultural tourism management, focusing on the case of Tibet. It begins with an introduction to the importance of cultural tourism and its economic impact. Task 1 analyzes the growth and development of Tibet's heritage and cultural diversity, discussing the country's natural and cultural heritage, and highlighting how they attract tourists. It also addresses potential conflicts in the conservation of heritage resources, such as access versus erosion, the impact of visitors, and planning challenges. Task 2 assesses the purpose of heritage and cultural attractions in meeting customer needs, focusing on the British Museum and Royal Academy of Arts, and their role in promoting tourism. The report explores the importance of research, entertainment, and media engagement. Task 3 evaluates the impact of different types of ownership on the management of the heritage and cultural industry and analyzes the roles and responsibilities of organizations within the industry. Finally, Task 4 evaluates the methods and media used for interpretation within the heritage and cultural industry. The report concludes with a summary of the key findings and their implications for the sustainable management of cultural tourism in Tibet.

Heritage and Cultural
Tourism Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Analysing the growth and development of the heritage and cultural diversity................3
1.2 Discussion on potential conflicts in the conservation of heritage and cultural resources 5
TASK 2............................................................................................................................................6
2.1 Assessing the purpose of heritage and cultural attraction for meeting the needs of
customers................................................................................................................................6
TASK 3............................................................................................................................................8
3.1 Evaluating the impact of different types of ownership on the management of heritage and
cultural industry......................................................................................................................8
3.2 Analyzing the roles and responsibilities of organization in the heritage and cultural
industry...................................................................................................................................9
TASK 4..........................................................................................................................................11
4.1 Evaluating the methods and media used for interpreting within the heritage and cultural
industry. ...............................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Tourism management became essential by combining tourism, culture and leisure. Along
with this, it is considered as the major economic activities of the immediate future. Cultural
tourism has become an excellent meeting point between the tourism and the cultural area .
Tourism is the practice which assist the business to attract, accommodate and entertain the tourist
along with the operating tours of the business (Adiyia and et.al., 2015). The present report is
focused on the content of Tibet 'the roof of world'. This report is going to analyse the growth as
well as development of heritage city which is Tibet. Further, different type of ownership which
is having the management rights of these sites has to be discussed.

TASK 1
1.1 Analysing the growth and development of the heritage and cultural diversity
Heritage is the properties which are inherited and also have valued things such as historic
buildings which have been passed down from previous generations. Further, it also includes
historical and cultural values. There are distinct forms of categorisation that can be applied to the
heritage sites at national and state level. Heritage records determine the long processes of historic
development. Along with forming the essence of diverse national, regional. Cultural heritage
tourism includes travelling for experiences different places that represent the stories and people
of past and present. Along with this, it also includes different resources whether it is historic,
cultural or natural (Smith, 2015). It helps in highlighting the importance of enhancing as well as
preserving culture of Tibet. The country has high geographical area which assist in taking the
high altitude which assist in admiring so that tourist can be visited in Tibet which is coming from
the different places from the whole world which helps in enjoying the accessibility of the
different areas which having the proper support of the efficiency of the transport system (Rome -
Tourism & Cultural Heritage Management, 2017).
The citizens of Tibet have to develop different areas as having the importance of the
development of the heritage so that they analyse as well as assessed by the attraction of the
tourist in large number which assist in exploring the beauty of the country. Natural heritage of
Tibet attracts tourist because it has beautiful location, forest, national park and many more.
Beauty of the nature is also included in natural heritage of the country. Natural heritage attract
tourist which includes wildlife century (Distribution channels for heritage and cultural tourism in
New Zealand, 2016). Cultural heritage divides into different parts which include cultural heritage
site, historic cities, natural sacred sites, underwater cultural heritage as well as museums. Along
with this, it includes handicrafts, documentary and digital heritage. The person of Tibet is
required to make a hotel which looks like a historic building and by which many tourist attracts
and earn the best experiences. The project which includes Intercontinental Hotel groups helps in
planning by which they can establish the Lhasa Paradise resort which includes 1500 room and it
is included in the cultural heritage. The cultural heritage of Tibet influences the person so that
they can easily exploit the natural resources (Jung, Chung and Leue, 2015).
The regulatory body of China have to do the proper renovation of Bharkhor district which
is situated in Lhasa which is the capital of Tibet. The role of heritage culture is that it helps in

shaping the country which assist in attaining leading position in the travel and tourism sector
(Master in Tourism Management of Cultural and Natural Resources, 2017). The culture of Tibet
follows beliefs which assist in emerging from Buddhism. Married women in Tibet wear unique
designed dresses which succour in symbolizing that the woman is married. The food which they
are eating is enriched with different elements which include fats and protein which helps person
of Tibet in surviving in climatic condition. The major cultivated crop of Tibet is Barley and
everyone who lives in Tibet and the person who are making the Tibetan food they used Barley.
Tibet is augment with the distinction from the cultural and natural heritage which succour in
symbolizing the uniqueness of the region (Reisinger, 2015).
1.2 Discussion on potential conflicts in the conservation of heritage and cultural resources
It is important as well as essential for Tibet that they have to conserve site related to
culture and heritage for the future. The citizens of the country have to do proper developments of
the distinct places so that visitors can be attracted and can gain experience so that these places
can become assets of the country. The local institution as well as private institution which have
diverged to meet the requirement so that they can understand the heritage value of the country.
they are having the difference between the use of the local resource and heritage resource as they
are emerging slowly and also having the unknown effects (Raj and Griffin, 2015). The
challenges which are generated in the development of sites having an inclusive participation by
all segments of the community which is a major challenge for Tibet. Steps which are included in
organising town meetings, involvement and the interpretation of the excavated evidence assist in
fostering necessary cooperation of various stakeholders and have to make the proper distribution
of the benefits which are attain by the development. But in the conservation process of the sites,
sometime conflict can occur which includes:-
Access versus erosion – Visitors are attracted from those destinations which are having easy
access. Along with this, they are having regulatory bodies that the citizens of Tibet have to
provide best transportation services to the visitors. At this point, conflict occurs because most of
the places situated on the mountains and not easy to the visitors to reach at the destination. The
government of the country has to provide proper facilities to the visitors which include shades
and rest areas.
Impact of visitors on tourist places and their environment – When the visitors come to the
tourist destination then all the tourist want the proper facilities so that they can reach the tourist

destination and can not face any responsibility. Visitors want the proper stay and accommodation
in the nearby places of tourism (Moswete and Lacey, 2015). In Tibet all the arrangements done
by government of China for the visitors and if the arrangements is not good then conflict occur.
Presentation of heritage and culture to visitors – Packing is the part of the presentation so all
the things should be done in the proper manner. They have to make the appropriate changes so
that they can not face any problem and have to renovate the places which provide the best
impression among tourist. Along with this while doing the renovation they have to maintain the
originality of tourist place so that many visitors attract.
Planning and land use – The members of the regulatory bodies have to make the appropriate
plans so that they repair as well as do the renovation of the monuments which having the
spiritual significance in tourist along with Tibetan also. When the government not do the
appropriate changes then in that situation conflict occur.
Brown field sites versus green field sites – The ministry body of China have to make or
provide the some new accommodation or the appropriate facilities to the visitors. Along with this
they have to make the new building for the attraction of tourist and those buildings are in
traditional style. It is very complex task for the government because Tibet is situated in the hilly
areas so it is not easy to make the tourist places in the traditional style (Lee and Bai, 2016).
Further, that place having rivers as well as mountains. In Lhasa, for using the land citizens have
o take the advice from the experts and on the basis of that they have to make the decisions.
Capital cost and generation of profit or revenue – The regulatory body of China have to make
the proper plans as well as the budgets so for doing the improvements they can not face any
difficulty. They can generate the fair price of the tickets which succour in generating the revenue
and this can cause the conflict. They have to make the proper investment which helps in creating
the high revenue and have to make the price which is suitable for the tourist (Amir and et.al.,
2015).
There are some conflict of which can take place in the conservation of heritage and
cultural resources in Lhasa. There are people come from different country for seeing heritage, so
local people need to focus in protecting the sited and heritage of country. Without any conflict
goverement need to conserve and protect the heritage and cultural resources such as high altitude
treks and fabulous monasteries etc. further construction of Internationale luxury hotel for guest
who came from outside the country give rise to conflict because it decrease the heritage of Tibet.

TASK 2
2.1 Assessing the purpose of heritage and cultural attraction for meeting the needs of customers.
To do the protection of the cultural places is very difficult task. A tourist attraction is that
place of the interest where visitors visit for its inherent or exhibited natural as well as cultural
value, historical significance, natural, adventure and amusement. For the future, they have to do
the modifications in the different places by using the new technology. People visiting these
places as they come so far and have to spend their time as well as money to get insight of the
historic values which is related to that place. In influencing the various tourist, museum and
academics play a essential role so that they confront them with the beauty of the different
cultural heritage of the different region and that places having the unique identity which is
related to the cultural belief as well as assumptions (Ismagilova, Safiullin and Gafurov, 2015).
This section is focused on the two places which attract the visitors as well as it helps in
promoting the sector which is related to the travel and tourism which includes British Museum
and Royal Academy of Arts. Along with this it helps in highlighting the role of the constructed
monuments as well as buildings. They have to do proper research which assist in carry out the
recreational activities which include :-
Research should be carry out by students – The members of museum have to provide the proper
facility so that they can do the proper research by which they can explore the different parts of
the world. They have to use the appropriate tools as well as methods so that they can draw the
proper conclusion and it helps in modifying the elements and by that they can attain the
maximum benefits.
They have to provide the entertainment to the children and families also – British Museum
provide the entertainment to all which succour in confronting. Consumers and traditional values
are adopted by the members so that they can use and present the proper model. By this children
can improve the knowledge. Family can visit the museum as the holiday trip which influence the
travel in whole world in the different climatic conditions (Chambers and Buzinde, 2015).
Museum which is visited by media – It assist in improving and maintaining the trust among the
different person with the appropriate consideration to the media which is related to national as
well as international. Whatever media present the issues in the news or the information in front
of the public and on the basis of that every person trust on that information. Media explore the

importance of the acknowledging the facts and figures so that they can symbolize the ancient
cultural aspects.
Royal academy of the art is that institution which assist in promoting the professionalism
by which they can consider the interest of designer as well as artist from the different areas over
the whole world. Along with this it also helps in providing the proper attraction to the different
heritage places. This institution is also helps in providing the appropriate background which is
related to the universe to the different artists which assist in putting their intelligence as well as
expertise in the different fields of the art and the architecture (Smith, 2015). Moreover, it helps in
providing the proper motivation and encouragement among the artist which assist in improving
the skills. It has been observed that many visitors visit the museum which are having the
different purpose along with that they have to do the proper research which is related to the
recreational activity. It assist in introducing the different civilization and for that they have to use
the appropriate promotional activities which helps in promoting the tourist destination in the
travel and tourism industry. The members of museum have to provide the proper entertainment
to the children as well as the families so that they can improve the knowledge and skills which
succour in attaining the leading position in the travel and tourism sector.
Heritage and cultural attraction is a important for the developing tourism within the
region. As per the case study it is clear that resistance of local people in developing Tibet for
making it a tourist site for saving the cultural value and heritage of the region. Due to this reason
country is losing its economic and social development. The main reason for developing the
heritage sites and cultural attraction is help in educating then about the archaeological sites and
values. Along with this it also supports recreating tourism measures within the economy.
3.1 Evaluating the impact of different types of ownership on the management of heritage and
cultural industry.
As per the case study the higher authorities of Woodland Trust have to establish the
ownership for the heritage and cultural sites. It is very important for the administration which
helps in attaining or increasing the revenue and the employment opportunities for the nation.
They have to provide the proper protection as well as maintenance to the visitors so that they can
not face any issues. While doing the appropriate management of the heritage sites which involve
the consideration so that they can retain the same information which assist in delivering the
proper message of the ancient civilization of the numerous culture (Miller, Merrilees and

Coghlan, 2015). The company members have do the proper control and preserve the features.
Moreover, they have to use the appropriate structure so that they can follow the management
style. Different type of ownership include :-
Private ownership – This ownership is used by the ministry bodies which assist in doing the
proper control by which individual company undertake the administration of museum,
monuments and the historic buildings. Private ownership having the main motive that they have
to obtain the maximum revenue by innovating or renovating the structure. In this ownership
regulatory bodies can not manage the structure. It helps in establishing the hotels and resorts
which is just look like a monuments which represents the cultural heritage of the different region
(Hassan and Rahman, 2015). Along with this it helps in attracting the many tourist and by this
they can make a holiday trip memorable.
Public ownership – This ownership is adopted by the ministry bodies which assist in attaining
the public interest. In the different geographical areas monuments represent the cultural
background. It assist in attaining the importance towards the cultural diversity. Further, they are
having the uniqueness of the heritage so that regulatory bodies do the proper control over the
structure which helps in ensuring the exploitation. The higher authorities can do the appropriate
management which assist in ensuring the effectiveness and proper administration can be done
when these monuments or historic buildings succour in symbolizing the historic wealth of the
country. In this government can take the ownership that they can do the renovation of all the
historic buildings (Borin and Donato, 2015).
Mix ownership – In this ownership, involvement of government and private ownership is
necessary for doing the appropriate management. Mix ownership involves the maximum
protection of the public interest as well as they have to use the tools and techniques of the private
ownership. Visitors who are visiting the historic places they have to pay the minimum charges
for getting the entry on those places and it become the source to generate the income for owners.
It helps in promoting the importance of the culture which assist in denominating the culture of
the country. Moreover, mix ownership involves the little intervention of the government (Smith,
2015).
Every ownership has the different advantage and disadvantage. They have to do the
proper selection of the particular ownership so that they can analyze the appropriateness
(Cucculelli and Goffi, 2016). The staff members of Woodland Trust have to do the proper

selection which helps in determining the purpose as well as in managing the structure of the
historical culture. It should be taken into the account the influence of the administration of the
public on the cultural heritage along with all the decision making and policy making processes
that are involved. The contribution of this style and the ownership which succour in promoting
and enhancing the inherited value so that they can display the importance of the existence of the
cultural heritage.
Ownership is known as private, collective or lawful right which is provided to body
which involves certain right over the property. There are different roles and responsibilities
owner have such as English heritage and national trust so that the heritage and cultural property
of UK can be maintained. While in private ownership is also increased and developed in the
country. There are different type of organization which planned to develop measures to create an
effective impact on tourism. There are many private and public organization which focus on
developing the heritage and local sites.
3.2 Analyzing the roles and responsibilities of organization in the heritage and cultural industry
Woodland Trust is the company which assist in doing the changes in the heritage. It helps
in renovating the monuments in UK (Pearce, 2015). It also helps in protecting the world's natural
and cultural heritage. This organization ensures the protection, identification and conservation of
the irreplaceable heritage in the world. All the parties which are involved in ensuring
identification, protection, conservation and presentation of the cultural heritage which assist in
recognizing the importance to safeguarding the heritage for the future and for that they have to
use appropriate resources. They have to adopt the universal policy which allows the cultural and
natural heritage to contribute the relevant function in the host of the community life along with
the integration in all means of the protection into their planning programs (Hauser-Schäublin,
2016). It assist in undertaking any appropriate scientific, administrative, legal, technical and
financial measure when required for the purpose of protecting, conserving, rehabilitating and
identifying the heritage. It become the responsibility to help the other parties in identifying and
protecting their properties. Old monuments tells the growth of the civilization along with the
development of the human. Woodland Trust having their own roles and responsibility which
include :-
Funding – They have to make their own funds so that they can fulfill their responsibilities which
are assigned to the company members. The staff members need more funds which assist in future

to raise the funds. It helps in enlarging the area so that they have to follow the proper structure
of Woodland Trust. Along with this they have to make their proper and appropriate accounts
which assist in managing the funds. The employees of the company have to analyze the needs
and have to set the priorities which helps in raising the funds (Wilson and Hollinshead, 2015).
New merchandising – The employees of Woodland trust have to use the proper technology to
make the new merchandising for the marketing of the each and every monuments by which
many visitors attract and on the basis of that they can attain the good experience.. Along with
this they can use the internet also. They have to do the publicity of the places by the internet or
the social networking sites. The company members have to click the picture of the monument
and set on the site. Along with this they have to share a brief detail about the monuments (Fu,
Kim and Zhou, 2015).
Advisory and legislative – Woodland Trust is the charitable trust which assist in doing the
appropriate work and this work depends on the legislation of UK. Ministry body of UK have to
set the priorities and standards as well as legislation and advisory for their work (Hsu, Lan and
Tsai, 2015). The company members have to make some rules and regulations and have to follow
the guidelines so that they can maintain the trust in the groups which are working with the entity
in protecting the monuments.
Changes in attraction and income generation – The staff members of the company have to
adopt the changes by which tourist attract. While doing the renovation or making the changes in
the historic places. It helps in providing the rest area as well as shades to the visitors so that they
can not face any issue (Gelbman and Laven, 2016). Moreover, they can charge the fair price
from the visitors which become the source of generating the income and use this money for the
maintenance in future.
New technology – The company members have to use the new technology in renovating the
monuments and the historic places and it is very important for the various industrial segment
which assist in aligning with the same. Along with this they have to make the appropriate
research by using the various technique and the proper procedure which helps in maintaining the
cultural heritage. The task of doing the renovation of the monuments is very complex and
company employees have to adopt the smart technique which helps in minimizing the investment
of funds (Backer and King, 2015).
English heritage

It is government body which focus on safeguarding the natural environment of the
country and developing tourism in country. Along with this it also supports to increase the safety
issues in relation to site safeguarding and monumental protection. The aim of English heritage is
to maintain ancient assets of country so that heritage value can be increase in context of tourism.
National trust UK:
It is a part for UK government and its work to protect environment in order to increase
sustainability withing the country. It also makes policies and procedure and practices which help
nation in order to maintain sustainability.
TASK 4
4.1 Evaluating the methods and media used for interpreting within the heritage and cultural
industry.
In increasing the demand of the tourist continuously, companies have to focus and also
emphasis in providing the high quality experience which is related to the tourism instead of
providing the products which cause the significance of the education as well as interpretation to
rise. It is important and essential that visitors have to interpret the attractions, history and the
products of the tourism which is the important aspect of providing visitors with a great and
positive experience along with this it becomes a educational tool (Amir and et.al., 2015).
Interpretation can be done by using the various methods which includes the use of self-guided or
guided tours, signage, audio information and interactive display. They have to use the effective
designs which assist in delivering the accurate information. It is the essential part that they have
to interpret the British Museum to the visitors and they have to provide the special guide so that
they can do the appropriate development. Administration of Museum have to use the thematic
approach which assist in doing the proper interpretation. It is very helping approach which
having the impact on the visitors so that they can attain the appropriate knowledge about the
Museum (McKercher, 2016).
The managers and higher authorities of British Museum and the Royal Academy of Arts
so that they can use the best medium which succour in appropriate interpretation which is related
to the arts as well as models. Some media which can be adopted by the higher authorities of the
Museum and Royal Academy of Arts for doing the interpretation includes audio visual, meeting
audio needs and they can published the material as well (Lane and Kastenholz, 2015). By issuing