Tourism and Hospitality Report: National Maritime Museum Analysis

This report provides a comprehensive analysis of tourism at the National Maritime Museum (NMM) in Australia. It begins with an introduction to tourism and hospitality management, positioning the NMM as a prominent global museum with an extensive collection. The report details the museum's strengths, including its efficient operation, vast collection of artifacts, convenient location, and digitization efforts. It also identifies weaknesses, such as challenges in handling collections, the absence of a film archive, and insufficient digital resources. The analysis further explores strategies to enhance the visitor experience through welcoming environments, well-trained staff, and interactive technologies. Marketing recommendations, particularly focusing on social media, are provided to attract new visitors. The report concludes by summarizing the key findings and recommendations for the museum's continued success. The report references several academic sources to support its claims.

Tourism at national maritime
museum, Australia

Introduction
• Tourism and hospitality management encompasses all
activities related starting from planning to completion of
the travel (van der Zee and Vanneste, 2015).
• The National Maritime Museum (NMM) is well-known as
the largest museum in the world.
• A brief description along with the discussion of strengths
and weakness of this place from viewer’s point is going to
be discussed here.

The National Maritime Museum
(NMM)
• Having more than 2 million objects in the
collection, the Australia based NMM has
successfully registered its name as the
biggest museum in the world.
• Being an attractive tourist place, the
museum provides numerous public services,
which are used for personal research,
recreational viewing and education purpose.
• During the year 2008-09, NMM recorded
about 2.07 million travellers (Warrior 2013).

Strengths
• The following factors calculated as
strength of NMM
1. Serving its purpose of establishment
efficiently
2. Collection of more than 2 million
attractive objects (Wintle 2015)
3. The location in which it is present is
convenient for visitors due to easy
transportation services.
4. Digitization of the museum

Weaknesses
• Following are the weaknesses of the discussed museum
from visitors’ point of view;
1. Difficulties in handling the collections
2. Film archive has never been part of the Museum (Tao 2016)
3. Insufficient digital resources

Visitors’ experience
enhancement
• Being the largest museum in the world, it is
essential for the museum management to
concentrate on improving the experience of
the visitors.
• It is essential for the management to ensure
that the space is welcoming and friendly and
well-trained docents should always available
for welcoming the visitors (Betts 2018).
• Implementation of interactive technologies
can also contribute higher for improving the
experience of the visitors.

Visitors’ experience enhancement
(Contd…)
• Taking advantages from the modern age digital
technologies can be highly fruitful for the management to
gather more number of customers.
• Controlling the traffic inside the museum can provide a
better visiting experience to the people coming inside the
museum (Hede et al. 2014).

Marketing recommendations
• Efficient marketing strategies play a
greater role in collecting competitive
advantages for a business.
• Overviewing the business type and
popularity of this museum, it can be said
that social media marketing can be
effective for it. (Chung, Marcketti and
Fiore 2014)
• Different social media platform such as,
Facebook, instagram, Twitter and many
such can attract new visitors.

Conclusion
• National maritime museum is the greatest museum in the
world, having more than two million collections in it.
• A description of the museum along with the strengths as
well as weaknesses for it has discussed here.
• In addition, the process of enhancing its visitors’
experience, along with the most suitable mode of
marketing has discussed here.

Reference
• Betts, J. 2018. Marine Chronometers at Greenwich: A Catalogue of Marine Chronometers at the National Maritime Museum, Greenwich. Oxford
University Press.
• Chung, T.L., Marcketti, S. and Fiore, A.M., 2014. Use of social networking services for marketing art museums. Museum Management and
Curatorship, 29(2), pp.188-205.
• Hede, A.M., Garma, R., Josiassen, A. and Thyne, M., 2014. Perceived authenticity of the visitor experience in museums. European Journal of
Marketing.
• Lee, H.M. and Smith, S.L., 2015. A visitor experience scale: historic sites and museums. Journal of China Tourism Research, 11(3), pp.255-277.
• Mariani, M.M., Buhalis, D., Longhi, C. and Vitouladiti, O., 2014. Managing change in tourism destinations: Key issues and current trends. Journal
of Destination Marketing & Management, 2(4), pp.269-272.
• Tao, K. 2016. Representing Migration by Boat at the Australian National Maritime Museum. Migration by Boat: Discourses of Trauma, Exclusion,
and Survival, 49-64.
• van der Zee, E. and Vanneste, D., 2015. Tourism networks unravelled; a review of the literature on networks in tourism management studies.
Tourism Management Perspectives, 15, pp.46-56.
• Warrior, C., 2013. ‘On Thin Ice’: The Polar Displays at the National Maritime Museum, Greenwich. Museum History Journal, 6(1), pp.56-71.
• Wintle, C., 2015. Models as cross-cultural design: ethnographic ship models at the National Maritime Museum. Journal of the History of
Collections, 27(2), pp.241-256.