Heritage and Cultural Tourism Management: Growth, Conflicts & Needs

This report provides a comprehensive overview of heritage and cultural tourism management, focusing on the growth and development of the industry, potential conflicts in the conservation of heritage and cultural resources, and the extent to which attractions like the British Museum and Victoria & Albert Museum fulfill customer needs. It examines factors influencing the sector, such as political, economic, and social elements, and discusses conflicts related to resource conservation. The report also assesses how heritage and cultural attractions meet the needs of customers through education, research, entertainment, and recreation, highlighting the importance of consumer segmentation. Furthermore, it evaluates the methods and media used for interpretation within the heritage and cultural industry, including drama, stories, labels, signs, exhibitions, and the use of interactive technologies and media coverage to create awareness and attract visitors.

Heritage and Cultural
Tourism Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 covered in poster...................................................................................................................1
1.2 Potential conflicts in the conservation of heritage and cultural resources............................1
TASK 2............................................................................................................................................2
2.1 Purpose of heritage and cultural attractions in meeting the needs of customers...................2
TASK 3............................................................................................................................................4
Covered in Leaflet.......................................................................................................................4
TASK 4............................................................................................................................................4
4.1 Methods and media used for interpretation with in heritage and cultural industry..............4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
In current scenario, tourism sector is growing rapidly throughout the world. Business
organizations which are operated in such sector have objectives to provide individuals with
memorable travelling experience (Alberti and Giusti, 2012). There are mainly three stakeholders
who promote cultural tourism management such as government, entrepreneurs and local people.
Now, for the preservation of cultural tourism local people takes several initiatives and makes
contribution in the management for same. This project is based on Heritage and cultural tourism
management which will present the extent to which British as well as Victoria and Albert
Museum satisfies the need of customers. Further, it will also shed light on growth and
development of heritage industry. It will also provide deeper insight about potential conflicts that
are associated with conservation of cultural resources. Besides this, it also depicts the methods
and media that can be used for interpretation in heritage and culture industry.
TASK 1
1.1 Analyzing the growth and development of heritage and cultural industry
Covered in poster.
1.2 Discussing the potential conflicts in the conservation of heritage and cultural resources
In cultural and heritage tourism, there are many growth opportunities from several
perspectives. However, it has also some conflicts in regards to conservation of social resources
which in turn places direct impact on the growth aspect of concerned country (Ashworth and
Larkham, 2013). This sector is influenced by many factors such as political, economical, and
social. However, there are more chances of conflicts between cultural resources and heritage
conservation. Some conflicts that takes place in Lhasa are enumerated below-
 Lack of presentation of places- It is one of the largest conflict because there is lack to
present the importance of these place in front of tourist as well as local community. If
country wants to conserve these social resources then it should present the information
about this sites so that people will get awareness about its existence and will get support
from government.
 Disrespect of the right and interest of travellers- Employees of this historical place
should respect the visitors, host community by which cultural practices, beliefs,
knowledge can be conserved effectively (Ashworth and Page, 2011).
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 Misinterpretation of physical attributes- If staff of this place will not interpret properly
about physical as well as intangible aspect or cultural expression then it will create
misunderstanding about cultural heritage.
 Poor planning and land use- If there is no proper planning about the use of different
sites then it will generate conflicts between tourism project and conservation of cultural
heritage. So for conserving these available resources, employees should do proper
planning that should be done after analysing lifestyle of host community.
 Brown field sites vs. green field sites- If these fields and other cultural dimensions will
not put on their right place and proper concentration is not given on it then surely it will
affect the development of tourism industry in negative manner.
 Lack of new technology and innovation- In Lhasa, there is lack of latest technology
like interactive software, integrated training and education opportunities for staff as well
as deficiency of researcher, operators, designers then it will affect the growth of tourism
industry in negative manner.
 Lack of consultation- For the development of this industry, staff should be
knowledgeable and have ability to implement goals, strategic policies, preservation of
available resources etc. However, due to the lack of consultation aspect Lhasa failed to
attain goals and objectives (Chiabai, Paskaleva and Lombardi, 2013).
 Less access to new technologies- If there is no upgraded software that will assist in
matching the capital cost with revenue, don't have skilled man power that can use latest
technology then tourism industry will not be developed for long period of time.
 Equal treatment to every traveller- If authority of heritage site will treat equally to
everyone and will not differentiate among visitors then it will support in the development
of tourism industry and also aid in conserving these resources effectively and efficiently.
TASK 2
2.1 Assessing the extent to which heritage and cultural attractions fulfil the needs of customers
In London, every year several visitors come for travelling purpose and visit different
historical, cultural places with the motive to their varied needs (Cuccia and Rizzo, 2011). Such
task is based on British and Victoria & Albert Museum which come under the category of
heritage that fascinate large number of customers. British museum represents human history, art
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and culture. Such museum was established in 1753 on the basis of the collection of physician
and scientist. Further, in the year of 1973, library department detached from British museum for
complying with the act of same. It is one of the most popular attraction point of UK and attained
leading position in terms of visitors such as 6.8 million. Rosetta stone, Parthenon marbles, Sutton
Hoo mash and ship burial collection, Egyptian mummies, enlightenment gallery as well as Greek
and Romans etc. are the main attraction point which in turn encourages several individuals. All
such attraction points satisfy the needs of students, researcher and families to the significant
level. In addition to this, Victoria & Albert museum has several points of attraction such as art
decor, fashion, textile, Gilbert collection, wedding dress, jewellery, photographs etc. These
places have various objectives which are given below-
 Education- If travellers are visiting historical places then they get more knowledge or
information related to their academic learning and personal preferences. British museum
entails to detailed story of art which in turn make value addition in the knowledge of
individuals. At the present time, several events are organised in Victoria and Albert
Museum (VAM) for learning new things. Further, it also conducts various educational
programmes that provide knowledge through drama, stories, signs etc.
 Research- From assessment it has been identified that travellers also visit British as well
as VAM for meeting purpose of the research. In London, there is a Science Museum in
which in turn enables scholar to get knowledge about scientific aspect. Hence, such
museums enable scholar to discover new facts, findings and stories. Attraction points at
such places include detector, robots etc. Besides this, cultural and heritage points also
enable investigators to do experiments easily without any disturbance (Keitumetse,
2011). In this way, heritage and cultural aspects make vital contribution in the learning of
new things.
 Entertainment- These places also for an entertainment purpose where people come and
appreciate the amazing arts. British and VAM offers opportunity to the individuals to
watch various creativities as well as natural scenes. In addition to this, VAM also provide
information to them about ceramics, architecture, furniture etc. Thus, such historical
locations enable people to come for spending their leisure time.
 Recreation- Now a days, people are busier than earlier, so they don't spend too much
time on recreation irrespective their willingness for the same. It is the biggest reasons due
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to which people prefer to spend more time on visiting these heritage and cultural places
so that they can recreation with in short period of time.
Success of any industry is totally depending on consumer segmentation as well as
identifying their needs and wants. In this case, to identify their target market is very important
because with this, it can focus on consumers and can serve to them as per their requirements.
For example- As per report, students travel more as comparison to working person because they
have sufficient time to spend in recreation. According to Hartmann (2014) students prefer to visit
to heritage places for gaining knowledge related to academic and for research purpose. On the
other side, employed people visit these locations with their families for the purpose of
entertainment and recreation.
TASK 3
3.1 Evaluating the impact of different types of ownership in the context of managing heritage
and cultural sites
Enclosed in leaflet
3.2 Analyzing roles and responsibilities of organizations operated in heritage and cultural
industry
Covered in leaflet
TASK 4
4.1 Evaluating the methods and media used for interpretation within heritage and cultural
industry
Media and interpretation is very beneficial for heritage and cultural place because with
the help of this, people can know about the importance of place where they are visiting.
Government and other institutions can use various media and methods for creating awareness
about the historical sites (Loulanski and Loulanski, 2011). For example- Victoria and Albert
Museum uses various media and methods by which it shares information about historical
background. At this placed, it is done through drama, stories, labels, signs and conducting
various events like exhibition, fairs etc.
These all above methods are very helpful in providing an overall idea about this heritage
sites to potential visitors that it assists in creating positive perception or image in the mind of
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tourists so that they will be attracted and will come more. For getting more attraction, these sites
can use role playing which will be based on antic history of unique collection of museum.
Apart from above methods, there are many internal promotional activities; heritage sites
can take support from various broad level or worldwide media coverage. For example- Industry
can share information about heritage and cultural site, their advantages and disadvantages,
prospect businessmen etc. in news paper and magazines. It can also use interactive software and
technologies for providing useful information to its potential travellers along with other person.
 Further, British Museum can also use audio- visual documentaries on business activities
as well as other aspects related to heritage places (Lynch and et. al., 2011).
 VAM and British Museum can also use television and radio through this people came to
know about the existence of heritage sites.
 Along with this, internet can also used for providing information and knowledge to both
existing as well as potential visitors. It one of the best way for interpretation because now
a day’s everyone use browser and spend more time on social networking sites such as
Facebook, Twitter. Hence, by accessing internet and social sites individuals can get
information about heritage culture.
 By publishing database about locations into national and international newspaper
attraction among the visitors can be developed.
Thus, by undertaking all the above methods or media, more knowledge and information
about heritage as well as cultural places can be developed among the individuals (Raj and
Griffin, 2015).
CONCLUSION
From the above report, it has been concluded that Heritage and cultural sites play makes
remarkable contribution in the development of country as well as tourism industry. It has been
articulated that travel sector is one of the biggest source of revenue that contributes in the
economic growth of United Kingdom significantly. Besides this, it can be inferred that London
has many heritage tourist places that needs to be maintained for attracting the large number of
people. It can be summarized that now every company is contributing in maintaining heritage
and cultural sites. It can be seen in the report that British as well as Victoria & Albert Museum
meet the need of several entities such as students, scholar and local people to a great extent.
From the above discussion, it has been articulated that from past decades, now tourism sector has
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increased and developed which is the positive indicator for country. It can be stated that heritage
and cultural sites have many objectives like to provide knowledge and information to the visitors
etc. There are various types of ownership such as government and private collaboration that
closely influences the cultural sites.
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REFERENCES
Books and journals
Alberti, F.G and Giusti, J. D., 2012. Cultural heritage, tourism and regional competitiveness: The
Motor Valley cluster.City, culture and society. 3(4). pp.261-273.
Ashworth, G and Larkham, P. eds., 2013.Building a new heritage (RLE Tourism). Routledge.
Ashworth, G and Page, S. J., 2011. Urban tourism research: Recent progress and current
paradoxes.Tourism Management. 32(1). pp.1-15.
Chiabai, A., Paskaleva, K and Lombardi, P., 2013. e‐Participation model for sustainable cultural
tourism management: A bottom‐up approach.International journal of tourism research.15(1).
pp.35-51.
Cuccia, T. and Rizzo, I., 2011. Tourism seasonality in cultural destinations: Empirical evidence
from Sicily.Tourism Management. 32(3). pp.589-595.
Hartmann, R., 2014. Dark tourism, thanatourism, and dissonance in heritage tourism
management: new directions in contemporary tourism research.Journal of Heritage Tourism.
9(2). pp.166-182.
Keitumetse, S. O., 2011. Sustainable development and cultural heritage management in
Botswana: Towards sustainable communities.Sustainable development.19(1). pp.49-59.
Loulanski, T and Loulanski, V., 2011. The sustainable integration of cultural heritage and
tourism: a meta-study.Journal of Sustainable Tourism.19(7). pp.837-862.
Lynch, M. F and et.al., 2011. The demand for Mi’kmaw cultural tourism: Tourist
perspectives.Tourism Management. 32(5). pp.977-986.
Poria, Y., Reichel, A and Cohen, R., 2013. Tourists perceptions of World Heritage Site and its
designation.Tourism Management.35. pp.272-274.
Raj, R and Griffin, K.A. eds., 2015.Religious tourism and pilgrimage management: An
international perspective. Cabi.
Salazar, N. B., 2012. Community-based cultural tourism: issues, threats and opportunities.
Journal of Sustainable Tourism.20(1). pp.9-22.
Stylianou-Lambert, T., 2011. Gazing from home: Cultural tourism and art museums. Annals of
Tourism Research.38(2). pp.403-421.
Su, B., 2011. Rural tourism in China.Tourism Management.32(6). pp.1438-1441.
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Timothy, D. J. ed., 2017.Managing heritage and cultural tourism resources: Critical essays,
Volume one. Routledge.
Timothy, D. J., 2011. Cultural heritage and tourism: An introduction(Vol. 4). Channel View
Publications.
Yeoman, I and et. al., 2012.Festival and events management. Routledge.
Online
What is Heritage Tourism?. 2017. [Online]. Available through:
<http://culturalheritagetourism.org/what-is-heritage-tourism/>. [Accessed on 27th June
2017].
What is Heritage Tourism?. 2017. [Online]. Available through:
<http://coloradopreservation.org/faqs/what-is-heritage-tourism/>. [Accessed on 27th June
2017].
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