Tourist Attraction: British Museum's SWOT and Future Plans

This report provides a comprehensive analysis of the British Museum as a prominent tourist attraction. It begins with an introduction and a literature review, establishing the museum's significance in the context of art, culture, and history. The core of the report centers on a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis, evaluating the museum's internal and external factors. Strengths include its strong brand recognition and extensive collections, while weaknesses involve high maintenance costs and seasonal tourism. Opportunities are identified through London's popularity as a tourist destination and increasing cultural visitors, along with the use of advanced technology. Threats include economic changes and government interference. The report concludes by discussing the possibility of future expansion, emphasizing the use of promotional tools, social media, advanced technology, and staff training to enhance visitor experience and revenue. References include books, journals, and online resources that support the analysis.

Tourist attraction

Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW.......................................................................................................3
SWOT analysis.......................................................................................................................4
Possibility of expansion in future...........................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................5

INTRODUCTION
Tourist attraction is a place that individuals visit for interest & pleasure mainly on their
holidays or it is a place of where people visit in order to exhibit cultural value, built or
natural beauty, historical significance, offering leisure & amusement (Hernández-Mogollón,
Duarte and Folgado-Fernández, 2018). For the present study, The British museum in
London is chosen as a tourist attraction. The report cover SWOT analysis and the possibility
of expansion of place in future.
LITERATURE REVIEW
According to the view point of FERNE AFRIN, 2019, British museum is a public
institution which is dedicated to art, culture and history of humans. It is determine that, it was
one of the biggest and first national museum in all over the world. In addition to this, it was
founded in the year 1753 and is rely on the collection of Sir Hans Sloane & an Irish physician. It
was located in London, WC1, UK and consist of 94 galleries which is the made in the area of
807,000 sq ft. As per the view point of Michael Roober, 2018, it has been analysed that the
collection size of The British museum is around 8.5 million objects including library materials as
well as manuscripts and is ranked as 1st national visitors place. The museum is massive and
describe human civilization theory from earliest days to the present. One of the key feature of
museum is it unlock mysteries of Egyptian hieroglyphics and consist of stone which is given on
the anniversary of Pharoah by an Egyptian priests. The stone was found in the year 1799 at the
time of Napoleonic wars by the soldiers of French, it is acquired by the British and displayed in
museum from the year 1802. The museum has a very famous Portland Vase which might be a
wedding gift as it consist of pictures that shows love as well as marriage (da Costa Liberato,
Alén-González and de Azevedo Liberato, 2018). It involves a collection of mummies that are
displayed for visitors in order to signify wrappings, shoes and clothes in which they buried in.
one of the main iconic thing that consist in The British museum is Sutton Hoo site which
signifies undisturbed and rich ship of wealth. In the year 1853, the museum won the Gold medal
by Royal institute of British and now the recent developments of reading room, great court and
many more is developed in the museum.

SWOT analysis
SWOT analysis is basically a framework which is adopt by an organisation, entity, firms or
companies in order to identify the effect of micro environment factors on performance as well as
productivity. In addition to this, it helps in analysing the strength, weaknesses, opportunities and
threats as well. The SWOT analysis of British museum are as follows:
Strength: One of the major strength of The British museum is its string brand name that
is recognized in all over the world. Due to its work as humanities cultural heritage, it gains more
number of visitors. In addition to this, its uniqueness that is consist of 94 galleries is attract more
number of people to visit the museum (Cui, Allan and Lin, 2019). It has high financial position
because it is funded through government, internal revenue and by trust which leads to
maintenance and more development within the museum. Another strength is its talented and
effective staff that involves scientists, experts & researcher as well. Moreover, the people get
high quality service and a good experience after visit and it is analysed that more than 97%
tourist feel happy to visit British museum.
Weaknesses: The activities as well as events is fee for tourist and public due to which the
revenue level of museum is declined. Another weakness is high maintenance cost and need of
talented employees which also occur high cost for the museum. In addition to this, for each
activity the permission from government is necessary thus there is high involvement of trustees
as well as government in the management of museum. Moreover, tourist visit place according to
the season and museum is open for whole year which is a waste of time, money and efforts as
well. Along with this, tourism is also seasonal that affect negatively on the overall revenue and
profit of museum, therefore declines development of museum in an effective manner.
Opportunities: The city of London has popularised itself as a effective destination to
visit by people which is one of the opportunity for The British museum to enhance its revenue
level. The athletics, football, rugby mad cricket is famous in London that impose people from all
over the world to visit city. The British museum has the opportunity to attract more number of
people and gain the position of world’s leading tourist destination rank in a proper manner. It
assist in raising higher profits which impact positively on revenue as well as on its market
positioning. Moreover, there is raise in number of cultural visitors in United Kingdom which is
also consider as major opportunity for British museum. In addition to tis, government of UK
allows students to study in big country and liberal visa policy for china and Middle East

countries that leads to raise in number of visitors on the museum which in turn impact on profit
as well as revenue level. The British museum also have the opportunity to adopt advanced
technology and social media applications in order to aware more number of people globally as it
assist in reaching maximum individuals within short span of time which also effect on its
revenue level and on its positioning at market place.
Threats: One of the major threat is change in economic conditions as well as preference
of people that affect negatively on revenue of museum that leads to decline in development level
also. In addition to this, interference of trustees & government is also act as a threat for The
British museum. The happening of natural calamities might be threat for museum. In addition to
this, decline in number of visitors in season occur high cost to museum as their money as well as
efforts is waste. Moreover, it is determined that performance of any staff member negatively in
the museum towards people can effect on its brand image in a negative manner.
Possibility of expansion in future
It is important for every tourist attraction to expand in order to increases overall revenue that
leads to more development. By the assistance of promotional tools, The British museum can
enhance in future. The use of social media applications in order to promote and aware more
number of people about British can help in raising footfall that influence on the revenue and
overall as well as sales in a proper manner. The social media sites such as Facebook, YouTube
and Instagram is used by more than 60% of population and putting advertisement on these
website assist them to reach maximum number of people and can expand development of
museum (Herzfeld, 2018). Along with this, adoption of advanced technology will help in
offering high quality service to customers that leads to retention as well as satisfaction.
Moreover, it also spread positive word of mouth by experience customer to another non
experience customer that leads to increase in profits of development due to which it can expand
its operations in future in an effective manner.
The another strategy that should be adopted is taking feedback from visitors online so that it can
show to people while booking and impact positively on their mind set towards The British
museum. Along with this, it also helps in raising future sales and revenue level of museum. In
order to save cost, it is suggested that in non-season museum can be open for particular hours
and the timing is update on website as well as on board so that maintenance cost, employee cost
is declined as the money which is saved will use in promotional activities in a proper manner

(Caygill, 2019). Furthermore, the possibility of expansion of museum in future will be possible
when proper training is given to the staff members that enhance skills and competencies and help
them to handle queries of visitors in a proper manner which in turn develop positive image that
leads to strengthening in position of museum in the future effectively.
CONCLUSION
From the above study, it has been analysed that tourist attraction is a place where customers
visit for their interest and to gain knowledge regarding history, culture and many more.
SWOT analysis is used in order to identify strength, weaknesses, and opportunities and
threats that leads to improvement and development of particular company. In addition to
this, it also assist in gaining knowledge regarding macro environmental factors that
influence on productivity as well as performance. It is important for tourist destination to
develop effective strategies and plans in order to promote their place and to reach maximum
people that positively affect in sales and on overall revenue level.
REFERENCES
Books&Journal
Hernández-Mogollón, J. M., Duarte, P. A. and Folgado-Fernández, J.A., 2018. The contribution
of cultural events to the formation of the cognitive and affective images of a tourist
destination. Journal of destination marketing & management, 8, pp.170-178.
da Costa Liberato, P. M., Alén-González, E. and de Azevedo Liberato, D. F. V., 2018. Digital
technology in a smart tourist destination: the case of Porto. Journal of Urban Technology, 25(1),
pp.75-97.
Truong, T. L. H., Lenglet, F. and Mothe, C., 2018. Destination distinctiveness: Concept,
measurement, and impact on tourist satisfaction. Journal of destination marketing &
management, 8, pp.214-231.
Cui, J., Allan, A. and Lin, D., 2019. SWOT analysis and development strategies for underground
pedestrian systems. Tunnelling and Underground Space Technology, 87, pp.127-133.
Cetin, M., and et. al., 2018. A study on the determination of the natural park’s sustainable
tourism potential. Environmental monitoring and assessment, 190(3), p.167.
Caygill, M., 2019. The British Museum 250 Years.
Herzfeld, G., 2018. An Old English Martyrology (1900): Re-edited from Manuscripts in the
Libraries of the British Museum and of Corpus Christi College, Cambridge. Routledge.
Online:
https://www.tripsavvy.com/treasures-of-the-british-museum-1661292
https://www.britishmuseum.org/visit
https://news.artnet.com/art-world/uk-museums-coronavirus-1795818