Visitor Attraction Management Report: UK Tourism Strategies Review

This report delves into the multifaceted realm of visitor attraction management, focusing on the UK tourism landscape. It explores the overlapping factors that influence visitor flow, the importance of various attractions (natural, heritage, and people-built), and the role of events in drawing tourists. The report analyzes the strategies employed by Visit Britain, the national tourism agency, in promoting the UK as a world-class destination. It also examines the motivations and needs of different visitor types, emphasizing the importance of market segmentation to cater to diverse preferences. Furthermore, the report addresses the impact of tourism on visitor attractions, and how tourist motivation theories influence visitor attraction management. Different strategies for visitor management are covered, and management techniques are evaluated in relation to sustainability. Overall, the report provides a comprehensive overview of the key elements involved in attracting and managing visitors to tourism destinations.

Visitor Attraction Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Overlapping of visitors attraction in relation to various other types of attraction............1
1.2 Importance of different visitor attractions........................................................................4
TASK 2............................................................................................................................................6
2.1 Motivation and needs of various visitors types................................................................6
2.2 Tourism's effect on visitor attractions..............................................................................8
2.3 Tourist motivation theories impact on visitor attraction management...........................10
TASK 3..........................................................................................................................................11
3.1 ........................................................................................................................................11
Covered in PPT.....................................................................................................................11
TASK 4 .........................................................................................................................................11
4.1 Different strategies for visitor management ..................................................................11
4.2 Management technique evaluation in relation with sustainability.................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Visitor attraction management is not a complete discipline, but it is an important field of
research which assist government, private and voluntary organisation in understanding various
factors regarding tourism attraction. It is very difficult to understand how travellers choose a
certain place to visit, this is why various agencies conduct research as to understand how to make
a place attractive and gain from the rising tourism. The number of visitors flow at a place states
about how much that destination is liked and known around globe. Travel and tourism activities
are developed on the basis of a basic element that attracts visitors, such as Edinburgh is known
for festivals, Sydney is known for sightseeing, Egypt is famous for its heritage. In the given
report, it will be stated as how visit Britain (a national tourism agency) assist in building up
United Kingdom image abroad. Also, it is committed in developing various facilities around the
area's where tourist flow is higher as to accommodate them. It plays a very vital role in
developing tourism in Britain by partnering with various companies. The aim of organisation is
to make country a world class English tourist destination. Various strategies as well as potential
issues will be addressed for managing visitors in this report.
TASK 1
1.1 Overlapping of visitors attraction in relation to various other types of attraction
Overlapping of visitors attraction
It has been analysed by the National Tourism Agency 'Visit Britain', that there are various
factors that overlap flow of visitors to a tourism destination. This is why it is very important for
government and private entities to analyse the scope of visitors attractions for managing the
flow of travellers to a travel and tourism site. There has been many research as to find out exact
factors which assist in increasing number of tourist in a place. Visitor attraction can be defined
as a place which has all the right ingredients to draw attention of masses and satisfy their need
of learning, leisure and fun. There are various factors that attracts a traveller towards the
destination, such as, cultural, heritage, adventure, amusement and historical importance. If there
will not be such types of factors to attract travellers than the number of tourist will drop
drastically. Basically people wants to visit a place that has all the qualities of fulfilling their
need and desire. It is necessary to analyse the scope of visitor attraction as to develop a
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destination and facilitate people who will be visiting that place. Various types of tourist
attractions are as follows:
 Natural Attractions: They are the god made places which attracts tourist from far away.
They are naturally made and government has just build various facilities as to make the
place more beautiful and attractive. These are places which come under the reserved and
protected sites. There are various government provisions and laws which are enacted as
to make them safe. The Hyde park is one of the biggest example natural attraction in
UK. There are different types of sports and recreational concerts and programmes that
keep on taking place. The park is basically being developed as a cycling and walking
park. It is a thematic park which can be changed as per the functions and programs. It is
being developed as a area which can be used for tourism purposes. As shown in the
image below:
Also, agencies like Visit Britain keeps an eye on the different companies and their activities as
to ensure that each and every party is following various rules and regulations. Some of the
examples of natural attractions are as following: Lake district, lake Windermere, Pembroke
shire coast, etc. Heritage Attraction: This type of attraction are the ones which are made by ancestors of
human race. They represent a culture and their values which are followed even now at
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Source 1: The Fascination of Hyde Park, London, England, 2017

some places. These sites are in existence from many years and are constantly maintained
by government and its agencies. In United Kingdom, there are many sites with heritage
value such as Buckingham palace, railways, canals, battlefields. This assist tourist in
gaining knowledge about past activities of a place and people. (example: Stone Henge)
 People Built Attraction: These places are built intentionally by private or government
agencies as to boost tourism. They are very amusing and provides great level of fun to
people who visit them. This is why these places are very popular among travellers as
they get to have adventure and fun. Some examples of these places are: London tower,
Alton Tower, Blackpool Pleasure Beach, British Museum, Science Museum, Victoria
and Albert Museum, etc. The reason behind building these museums was not just to
protect and preserve various artefacts and historical things, but also to attract masses to
visit country. Currently, Victoria and Albert Museum store more than 80 million pieces
of artefacts and the purpose of this destination is stated as a entity which is promoting
art and culture. There are different types of exhibitions that take -place for enlightening
students and travellers about various culture and history of mankind.
 Events: there are certain programmes which take place as to attract traveller from
around the world. They are related to sports, music, literature, etc. Edinburgh is famous
for its festivals. There are more than 12 festivals that take place in the city that alone is
able to attract more than 5 million visitor per year. Also, London hosted 2012 Olympics
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Source 2: Victoria and Albert Museum, 2017

which boosted country image of being top spot for tourism. There are several other
events take place all year like Queens day and Easter which attract people to visit
country.
These are the various types of attractions which overlaps visitor attraction to a country.
The authorities and other parties need to analyse and assess various factor which can impact the
visitor attraction and allure more tourist towards destinations.
1.2 Importance of different visitor attractions
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Source 3: Ellen Turnill, 2013

It is very vital for a place to be able to tantalise travellers towards it as to become one of the
favourite and famous destination. As a consultant of National Tourism agency Visit Britain, It
has been evaluated that it is very important to increase facilities and various other additional
things as to boost inbound and domestic tourism. There are various attractions within United
Kingdom which have higher level of potential to cater to the needs of travellers and grow
tourism within country. Visitor attraction management plays a significant part in growing UK
travel and tourism industry, some reasons are stated below to support this statement:
 Encouraging domestic as well as international tourist to visit Britain.
 Building and developing various tourism facilities around the attractions.
 Contributes to local as well as national economy
 Promotes changes and diversity in culture and country
 Protects and conserve various heritage sites
 Assist in developing left out area's.
 Provides information to boost factors which will make a place more attractive.
The main purpose of different tourist attraction is to draw the attention of different types
of customers so that they opt to visit Britain instead of any other place in whole world. Travel
and tourism industry is able to impact other industries growth in United Kingdom, as the
number of tourist is rising and the diversity is increasing which needs to be catered in a proper
manner. Tourist attraction assist all other sectors in developing and growing their own business
which ultimately boost profitability and productivity. Due to various events and destinations
travellers opt for visiting Britain instead any other place, for instance, festivals of Edinburgh
and London Olympics boosted tourism activity in the country and added to economic
development which was very crucial for growth. Victoria and Albert museum as well as
Science Museum are built as to attract different types of traveller to UK. One of the museum
displays heritage as well as culture while the Science museum displays various inventions that
took place and futuristic designs.
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The Hyde park is a natural attraction which is being developed as a modern park where
different types of concerts and programs can be conducted.
Visitor attraction is very important as it assist in restoring various heritage and cultural
sites, provides employment to locals, develops business houses and increase the flow of money
within economy. It also aids in increasing the value of country currency. There are more than 37
million visitors who visited Britain in the year 2015 and they spent more than 22 billion pound,
a record figure. These figures states about a rise of 1% in total value and 5% increase in the
total volume. UK stands at sixth place in the list of top tourist attractive countries. The
government gets tax and other revenue from the rise in tourism, which increases its expenditure
in sector. Basically Visit Britain aims to attract more international tourist to country as to boost
economy and total business activity within country.
TASK 2
2.1 Motivation and needs of various visitors types
There are different types of travellers who visit country and they all are attracted by
something various other factors towards a location. As a consultant of tourism it is advised and
analysed that there are different types of tourist who can be divided on the basis of their needs
and wants. Some of them are attracted towards cultural attractions while some wants to have
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Source 4: Making the Modern World, 2017

adventure and amusement. There is huge variety of people who visit a country. It is impossible to
segment them and cater to their specific need. These different types of visitors act as a base for
segmentation, according to which their needs and wants will be catered.
Market segmentation is important as to ensure that al;l types of customer needs and wants
are being catered and fulfilled. It can be viewed as a process which assist in dividing
heterogeneous market, so that all different groups can be catered as per their homogeneity. When
the process of market segmentation is over, there are various groups which are formed and have
similar types of needs and wants. It assist government and its agencies in developing different
types of plans and policies to facilitate these tourist in best way possible. Market segmentation
aids various companies working within industry of travel and tourism in providing specified
services and products to various customers and achieve better level of productivity.. the criteria
for segmenting is:
 Geographic: This is a group that is made on the basis of regional division. Basically
marketers segments tourist on the basis of place, such as London is a specified region and
Whales is a separate region.
 Demographic: Market is segmented on the basis of different criteria such as. Gender, age,
ethnic segment, income, etc.
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Source 5: How Big Data is Changing the Face of Market Segmentation, 2015

 Psycho graphic: Different types of people have their own way of thinking, which is
dominated by social class and lifestyle. If a person belongs to middle income group then
he will not go for expensive packages and places instead will try some budgeted hotels.
 Behavioural: This is a segment which is made on the basis of user attitude , status,
readiness, brand loyalty, etc.
After segmentation different types of tourist are identified by the government, agencies
and private companies. They are as following:
 Health or medical tourist: These are the traveller who visit a country to get treated and
cured. They need better medical facilities in a place.
 Business tourist: These are the people who visit different countries with a purpose of
expanding their business activities.
 Education tourist: These are students who wants to take a degree from a renowned
university, such as Oxford University.
 Adventures: They are the one that take tourism opportunity to experience adrenaline and
adventure. They seek spots which can offer them something different and worthy of
taking risk.
 Cultural: People who wants to learn and know more about different cultures visit other
country to understand, how different individual were from his own place.
 Heritage and religious: These are the sites with greater significance. They represent the
evolution of homo sapiens over a set period of time. These spots also have religious
value, such as Jerusalem, Mecca, Vatican, etc.
 Leisure: These type of visitors wants to get rejuvenated and revitalised with comfort,
while they are on holiday. They seek resorts and places which have calm environment.
 Sports and recreational: These sorts of tourist travel to different parts of world to
participate in sports event or a recreational activity that will assist them in gaining
knowledge and experience.
2.2 Tourism's effect on visitor attractions
The long term sustainability in tourist sector totally depends on the skills of professional
and managers in the industry. They assist in enhancing the benefit as well as profits while
minimizing all the cost and expenses. There are different types of effects on visitor attraction that
can be negative and positive. Managers needs to analyse these effects as to see their impact and
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plan accordingly. It assist in building a community that is friendly to tourism. The whole
economy is currently growing due to rise in tourism activity. There is a broad range of products
and services that can be offered to consumers by the travel and tourism industry. Impact of the
tourism can be stated in below mentioned ways:
 Environmental Impact: The number of natural resources like oceans, coast, waterfall,
mountains, etc in a specified area has more attraction than anything else. If a place has
more natural places than it will be traveller first choice and they will seek out different
ways to visits that place again and again. There are certain impact of these spots:
Positive Impact Negative Impact
It assist in preserving and conserving natural. Noise, air pollution
It protects heritage and cultural monuments. There is lose of these non renewable resources
Makes a place more beautiful. Shortage of resources.
 Economic impact: There is rise in the number of tourist visiting Britain which has
boosted employment and developed business in the country. Till now it has added to the
economic growth of United Kingdom.
Positive Impact Negative Impact
It assist in raising the standard of living There is massive growth in the cost of goods
and services
Improves public facilities and services as well
as transport and infrastructure
There is increase in the in the prices of land
and other necessary things which are required
for developing tourism facilities
It assist in creating various types of
opportunities which aids business man and
entrepreneurs in generating income and adds to
the revenue of government.
Employee are exploited due to excessive
workloads.
 Congestion and crowding impact: There is always an activity that keeps on going on,
'over crowding'. This happens due to excessive number of travellers and less facilities in
the area which leads to over crowding and mismanagement. Because of this congestion,
there is huge interference in the business activities.
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 Cultural and social impact: This has direct impact on the tourism that is taking place in a
specified place. If the culture and values are supportive and adaptive than tourism
activities will receive a boost from local activity. Travel and tourism provides very
needed support in improving standard of living, quality of life, promotes exchange
between different culture and adds to the value of total product. The impact assist
managers in understanding various communities that live in a specified location. They
represent their culture and host number of tourist that visit their place. There are certain
negative impact due to this factor, such as; language barrier and ability to adapt to new
qualities of different culture. Also there are certain social changes that keeps on taking
place in the community which needs to be analysed as to assure that travellers do not face
any intolerant behaviour. The authorities needs to ensure that residents do not get
displaced or affected due to any tourism activity.
 Services and tac impact: The tourism sector is assist UK in registering a high growth rate.
It is creating better opportunities for business and local life style in developing. This is
helping government in increasing its revenue by more tax collection.
2.3 Tourist motivation theories impact on visitor attraction management
There are different types of motivation theories that have effect on visitor attraction
management. Tourism is very important for growth and development of United Kingdom
economy. It has various financial and non monetary benefits but also some negative points are
there, such as risk associated with mass tourism. Travel and tourism has both positive and
negative impact on environment and local community. That is why it is important to use various
theories to motivate travellers and other factors for visiting a place. There are some theories
which are as follows:
 Responsible Tourism: This theory focuses on different types of aspects such as
minimisation of interference of tourist in environment, respecting diversity, maximising
participation of local communities in the whole process. This will assist in enhancing the
quality of service delivery to the travellers. This theory states about all resposnibilities
that is taken by various factors in the travel and tourism industry. It is also concerned
with economic and environmental identification also assist in determining various issues
that exist in the society. This theory also states that it is necessary to maximise the social,
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