Visitor Attraction Management: Strategies, Impact, and Sustainability

This report analyzes visitor attraction management within the context of a National Tourism Agency. It begins by defining visitor attractions and their overlap, emphasizing the importance of various attractions like theme parks and historical sites, and the economic contribution of tourism. The report then delves into visitor motivation, market segmentation (demographic, geographic, psychographic), and the needs of different visitor types. It assesses the impact of tourism on visitor attractions, considering both positive aspects like revenue generation and negative effects such as pollution and traffic problems. The report also explores visitor management strategies, including special events, advertising, and special offers, while highlighting techniques for achieving sustainability in visitor attractions. The conclusion summarizes the key findings and recommendations for effective visitor attraction management.

VISITOR ATTRACTION
MANAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Overlap of visitor attractions in relation to particular type of attraction...............................1
1.2 Importance of different visitor attraction..............................................................................3
TASK 2............................................................................................................................................4
2.1 Need and Motivation of different type of visitors.................................................................4
2.2 Impact of tourism on visitor attraction..................................................................................5
2.3 Effect of theories of tourist motivation on visitor attraction ................................................6
TASK 3............................................................................................................................................7
3.1 Process and Potential issue involved in development of visitor attraction...........................7
TASK 4...........................................................................................................................................8
4.1 Different visitor management strategies...............................................................................8
4.2 Management techniques in relation to sustainability..........................................................10
CONCLUSION .............................................................................................................................10
REFEENCES ................................................................................................................................11

INTRODUCTION
Visitors attraction management concept depicts different strategies and techniques that
can be used by the organisations in order to attract more visitors towards various destinations
(Ab Karim and Chi, 2010). This industry highly contributes in increasing growth and
development of economy. Government is responsible to preserve all the heritage properties of
the nation that encourage visitors to visit more to particular destination. Regulatory authority
have to formulate laws and regulations for managing visitors attraction. In the present
assignment, given company is National Tourism Agency which is operated in tourism sector.
Report covers influence of tourism on visitors attraction management as well as various theories
of tourism management. Apart from this, visitors management strategies and techniques for
attaining sustainability is defined in this project.
TASK 1
1.1 Overlap of visitor attractions in relation to particular type of attraction
Overlap of visitor attractions 16 Feb. 2018

Visitor Attraction can be defined as a place of interest of visitor. There are different types of
places that seize the attention of tourists such as historical monument, man-made or natural
beauty, art galleries, zoo and many more (Barros and et. al., 2011). All these places or spots
possess some kind of characteristics that is eye-catching and attracts the visitors. For example:
When a person visit any historical place, the thing that attracts them the most is either their
sculptures or their ancient history related with that. In modern scenario, it has been figured out
that all these places are contributing immensely in the growth and development of a nation or
country. As compared to latest statistical report, tourism industry is contributing 20 % in
countries GDP. In various destination, specific attraction act as a motivating factor and
essential pull factors in regard of tourists selecting their holiday destination. However, in the
absence of tourism industry, there would be no need for other services related to it. That's why
it has been correctly said that with the absence of visitor attraction, tourism sector will not be
exist. There are certain places that are overcrowded with ample tourists such as London Eye,
Eiffel Tower etc. But on the contrary, other places also exist that are not even found by the
visitors such as Lascaux Caves in South of France.
Overlapping: It is the process that may affect environment sustainability. In simple words it
means, when a visitor visit any country for a particular purpose but simultaneously there are
some other attractions that seize their attention and enforce them to visit such places. This
results in overlapping of tourist which ultimately lead to maximise the revenue.
Visitor Attraction Places of UK:
1. Thorpe Park: It is a theme park, located in the middle of towns of Greater London and
Surrey. It is owned and operated by Merlin Entertainment. It is famous for its large water ride
such as “Tidal Waves”, dark ghost ride such as “Derren Brown's Ghost Train” and plenty of
roller-coaster like “Nemesis Inferno, The Swarm, Saw-The Ride” etc. Other small spots
includes Amity Beach, I'm a Celebrity...Get me out of Here! and many more. From its eye-
catchy and attractive name, they are stimulating the interest of ample tourist to visit their place
(Beritelli, Bieger and Laesser, 2014). Following are the list of ways that assist Thorpe Park in
gaining new customer and retaining both old and new are as follows: Special Event: When Thorpe Create creates new ride, they release special for promoting
it. They advertise it in newspaper or TV. For instance: At Halloween they run their park
late night. This will aid in gaining more night customer.

 Advertising: They advertise their rides on cereal boxes, television or newspapers. They
have selected this channel because these are considered as everyday item that one use in
their daily life.
 Special Offers: When a person re-visit Thorpe Park, they get special discount or offer
on their tickets.
2. London Eye: It is not a Ferris Wheel but it is considered as the world largest ad tallest
cantilevered observation wheel. It is 443 feet tall and has a diameter of 394 feet. It was opened
to tourist in 2000 (Cellini, 2011). From the last 18 years they have appellative themselves as the
world's most famed landmark. The main purpose behind this project is to draw the eyes of
whole world on London.
Apart from these two attractions there are ample of attractions available all across the globe
attracts the visitors because of its special characteristics or trait. Tomatina Festival of Spain is
very popular among young generation. All these attractions are contributing in the country's
growth and development. Plenty of attractive spots are available in a particular country or near
buy it. When a person visit specific spot there might be chances that other spots of that country
may seize their attention which ultimately results in increasing the growth and revenue of that
particular country.
1.2 Importance of different visitor attraction
All Visitor Attractions contributes tremendously in economy's development and growth.
People prefer to travel so that they can see these attractions and gain their knowledge by
knowing the history related to all these places. All such places possess an influence on the visitor
which may lasts for life long in some situation depending upon the interest of tourist. Following
are the importance of different visitor attraction:
1. Revitalizing an Area: There are different types of visitor attraction present in a particular
country. Some are man-made while others are from ancient times (Coghlan, 2012). Those
who falls under the category of man-made requires less revitalizing as compared to the
ancient ones. People attract either from the history of a particular place or from its
sculptures or carving. However, because of old design some of the historical monuments

are being ignored by visitors. Another reason may be because of lack of awareness. Thus,
by revitalizing those attractions one can simple attracts large customer (Connell, Page
and Meyer, 2011). For example: Tunnel of Love in Ukraine is a 1.8 mile long tunnel
mainly of luscious leaves that looks like a dream or a scene from a movie. Due to its low
awareness and less usage, the place has not gained the spotlight of tourist.
2. Employment: During peak season, demand of visitors increased rapidly. During that time,
tour operators hires extra employees such as hires extra tourists guides which results in
maximise the employment opportunities. Increased number of tourists results in raising
the standard of job opportunities. As a result there is an increase in the growth and
development of a particular country.
3. Revenue: Revenue or Profit of a country increases when there is an increase in the
number of visitors. Thus, it is the duty of government bodies to do restoration of ancient
monuments or even the newly-build spots so to attract the large number of customer. If
tourist found these places attractive they will definitely visit it which automatically result
in generating higher revenues.
4. Enhancement of local heritage and culture: In Spain, Tomatina Festival is very popular.
They celebrated on vast level. Earlier most of the people were unaware of this but
because of high promotion and advertisement, large number of automatically gets
attractive. Tourist has started visiting Spain because of this festival only. When people
visit their, they become aware of their other culture as well which results in enhancing the
number of visitor.
5. Conservation: The main purpose of Government is to conserve the national park and their
animals and promote the message concerned with their safety and welfare (Evans,
Stonehouse and Campbell, 2012).With introduction of new animals or species in national
park, government can generate higher profits as tourist from different countries will come
to visit them.
TASK 2
2.1 Need and Motivation of different type of visitors
Visitor Types:

Market Segmentation: It refers to the process of dividing customer or visitor into sub-groups
based on some kind of mutual characteristics. The member of these segments share identical
characteristic and generally have more than one aspect or element mutual among them (Garrod
and et. al., 2012). It is highly effective for tour operator as it aid in identifying the likes and
dislikes of target customer.
Demographic: In this, tour operator divides that visitors on the basis of various characteristic
such as age, income, gender, family size, education etc. Company's aim is to render high quality
services to its customers along with satisfying their needs and wants. This enable them to make
more profits and revenues.
Geographic: Customers are segmented on the basis of physical region or location such as city,
country, region, state. For example: New Yorkers, Australians. The influence of this marketing
segmentation affects the overall performance and functioning of national tourist agency.
Psycho-graphic: Under this, tourist are segmented on the basis of their lifestyle, personality and
social characteristic. Their values, interest, perception, attitude also taken into consideration. For
example: If a visitor loves reading books, the he/she will definitely visit Library of Congress in
Washington D.C. Thus, their interest or likes become the motivation factor.
Visitor's Needs:
Special Interest: Visitor travels mainly for satisfying their needs and wants which are different
from person to person. For example: Suppose a tourist loves to visit beach. Then definitely they
will prefer such travelling location where there are plenty of beaches such as Brazil, Australia
etc. Interest of each person may vary from one another. Some wants to visit beach while others
wishes to have thrill.
Characteristics and Profile: Characteristic of a particular country plays vital role in attracting
customer. For instance, Tomatina Festival of Spain attracts large number of visitors (George,
2010). Because of high publicity and promotion they are able to seize the attention of target
visitors.
2.2 Impact of tourism on visitor attraction
Attraction is considered as the main element of travel and tourism industry. Their impact
either in the form of positive or in negative depend upon how they are influencing the tourist.
The main aim of business enterprise is to provide effective and unique services that are essential

for targeting ample visitors and clients (Gössling and et. al., 2011). If there are rendering
effective services then this may have an adverse impact on the whole operation and process of
the company in addition to their goodwill. There are different types of issues like overcrowding,
traffic related problem, pollution etc. that posses adverse impact on visitor's choice of
destination. Below mentioned are the detailed description of each factors are as follows:
1. Pollution: This is considered as important element that possess direct affect on tourists
attraction. In the modern era, the main problem is people are ignoring the fact that
excessive use of pollution may make people think about particular destination or
attraction. More and more factories are generating which results in producing more
pollution that is adversely affecting the environment of particular country. If proper
strategies are framed in regard of controlling pollution and identifying the factors that are
causing pollution can be overcome in an effective manner.
2. Traffic Problem: This is the one another issue that needs to be taken into consideration
and it directly influence the visitor attraction in an efficient manner. It is very common in
every country and requires little concentration and effectiveness. It needs to be managed
in better and structured manner. Traffic Problem is related with when most of the visitors
wishes to travel particular country at same time. Traffic should be controlled by taking
effective measures which ultimately creates good impact on visitors. Also tour operator
needs to gather data related with certain location that customer wishes to visit so that they
can guide them in order to avoid problems related with traffic.
3. Over Crowding: This is considered as the highly important factor that has a direct
influence on visitor's behaviour and interest. In the modern era, people prefers to visit
place that promotes healthy atmosphere and peace during their whole visit (Hartmann,
2014). There are many tour operators who are focusing on yielding higher revenues and
profitability by attracting ample visitors but sometimes this condition can result in
overlapping which posses an adverse impact on both visitors and their attraction.
4. Visitor Facilities: This seems to be treated as another issue which adversely affect the
entire functioning and operation of a company. It is recommended to render effective
services to customers which highly satisfied them and aid in generating higher revenues
and profitability (Haukeland, 2011). There should be number of guides available that

assist visitors. For example: National Tourism Agency aims at providing effective &
better facilities to tourists which ultimately results in earning higher revenues.
2.3 Effect of theories of tourist motivation on visitor attraction
Motivation can be defined as a term that plays vital role in stimulating the interest of
visitors towards particular attraction. There are number of factors associated with specific
attraction that act as their main characteristic and traits. Apart from that there are various
techniques and tools that aid in attracting the visitor in an effective manner. For example: The
main characteristic of Thorpe Park is their thrilling rides along with its famous restaurant that
serves cuisines of 7 countries such as Mexico, Chines, Continental etc. If a person love to take
ride than he/she will visit this theme park for their rides and if a visitor loves eating food of
different countries or a big foodie then he/she may visit this place for their restaurant. In both
cases, Thorpe Park is attracting the new customer and retaining the both new and old. This result
in providing support that promotes higher profitability and sustainability for longer period of
time. London Eye is considered as the world's largest Ferris wheel through which any customer
can get a full view of London. Services and Quality given to customer should be effective and
efficient that satisfies the need and demand of tourist in a constructive manner. Apart from that
there are other motivational factors that plays crucial role in attracting ample customer.
Responsible Tourism: This is considered as the essential tool that assist in motivating the visitors
and which are mainly used by National Tourism Agency. The main aim of this is to motivate
personnel so that they can handle or deal with customer in an effective and efficient manner. By
utilising the resources in an optimum manner, it results in gaining higher productivity ratios
(Henderson, 2011). Government has plays major role in attracting the large number of customer
as they are the one who also contributes in handling or taking care of monuments that are mainly
from ancient times. Government Bodies provides adequate funding that assist in restoration of
these monument so that it seize the attention of customers in more effective way. Without
adequate funding it become difficult to revitalize these monuments and make them attractive
again. These type of tools also assist in decreasing the negative impact and promotes tourism in a
particular country.
Smart Consumer: These are also considered as the other main element that stimulate motivation
in visitors. It is important for National Tourism Agency to identify the needs and wants of target
visitor and execute travel practices in an appropriate manner. The essential role of traveller is to

keep the decorum of places in an effective and efficient manner (Horng and Tsai, 2010).
Government provides support that creates either positive or negative impact on visitor interest or
thinking. In addition to that, these theories not only help in attracting the interest of customer but
also assist in generating higher revenues and profits.
TASK 3
3.1 Process and Potential issue involved in development of visitor attraction
Visitor Attraction is considered as an important factor that contributed immensely
towards growth and development of a particular country. Various types of techniques and tools
used by National Tourism Agency for stimulating the interest of large number of tourists which
are broadly defined below:
Project Management feasibility study: This is considered as an important factor that directly
aid in attracting the visitor. This help the firm in taking decision regarding the product durability.
Here evaluation is done on the basis of specific aspects related with cost and value of the project
that needs to be delivered in an effective manner.
Location: Location plays crucial role as it depicts the likes and dislikes of a visitor. Also there
are various traits and characteristics related to certain places or monuments. For instance:
Funding: In this, Government provide funding to both public and private sector so that they can
use it for restoration of ancient monuments (Jin and Pearce, 2011).Revitalized monuments catch
the attention of tourists and stimulate them so that they can visit those places.
Transport: It is considered as the main element that directly affects the development of tourist
attraction. It is mainly concerned with providing transport facilities to visitors which makes
easier for them to travel from one place to another in an effective manner. Generally tour
operator has a tie-up with all modes of transportation so that it great assistance to them in terms
of travelling from one location to another.

TASK 4
4.1 Different visitor management strategies
Management is necessary is necessary for every business. Without proper administration,
growth and development of business is not possible. For this, firm needs to prepare strategies so
that work is done in proper manner and all the activities are perform in systematic manner.
Government and other bodies are also formulate some strategies or schemes as per the demand
and supply of visitors (Kusluvan and et. al., 2010). They introduce innovative products in market
which assists in make visitor attraction sustainable. Visitors attraction management highly
contributes in improving economic condition of the country. As the number of visitors increase,
number of employees in organisation also increase and it ultimately creates a lot of opportunities
for jobs for local population of the country.
As per the demand and supply of visitors, strategies are formulated. Supply involves all
the services that are offered by regulatory authority or management to all the visitors or tourist.
Right prices of tour packages and quality services assists in increasing number of travellers.
Government and other authorities who work on this profile are manufacture products as per the
expectation of visitors. So, management needs to prepare strategies as per the preferences and
requirements of customers so that supply and demand can be maintained appropriately. It creates
equilibrium in the economy of the nation. The factors related to economy plays a vital role in
managing visitors attraction. The basic assessment of these strategies as per the supply and
demand as well as renewable resources are as follows:
Supply: Government has the responsibility to provide good quality services to all the
visitors who visit various destinations of United Kingdom. In this regard, they only needs to
supply that amount of services which provides them benefits in managing their products. The
encourage small scale hotels to increase their capacity and provide high quality services. It
assists ion managing visitors in proper way (Law and Buhalis, 2010). They laws and policies
should be formulated in favour of visitors. It includes security, good facilities and some other
factors that encourage visitors to visit the city again. All this helps in gaining attraction of large
number of visitors.
Demand: It is the major requirement in this competitive market where large number of
sellers and buyers come at single place and make purchases and sales. Government have to
decide willingness of visitors to pay and set prices according to that. Tour operators should book

the rooms as per the demand only, not more than that. This strategy facilitates in making
effective decisions that proves to be beneficial for them (Leask, 2010).
In order to attain objectives and targets, it is necessary to gain attraction of large group of
population. Main aim of tour operators is to earn high profits and contribute in economic growth.
Some popular strategies are used by organisations which are as follows:
Cost leadership: It is the effective strategy that assists in increasing number of travellers
and visitors towards a particular destination. In this strategy, organisations reduce or minimize
cost of goods and services in order to offer same to affordable prices.
Differentiation strategy: In this, tour operators offer unique products to its customers in
order to satisfy visitors in better way. This strategy assists in attracting many visitors.
Yield management strategy: This strategy is used by tour operators for maximizing their profits.
It is based on understanding, forecasting and affecting behaviour of visitors. It is a kind of
complex strategy as it involves many aspects like rate management, distribution channel
management and others.
4.2 Management techniques in relation to sustainability
Sustainable development concept determines the effective management of business operations. It
includes economy as well as environment in which organisation operates and perform its
activities. It is the responsibility of tour operation manager to manage development of business.
It includes production of products and services that are offered to customers. At the time of
development, it is necessary for the firms to consider all the legislations. Innovative tour
packages encourage visitors to visit more at different places. For sustainability management,
various techniques are used by the organisations that assist in improving social as well as
economic condition. Below mentioned are some techniques that can be used by tour operator for
gaining sustainability.
By the assistance of developing alternative sites, sustainability can be managed.
Pricing strategies should be formulated according to the demand of visitors (Wilson, 2015).
By reinvestment of tourism income in business, sustainability can be attained.
By executing environmental tactics like reuse and recycling, sustainability can be attain.