Visitor Attraction Management Report: Strategies and Impacts Analysis

This report provides a comprehensive analysis of visitor attraction management, focusing on the role of a tourism consultant for Visit Britain. It examines the overlapping factors influencing visitor attractions, categorizing them into natural, heritage, purpose-built, and event-based attractions. The report emphasizes the importance of visitor attractions for domestic and international tourism, highlighting their contribution to the local and national economy, cultural promotion, and regeneration. It then delves into visitor types, segmentation based on geographic, demographic, psychographic, and behavioral factors, and analyzes tourism's impact, both positive and negative, on visitor attractions, including environmental, economic, and social aspects. Furthermore, the report discusses tourist motivation theories, their influence on visitor attraction management, and different strategies for visitor management, evaluating their effectiveness in relation to sustainability. The report concludes with an overview of issues in visitor attraction development and the need for effective management to ensure the long-term sustainability of the tourism industry.

Visitor Attraction
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 Overlapping of visitors attraction in relation to various other types of attraction................4
1.2 Importance of different visitor attractions.............................................................................5
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..................................9
TASK 3..........................................................................................................................................10
3.1 Issues and process which are involved in the visitor attractions development...................10
TASK 4 .........................................................................................................................................12
4.1 Different strategies for visitor management .......................................................................12
4.2 Management technique evaluation in relation with sustainability......................................13
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Visitor attraction management is very necessary and important so that there will be more
and more attraction of visitor in a particular area. Management is also important or visitors and
tourists so as to make them visit again and again. Management and administration also helps in
the better coordination among the agents and the visitors, so that the agents can understand their
needs and the wants and requirements of the customer can get satisfied (Nickson, 2013). This
assignment is based on the topic of visitor attraction management. In this report the analysis is
made by the tourism consultant of the National Tourism Agency Visit Britain, he will play a part
to build England's tourism product and will also help in increasing the tourism export's value and
volume, while assisting in the development Britain's economy and visitors of England. The main
role of the consultant is develop value of inbound and domestic tourism in the areas of Britain.
The aim of the report is to help learners to understand various types of visitors, visitor attraction,
issues that have impact on the process of development, theories of motivation and impact on
tourism and the different techniques of management and their effect on sustainability. Strategies
and potential issues will also be analysed for management of visitors.
TASK 1
1.1 Overlapping of visitors attraction in relation to various other types of attraction
As the tourism consultant of National Tourism Agency Visit Britain, it has been analysed
that various factors are there that are overlapping the visitors attractions in relation to the various
types of attractions. It is very important to analyse the scope of visitors attraction so as to have a
proper visitor management. Tourism or visitor attraction can be defined as the place which is of
visitors choice or where there is a regular visit of the tourists for its natural and cultural value, for
adventure and amusement, for historical importance etc. If such kind of visitors attractions will
not be there, then there will be very less tourists and visitors (Witt, Brooke and Buckley, 2013).
It is necessary to analyse the scope of visitors attraction as it gives support to welcome many
tourists. Different types of tourist attraction can be defined as : Natural Attractions : This type of attraction can be defined as that attraction which is
built and created naturally with the support of nature. There are status on various natural
areas regarding the protection of the environment and provision of facilities so that
people will not have any difficulty in enjoying the sights and the views. For example,

Lake district, Lake Windermere, Pembroke shire coast etc. are some of the natural
attractions. Heritage Attraction : The attraction which are there in the existence from many years
and are very old and historical are called heritage type of attractions. In UK there are
many such kind of attractions like railways and canals and battlefields. This allow people
to have the knowledge of past appreciations (Henderson, 2011). One of the popular
attraction is stone henge. Purpose built Attractions : The attractions which are built purposely regarding any
particular reason for the attraction of visitors are called purpose built attractions. They are
very enjoyable and attractive and thus very popular among the tourists. There are many
of these attractions in UK like Blackpool Pleasure Beach, Buckingham Palace, London
Tower, Alton Tower.
 Events : Events can also be defined as the types of attraction and plays a main role in
the attraction of lots and lots of visitors and customers in the particular area. These kind
of attractions are built and organised by the tourism and travel industries so as to attract
various customers. Such attractions are the type of small events like Blackpool
Illuminations and large events are like Olympics and Paralympics. Events play an
important role to attract tourist in different parts of the country , because there are several
places where there are not many natural and purpose built attractions, thus the events
become the reason for people to visit that area (Jin and Pearce, 2011). They also provide
jobs to many people and bring wealth and profit.
1.2 Importance of different visitor attractions
It is very important that more and more tourist should get attracted in the area for several
reasons. As consultant of the National Tourism Agency Visit Britain, it has been analysed that it
is very necessary to increase the inbound and the domestic tourism in the different areas of
Britain and also in the nation to support the growth desires of the London (Hartmann, 2014).
Visitor attraction is a significant part of the UK tourism for the various reasons as it supports in :
 Incitement of domestic tourism
 The attraction of various tourism from the overseas
 Contribution to the local and national economy
 Promoting change in the culture

 Conservation and communication
 Giving assistance to regeneration of the areas
The sole purpose of the different visitor attractions is to capture the attention of the
different customers so that they can visit again and again to the particular area so as to explore
the different types of attractions. Tourist attraction have the large impact on the industries of
travel and tourism, because they help to get large amount of profit not only from the domestic
tourist attractions but also from the inbound tourists or visitors. Different types of visitor
attractions and the events are the reason people visit Britain (Evans, Stonehouse and Campbell,
2012). For instance, because of Olympics there are large amount of visitors in Britain. Tourism
also plays an important role in the economy of the UK, as people spent large amount of money in
different businesses like transport, hotels and restaurants. When the tourists visit the attraction
places, it helps in developing employment and also build money for the increase in the economy.
Tourist places are basically clustered in the particular tourist destination.
Visitor attraction is also very important as it supports in restoring an area, provides
contribution to the destination product, helps in giving employment, helps in providing new
business attraction to destination, increase revenue and profit, enhance the local heritage and
culture. There are more than 36.1 million visitors of overseas who have visited UK in 2015 and
spent around £22.1 billion, which is a record. These figures represent 1% increase in value and
5% increase in volume. UK gained the sixth place in the earning of international tourism league.
Visitor attraction also create jobs for people and also helps in increasing revenue to different
tourism and travel companies re and more (Beritelli, Bieger and Laesser, 2014). The government
get a particular amount of tax with the help of tourism which develops the economy of the
country. When the tourism that are from outside the UK get attracted then it also helps in getting
people of different cultures with various ideas and views, and they spend to different businesses
so as to help in generating profit and revenue from visitors and customers.
TASK 2
2.1 Motivation and needs of various visitors types
There are various types of tourists that visit different areas and each of the tourist get
attracted by the various places of visitor attractions, get involved in the specific activities at the
time holidays, make use of different services in regards with enjoyment and also give complain

about particular issues. As a consultant of tourism, it is analysed that there are different types of
tourists, some may be similar with each other, there are many who enjoy tourism related to
culture and there are some who may require services in regards with enjoyment and fun. By
having acknowledgement of types of visitors, it is impossible to help them individually. These
different type of visitors form the base of segmentation and then the different motivation and
needs of the customers or visitors have been analysed (Thrane and Farstad, 2011).
Market segmentation can be defined as the process with the help of which heterogeneous
market can be viewed as the number of different small homogeneous market. When the process
of market segmentation get finished, groups of individual is developed who are having similar
nature in respect with different personal characteristics. Market segmentation provides the
benefit to the travel and tourism industry to identify the needs and wants of the specific group so
that the best services can be provided to the groups. The criteria which is there for the market
segment divisions are : Geographic Segmentation : In this type of group, visitors are generally categorised on
the basis of location. For example based on regions, nations, states, district and cities. It is
important to make such groups as the visitors of the different regions have different needs
and requirements (Cellini, 2011).
 Demographic Segmentation : In this the market segmentation is made which are based
on the different variables like sex, age, income, gender, culture, education etc.
1. Gender : It is one of the powerful and successful segmentation which helps in the
attraction of different of customers based on their gender.
2. Age : It is on of the effective way and the companies of tourism and travel make use of it
as one of the important marketing tactic for retaining and creating customers. Services are
being offered by company based on the different age of the customers (Connell, Page and
Meyer, 2015).
3. Ethnic Segments : There are many good customers of the different cultural societies that
are located in the same location, but there is difference in their needs and wants.
Therefore on the basis of customers needs, company prepare various strategies
(Schwartz, Stewart and Backlund, 2012). Psycho-graphic Segmentation : In this type of segmentation there is a group of people
on the basis personality, social class and life style. In this type of group there may be

similarity in the income level and gender of the people but there is difference in the living
style and inclination. There is the difference in the personality on the basis of dislikes and
likes.
 Behavioural Segmentation : There are many people who have different nature and the
behaviour, this type of segmentation is is based on visitors and customers behaviour, and
it includes benefits, attitude, user's status, readiness and brand loyalty.
2.2 Tourism's effect on visitor attractions
The long term sustainability of the tourism depends on the ability of the professional and
leaders of the tourism, who helps in increasing the benefit and profit and also minimize the costs.
There are various kind of tourism's effect on visitors attraction which may be negative or
positive. With the help of analysing these effects, proper planning can be made which helps the
community in the creation of best tourism industry (Waligo, Clarke and Hawkins, 2013). There
is the growth in the activities of economy because of increase in tourism industry. There is a
broad range of tourism impact which have influence on such areas which are related with
tourism. Impact of the tourism can be defined in several ways :
 Environmental Impact : Where there are high amount of natural resources like oceans,
waterfall, mountains etc. in a particular area, then that area have more tourist and because
of that there are various impacts :
Positive Impact Negative Impact
It preserve and inhibit natural environment. Create water, air and noise pollution.
Protect historical buildings and monuments. There is a loss in natural resources and
agriculture land.
Maintains the view of area. There may be water shortage and the creation
of exotic species (Leask, Fyall and Barron,
2014).
 Economic Impact : Because of large tourism there is a growth in the employment
opportunities. Positive and negative impacts of it can are :
Positive Impact Negative Impact
Provide support in the income and the standard There may be growth in the prices of goods

of living. and services.
Improves the public services and the transport
infrastructure.
There may be increase in the price of the land
and housing and the maintenance cost of roads
will also increase.
There is a creation of many opportunities
regarding business and increase in the revenue
from tax will also be there (Coghlan, 2012).
Employees may get low wages.
 Congestion and crowding impact : There may be overcrowding and congestion because
of more visitor attractions and this will create conflicts and disputes. Because of
congestion there may be interference with the various businesses. Cultural and Social Impact : These types of impact influence the tourism, it provide
support in improving the life quality, helps in the promotion of culture exchange, give
positive change in the values and the outcomes. This impact helps in understanding the
various communities and will also protect the identity related to culture of host
population. There may be some negative effect regarding the language and the culture
and the changes may be improper in the values and the customs. Residents may get
displaced for the tourism development (Newsome, Moore and Dowling, 2012).
 Services and tax impact : With the help of tourism there is the creation of many
opportunities for the development of services and facilities. There is also a increase in the
retail activities which contributes in the tax revenue of the local and state government.
There may also be increase in the property tax.
2.3 Tourist motivation theories impact on visitor attraction management
As a consultant of tourism of National Tourism Agency Visit Britain, it is analysed that
the motivation theories of the tourism have effect on the visitor attraction management. Tourism
is the most important source of income in the country. It gives various financial benefits but
apart from that there is a lots of risk in the mass tourism(Mason, 2015). Tourism have both
negative and the positive impact on the environment and the local community, and for that the
travel and the tourism industry talks about the theory of responsible tourism and targets at the
development maintenance which provides the balance between the economic, environment and

social spheres and the another important theory of tourism is the smart consumer theory. These
theories can be explained as : Responsible Tourism : The theory of responsible tourism focuses on many things like
minimization of visitors interference on the environment, respect for culture diversity,
helps in maximization of local people participation so that services to the tourist can be
provided easily, also increase the tourist and customer satisfaction. This theory is all
about to take responsibilities so as to achieve the tourism development. It is also
concerned with the economy and environment identification and also identifies the social
issues. It calls to maximise the social, cultural, economic and natural benefits but also
looks for the prism related with the responsibility of the organisation and individual. It
also recognise the tourism impact on different destinations and works on maximising the
positive impact while reducing the negative impact (Barros and et.al., 2011). If there will
be increase in the responsible tourism then it will also increase the sense of responsibility
of the tourists.
 Smart consumer : Tourism is basically related with the economic, social and cultural
phenomenon that generally defines the movement of people from one place to another
beyond the natural environment. Smart tourism referred as the growth of traditional
tourism e-tourism on the basis of increase and innovation in the technology. This theory
helps in attracting the smart customers who make use of the communication and
information technology in the tourism sector. For instance people use technologies
related to web based for the reservations instead of global distribution and the central
reservation system, this helps in the development of e-tourism (Page, 2014). Various
layers and the components that are assisted by the ICTs are used by the smart tourism.
ICT evolution in the tourism is developed by the step of smart tourism. With the help of
smart consumers visitors attraction can be properly managed and several issues can be
resolved which are in relation with the travel and tourism factors. These different
theories which are in relation with the tourist motivation support the administration of
the travel and tourism companies. This helps in the efficient and effective management
of visitors.

TASK 3
3.1 Issues and process which are involved in the visitor attractions development
Potential Issues :
 Issues which are related with the environment is the major issue for the National Tourism
Agency Visit Britain, every tourism consultant of the tourism industry should be aware
about this issue. For example there are many tourist who wants to visit the LONDON
EYE in the evening time during the sunset, so it becomes very difficult for the tourism
consultant to manage the crowd, so the tourism consultant should make the proper ways
to manage crowd accordingly (Garrod and et.al., 2012).
 Another issue is related with the catchment area, as there are many people who don't want
to go the places where there is a problem related with the water, as it becomes difficult to
survive, so there is an issue for the tourism consultant to attract more and more customers
at the catchment area.
 Issue related to location is another problem for the tourist consultant, people generally
prefer those places which is near to their home and city and that places which are safe
and secure. People will not go to such places which are not safe (Swarbrooke and Page,
2012).
 Board of the tourism work on the national and the state level and gives facility to increase
tourism in different areas of the nation. It is necessary for the tourism consultant to follow
the guidelines and the instructions of the tourism board.
Process :
 When the tourism consultant works on the project to attract the tourist so it is his
responsibility to work on the feasibility study of the project, which means the technical
and the marketing analysis of the project. While analysing the market, tourism consultant
should know about the conditions of the market area such as psycho-graphic,
demographic etc. Consultant should also analyse the type of people living in the area and
the type of services they want, whereas the technical analysis of the project means
resources and the equipments that are needed to attract the visitors. For example
broacher, hoarding, advertisement etc. (Dewhurst and Thwaites, 2014).
 Project construction should be on time and should meet the deadline which is given for
the project completion. For meeting the needs of the visitors and for the completion of the

project that is relation with the travel and tourism industry, company needs that there
should be talented and the good employees that are working for the project.
 Another step is to provide the customer support which is very important for the tourism
consultant for the development of the customer care which will help tourist. This will
help in solving the queries of the customer.
 In next step, ticketing and the reservation should be done which is an important step.
Reservation and the ticket window should be installed by the tourism consultant for the
bookings and reservation (Garrod and et.al., 2012).
 There should be opening of the event, which should be very impressive and everybody
should be aware of it.
TASK 4
4.1 Different strategies for visitor management
An important role is played by the tourism in the economic growth of the company, and it
also provides support in the profit and revenue generation for the different businesses that are
working in the particular area. Visitor attraction is very important for the social, cultural and
economic growth. It also helps in increasing the development (Mason, 2015). There are various
strategies which are expressed by the National Tourism Agency Visit Britain for attracting the
customers and for satisfying their needs, requirements and wants of the customers so that they
can visit again in the area. The various strategies that are used for the visitor management are : Supply : If the supply of services that are given to the customers will be proper, then
there will be no problem in managing the visitors and they will also get attracted more
and more. It can be done with the proper management of the visitors flow, means at the
tourists peak time, when there are many customers who are visiting the different places.
At that time it is very necessary to manage visitors flow for the proper and effective
management (Barros and et.al., 2011). There should be a flexible capacity which should
include the extension of the opening hour in the places of visitor attractions, there should
also be involvement of the peak strategies which will include the particular and
appropriate time slots, there should be extra space for the eating purpose, staff level
should be increased, company should provide the maps which will guide the customers
regarding the routes and should also include the attraction and the staff's different skills

which will support the management. Formation and development of building should be
there to attract customers. Safety and security services should be given to the customers
so as to get them attract more. Provision of discounts and concessions can also be given
to customers.
 Demand : Visitor attraction management can also be done by fulfilling the various
demands and need of the customers. This could be done with the help of influencing
individual's behaviour or the amount of visitors that includes the market interpretation,
price incentives and education & knowledge should also be given tourists to attract them
and to make proper management of the tour (Newsome, Moore and Dowling, 2012).
Product life cycle should be renewed, visitors expectations should be increased and the
different delivery modes which are like active and passive mode help in the attraction and
management of visitors. There should also be the inclusion of the innovation which
should include, new adventure, themes and areas. Visitors and the tourists also aim to
look at the new things, creativity, by which they get attracted more in the places of the
visitor attraction. Proper and effective process of the demand and supply helps in the
proper visitor management.
4.2 Management technique evaluation in relation with sustainability
There are various techniques of management that should be evaluated which will help in
getting the sustainability. Sustainable tourism can be defined as the tourism type which helps in
minimizing the cost and will maximize the benefit of tourism in relation with the community and
environment, and it can also be carried out in a negative which will affect the resources. As a
consultant of the tourism it is analysed that tourism is the large industry which give support in
the market growth (Leask, Fyall and Barron, 2014). Sustainable tourism help in giving benefit to
the local customer, give respects to the local culture and make conservation of the natural
resources which will help in giving profit to local community. There is also an inclusion of the
tourists and residents education regarding conservation.
Sustainable tourism is also responsible for the environment when there is travelling in the
natural areas, so that it can be appreciated and the nature can be enjoyed properly which will
eventually promotes the conservation, it will also give activeness of social and economic
involvement of the local people and communities, which includes :
 Goal planning regarding the community, environment and profit.

 Advance planning which makes involvement of the stakeholders.
 To focus on the experience of the education.
 To make conservation of the various resources (Cellini, 2011).
Triple line of sustainable tourism can be defined as :
 Economic : Sustainable development helps in giving the contribution for the economic
well being of the community, also helps to generate the equal and sustainable income for
the local people. Benefit is also given to the neighbour, owner and employees.
 Environment : There is low impact on the natural resources because of sustainable
tourism, especially in the areas which are protected. It helps in minimizing the
environmental damage and also give various benefit to the environment.
 Cultural and social : It does not show the structure of the community and the social
culture, but it provides respect to the local culture and tradition. In the planning,
development and monitoring process it involves the stakeholders and also gives them
education (Barros and et.al., 2011).
CONCLUSION
Management of the visitor attraction plays a significant role for the National Tourism
Agency Visit Britain for the administration and development of tourism. It will provide support
in the company's growth and thus more visitors will be attracted. From the above report it can be
analysed that the company can examine the various factors which are very necessary for the
administration of the visitors. In the report it can be said that various attractions like purpose
built, heritage etc. which attracts the more visitors. Company should also consider the
geographic, demographic and psycho-graphic factors that have impact on the visitors attraction.
There are many motivation theories that help the industries of travel and tourism in growth.
Various issues are also examined that affects the visitors development process.

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