Analysis of Visitor Attraction Management for National Tourism Agency

This report delves into the intricacies of visitor attraction management, focusing on the National Tourism Agency's perspective. It begins by examining the overlap of visitor attractions in relation to various types of interests, highlighting the importance of different attractions and the factors influencing visitor choices, such as cultural background and personal preferences. The report then explores the needs and motivations of different visitor types, emphasizing market segmentation based on geographic, demographic, and psychographic factors to tailor services effectively. It also assesses the impact of tourism on visitor attractions and the application of motivational theories in managing these attractions. The report further outlines various visitor management strategies, including techniques related to sustainability, to ensure the long-term viability and success of tourism destinations. The report uses examples of attractions in the UK and highlights the importance of understanding visitor behavior to maximize revenue and promote economic growth.

Visitors Attraction
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Overlap of visitor attractions in relation with types of attraction.........................................1
1.2 Importance of different visitor attractions.............................................................................3
TASK 2............................................................................................................................................4
2.1 Needs and motivations of various visitor types....................................................................4
2.2 Impact of tourism on visitor attractions................................................................................6
2.3 Impact of theories of motivation on management of visitor attractions...............................6
TASK 3............................................................................................................................................7
Covered in PPT...........................................................................................................................7
TASK 4............................................................................................................................................7
4.1 Visitor management strategies..............................................................................................7
4.2 Management techniques in relation to sustainability...........................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Visitor attraction is a place of curiosity where traveller wants to visit for different
purposes. Basically tourist destination is defined as a particular town , city, country having
historical places, natural beauty like beaches, tropical islands which may capture the attraction of
number of visitors. This report is mainly classified into four segments for highlighting various
attractive destinations across national boundaries by considering micro and macro factors.
National tourism agency is a non commercial enterprise which was created in approximately
2001 with a motive of promoting tourism at international level by capturing the attentions of
millions of consumers (Barros and et.al., 2011). Main motive of this assignment is throw lights
on influence of different theories on visitor attractions as well as management of overall tourism
agency by considering taste and preferences of customers as well as recent trends. Instead of all
this, it also covers various effective strategies which is used by agency while managing overall
hospitality sector by satisfying needs and wants of different travellers or tourist.
TASK 1
1.1 Overlap of visitor attractions in relation with types of attraction
Visitor attractions relation with types of interest
Date :- 10th August 2017
As a tourism consultant of National Tourism Agency Visit Britain, it has been assessed that
there are number of factors are available which are overlapping the tourist attractions linked to
the different kinds of attractions. In fact it is very indispensable to analyse the scope of
travellers interests for implementing appropriate tourist management (Beritelli, Bieger, and
Laesser, 2014). Basically visitor attraction is a term which defined as a destinations where there
is a continuous visit of millions of tourist with different motive for example adventure,
enjoyment, entertainment, any business purpose etc.
Hence there are different kinds of attractive places are available across national
boundaries which may seek the attention of millions of customers which may capture minds of
tourist in very high range. Every traveller have their own perceptions and opinions towards
different places like some are attracted towards natural beauty whereas few peoples likes
monuments and historical places (Cellini, 2011). In fact travellers visit according to their
culture, beliefs and community. Basically in UK, there are 4 millions tourist are interested in
1

travelling due to their personal purposes and motives. On the other hand all the destinations
where tourist are interested to visit requires proper management. From last year tourism is
increases in UK which will help nation to develop their economy. Along with this, in UK,
there are number of places are present which may capture the minds of visitors in high range
due to their uniqueness and quality (Coghlan, 2012). Thus in London, Science museum is one
of a attractive place which seek the attention of millions of customers due to its attractive
interiors as well as different quality which is located at Exhibition road and was founded in
approximately 1856. Therefore unique features of this museum is described as follows :-
 One of a most beautiful spot due to which nearly 3 million travellers are visited at this
place in a year.
 Approximately 300,000 items are available and show over there.
 In additional, 3G cinemas, IMAX is also available in science museum which is one of
major quality of this place for capturing minds of domestic as well as foreign travellers.
 Availability of typewriter as well as clock which is display in a museum is a like a
magnet for tourist because it attract them.
Thus it act as a very useful tool in generating revenue for overall nation which is very beneficial
for UK as it develop and growth of whole economy (Connell, Page, and Meyer, 2015). Along
with this, it is very indispensable tool for maintain market of UK which will be very effective in
profit maximizing for whole agencies. Apart from this there are many more places are available
which is very appropriate for picnic. Emergence of various artificial destinations are available
which requires tickets to visit and some are very expensive for example water parks, impressive
malls, artefacts etc. Hence some places are very much attractiveness and glamours as well as
unique designing which is quite impressive. Thus beauty of these man made places have a
greater impact on a various visitors tos spent their quality time due to its uniqueness, interiors
designings, creative idea, impressive themes (Dewhurst, and Thwaites, 2014).
On the contrary to this there are few other activities which occurred according to
seasonal action for example: festival such as Christmas and New Year which may capture
minds of numerous customers. Monuments and historical places of UK also act as a very
glamorous places for seeking attention of visitors due to their mysterious stories. Apart from
this few travellers visits at natural places just to get relaxed and to spend some time in peaceful
environment like beaches, islands etc.
2

1.2 Importance of different visitor attractions
Importance of numerous tourist attractions
Date:- 10th August 2017
It is very indispensable that maximum number of tourist get attracted towards impressive
destinations due to various reasons. As a tourism consultant of National Tourism Agency Visit
Britain, it has been asses that capturing attention of visitors plays a very eminent role in
development and growth of country economy by generating more and more revenue (Evans,
Stonehouse, and Campbell, 2012). Therefore visitor attraction is very much important for UK
tourism due to numerous reasons which is described as follows:-
 Motivation in domestic tourism.
 Seek attention of various commercial enterprise from overseas
 Contributed in local as well as national economy by increasing gross domestic product.
 It also promote reformation in existing culture
 Improvement in overall environment and surrounding by implementing effective
communication
 Giving guidance to reformation of few specific areas
Apart from this sole purpose of various tourist destinations is to obtain minds of
different consumers so that they get attracted towards that place and wants to come again and
again for exploring various kinds of fresh attractive spots (Garrod, and et.al., 2012). In fact
visitor attraction have a greater impact on overall industries of travel and tourism, because it is
very useful tool in acquiring maximum profit by serving domestic as well as foreign travellers
by fulfilling their demands and wants in a best way. There are number of reasons are available
due to which many more tourist get attracted towards Britain is stated as follows:-
 Unique places like monuments, historical places, museums, parks etc.
 Events conducted by tourism agency on special occasions.
 Conduct Olympics which attract sports loving persons.
 Peaceful environment of a destinations.
In additional tourism plays a very eminent role in development of UK economy because
there are many more peoples are present which spent maximum amount of their money in
various businesses for example transport, hotels and restaurants. Thus when the travellers visit
at different attractive places then these business help them by providing large number of
3

services (Hartmann, 2014). Apart from this it also provide employment opportunity to many
unemployed persons to raise the living standard of overall society. Simply places where visitors
arrived are a clustered of a tourist or various attractive destinations.
Visitor attraction is mandatory for development of overall nation because it aids in
restoring an arena, supports in providing employment opportunity, generate maximum revenue
and profit and raise the local heritage and culture. In 2015 almost more than 36.1 million of
individuals are travelled across national boundaries and spent approximately £22.1 billion,
which is a record. Therefore UK increase sixth place in generating revenue of international
tourism league (Henderson, 2011).
Instead of all this numerous benefits are available due to attraction of tourist is
mentioned as follows:-
 First and foremost benefit is creating employment opportunity for individuals.
 Secondly it supports in maximizing profit of national travel agency and more.
 Government acquire specific amount of tax at a correct time period with the support of
tourism which is very effective in developing economy UK.
TASK 2
2.1 Needs and motivations of various visitor types
There are several kinds of visitors that visit various areas and each of a visitors have their
own viewpoint and opinions towards particular places (Jin, and Pearce, 2011). In fact all of them
involved specific task and activities with different motives and purposes at the time of holidays
and utilise different services to enjoy their quality time as well provide feedback on services used
by them. Therefore as a tourism consultant it has been understood that there are numerous types
of travellers in which few are similar with each other but some are different from them according
to their choices, taste and preferences.
Market segmentation is an appropriate process which help in classifying different market
into small homogeneous market for attaining different motive. After ending of market
segmentation units of individual is developed by having same nature with different private
characteristics (Leask, Fyall, and Barron, 2014). Basically segmentation of market is very much
beneficial to travel and tourism industry because it is helpful in identifying necessary
4

requirements and wants of a particular groups for providing best services to various groups.
Therefore criteria on which market is classified is mentioned as follows :- Geographic Segmentation : According to this factors tourist are classified on the basis of
location for example it is based on regions, country, states, district, towns and cities. It is
very indispensable to divide groups on the basis of geographical for understanding the
actual needs and requirements of different visitors (Mason, 2015).
 Demographic Segmentation : Division of market is made by considering variables such
as sex, age, income, gender, culture, education etc. because every age group have
different choices on the basis of their experiences.
1. Gender : In fact female and male both have different demands and interests because it is
one of a powerful and successful division of customers based on their gender.
2. Age : National tourism agency trying to arrange everything by considering age group of
every tourist because choices changes according to age. Therefore it is one of a
appropriate method for travel and tourism companies to increase customers. Hence
services are offered by national travel agency on the basis of different age group of
tourist (Newsome, Moore, and Dowling, 2012).
3. Ethnic Segments : Sometime choices of visitors also differentiate due to their culture and
society in which they are living. It means there are number of customers are available
living in same society but having different needs and wants. Thus selected travel agency
make strategies on the basis of customers needs . Psycho-graphic Segmentation : Services are also offered according to personality,
social class, status as well as life style of a tourist. In fact sometime customers having
similar income level and gender but still there is a major difference in their living style
and standard due to different taste or preferences (Nickson, 2013). Along with this,
personality of a individual differentiate them on the basis of their likes and dislikes.
 Behavioural Segmentation : Every visitor unique nature and behaviour from others that's
why tourism agencies conduct segmentation according to based customers behaviour
which includes attitude, status of user, readiness and brand loyalty.
2.2 Impact of tourism on visitor attractions
There are different sort of tourism's impact on guests fascination which might be negative
or positive. With the assistance of breaking down these impacts, appropriate arranging can be
5

made which helps the group in the production of best tourism industry. There is the development
in the exercises of economy as a result of increment in tourism industry (Page, 2011). There is a
wide scope of tourism affect which have impact on such regions which are connected with
tourism. Effect of the tourism can be characterized in a few ways.
Environmental Impact: Where there are high measure of characteristic assets like seas,
waterfall, mountains and so forth in a specific range, at that point that zone have more visitors
and in view of that there are different effects
 Ensure verifiable structures and landmarks.
 There might be water lack and the formation of intriguing species
Economic Impact: Because of substantial tourism there is a development in the work openings.
Positive and negative effects of it can are :
 There is a production of numerous open doors with respect to business and increment in
the income from expense will likewise be there
 There might be development in the costs of merchandise and ventures.
Congestion and crowding impact: There might be crowding and blockage as a result of more
guest attractions and this will make clashes and question.
Cultural and Social Impact: These sorts of effect impact the tourism, it offer help in enhancing
the life quality, helps in the advancement of culture trade, give positive change in the qualities
and the results (Page, 2014).
Services and tax impact: With the assistance of tourism there is the production of numerous
open doors for the improvement of administrations and offices.
Overcrowding: This is the main impact which is made by visitors on the travelling sites. In the
winter vacations number of visitors has increased which decrease the ambience and standards
feel for their customers.
Traffic: Higher numbers of visitors at a time creates a worst condition, jam in traffic and delay
to arrivals. It also create a major problem for traffic in charge to manage input and output of
traffic.
Pollution: Higher number of people on the tourists sites are increasing pollution level, it can be
in terms of noise, air and water. Destinations which are having sea side, river and any other
source of water where swimming is allowed is having a huge risk of the pollution.
6

Risk of accident: it is increased due to pressure of tourists on the tourists sites, higher numbers
of travellers can be a cause stampede.
2.3 Impact of theories of motivation on management of visitor attractions
Tourism is the most vital wellspring of pay in the nation. It gives different money related
advantages however separated from that there is a lots of hazard in the mass tourism. Tourism
have both negative and the positive effect on the earth and the closer group, and for that the
travel and the tourism business discusses the hypothesis of dependable tourism and focuses at the
improvement support which gives the harmony between the monetary, condition and social
circles and the another critical hypothesis of tourism is the shrewd shopper hypothesis. These
hypotheses can be clarified as :
Smart consumer:This hypothesis helps in pulling in the brilliant clients who make utilization of
the correspondence and data innovation in the tourism segment. For example individuals utilize
advancements identified with electronic for the reservations rather than worldwide appropriation
and the focal reservation framework, this aides in the improvement of e-tourism (Schwartz,
Stewart, and Backlund, 2012). Different layers and the segments that are helped by the ICTs are
utilized by the shrewd tourism. ICT advancement in the tourism is produced by the progression
of brilliant tourism.
Responsible Tourism: The hypothesis of dependable tourism concentrates on numerous things
like minimization of guests obstruction on the earth, regard for culture decent variety, helps in
augmentation of neighbourhood individuals interest with the goal that administrations to the
vacation can be given effortlessly, additionally increment the visitor and consumer loyalty. This
hypothesis is going to take duties to accomplish the tourism advancement. It is likewise worried
about the economy and condition distinguishing proof and furthermore recognizes the social
issues (Swarbrooke, and Page, 2012). In the context of the UK, British Museum, V&A museum
and many more places are situated in which many visitors comes to visit the ancient culture and
history of the UK. Increased number of visitors provides an opportunity to people living in the
near by places of these tourists sites to encourage their standards of living. Government has to
involve near by shopkeepers, businessman and families to be involved in the tourism which can
help to them to makes a better change in their earnings and living standards.
7

TASK 3
Covered in PPT
TASK 4
4.1 Visitor management strategies
Most mandatory role played national tourism agency in development of economy by
generating maximum profit and revenue for number of businesses which are working in the
specific area. In fact tourist attraction is very much indispensable social, cultural and economic
upliftment (Thrane, and Farstad, 2011). Different strategies which are used by national tourism
agency for management of visitor attractions is mentioned below:- Supply :- If there is appropriate supply of services by satisfying needs and demands of
different tourist in a given time frame. In fact problems is removed by agencies by
serving their customers in a best manner. Demand :- Fulfilment of demand of various visitors by considering their taste and
preferences. Extended opening hours: In the vacations number of visitors are increased and it creates
a pressure on the management to manage their people in the better manner which can
provide them a better feel while travelling ion the tourists site. For an example in the
V&A Museum management it can be open one hour earlier and close one hour late to
manage the peak load of visitors and entertain higher number of people in the day.
 Additional support staff: Management of visitor's sites like British Museum can increase
the number of staff in the peak load season which can help to them to manage their guests
in a better manner.
4.2 Management techniques in relation to sustainability
There are number of methods of management that should be analysed which will
support in acquiring sustainability. In fact sustainable tourism is term which is defined as a type
of tourism which is very useful technique of minimizing cost by increasing the benefit of tourism
(Waligo, Clarke, and Hawkins, 2013). As a tourism consultant it is understood that tourism is a
very large industry which is very supportive in growth and development of market. Sustainable
tourism is liable for protection of surroundings as well as natural areas by promoting
conservation of overall society. In fact it will also provide activeness of social and economic
8

participation of local individuals and communities. Apart from this sustainable tourism is defined
as :- Economic :- Generate equal and sustainable income for developing local as well as
national economy. Environment:- Protect natural resources from depletion and any harmful effects. Cultural and society:- Trying to serve equally to every society and community by
implementing sovereign state (Witt, Brooke, and Buckley, 2013).
 Extended opening hours: It will help to the management to sustain visitors expectations
with the travelling sites. More opening hours will help to decrease overcrowding on the
tourists site by which a tourists can visit that place in a better manner.
CONCLUSION
From the above report it has been concluded that, there are number of places are available
across national boundaries which may attract millions of customers by considering their taste and
preferences. In fact this assignment is highlighted various different places of UK which is
famous for its uniqueness and attractive quality. Apart from this, report also expresses various
ideas and strategies of managing tourist attractions by implementing useful techniques and
methods. The various strategies that are used for the visitor management are :
9