Visitor Attraction Management Report: Strategies and Analysis

This report, focused on visitor attraction management within the UK tourism sector, delves into various aspects crucial for the industry's success. It begins by examining the overlapping nature of different visitor attractions, providing examples such as the London Eye and Windsor Castle, and analyzing the importance of these attractions for the economy and cultural preservation. The report then evaluates the needs and motivations of diverse visitor types, employing market segmentation strategies like geographic, demographic, psychographic, and behavioral approaches to understand the target audience. Furthermore, it explores the impact of tourism on visitor attractions, highlighting factors such as economic growth, cultural exchange, and employment generation. The report also addresses visitor management strategies, including techniques for sustainability and the effective handling of visitor flow. In essence, the report underscores the significance of visitor attraction management in fostering a thriving tourism industry, and providing valuable insights for the National Tourism Agency VisitBritain.

Visitor Attraction
Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Overlap of visitors attraction in relation to particular type of attraction...............................1
1.2 Importance of different visitor attraction..............................................................................4
TASK 2............................................................................................................................................5
2.1 Needs and motivations of different visitors types.................................................................5
2.2 Impact of tourism on visitor attraction..................................................................................6
2.3 Effect of different theories of tourism motivation on the management of visitors attraction
.....................................................................................................................................................8
TASK 3............................................................................................................................................9
Covered in power point...............................................................................................................9
TASK 4............................................................................................................................................9
4.1 Different visitor management strategy..................................................................................9
4.2 Management techniques in relation to sustainability..........................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In recent scenario, tourism is one of the important sectors because it helps in economic
growth of country. This industry provides several opportunities to society's persons so that they
can effectively improve their skills and capabilities. Apart from this, UK has several heritage
properties. Thus, it is one of the major duties of government of nation to take care of them .
Therefore, legal authorities of country must regulate and enact some effective laws and rules for
tourism sector so that tourism activities managed and controlled (Leask, 2010). Basically, this
report is based on National Tourism Agency VisitBritain that is running its business to improve
the economy of England and Britain by enhancing the export level of high number of tourists .
Thus, this assignment will discuss about overlapping of visitor attraction and actual importance
or benefits will elaborating in a significant style. Moreover, will systematically define the
impacts of visitor attraction. At last, different types of visitor management strategy will be
explained.
TASK 1
1.1 Overlapping of visitor’s attraction in relation to particular types of attraction
Overlapping of different visitor attraction
Date- 13th October, 2017
As established National Tourism Agency, Visit Britain there are included several factors which
considered on overlapping flow of visitors at different places of UK. Thus, it is very important
for government of UK as well as several private tourism companies to effectively evaluate and
analyse the market trends and tourists demand so that they can significantly understand the
actual scope and position of tourism sector. Therefore, in current time has been conducted
several research within the outside environment for analysing the current situation as well as
major factors behind the increasing and decreasing level of tourism in UK. Apart from this, for
attracting high number of visitors towards an attractive place so that there should be provide
several and appropriate services and facilities to them so that they can get proper satisfaction
while visiting any place in UK. Moreover, there are different type of factors are attract visitors
towards places, cultural heritage, adventures, museum, amusement, historical sites and so more.
Therefore, it is necessary to properly analyse and evaluate all major factors in effective manner
so that tourism companies will significantly provide better services to them as per their
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expectations. There are defining an effective overlapping example such as:
Purpose built to attract visitors (London eye)
It is one of the most attractive destination of UK because it have the combination of water and
ride. Thus, attractive light and water aids to attract high number of customers towards country
in a impelling manner. Along with this, it is not easy to buy ticket to visit London eye because
in which only 25 persons can ride in one time. Sometimes, there are some events are organised
at the peak time due to this reduce the level of visitors because of the overlapping problems.
Built for another original purpose that have become tourist attractions (Windsor Castle)
It is one of the royal residence of UK it was built in 11th century. Hence, designing and
presentation of this very attractive to other destinations because it was made by unique
materials and resources. In this destination has organised several events thus sometimes its
creates some problems for visitors due to this visitors cannot join some events at other places.
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Hence, there are different type of ways which can be used for attracting high number of visitors
like:
 Natural attraction: Generally, natural beauty and things are made by god and its given
by god as well due to it’s not made by any individual person. Thus, effective natural
location is one of the important sources for attracting high number of visitors towards
several destinations of UK. Therefore, at this time, most of the persons living in polluted
and nosy environment so that they seeks to be visit some silent and beautiful places. For
example: Hyde Park is the best example of natural attraction in UK. Additionally, there
has river theme which can be consider as an attraction point of this garden.
Illustration 1: Hyda Park
(Source- Brackenbury, 2017)
 Heritage attraction: Basically, heritage attraction can be carried out as a effective
attraction points which made by old persons and civilisations. Hence, these type of
destinations are represent historical, values, culture, living style and so more. Heritage
sites are protected and managed by government and legal authorities of the country as
per their rules and regulations. For example: Buckingham palace, railways, canals, stone
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henge and so more.
 People made attraction: These type of sites are made by persons for fulfilling the neds
and requirements of tourists. Additionally, these places are established by government of
the country as well for attracting high number of visitors towards destinations of UK. In
UK has several people made attractive destination such as British Museum, London
Tower, Alton Tower, Albert Museum and so more. Basically, these type of places are
managed and take care by government and legal authorities of the UK according to their
rules and regulations. As well as decided legislations have to be follows by everyvisitors
in effective and efficient manner.
Illustration 2: London tower
(Source- London (Tower Bridge)England, 2017)
 Events: These type of functions and events are organised by the persons for celebrating
as well as attracting high number of people towards country. Basically, events are liked
with music, sports and other things. Thus, for example: Edinburgh is the Scottish capital
can be known as the capital of festival so that effectively attract more that 5 to 6 million
persons towards it within a year. Additionally, London Olympic also can be consider as
an important and attractive event of UK.
1.2 Analyse the importance of different visitor attractions
Importance of Visitor attraction
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In the context of visitors attraction so that it is necessary to attract high number of visitors
towards attractive destinations as well as events of the UK. As a consultant in National Tourism
Agency Visit Britain it is necessary to be effectively analyse and evaluate the all major factors
with the help of effective ideas and methods. Additionally should be improve tourism facilities
and services so that companies can give proper satisfaction to traveller. Generally, UK is one of
the largest and attractive country because there are several type of attraction destinations so that
it can be cater needs and expectations of tourists in a impressive manner. In this light, there are
having several major reasons which defines visitor attraction are more important for tourism
agencies as well as tourism industry. Thus, they are explaining under follows:
 It assist to develop national and international tourism companies in UK.
 It helps to provides several services and facilities to tourists while visiting several
destinations so that effectively attract high number of visitors.
 Tourism companies aids of improve economy of the country.
 Manage, reserves and protects all over heritage locations and sites of UK.
 Diversity in culture
 Increase in trade
 Increase in foreign exchange
 Employment generation
 Promotion of local travelling destination
 Learning and knowledge
The one of the major reason behind visitor attraction management is to attract high number of
tourists as well as systematically manage them. So that they can get more satisfaction towards
their needs and requirements as well. Therefore, tourism activities helps to improve economy
of the country as well as provides several opportunities to persons. Further, with the help of
tourism sector development significantly enhance the other sectors of country in effective and
efficient style. In UK has several attractive destinations which helps to attract high number of
visitors towards country such as Victoria and Albert Museum, Science Museum and so more.
These places of UK helps to represent culture, innovation and invention which done by persons
and civilisations as per their ideas and views. In this last, visitor attraction helps in growing
economy of the country as well as assist to improve quality of tourism services and facilities in
effective and efficient manner. Additionally, it aids to provide several opportunities to society's
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persons so that they can improve their standard of living. In the current era, in Britain regularly
increase the tourism sector thus it earn more than 25 billion from tourism sectors in a year.
TASK 2
2.1 Evaluate the needs and motivations of different visitor types
There are different type of person who seeks to be visit several attractive destinations and
sites of UK. As a consultant of National Tourism Agency Visit Britain tourism sector can be
categorised into several sections as per requirements and demand (London (Tower Bridge)
England, 2017). Apart from this, market segmentation can be consider as an important aspect for
every organization because in which all customers are divided into different sections according
the needs and demand of them . This aspect helpful for the company for reducing complexity
from organisation as well as creates healthy working environment so that employee will
significantly perform their tasks in effective and efficient manner (Swarbrooke and Page, 2012).
Thus, segmentation explaining under follows:
 Geographic: In the context of geographic segmentation, in which agency can be divide
all over population as per the regions and nationality .
 Demographic: It helps to define all persons of the country categorised into several
groups on the basis of age, gender, ethics, income, occupation and so more.
 Psycho- graphic: This type of segmentation based on an individual person of thinking
process. Thus, tourism agency divided all person as per the life style and income group
and occupation as well..
 Behavioural: This kind of division is depends upon attitude, status, personality,
behaviour, brand loyalty and so more of population of UK. Thus, National Tourism
Agency Visit Britain seeks to be prepare a plan so that they can attract persons which
much more similar with this segmentation (Garrod and et. al., 2012).
After the effective segmentation, different type of tourist are identified and determined by
government of country as per their requirements and needs such as follows:
 Health and medical tourist: In which included these type of tourists who wants to take
medical services and facilities for own treatments and health related problems so that
they can get proper satisfaction.
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 Vacation tourists: These type of visitors are visit the places at the time of summer and
winters vacation. They travel with their family members for take a break from their busy
schedule. Thus there are several visiting places for summer and winter vacations such as
Vatican City in Rome, Varanasi in India and so more.
 Corporate visitors: These type of visitors are not visit the destinations for search of
peace and relaxation. Whereas they visit for attending some business meetings and
organisation purposes.
 Education: In the context of this section, there are includes some traveller who seeks to
be complete their study as well as for getting more knowledge.
 Cultural: In the context of Culture, in which involves persons who wants to get
knowledge or know about historical places, life style of the country. So that they can
enhance their knowledge level as well as collect several new information about a
particular destination (Law, Qi and Buhalis, 2010).
 Heritage and religious: In this section carried out tourists who seeks to be collect and
gather past and evolution information about a particular place and site so these kind of
visitors can be known as heritage and religious visitors. These type of traveller are more
conscious to find out something new spiritual values and information in a place.
 Sport and recreational: In the country several type of sport events and functions are
organised for promoting sports as well as other recreational activities across all over the
world.
2.2 Impact of tourism on visitor attractions in UK
In the tourism sector included several skilled and capable professional who are
responsible for sustainability of various important resources. It will helps to enhance
profitability and productivity level of tourism sector as well as reduce the complexity and
problems from this industry in effective and efficient manner (Barros and et. al., 2011).
Basically, visitor attraction directly impacts of tourism sector either positive or negative in
nature. Thus it is necessary to be effectively analyse and evaluate all major factors with the help
of smart methods and techniques so that efficaciously provides better services and facilities to
tourists as per their needs and requirements (Monz and et. al., 2010). Apart from this, actual
effects of tourism attraction demonstrating under follows:
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 Environmental impact: The natural sites and places are the most attractive points which
helps to attract high number of tourists towards country bust while increasing the level of
traveller so that it can be harmful for nature (Page, 2014). If location and site more
attractive with natural beauty so it is natural more persons can easy to attract for visiting.
Therefore, it has some merits and demerits behind this which are explaining below:
Positive impacts (For example)
 It helps to protect natural beauty of the country.
 It helps to enhance and improve values of heritage and historical places across all over
the world.
 It helps to represent the beauty and natural things of places and destinations.
Negative impacts (For example)
 While tourist are over consuming resources then it respectively deceases the number of
origins.
 There are included non- recycling resources which highly consumed by tourists.
 In the other hand, due to this increase the pollution and environment causes within the
country.
 Economic impact: In the context of economy of country, generally it is unstable in
nature because it depends upon several aspects so that it is variable in nature. The
positive impact of tourism sector is last year it added approximately 25 billion-dollar due
to this develop economic condition of UK. It helps to enhance employment and several
opportunities to society's persons so that they can increase their standard of living (Leask,
Fyall and Barron, 2014). Apart from this, negative impacts of tourism on economy is cost
of resources become high, exploitation of staff members of organisation as well as
deterioration of historical places and destinations of UK is increasing (Hyda Park, 2017).
This removes a big concern of government which is related to job creation in tier2 and
tier3 cites. SME, retail and transportation industry is getting great assistance from tour
and traveling sector.
 Congestion: Every tourism companies seeks to be attract high number of visitors towards
them so that consequently increased the level of crowd and congestion. Thus, this type of
situations sometimes creates non-satisfaction level for visitors so that they can build
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negative image in their mind about tourism as well as tourism companies (Coghlan,
2012).
 Cultural and social: Basically, tourism helps to protect culture and values of country.
But if visiting places are does not have with favourable nature of traveller so that they can
build negative image. Sometimes this type of conditions are harmful for the nation (Jin
and Pearce, 2011).
 Service and tax: In UK, regularly growing the tourism sector so that respectively
increase income level. Thus also raise the expenditures of legal authorities of the country.
Due to this tourism companies tries to be provide better and effective services to them so
that they can get proper satisfactions towards their needs. The money should be used for
providing services to people but tourism companies are providing to tourism so that is not
right.
2.3 Effect of different theories of tourism motivation on the management of visitor attractions
Tourism agencies are using several type of motivational theories for analysing and
evaluating the major factors which directly impacts on visitor attraction management either
positive or negative in nature (Waligo, Clarke and Hawkins, 2013). Generally, tourism sector
plays important role in economic development as well as provides several opportunities to
persons such as employment so that they can enhance their standard of living in effective and
efficient manner. Additionally, there are included some major factors such as environmental and
economic. Both these factors are impacts on tourism sector either positive or negative in nature.
So that it is necessary to be effectively analyse and evaluate with the help of smart techniques
and methods Thus it is necessary to be use motivational theories by tourism companies for
attracting high number of tourists with the help of sustainability (Gössling and et. al., 2011).
Therefore, there are explaining effective theories which can be used by tourism agencies such as
follows:
 Smart consumer: Travel and tourism sector plays very eminent role in enchaining
awareness about a particular destination and place across all over the world. Generally, it
can be consider as an important phenomenon because it helps to increase profitability of
tourism companies. Smart tourism is an important theory which helps to motivate high
number of travellers to take trips at worldwide level while using smart and innovative
tools for attracting them. Therefore, this theory can be consider as an important aspect for
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tourism companies because it helps to build an effective image in tourist's mind towards
agencies as well as destinations (Schwartz, Stewart and Backlund, 2012). As per the
Critics, large spending money on smart and advance technology is not good because it is
regularly changed. Thus, it is required to be analyse and evaluate the money investment
areas in a effective manner so tourism company can get better returns and outcomes as
per their expectations.
 Responsible tourism: Generally, it is a theory of tourism which focus on to identify and
analyse all major factors that directly impacts on tourism companies. For example:
reducing the interference of tourists in the properly respect of culture, diversification,
norms, rules and regulations of the country so that effectively reduce the problems and
certain incidents with travellers. Additionally, enhancing the participation of local
communities of country in a impressive manner. This theory helps to provides several
and appropriate guidelines to tourism companies so that they can maintain the
sustainability level. As well as there are effectively contribute the major factors such as
social, economic, cultural and natural while dividing the major responsibilities to staff
members then must properly analyse different factors which included in process.
 Maslow's need hierarchy theory: This is an important technique with the help of this
manager can easy to divide population of country in different group. This theory assist to
take target person who are properly capable to invest money in travel and tourism sector
as well as time. Therefore this theory recently used for segmenting the persons also
identifying the several sources to motivate and attract tourists towards enterprise
(Hartmann, 2014).
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