Visitor Attraction Management: UK Tourism, Strategies, and Development

This report delves into the realm of visitor attraction management, focusing on the UK tourism landscape. It begins with an introduction to the field and the role of VisitBritain, the government organization responsible for promoting UK tourism. The report explores the overlap of visitor attractions, categorizing them into natural beauty, historical sites, economic impacts, and modern infrastructure. It then underscores the importance of visitor attraction for overseas tourism, cultural promotion, economic influence, infrastructure development, and revenue generation. The report further evaluates the needs and motivations of visitors, classifying them into eco-friendly, medical, business, education, adventure, leisure, sports, religious, and cultural tourists. The impact of tourism on the UK is analyzed, including its economic, social, and environmental effects, highlighting both positive and negative consequences. The report also touches upon the process and potential issues in the development of visitor attractions, along with visitor management strategies and their evaluation in relation to sustainable tourism development. The report concludes with a summary of the key findings and a list of references.

Visitor Attraction
Management

Table of Contents
Introduction................................................................................................................................3
Task 1.........................................................................................................................................3
1.1 Overlap of visitor attraction in relating to different types of attraction...........................3
1.2 Importance of visitor attraction.......................................................................................4
Task 2.........................................................................................................................................5
2.1 Evaluation of needs and motivation of visitors ..............................................................5
2.2 Impact of tourism on visitor attraction in UK.................................................................7
Task 3.........................................................................................................................................9
3.1 Process and potential issues in the development of visitor attraction (Covered in PPT) 9
Task 4.........................................................................................................................................9
4.1 Visitor management strategies.........................................................................................9
4.2 Evaluation of management techniques relating to sustainable tourism development...11
Conclusion ...............................................................................................................................12
REFERENCES.........................................................................................................................13

Introduction
Visitor attraction management is refers to attract its customers in the travel and tourism
sector. It is essential for a travel company is to manage all operational activities in order to
attain its short and long term goals and objectives. Basically visitor attraction management is
related with the planning strategies at all level in the company, which can help to increase
customer satisfaction level of its customers (Fang and et.al., 2016). Apart from that, it also
related with the identify various issues faced by visitors and provide an appropriate solution.
The present report is based on VisitBritain which is the government organization. This
institution is responsible for organizing and promoting tourist destination of United Kingdom.
The main objectives of this agency is to focused on domestic and international tourist and
manage visitor attraction. The aim of this VisitBritain is to create a brand of British tourism
at the global level which can help to increase number of visitors in the country. They also
responsible for using various tools and techniques which motivate various types of visitors in
an effective manner.
Task 1
1.1 Overlap of visitor attraction in relating to different types of attraction
Attraction is a key term in the travel and tourism sector which is related with the
create demand of their products in the market. Today, there are large number of countries
which focused on tourism industry (Swarbrooke and Page, 2012). Because, it provides large
number of jobs and support local and nation economy. Therefore, Britain try to use various
approaches in order to catch attention of potential visitors and developing their tourism place
in a creative manner. There are few main attraction of visitors which are given below:
Natural beauty: There are large number of visitors who passionate and attract natural climate
and environment. It can include sea beaches, national park, river, hilly mountains, forests etc.
Therefore, various government are trying to develop these places with the help of local and
business organization (Waligo, Clarke and Hawkins, 2013). In the context of UK, there are
large number of eco-tourism places such as Pembroke shire Coast, Lake Windermere etc.
Historical place: This is another element of visitor attraction which is related with the history
of a particular place. Various visitors who wants to visit historical destination to know their
past and its related history. Britain, which is historically rich as compare to other country can

catch attention of various visitors. There is various historical monument in United Kingdom
such as British Museum, Abbot Hall, Nunney Castle, etc.
Figure 1Windsor Castle
Economic impact: It is related with the growth and development in the economy of a
particular country. there are various economic aspects such as GDP rate, interest rate,
inflation, employment condition etc. which can also attract tourism. United Kingdom which
is one of the leading economy approx. $2.3 trillion and per capita income is approx. $39000.
It having a large impact on the travel and tourism industry in the country (Witt, Brooke and
Buckley, 2013).
Modern infrastructure: There are various modern structure in Britain which can also attract
tourist.
1.2 Importance of visitor attraction
Visitors attraction one of the most critical part for travel and tourism sector which
support national economy through various aspects. Therefore, various countries are
developing their places by using creative ideas and promoting in an effective manner. It can
help to catch attention of domestic and international visitors. Visitors attraction is very
indispensable for many more reason:
Overseas tourist: Visitor attraction played a significant role in order to increase bilateral trade
between countries. it can help to make people to people contact which create peaceful growth
in travel and tourism sector. In the context of present report, there are large number of
international tourist visit Britain each year which also create an ideal image of country at
global level (Fang and et.al., 2016).

Promotion of culture: This is another significance which can promote culture of a country at
international level. With the help of visitor attraction, a country can promote its food,
language, dressing style, beliefs etc. UK is mixed culture of Wales, Britain, Scotland which
can help to attract people from all over world. For example, Visit Britain which is a
government agency organize a food festival where various local and overseas tourism
participate which can help to promote its food at global level.
Influences of economy: With the help of visitor attraction it having a great economic aspect
in various forms. For example, it can increase number of tourist in country leads to increase
jobs in various sector like hospitality, transportation, accommodation, support small and
medium enterprises. Apart from that, it also increases demand of goods and services in the
economy which is too significant for growth of a country.
Infrastructure development: Due to visitor attraction, government are required to increase
their spending in various infrastructure projects in the country. they build rail and road for
transportation facility, hotels and restaurant and other facilities which is too significant for
visitor attraction (Bryce and et.al., 2015).
Generate foreign revenue: There are various countries like Italy, Greece, Egypt having large
proportion contribute in the GDP. According to the higher authorities, in 2016 the GDP
contribution is approx. 20 percent which is quite good as compare to other countries. Thus,
UK government required that focused tourism sector and develop various attraction sites in
the country. it can help to generate large number of foreign currency in the economy directly
or indirectly.
Thus, all these importance of visitor attraction provide a positive change and encourage trade
and investment activities in the economy. For that, government required to provide all
facilities and infrastructure development so that they can provide appropriate tourism
products and services.
Task 2
2.1 Evaluation of needs and motivation of visitors
Tourism motivation are related with the push and force element in the travel and
tourism sector. It is essential for a travel organization to identify unsatisfied needs of tourist
and motivate then by using various approaches in an effective. There are different types of
tourist which having their own interest and needs. Visit Britain can categorize these visitors
and develop destination accordingly (Wang and et.al., 2016). These are:

Eco-friendly tourist: There are various nature loving visitors who love green environment and
they want to explore such destination. Because, they need those areas which is rare and less
affected of human intervention. The higher authorities can use ideas and develop hill station,
beaches, forest and wild life centuries.
Figure 2Lake Windermere
Medical tourist: In this category, those people are involved who seek special treatment which
is not possible at home. Therefore, they make trips and visit another place for their treatment.
Apart from that, there are various nation who provide medical assistance which is quite
economic as compare to their own country. for example, India and China are emerging
countries in medical tourism where cost of treatment as too law as compare to other country.
Business or professional tourist:
Education tourist: Tourist travelling to another country due to further study in order to
improve their education qualification. On the other hand, lack of higher education and
research facility in the home country can also increase motivate of an individual. There are
various world famous educational institutions which can provide such facility (SCOTTISH
ATTRACTIONS. 2017).
Adventure tourist: There are various young generation who wants to travel in remote areas
for their adventure. They seek various adventure activities which can includes cycling, sky
diving, river rafting, rack climbing, etc. which can motivate them.
Leisure tourist: Leisure are related with the vacation holidays which is quite longer almost
more than a month. These types of visitors are enjoying their vacation in winter or summer
with its family members. Leisure activity is related with the main motive of such trips is to
relaxation of mind and body.

Sport tourist: Today, sport tourism is growing with a good growth rate in different part of the
world. These visitors either participate or just watch sport events which can be include Soccer
World Cup, Olympics sport event, international cricket tournaments etc. Young generation
are more passionate about these sports (Fang and et.al., 2016).
Religious tourist: In this category those visitors who travel for their religious belief which
having a great significance in tourism industry. There are few destinations which played a
prominent role in the development of religious tourism such as Hajj in Saudi Arabia,
Jerusalem in Israel, Varanasi in India and Vatican City in Rome (Weidenfeld, Butler and
Williams, 2011).
Cultural tourist: These types of visitors travel to seek and explore different culture in various
countries. It can include food, language, art, dress etc. which attract large number of people
across the globe. For example, food festival in UK, kite festival in India and so on, can catch
attention of people.
2.2 Impact of tourism on visitor attraction in UK.
UK is one of the attractive country in terms of various aspects like cultural heritage,
historical building, modern architect, natural beauty and so on. This country is economically
sound and located in Europe which is quite developed as compare to other region. People
with high income group like to visit various places such as London Eye, History Museum,
Thorpe park etc. Apart from that, there are large number of skyscrapers which is attractive for
Asian and African people (English tourist destinations. 2017). Some of the major impact are
given below:
Impact on Economy: UK government has gained a large number of portion of their income
from tourism sector. According to higher authorities in 2016 approx. 36 million international
visitors travel Britain and they estimated that by 2025 this industry will be approx. $257
billion. With the help of such growth they can earn large number of foreign currency through
charging different types of fees. Apart from that, other sources income earns by the
government authorities from transport, hotel & restaurants, travel agencies in terms of taxes.
There are various issues which faced by UK economy due to its separation from EU like
slowdown of growth and unemployment. Travel and Tourism can provide a large number of
jobs which can solve their major issue of unemployment. On the other hand, small and
medium enterprises which belongs to different sector like retail, transportation large support
in the economy. It also impacts in negative manner which is not good for the country. for
example, due to increase in demand of goods and services can increase price. The visitors

having lack of knowledge and rules regarding culture and other aspects (Witt, Brooke and
Buckley, 2013). It can increase law and order problem which is not good for UK.
Figure 3Growth in Tourism Sector in UK
Social impact: This is another impact which is related with the cultural and social issues of
UK. when people from different country and background travel such country they required to
know about its social and cultural aspects. The people of Britain multicultural where they
belong to Wales, Scotland, Ireland etc. having their own beliefs and social patterns. If large
number of people visit UK, they promote its culture in to their home country (Weidenfeld,
Butler and Williams, 2011).
Environmental effects: There are large number of places such as Kielder Mires, Horning,
Chapel Porth Beach, Dove Cottage etc. These places are too attractive due to its nature and
beauty which catch attention various people. Visitors who lave such places wants to travel in
order to experience. On the other hand, it also having negative impact on environment and
wild life. There are this is the responsibility of UK government is to provide guidelines which
can help to create balance and promote sustainable tourism development in the economy.
1.1 Effects of different theories of tourist motivation.
Tourism motivation is one of the complex and competitive task in order to attract visitors in
an effective manner. therefore, Visit Britain required to use various theoretical approach
which can help to achieve its long term goals and objectives (Waligo, Clarke and Hawkins,
2013). As a responsible part of society they can use these approaches which build its brand at
the global level. These are:
Responsible tourism: It is essential for long term growth in travel and tourism sector,
government authorities are required to manage visitor attraction. They try to overcome social,
environmental and economic impact. For this, they will assist managing large number of
visitors in an appropriate manner. this concept is known as responsibility theory which can be
used by Visit Britain. This approach is related with the provide various facilities, improving

working environment to different stakeholders. For example, they can provide special
treatment for physically disable people. It helps visitor to enjoy their travelling without any
issue which can create an unforgettable memory for them (Swarbrooke and Page, 2012).
Apart from that, they required to generate large economic benefit for local public and
enhanced its life standard in an effective manner. Motivation plays a vital role where the
higher authorities can involve local community in the decision making. Natural and cultural
heritage can be preserved for the future generation by using various approaches.
Smart tourism: Innovation and technology plays a prominent role in the tourism industry.
This approach can help to promote visitor’s attraction in cost effective manner to its target
people. There are various tourism operations activities which can be managed by technology.
Today, an individual can easily book their tickets and other arrangement and payment can be
transferred digitally (Leask, Fyall and Barron, 2014). This theory can be used by Visit Britain
in order to attract large number of tourist in their country. For example, they can use social
media tools such as Facebook, You Tube, Instagram etc. in order to promote its tourist
destination. Apart from that, they can also provide other facilities like visa arrangement
information, tourist guide information on their website.
Sustainable tourism: It is related with the optimal use of environmental resources which helps
to maintain ecological balance and conserve natural and biological diversities. In sustainable
tourism, role of stakeholder is too significant which create a healthy tourism environment in
the society. Therefore, VisitBritain make sure high level of tourist satisfaction, create
awareness among people regrading sustainable development, and try to solve various
environmental issues like recycle of waste and garbage (Leask, 2010).
Task 3
3.1 Process and potential issues in the development of visitor attraction (Covered in PPT)
Task 4
4.1 Visitor management strategies
There are various issues in tourism industry which required to manage at initial level, so that
visitor can be entertained for long period. It required to use different strategies and
approaches in an appropriate manner which can help to meet its long term goals and
objectives. There are:

Supply: Tourism sector is one of the largest sector which required proper supply of services
which can be meet its demand. Each tourism destination having a capacity which need to be
managed in peak time (Law, Qi and Buhalis, 2010). For this, VisitBritain can fix the number
of visitors so that they can enjoy their journey without facing any issues. Accommodation is
another area which can be improved through providing different category hotels and
restaurants. This is the responsibility of government authority to communicate with hotel
owners and ensure an effective management of services. Role of transportation also
significant in the tourism sector where a tourism can easily travel their target destination
(Kusluvan and et . al., 2010). For this, they required to provide all types of connectivity like
rail, road and air which enhanced footprints of people and reducing their time and money.
Demand: This is another area which needs to be improved in travel and tourism industry.
VisitBritain required that to forecast the demand in advance which can help to provide supply
sufficient resources. There are various methods of demand forecasting which can be used by
them. For example, with the help to historical data, they can estimate the number of potential
visitors in the country. Apart from that, higher authorities should fix the limit of a visitors for
a particular destination (Gössling and et. al., 2011). One of the major issue in tourism is
related with the cultural differences and language. For this, cited organization required to
provide training before travel to its potential visitors about rules and regulation, guidelines,
culture, language. Management also provide sufficient number of tourist guides at the lower
cost which enhanced satisfaction level of people.
Pre-assignment: It is related with pre-registration for a particular destination to a specific
group of people just like reservation seat in a train. This strategy is becoming more useable
for specific location like camp site, river site, historic building site and hill station. If demand
is high, pre reserved people should be allowed for a particular destination. The main aim of
such strategy is to optimise use of tourism destination and minimise. Management knowing
the demand which provide enough time to manage all supplies of resources, staff and
equipment (George, 2010).
Area closures: This is another strategy for those site which is required less human
intervention and can be easily preserved for a longer period of time. VisitBritain can prohibit
those areas or can allow a group of people for a limited time period. The advantage of such
approach is overcome adverse impact of human influences in an effective manner.
Length of stay limit: In this strategy management should set the limit of time for visitors in a
recreation destination. The advantage of such approach is to increase frequency of visitors in
an effective manner.

Use of technology: VisitBritain can use technology equipment which can help to reduce
negative impact of biological and natural resources and increase safety level (Garrod and et.
al., 2012).
Provide relevant information:
Trip scheduling: This is another method which involves set time for a particular destination
of a group of people. For example, they can set the time frame for river crafting which can
help to increase frequency level of tourist. This method is help to manage site in more
appropriate way.
4.2 Evaluation of management techniques relating to sustainable tourism development
Preservation of historical and cultural heritage site is too important for VisitBritain for the
next generation. Therefore, they required that top use different techniques in order to provide
sustainable development of those site (Evans, Stonehouse and Campbell, 2012). Product life
cycle can be used by cited institution to provide proper maintenance and repairing these
places which are most visited by people. It approach is related with economic and social
benefits relating to visitor attraction. There are few areas needs to be focused and improved
by management which can help to meet their long term targets.
Economic sustainability: It is related with using various resources in way which also can be
used in the near future. It plays a prominent role in providing new jobs to the next generation
which are facing unemployment issues at the higher level. For those who live in cities can
easily get jobs but there are large number of people which belongs to small cities and rural
areas largely depends on travel and tourism sector. Therefore, it is the responsibility of
VisitBritain to use these resources at optimum level, so that they can provide jobs to
unemployed people in longer time (Coghlan, 2012).
Social sustainability: There are various social issues which related to tourism sector need to
be minimise in an effective manner. Travel and tourism industry is one of the organized
sector which having potential to create new jobs in different areas. These areas can be
accommodation, transportation, retailing, tourist guide tec. With the help to employment
increase per capita income which leads to increase standard of living and its life become
more comfortable. The role of local people is social sustainability is too essential because,
they can communicate with tourists which can help to increase its satisfaction level. Local
community can also support other stakeholders like hotel owners, government authorities and
other people.

Environmental sustainability: This concept relating to climate change and its effective
management which available for the future generation. The main aim is to using natural
resources and maintain balance community and environment (Cellini, 2011). For example,
minimising uses of non-toxic supplies of resources, use technology to recycle wastage,
encourage public transport rather than private, installation of water saving equipment at travel
destination. VisitBritain requires to follow global standards relating to environment and set
benchmark for the future. They also communicate companies and promote green practices at
their operation in travel and tourism sector. For example, management awarded those hotel
group who achieve their green target which can help to motivate others organization
(Beritelli, Bieger and Laesser, 2014).
Conclusion
As per the above mentioned report it has been concluded that visitor attraction played an
important role in the development of country at various aspects. It can create new jobs,
increase foreign currency, promoting nation’s culture and historic heritage at the global level.
There are few tools and approaches motivate people to travel those destinations. Different
strategies and approaches which can help to meet their economic and social sustainable
targets in an effective manner. The report also explained about various visitor’s management
tools such as demand, supply, length of stay limit and so on. With the help of all these
strategies and approach VisitBritain can preserve cultural and historic heritage for next
generation.

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Online
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<https://www.visitbritainshop.com/world/articles/top-10-english-tourist-
destinations/>. Accessed on 22nd June 2017
SCOTTISH ATTRACTIONS. 2017. [Online]. Available through
<https://www.visitscotland.com/see-do/attractions/>. Accessed on 22nd June 2017