Visitor Attraction Management: A Comprehensive Analysis

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Visitor Attraction Management
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Table of Contents
Introduction......................................................................................................................................3
Task 1 – LO1...................................................................................................................................4
Visitor Types and Impacts on Visitor Attraction.........................................................................4
Discuss reasons for the overlap of some visitor attractions into various classifications, in your
answer; include a range of different types of attraction. (1.1).....................................................4
Analyse how three different types of visitor attraction contribute both positively and
negatively to the local area..........................................................................................................5
Task 2 – LO2...................................................................................................................................7
a) Evaluate the range of customer expectations, needs, and motivation when visiting...............7
b) Provide analysis and evaluation of how accommodation can be well maintained to meet
customer expectations, needs and motivations..........................................................................12
Task 3 – LOs 3 & 4........................................................................................................................14
Discuss any process or issues that would need to be considered in the development of a new
responsible tourism attraction located in an area of woodland and natural landscape, and
identify any possible impacts of tourism caused by the attraction. (2.2, 3.1)...........................14
Analyse visitor management strategies which could be used to manage supply and demand for
the responsible tourism attraction and overcome impacts mentioned in task 3a (4.1)..............15
Evaluate how the responsible tourism attraction can include sustainability measures in the
management of the attraction. (4.2)...........................................................................................16
Conclusion.....................................................................................................................................17
Reference List................................................................................................................................18
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Introduction
The visitor attraction is considered to be the places where people spent their time with friends and
families mostly during vacations. Visitor attraction management is essential for the destination places as it
seeks increase the tourists and increase the profitability in hospitality sector. In this study, the needs,
expectation and motivational factors that attract the visitors in different destinations is going to be
discussed. Further, the view of reason which led to overlap some of the visitor attraction in the country
will be given. With the continuation of this, contribution of visitor attraction to local areas is going to be
focus upon. The management approaches that can help in managing the supply and demand in context of
visitor attraction will be elaborated in this study.
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Task 1 – LO1
Visitor Types and Impacts on Visitor Attraction
Visitors are the individual who visits any particular place or home of another person and spend
some time there for either official purpose or as a traveller with an intention to discover the area.
The term visitor is closely associated with travel and tourism sector as there is the number of
countries in which travel and tourism sector is the key in terms its economic and societal growth
(Fletcher et.al., 2013). There are broadly three types of visitors in the tourism industry namely
Visitors from distant areas; Visitors from the nearby areas and visitors who allow travellers at
their home and enjoy travelling with them
A visitor attraction is considered as the benchmark based on which the travel and tourism
industry of any country is categorized. The significance of visitors’ attraction for a nation or
society’s perspectives are
 It is helpful to attract people from different parts of the globe.
 The growing visitor attraction is helpful to manage and stimulate the domestic tourism
process.
 Contribute strongly in local as well as the national economy.
 It helps in promoting cultural changes and conservation to a large scale (Swarbrooke and
Page, 2012).
When one considers the idea of travelling as a service, the choice of travellers is controlled by
the ideology of consumer behaviour as well. In this context, tourism attraction is considered as a
destination, which can be seen or done (sports, adventure or travelling), or something that an
individual can purchase. Based on the choices of the visitors, their cultural attraction,
uniqueness, promotion satisfaction for the customers (in the travel and tourism industry, the
customers are tourists) are some of the essential ones that often get changes in relation to the
visitor attraction for any area. Considering types of visitors going to a particular place, the social,
economic and political scenario often gets change, which acts as growth influencer for the
society from an overall perspective (Holloway and Humphries, 2012).
Discuss reasons for the overlap of some visitor attractions into various classifications, in
your answer; include a range of different types of attraction. (1.1)
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According to the report of Weebly (2019), the visitor attractions are mainly categorized under
different heads and those are
 Purpose Built: These are designed purposefully by the local administration to attract
tourist from all over the globe and nearby area. These areas are having a different form of
fun elements, play activities and opportunity for the tourist to spend their time in a fun-
loving manner.
 Natural Attraction: it a normal natural creation which is existing in an area and attracting
people all over the globe for its significance and value (in terms of historical value or in
terms of its structural brilliance etc.).
 The event as Attractions: Sometimes, local authorities rely on organizing events on a
particular time to attract people from all over the globe to come down and enjoy the
beauty and especially of the area. Those events can be based on history and culture of the
area or can be a completely fun-loving innovative one (like sports etc.) which attracts
travellers of all age group across the globe.
 Heritage as Attractions: This is the base of travel in many areas as countries often rely on
traditional heritage of the area or its culture to promote tourism and boost the economy.
If one considers London as a spot, there are different attractive spots for the visitors. For
example, people who like sports can visit some of the most prestigious football clubs in the
world and cricket playing ground in London and nearby. Same way, there are some purposefully
built attractions for the travellers in the UK as well such as Alton Towers, Buckingham Palace
and wildlife attractions which attracts travellers as well. Among natural attraction in the UK,
people can enjoy mountain biking, hill walking, mountaineering etc., which are attractive for
youth as well. Events such as Olympics, World cup, along with local popular cultural activities
such as the Glastonbury Festival also attract tourist (Weebly, 2019).
Analyse how three different types of visitor attraction contribute both positively and
negatively to the local area.
In this segment, three-core types of visitor attractions between all namely Event as Attraction,
Purposefully Built and Heritage as Attraction is considered and the impact of these three
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parameters in an area from a positive and negative manner. Here is the positive impact of all
these three types of visitors’ attractions in the local area:
 The event as attraction helps the locality to improve the infrastructure and boost the
overall economy of the area/community or nation.
 Often event-based tourism helps to create new jobs for the people in the society.
 Purposefully built tourism is a visitor attraction, which provides an opportunity to people
of the locality to get involved in a short-term job, and at the same time, get associated
with those specific tourism areas for a full-time job as well.
 Heritage attraction is a long-lasting one and this will never reduce the turn-up of
travelers. Moreover, the heritage attraction often brings travelers from different parts of
the globe as well throughout the year, which will not only support the economy of the
nation but at the same time give steady support for the job creation as well.
 Purposefully built tourism plan helps to promote the culture and values of the society and
nation more not only in front of the global travelers but also at the same time for the
people within the nation as well, especially among the youth, which is the key to success
(Mason, 2012).
Like positive influences, there are some negative influences of the three visitor attractions as
well which the administration or society must address.
 In the case of heritage attraction, proper care of the site is necessary which often require
high volume of investment from government. Regular quality check of the substances in
the spot, availability of guide and other security issues often require a high amount of
money. If the same is unable to yield, sufficient profit then it will be a loss for authorities.
 Event-based tourism is a short-term one (as any vents often finished within 1 month or
1.5 months) or happens during any particular time of the year, which restricted the value
generation for that period only. Moreover, event-based tourism often considered as the
reason behind pollution as the number of people turnout is much higher compared to
normal times.
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Task 2 – LO2
a) Evaluate the range of customer expectations, needs, and motivation when visiting
i) A transport museum
Figure 1: London Transport Museum
(ltmuseum.co.uk, 2019)
With reference to the view of Husein (2018), it is vital to fulfil the need and expectation of
visitors in the hospitality and tourism sector. People from countries visit various destination
places with the thought of spending good time. For this, visitors need to be kept satisfied by
meeting their expectation. Tourist visits to a transport museum so that they can view old
transports and their names. This enhances the knowledge of children and adults about different
transports that were used in past decades. Since people enjoy visiting transport museum due to its
attractiveness and knowledge enhancement; therefore the management team of the transport
museum should place a direction points also known as guiding points everywhere so that visitors
do not feel confusing at the time of viewing the transports. Moreover, Waligo et al. (2015)
mentioned that it is also the responsibility of management team to tag a sheet plate where
different names, origin and other information on old transport that have been kept in the
museum. Another thing that needs to be taken into account to meet the expectation of visitors in
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transport museum is; to have more informative things such as videos, images and exhibitions that
used to be driven on the roads in past decades. On the other hand, visitors feel good when they
are provided hygienic services of food and drink as they are more concerned about health
(influenced by Stienmetz et al., 2019). Moreover, the management people should have a well-
maintained refreshment zone. This helps to meet the basic need and expectation of customers
visiting attractive transport tourism.
Figure 2: Events to motivate visitors in London Transport Museum
(ltmuseum.co.uk, 2019)
In supplementary to this, Waligo et al. (2015) have mentioned in their study that motivation is
necessary to attract an ample of visitors to the transport museum and for this, the management
team needs to apply different strategies. People feel motivated by the services when they are
provided attractive services like offers and discounts. For example, London Transport Museum
has provided free entry for kids aged up to 4 years as well as 25% discounts on first entry.
Furthermore, the museum has the facility of online booking and on previous, customers get the
free food complimentary which motivates them to visit the museum and enjoy the atmosphere. It
has also been found that in London Transport Museum, the management team always conduct
events like singing, stories and other family events (ltmuseum.co.uk, 2019). This motivates
customers to visit the museum mostly with kids during vacations.
ii) A rural heritage centre
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Figure 3: White Mill Rural Heritage Centre
(whitemillheritagecentre.org.uk, 2019)
To meet the need of customers in a rural heritage centre like White Mill Rural Heritage Centre,
the fixing of names of every object should be there so that people can read and recognise the
rural things properly. Moreover, sustainability should be present so that customer feels
comfortable while enjoying their time in viewing the heritage centre.
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Figure 4: Event conducted by White Mill Rural Heritage Centre
(Source: whitemillheritagecentre.org.uk, 2019)
To indulge with the motivational factor, the management team of White Mill Rural Heritage
Centre noticed to be keeping the free entry in the year 2018. This attracted huge visitors to rural
heritage. Moreover, it has been noticed that White Mill Rural Heritage Centre has conducted
many special events such as Bakers, Makers & Brewers Fair 2019, and many others that
motivated people to visit this attractive destination and hence increase its image in the country
(whitemillheritagecentre.org.uk, 2019).
iii) A large theme park
This is the most amazing and crowded attractive destination where thousands of people visits to
spent their holiday with families, friends and kids. Due to this reason, it is mandatory to satisfy
the need of people and meet their expectations in the large theme park like Alton Towers. The
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prior thing includes sustainability which must be present in theme parks because it deals with
keeping hygienic environment.
Figure 5: Alton Towers
(Source: altontowers.com, 2019)
With reference to the view of Mason (2015), sustainability is all about protecting the
environment from the depletion of natural resources to maintain an ecological balance. Theme
parks should maintain sustainability by avoiding the wastage of resources and maintaining
hygienic environment as well as by securing the visits largely. Strict security needs to be
maintained in order to avoid attacks or breach of personal data of visitors. To motivate people it
can be seen that children below 4 years are given free rides and many of the rides on ticket
packages are free of cost. Moreover, customers are provided great offers on previous booking of
the theme park packages (altontowers.com, 2019).
iv. A national park popular for outdoor pursuits
In the national park, customers should be attracted by providing them with safe views like the
management of animals and reptiles should be caged well. This is going to safeguard people
from any kind of harm. Moreover, there should be prevalence of security staff members so that
they can keep a proper watch on visitors.
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Figure 6: Brecon and Beacons National Park
(Source: breconbeacons.org, 2019)
In the national park, there should be directly provided so that people can view every place
properly without confusion. In Brecon and Beacons National Park, the management team
motivate visitors of all age by keeping events and exhibitions showing the extinct and
endangered animals (breconbeacons.org, 2019).
b) Provide analysis and evaluation of how accommodation can be well maintained to meet
customer expectations, needs and motivations
Alton Towers is one of the best theme and amusement park of the UK that provides the best
experience to people visiting the park. To meet the expectation of customers in this park, it is
necessary to maintain sustainability in terms of resource wastage, food wastage, hygienic
environment and well-maintained security. Furthermore, Ateljevic and Page (2017) have stated
in their study that visitor’s attraction management team should improve the internal system in
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