Analysis of Visitor Attraction Management: BTEC HND Unit 20 Report

This report, focusing on visitor attraction management, examines key aspects within the travel and tourism sector. It begins by defining visitor attractions and their significance, particularly within the context of the National Tourism Agency Visit Britain. The report delves into the overlapping nature of visitor attractions and the importance of various sites, such as the Science Museum and Buckingham Palace, highlighting their roles in revenue generation and cultural enhancement. It also explores market segmentation, including geographic, demographic, behavioral, and psychographic approaches, and discusses the impact of tourism on visitor attractions, the application of tourist motivation theories like Maslow's hierarchy, and the importance of sustainability in management techniques. The report emphasizes the significance of visitor attraction in improving the economy, creating employment opportunities, and enhancing local culture, concluding with recommendations for effective management practices.

UNIT 20. VISITOR
ATTRACTION
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 & 1.2......................................................................................................................................4
TASK 2............................................................................................................................................7
2.1 The needs and motivation of different types of visitors .......................................................7
2.2 Impacts of tourism on visitor attractions...............................................................................8
2.3 Effect of different theories of tourist motivation on visitor’s attraction management........10
Maslow Theory .............................................................................................................................10
TASK 3..........................................................................................................................................11
3.1..............................................................................................................................................11
TASK 4..........................................................................................................................................11
4.1 Different visitor’s management strategies..........................................................................11
4.2 Management techniques in relation to sustainability..........................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Visitor attraction management is the most significant element of firms operating in travel
and tourism sector (Thrane and Farstad, 2011). This sector helps in delivering excitement,
interest and activity for tourists whenever they make visit to a destination or when they make a
day trip. The attraction sites must be permanently developed excursion destination. Its main
purpose is to allow visitors access for education and entertainment or it may include places of
worship. The attractions are very complex in nature which cannot be understood. The attractions
must be open for all individuals without any prior booking and it must be much capable which
can attract tourists easily (Waligo, Clarke and Hawkins, 2013). Visitor attraction is termed as an
area or a place which focuses on primary activities such as entertainment, education and others.
Following assignment is based on the context of National Tourism Agency Visit Britain.
In the following assignment, overlapping of visitor attraction with respect to particular
attraction is being studied. Report will also help in getting significant knowledge about the
importance of various visitors’ attractions. This report will support in getting relevant
information about the effects of various theories of tourist motivation on visitor attraction
management. The report includes brief description on visitor’s management strategies and
techniques in relation to sustainability.
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TASK 1
1.1 & 1.2
Overlap of visitor attraction and importance of different visitor attractions
Date: - 21 July, 2017
The place where individuals make visits for their different purposes is known as
visitor’s attractions. Visiting can be done for the purpose of entertainment and education for
acquiring knowledge about local culture as well as lifestyle and adventures. The research has
stated that tourism sector of England is increasing rapidly in recent years. The organisations
working in this sector focuses on attracting a large number of visitors towards them which
supports in earning profits out of services offered by them. This helps organisations in their
development and growth as well as help in sustaining for longer period of time.
Overlapping of visitor attraction states that when an individual visits one place for
particular purpose and at the same time, they visit another place. These directly lead to
overlapping of attraction places. This have a positive impact that it supports in increasing
revenue for organisations working in the sectors. There are many places in England which
attract a large number of visitors. There are different kinds of attraction which are developed for
the purpose of providing the education or they may be for the purpose of meeting the demands
of entertainment needs.
Science Museum is a purpose built attraction that is one of the most visited
museum in London. It seeks attention of approx. 3.2 million travellers. The museum has a wide
range of attractive items which include jets and others. Large number of visitors make contacts
with organisations working in travel and tourism sector for acquiring services provided by them.
It is mainly done by travellers in order to spend their time with friends and families for the
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Illustration 1: science museum

purpose of enjoyment or education. So, it is important for organisations to provide effective
services to them which will support in attracting large number of visitors. The events organised
by the government such as Olympic games may lead to overlapping at science museum.
One other most visited places in London is Buckingham Palace. It is a purpose built that
became an attraction and is located near Green Park. It is the most significant site which attracts
a large number of visitors towards it. The main objective of this site is to seek attention of whole
world towards London. This contributes effectively in earning high amount of revenue.
The visitors visiting this attraction may tend to visit other attractive places which may be
natural attraction sites or events organised by different authorities. The other attractive place in
London is the river Thames which is used significantly to attract many visitors due to the river
boat services. overlapping can be due to the Thames festival or new year eve fireworks both of
these festivals attracts large number of visitors towards it and leads overlapping at other
attractions.
Apart from this, many times, government of country launches or organises some events or
festivals which significantly attracts a large number of visitors for the event. The events such as
Olympic games and other events make visitors to visit that place. Individuals visiting these
event may tend to go another attraction this will lead to overlapping at particular site of
attraction.
Importance of different visitor’s attraction
All the above discussed visitor attractions have great importance which support in
contributing for improving the economy of country. These places support in generating more
earning and employment for the local individuals. This supports in developing better standard of
living of local communities. Main purpose of attractions is to earn profits, preservation and
conservation of sites. These are described as follows: -
1. Profit: - Organisations involved in it focuses on generating higher profits out of it by
providing high quality of services to visitors. By taking care of these attractions and
developing them supports in attracting a large number of tourists which support in
earning profits.
2. Conservation: - The government and organisations must take necessary actions towards
conserving different attractions. The London Park is most significant place of attraction
which provides message of welfare. If things are introduced within the park, this will
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support in attracting number visitors towards it and helps in earning more profits. For
introduction of new things they may conduct research.
3. Preservation: - Preserving these species for longer period of time is the most important
term. National Tourism Agency must take part effectively in conservation and
preservation of all these sites, which have danger in near future in relation to extinct.
Apart from this, there are many other methods which are essential for society and
supported by visits of travellers at different attractions. As mentioned above that tourism
supports in economic betterment by creating job opportunities and enhancing standard of
living. National Tourism Agency must work effectively in the improvement of attraction sites
which help in identifying importance of visitor attractions.
1. Employment: - The attractive places supports in increasing more numbers of domestic
and international travellers and these directly lead to more demand of different facilities.
This supports in emerging good opportunities of employment for local individuals. Also,
it helps in improving their standard of living due to source of income.
2. Revenue: - The more visit of tourists at attraction place have great importance in the
generation of high revenues for all organisations involved in these sectors. Revenue
generation supports in the development of country’s economic condition. For all this,
visitor attraction is only one thing which plays an important role.
3. Enhancement of local culture and heritage: - The visitor attraction is having a great
importance in improving the local culture and heritage. As these places attract a large
number of tourist towards it. These help them in getting significant knowledge about
local heritage and this supports in enhancement of their knowledge. It also supports in
the promotion of localized products made by local communities.
Therefore, it is important for National Tourism Agency to perform these duties effectively
by which they can significantly promote local culture and heritage sites all over the world.
Apart from this, good practices by these organisations support in getting contribution from
others. All these effective practices performed by authorities involved in management of
attractions helps in development as well as in earning profits.
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TASK 2
2.1 The needs and motivation of different types of visitors
Market segmentation is a significant process of dividing business market in to specific
groups on the basis of various factors. It effectively helps organisation in focusing on specified
customers or market. It is also used by businesses as a marketing strategy in order to increase
customers towards their products and services (Market Segmentation, 2017). The organisation
would have better opportunities in order to serve their services to its customers according to
segmented market place. The marketplace can be divided in different ways which are described
as follows:
Geographic Segmentation: - According to this, market segmentation by organisation is
done based on geographical factors. In geographic segmentation, market is divided as per the
country, states, region and others. It supports organisation to determine the place where services
are to be provided. This determination supports in increasing the number of customers towards
business and acts as an assistance in enhancing profitability.
Demographic: - It is another way of market segmentation where division of market is
done based on demographic factors. These demographic factors include age of individuals,
gender, income, family background and education. Division of market based on age helps to
determine the suitability of service for different age groups. It supports in determining for whom
the services are meant for i.e. either for youth or old age people (Beritelli, Bieger and Laesser,
2014). It is important because supports in providing high quality of services by organisation
according to the age group of customers which assist in increasing demand of services from
tourist.
The market segmentation on the basis of gender under demographic supports in designing
destinations as per genders and this also helps business in developing tour packages accordingly
as per their choices. Apart from this, division of market on the basis of income groups, supports
organisation in identifying target groups and individuals who can afford the services offered by
business organisation. This identification supports business in focusing only on determined
groups which will assist in increasing the demand for services and enhances their profitability
(Cellini, 2011).
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Behavioural: - The customer’s behaviour assist organisation in determining purchasing
power of individuals where business operates. This supports the business in marketing
segmentation. By this, firms can develop significant tour packages which can be acquired by the
individuals (Coghlan, 2012).
Psychographic: - According to this, segmentation is done on the basis of attitudes and
personality of customers. Under this, segmentation is also done as per the lifestyle and social
class of individuals. All this supports the organisation in determining target group or individuals
which assist them in developing tour packages accordingly. This supports in increasing the
number of tourists towards organisation and generates more revenue (Weidenfeld, Butler and
Williams, 2011).
There are large number of students visitors who makes visit to attraction sites such as
science museum and Victoria and Albert museum for the purpose of education and for gaining
significant knowledge. For motivating these individual it is important to analyse their need which
can be done by use of Maslow theory. And the identified needs must be fulfilled which will
support in influencing their interest towards sites of attraction.
2.2 Impacts of tourism on visitor attractions
The travel and tourism sector is having a great impact over visitor’s attractions. There are
various factors which are significant part of tourism and these are closely linked with the
services of tourism industry such as travel packages and other facilities which are provided by
them. Some of the impacts over visitor attractions are being described as follows:
Overcrowding and carrying capacity: - Tourism is the most important industry of country
as compared to other sectors. It is a significant sector which attracts a large number of domestic
and international visitors towards attraction sites (Connell, Page and Meyer, 2015). The visits of
large number of visitors at attraction places due to tourism lead to overcrowding of travellers at
that particular place. Overcrowding above the capacity negatively impacts sites as it creates
mismanagement. Apart from this, it also has a positive impact over attractions as more number
of visitors lead to development of sites.
Pollution: - Tourism is the most important in increasing large number of visitors towards
attraction sites. More number of travellers directly leads to increase in pollution with impacts
nearby environment of attraction (Evans, Stonehouse and Campbell, 2012). It mainly occurs due
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to more traffic and other activities. The more of pollution in the area leads to demotivation for
visitors as all individuals like to travel in non-polluted areas and within healthy environment.
This will decline number of visitors.
Accidents: - The tourism leads to increase in more number of visitors towards places. The
leads to more traffics in the areas and the chances of accidents are increased significantly. This
affects visitor’s attractions. It will directly demotivate visitor’s due to high rate of accidents and
impacts attractions negatively (Garrod, and et. al., 2012).
Local community: - The local community nearby attraction sites are essential factors is
development of attractions. They are highly involved in that, if tourism leads to overcrowding at
the places it will directly disturb residents. Further they may not allow traveller for visit of sites
which will negatively impact visitor’s attractions. The harsh behaviours of local individuals
affect development of destinations (George, 2010).
Facilities: - It is important for organisations operating in tourism industry to provide
effective services to customers. The tourism positively impacts on facilities provided by travel
industry. The more of visitors at attraction will directly force authorities involved in attraction to
develop the facilities which is most essential. This developed facility helps to develop attraction
places effectively and it supports in increasing more numbers of travellers (Gössling and et. al.,
2011).
Education and training: - The tourism help to promote different attractions of a country
which supports in increasing more number of domestic and international travellers. The visit by
more individuals help them in getting relevant information about the sites. This will attract more
number of visitors and support them in knowing real fact about sites.
Destination: -The sites must be selected effectively which will support organisation in
attracting large number of tourists towards it. These will all supports business in satisfying
visitors through their services.
Economical: - The overcrowding and overlapping at visitors attraction helps in betterment of
economic condition of country as and because of the creation of more employment opportunities
due to large number of visitor demand more services. Its negative impact on economy is that
large number of visitor harms environment.
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2.3 Effect of different theories of tourist motivation on visitor’s attraction management
The organisations working in tourism sector follows different theories of tourist
motivation which supports them to retain their business for longer period of time. This also
benefits visitors in making effective utilisation of resources available for them which supports
them in their satisfaction from the services provided by firm (Hartmann, 2014). These theories
have some effects which are described as follows: -
Responsible tourism: - It is another element which states that all tourists visiting different
places of attractions are too much responsible towards sites which support in maintaining the
environment of places. These kinds of tourists are helpful in the development of attraction sites.
It also includes fair and green tourism. Fair tourism is a significant trade practice by which
organisation can provide effective services to travellers. It also benefits local community by
increasing employment opportunities for local peoples. This will support in societies well-being
by acting as a source of income. (Haukeland, 2011). It provides business opportunities to local
community where they can start general restaurants by which they can earn good amount of
incomes through their products and services.
Green tourism: - This states that organisation must operate by maintaining safe
environment condition. It also states that they must make effective use of policies in relation to
environment by which they can keep it clean and safe (Henderson, 2011).
Smart consumer theory: - It is a significant theory which states that travellers visiting
different places are very much responsible of their own safety. The theory also states that visitors
must collect all relevant information before visiting any destination. They must know all the
details about place, its environment and risks involved. It will support them in taking precautions
in advance before visit and these precautions assist them at the time of emergency. The
significant knowledge about all things supports them in management of trip effectively (Horng
and Tsai, 2010).
Maslow Theory
The following theory of motivation defines various needs of motivation which must be fulfilled
by the organisation operating in following sector which will support in influencing the interests
of visitors towards attraction sites which make them to visit the sites for many number of times.
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Illustration 2: Maslow theory of motivation
TASK 3
3.1
Covered in PPT
TASK 4
4.1 Different visitor’s management strategies
The management of visitors refers to tracking the use of sites or public buildings. A
visitor’s management system can record various information in relation to facilities used by
visitor it is done by collecting various amount of information (Jin and Pearce, 2011). The
strategies must be developed as per the demand and supply of visitors. The supply is referred to
services delivered by management or government to travellers and visitors. A high quality of
services to them at reasonable price level supports in increasing more numbers of customers
towards attraction sites. The government bodies working in travel and tourism sector must
develop effective products and services which can meet the expectations of travellers. For these
it is important to develop significant strategies which will support in maintaining demand
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according to the supply (Kusluvan and et. al., 2010). The basic assessment of strategies on the
basis of demand, supply and renewable products is being described as follows: -
Supply: - The authorities involved in management of attractions sites must deliver high
quality of products and services to all visitors visiting tourist places within the economy of
United Kingdom (Difference Between Demand and Supply, 2017). In the following context, they
must provide effective services. They must motivate small restaurants to provide high quality
services with advanced facilities which supports in achieving satisfaction level of visitors (Law
and Buhalis, 2010). This factor supports in effective management of all travellers. The
authorities involved in management of attractions must formulate certain laws in favour of
tourists. They must focus of safety of tourist which will helps in encouraging more tourists
towards sites. All these factors enable more numbers of tourist which is good for development of
tourism industry (Leask, 2010).
Demand: - It is referred to need and wants of potential customers for products and
services offered by organisation in competitive market. It involves a process of buying and
selling between large number of customers and firms. The authorities involved in management of
visitor’s attraction sites must analyse the demand of users and they must provide service
accordingly with effective price level. They must also analyse their knowledge behaviours of
customers and services must be served accordingly which will support in attaining their level of
satisfaction (Leask, Fyall and Barron, 2014). This strategy enables organisation in taking right
decisions at right time which benefits in their operations.
Renewal: - It is important that products and services has to be renewed according to the
demand, supply and technological culture. The managers of firm must work on development of
products as per new trends in market place. This supports organisations in attracting new
travellers for particular place and for the services offered by them. It also assists business in
achieving the satisfaction level of visitors by their services (Mason, 2015).
4.2 Management techniques in relation to sustainability
The economic condition of a country is directly related to significant increase of
travellers towards attractions and there repetitive visits. If political and economic condition of
country is fair it will support increasing tourist apart from this, bad situations impact directly on
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