Detailed Analysis and Strategies for Visitor Attraction Management

This report provides a comprehensive overview of visitor attraction management, focusing on the UK context. It begins by defining visitor attraction and its importance, specifically referencing VisitBritain's role. The report then delves into assessing the needs and motivations of various visitor segments, emphasizing the importance of understanding diverse tourist profiles. It evaluates the impact of tourism on visitor attractions, considering both positive aspects like economic growth and employment opportunities, and negative aspects such as overcrowding and wear and tear on historical sites. Furthermore, the report examines the effect of tourist motivation theory on visitor attraction management and discusses the steps involved in developing and managing attractions, including strategies for visitor management and sustainability. The conclusion summarizes the key findings and emphasizes the need for effective management to ensure the long-term success of the tourism sector. This report will be a valuable resource for students on Desklib.

VISITOR ATTRACTION
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Describe how visitor attractions overlaps in relation to particular type of attractions........1
1.2 Importance of visitor attraction............................................................................................3
TASK 2............................................................................................................................................4
2.1 Assess the needs and motivations of various visitor.............................................................4
2.2 Evaluate the impact of tourism on visitor attraction.............................................................4
2.3 Effect of tourist motivation theory on visitor attraction management..................................5
TASK 3............................................................................................................................................6
3.1 Discuss the steps and issues involved in development of visitor attractions.......................6
TASK 4............................................................................................................................................8
4.1 Identify different strategies for visitor management.............................................................8
4.2 Evaluate management techniques related with sustainability...............................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Tourists and tourism is an important sector that contributes to the development of an
economy. It leads to the growth and development of country. This is the reason why government
is concerned about encouragement of this industry. They are focussed towards managing tourism
destinations in order to attract more visitors. In the UK, there are strict rules and regulations to
maintain their legacies in an effective manner. This report is about VisitBritain which is a
national tourism agency working towards encouraging tourism in this country. Main purpose of
this study is to analyse the ways in which management of a specific place will be done. It will
describe the importance of visitor attraction for a country. There are several theories to motivate
tourists that are required to be adopted by the government. Apart from this, various issues might
arise in the process of visitor attraction management. This report will also include understanding
of the applications of this scenario in order to maintain sustainability and growth of a nation.
TASK 1
1.1 The way visitor attractions overlap in relation to particular type of attractions
Overlap of visitor attraction
Date- 8th December, 2017
Sustainability-
It is an important concept for development of a country. Sustainability is very essential for
tourism as it includes understanding the need of maintaining performance in long run. It helps
in preventing surroundings from several issues such as pollution, depletion and other harmful
risks. No visitors want to have health issues in new places and good environment will
ultimately helps in fetching more customers. Cleanness helps in spreading good vibes and
getting positive feedbacks from visitors. This concept is very important for tourism
management as healthy environment will attract the visitors in large number as they will feel
protected in this destination.
Overlapping-
This is related with the factors influenced by environmental sustainability. This states the
situation in which an individual plans to visit more than one place at a single time. Such
overlapping activities are helpful in generating more income from tourism sector. Because of
sustainability, more visitors will arrive England and visit its several destinations. This will

enhance ratio of tourism on annual basis. So, it is required that government and other regulatory
bodies will take appropriate strategies in order to manage the places in a proper way. They are
required to ensure proper cleanliness and hygienic environment at all spots. To make their visit
memorable for life, they should be provided with adequate facilities. Visitor's attraction in the
UK-It is a beautiful country with so many eye catching tourism destinations. London is the
place with rivers that attracts a number of people to visit there. Along with that, Windsor Castle,
Pembroke shire Coast, lake Windermere, etc. are some of the famous places (Connell, Page,
and Meyer, 2015). This country can improve its profitability in an easy way by making effective
policies for tourism management. This is an attractive place for visitors because there are
destinations where people of all age groups can enjoy. They can go with friends and family
both. It is an impressive place for honeymoon tours, school and college trips with adventurous
tours and many more. These places are also good for destination wedding due to its beautiful
sites. British maritime museum-It is a beautiful place that attracts a number of tourists
because of its architecture and antiques in this museum. People come here belonged to local
places as well as from foreign countries. Government of this country has managed this place in
an impressive manner and this is the reason that it is a key attraction of number of visitors.
2
Illustration 1: Maritime museum
Source 1: LAURA LEE DAVIES,2016

People visit this place for various purposes. Many photographers, archaeologists and people of
every age come here. It is a treasure of artefacts, models, art and maps. Gallery of this museum
has something for everyone which is the key attraction of this place. Travel and tourism
ministry is emphasising a lot in order to attract more visitors to enhance the revenues.
Queens house:- It is a former royal residence which was designed in between 1616 and around
1635 in Greenwich. In fact it is having a very impressive appearance due to white painted house
along with this red brick building.
Queens House is a known to be the former royal residence which was build between the period
of 1616 and 1635 in Greenwich. This building was listed in Grade I and in ancient monument.
This centre was used as a VIP place during 2012 Olympics Games. This was the first classical
building that was constructed in the country. Design was based classical style which involves
small detailing but not applied in a systematic manner. Thus, this a mix of different styles. Some
of the changes were made after the restoration process in the year 2015 that was the main hall
was created by an artist named Richard Wright who was a Turner Prize winner.
Maritime Museum: This is a museum which is specialises on displaying objects which are
related to ships and large bodies of water. It comes under subcategory of naval museums whose
main focus was on military use. They mainly sphere old ships which was once pride of the
nation. Some of the ships are preserve in indoor areas because they are so fragile that they
cannot be exposed in outdoors.
1.2 Importance of visitor attraction
Significance of visitors attraction
It is very important to attract visitors towards tourism destinations in an effective manner. This
results in more tourists coming to various places of UK. If large number of people will visit this
country for the purpose of tours then it will enhance revenue of country from this sector. This
ultimately leads to the development of economy. Some of the important benefits in this context
are as follows-
Profitability- More attraction of visitors will result in number of people arriving this country.
This will result in more profits from tourism destinations as well as from hospitality sector as
they will book rooms in hotels for staying. This will ultimately increase the treasure of
3

government.
Employment opportunities- It will also assist in increasing the employment opportunities for
this country. As more tourists are arriving here, so there will be more workforce required to
handle them in an effective manner. This will provide job opportunities to the people seeking
for work.
Maintaining legacy- In order to attract more people towards destinations, government will try
their best to keep these places maintained in a proper manner. This will help in managing the
historical legacy of UK for long time.
Economy- Tourism is an important industry in this country and so, income of this sector affects
the overall economic condition. Due to visitor attraction, there will be more tourists and more
profits from these activities. This will help in enhancing the economy of this nation as there will
be better standard of living of people and higher employment opportunities. Tourism plays a
very important role in enhancing economy of a country as large amount is collected through
tourism revenue. It is very important to invest in tourism industry by providing necessary
sources and easing government policy fro tourisms.
TASK 2
2.1 Assess the needs and motivations of various visitor
It is very important to identify the needs and motivations of different type of tourists.
This helps in providing them with goods and services they are expecting while their tour. As an
tourism organisation Visit Britain has to divide its consumers into different segments in order to
meet their requirements in effective manner (Coghlan, 2012). Motivation is an process of
identifying the needs and demands of people to fulfil them with appropriate actions. It helps in
encouraging visitors to come this place again as it is focussed towards providing higher level of
satisfaction. If there needs will be met then they feels more privileged. This organisation should
categorize its clients into various divisions to understand their requirements in effective and
efficient manner. Classification is as follows-
4

 Students
 Business people
 Adventurous tourists
 Couples etc.
Students are mostly interested in fun trips it is to be considered while designing tour for
them whereas business explorers wants to visit those places from where they can get business
ideas (Cellini, 2011). Adventurous ones will get attracted towards hills, rivers where they can
perform activities like river rafting, mountain climbing etc. In case of couples, they will get
attracted to pleasant destinations to enjoy their time.
Therefore, it can be understood, that different tourists have different needs and
motivations. Tourism organisation and government of UK has to emphasis on several
requirements in order to meet their expectations in effective manner. This will help in giving
them memorable experience which will force them to visit here again.
2.2 Evaluate the impact of tourism on visitor attraction
There are several impact of tourism on visitor's attraction. Performance of this industry
plays an important role in managing tourists attraction. It is most important sector of UK so there
is need to perform all the activities in effective manner in order to enhance number of visitors. If
more people will come here for the purpose of travelling then it will help in generating more
profits for companies involved in this as well as the government. It enhances overall economy of
country by raising employment opportunities in transportation, hospitality and most important
tourism sector. This will reduce unemployment ratio of this nation. Along with that standard of
living of its people will increase (Beritelli, Bieger,and Laesser, 2014). Environment and heritage
of this country could be maintained in effective manner. Proper tourism management will be
beneficial for development of overall economy. But, there are certain drawbacks in tourism
which could affect visitor attraction. These are as follows-
Overcrowding- In various tourism places, there are problem like overcrowding. This
affects experience and satisfaction level of people as they don't enjoy their trip due to rush. They
cannot see everything in proper manner if they were part of crowd. It creates negative image on
their minds which restricts them to come here again.
5

Wear and tear- There are several cases in which historical properties and monuments
are not maintained in proper manner as there are signs of damages. Such factors affects attraction
of visitors.
Traffic-related- There are many traffic related issues such as traffic jams for long hours.
Such elements affects mindsets of people in negative manner which can affect the environment
drastically by increasing level of pollution which will affect the tourism and it will also send a
negative information related to culture of the country and this will ultimately lower the economy
of the tourism and the country.
Therefore, it is required to manage all such factors in appropriate way to avoid such
problems and their negative impact.
2.3 Effect of tourist motivation theory on visitor attraction management
Tourist motivation is the most important factor used to understand the behaviour of
people arriving this country. It is related with identifying the needs, preferences, demands and
special requirements of tourists. This helps in providing them the services with which they will
feel satisfied and motivated. Visit Britain has to emphasise on several factors that could affect
motivation and mindset of people. If there experience while tour will not be as per their
expectations then they will not come again to this place. There are two forces affecting
motivation of visitors. These are push and pull forces. Push factors are related with motivation
variables that push people towards an destination (Barros, and et. al., 2011). These are internal
desires of tourists such as health, rest and relaxation, adventure etc. Pull factors are related with
attractiveness of location they are visiting. These are tangible features such as beaches,
accommodation, and recreation services. Understanding such factors will help in including these
variables in tourism services in order to motivate people. Plog's theory will be helpful in this
scenario. He has identified three major sections that are follows-
 Allocentric tourists are those who are free from burden and does not takes too much
load. They just want to visit the world and they don't expect anything extra from trip.
Such persons could be motivated by providing them experience of adventurous locations.
 Psycho centric tourists are those who wants to travel with family in order to have fun
with them. Such persons are not so adventurous in nature so they could be motivated by
providing them tour to historical buildings. These could also be encouraged by providing
effective facilities in hotel.
6

 Midcentric are those tourists who enjoys in both the conditions so they expects
adventurous sights and time to relax in process of tour.
Motivation of visitors plays an important role in managing visitor attraction. If they will
be satisfied then it will result in building good relations with them (Ab Karim and Chi, 2010).
This will assist in attracting more visitors to these destinations. Important elements of this
management are sustainability, responsible tourism and ecotourism. These theories of tourist
motivation will help in maki9ng these components more strong and effective. Therefore, it can
be said that, motivation is essential part to improve visitor attraction management in appropriate
way.
TASK 3
3.1 Discuss the steps and issues involved in development of visitor attractions
To attract visitors in proper manner there is an procedure to be followed by Visit Britain.
Process of this management is as follows-
Feasibility study- In this phase, study is conducted in order to identify whether this
project will be feasible or not. This helps in analysing the lack of resources so that proper
management of resources could be done.
Local community- After this, local communities are to be involved in this activity to
achieve the objectives in effective manner (Mason, 2015). Such communities also provides
financial aid in completing project of visitor attraction management properly.
Planning- It is most important part of this management process. In this stage, plans and
policies are to be developed to implement the project effectively.
Studying visitors behaviour- In this stage, research is conducted in order to identify
various behavioural attributes of people related with travel and tour. This will include
segmentation of visitors in various categories. In this step, opportunities and threats are to be
identified so as to overcome them in timely manner.
Matching their behaviour- After this strategies and policies are made in order to attract
them towards destinations is to be made. These plans are based on behavioural aspects of
tourists.
Assess the destination- At this stage, destination is to be assessed. It is done to identify
the loopholes which could affect attraction of visitors. This allows the tourism company to
7

eliminate such deficiencies to make destination more effective in order to generate more
attraction.
Marketing- Once, all the loopholes has been overcome then it is time to do proper
marketing and promotion to bring awareness amongst visitors (Leask, Fyall, and Barron, 2014).
These strategies are to be made by keeping identified behaviour of people, as this will help in
targetting them more effectively.
Providing workforce- At this stage, skilled workforce is to be appointed to perform
several tasks in this scenario in adequate way. It is most important phase of visitor attraction
management as they are the person who will implement all the strategies and policies framed in
above steps.
Crowd management- To carry out this process in sustainable manner, it is important to
manage the crowd of visitors. Overcrowding creates negative impact on mindset of tourists
which could result in decline of visitors number as they will be less attracted towards this
destination. So time slot should be divided in which limited number of people can visit a place.
Issues in Visitor attraction management-
There are several factors that affects management of visitor attraction. These are as
follows-
Skills of workforce- It is most important issue in managing attraction. It is related with
ability of the professionals of tourism management in order to maintain attraction of tourists.
There skills are very important in implementing policies and strategies in effective manner. It is
helpful in identifying the growth of visitor attraction.
Resource availability- Resources are most important issue in this management. To make
process of visitor attraction management more effective it is required to have all the necessary
resources in appropriate manner. But, in some locations of UK there is lack of adequate
resources which affects this procedure in negative way. So, it is important to manage them
properly.
Behaviour of tourists- Tastes and preferences of people is very dynamic. There demands
and needs changes on timely basis. Sometimes it may lead to problems when their demands don't
get fulfilled properly (Leask, 2010). This affects their behaviour towards tourism destination
which ultimately affects visitor attraction management.
8

Health and safety- It is most important factor affecting in this scenario. Tourists gets
attracted towards safe and secure places. As per motivational theory of Maslow, safety is basic
need of every individual. Recently, some cases of terror attack took place in this country which
has affected mindset of several people. Due to this they feel fear before planning any trip here.
Therefore, this is an major issue in managing attraction of visitors.
Cleanliness - There are certain issues related with cleanliness and hygiene. It is essential
to maintain clean environment to grab more attention of tourists towards an destination. All the
places should be well maintained. If this criteria will be met then it will help in attracting more
visitors to this country. e.g. in companies like UK there are several other tourist places where
they impose heavy fine on spreading garbage they must follow their past as well as increasing
the count of dustbin in the respective places .
Therefore, these are several issues that affects visitor attraction management. It is
required that Visit Britain and government of UK will take appropriate steps to eliminate or
reduce the negative impact of such problems. It will help in attracting more travellers to visit
here.
TASK 4
4.1 Identify different strategies for visitor management
To maintain tourism and enhance number of tourists in this country, it is very important
to manage visitor attraction in proper manner. Tourism is the most important sector for every
economy as it contributes highly to growth and development (Law, Qi and Buhalis, 2010).
Therefore, it is required that proper and effective strategies are to be made for this purpose. This
action plan is to be designed in such a way that it will attract the visitors towards various
destinations of this nation. These policies are as follows-
Managing supply- It is very important strategy that is concerned with management of
supply. It could be done by identifying visitor opportunities adopt it in policies. There should be
proper space available in hotels to provide comfortable accommodation to travellers (Kusluvan,
and et. al., 2010). It is very important to supply them the services they are expecting while tour.
Government and tourism organisation has to develop the supply chain in order to meet tourist's
9

requirement in adequate manner. For managing supply they must emphasis on management of
their inventory resource and a good transportation network .
Managing demand- It is very important to meet needs and demands of visitors . This is
very helpful in visitor attraction management. Demand of tourists is very dynamic in nature. It is
essential to be prepared enough to meet their changing requirements in effective manner.
Government has to focus on hospitality sector so that they can easily fulfil the requirements of
large number of people. Transportation facilities should be made more strong in order to provide
standard conveyance services to visitors top do them to particular locations.
Resource management- It is also important to make proper strategies for managing all
the resources. This is necessary to develop the facilities available at specific locations. There
should not be any activities that results in wastage of resources.
Managing the impact- Another important strategy is related with managing the impact
of tourism destination on mindset of people. This could be done by providing them proper
information regarding value of place they have arrived. It will result in creating positive impact
on their mind.
Sustainability- It is very important to maintain the balance between tourism industry and
environment. Sustainable tourism is related with the concept that surrounding should not be
harmed while this process. Such activities helps in creating positive impact on visitors mind. So,
government and local authorities should be able to guide tourism sector and tourists regarding
importance of sustainability (Jin and Pearce, 2011).
Therefore, these are certain strategies that could be adopted to make process of visitor
attraction management more effective.
4.2 Evaluate management techniques related with sustainability
Sustainability is an concept related maintaining impact of tourism development in long
run. It is an important concept that is required to be considered by Visit Britain and government
during the process of visitor attraction management. This is very helpful in reducing wasteful
operations and factors that affects environment in negative manner. Maritime museum is one of
the most famous building in UK and there are various historical properties that are making this
country an key attraction for many people (Horng and Tsai, 2010). To save these legacies and
heritage for long time, there is need for adopting several techniques to maintain sustainability in
environment. To attract more an more visitors it is required to manage environmental
10