Visitor Attraction Management Report: VisitBritain Case Study Analysis

This report delves into the multifaceted realm of visitor attraction management, using VisitBritain as a case study to analyze strategies for boosting tourism in the UK. The report explores various facets, starting with an overview of visitor attractions like the Natural History Museum, Victoria and Albert Hall, and Hyde Park, and their significance in economic, social, and environmental contexts. It examines the importance of visitor attractions in generating revenue, employment, and foreign exchange, while also highlighting their role in promoting cultural diversity and environmental conservation. The report further investigates visitor motivation, including the needs and preferences of different customer segments based on behavioral, geographical, demographic, and psychographic factors. The impact of tourism on visitor attractions is also discussed, focusing on environmental and socio-cultural factors. Finally, the report touches upon various visitor management strategies and the evolution of management techniques related to sustainability.

Visitor Attraction
Management

Table of Contents
Introduction...........................................................................................................................................3
Task 1.....................................................................................................................................................3
1.1Overlap of visitor attraction in relation to different type of attraction.............................................3
1.2Importance of different visitor attraction ........................................................................................4
Task 2.....................................................................................................................................................5
2.1 Needs of motivation of different visitor attraction.....................................................................5
2.2 Impact of tourism on visitor attraction ......................................................................................6
2.3 Different theory of motivation on the visitor tourism management..........................................7
Task 3.....................................................................................................................................................9
3.1 Covered in PPT............................................................................................................................9
Task 4.....................................................................................................................................................9
4.1 Various visitor management strategies......................................................................................9
4.2 Evolution of management techniques relating to sustainability ..............................................10
Conclusion...........................................................................................................................................11
REFERENCES.........................................................................................................................................12

Introduction
Visitor attraction is one of the fast growing sector which helps to contribute in the
development of the economy in various aspects. Therefore, every country tries to promote
travel and tourism in order to provide various facilities and manage all activities in an
effective manner (Connell, Page and Meyer, 2015). Visitor attraction management is related
with the developing various strategies for boosting tourism places which beneficial for
government and society. The current report based on VisitBritain which is a government
agency of United Kingdom and promote national tourism by proving fund and make polices
easy to attracting large number of domestic and international visitors in their country.
Task 1
1.1 Overlap of visitor attraction in relation to different type of attraction
Overlap of visitor attraction
Date- 9th August 2017
Place: XYZ
Today, each and every individual want to explore different thing in their life in order get relax
from its busy routine. The role of visitor’s attraction is to significant for every one person and
they will spend more on such area (Beritelli, Bieger and Laesser, 2014). Therefore,
government is try to focused on these areas which help in generate revenue and employment
in different area. It is the role of government authorities is to design different strategies and
tactic to promote different tourist place in their country. In the context of given case study,
there are various visitor attraction places in UK which must be developed and promoted by
VisitBritain which are:
Natural History Museum: It is a natural history places which located near London UK. This
tourism destination attracts large number of people who loved nature and history to enhanced
their knowledge and research (Bryce and et. al., 2015). There are more than 80 million
different items in key five collection such as botany, entomology, mineralogy, palaeontology,
and zoology. It is one of the most visiting place in United Kingdom. As per the higher
authorities the number of visitors are growing every year which is quite large as compare to
other museum. Therefore, VisitBritain required to more focused on such area and use various
promotional tools in order to promote such destination (Cellini, 2011).

Victoria and Albert hall: There are various historical and natural destination which attract
domestic and overseas tourist to visit such places. Victoria and Albert hall which is one of the
largest museum having more than 4.5 million objects founded in 1852. It is located near
Brompton district, Crown well road London (Coghlan, 2012). There are different types of
visitors who wants to visit historical places which related with to their ancient natives. This
museum having different galleries, library, fashion, craft, musical instrument etc. As UK is
historical reach which also promote such places in effective manner and attract tourist around
the world.
Hyde park: It is one of the largest park in the city of London which was a hunting ground for
Rayal family. There are various historical and heritage objects which attract large number of
tourist not only domestic but also from internationally (Evans, Stonehouse and Campbell,
2012). It also having different facilities like football grounds, tennis centre etc. Visit Britain
required that to invest more money in order to maintain such garden for the future. Apart from
that they also need to provide different facilities such as transportation, sports facilities and so
on.
1.2 Importance of different visitor attraction
2 Overlap of visitor attraction
3 Date- 9th August 2017
4 Place: XYZ
Travel and tourism plays a prominent role in the economic development for every nation.

Because, it helps to generate new jobs in different fields such as marketing, hospitality,
transportation etc. Therefore, government try to make various policies overcome barriers
such as visa and other aspects (Fang and et.al., 2016). VisitBritan, needs to promote all these
aspects which increase number of tourism and minimise various issues.
Economic: VisitBritain tries to promote different types of visitor attraction in the UK which
leads to increase number of tourist in the country. there are following importance of visitor
attraction:
Increase trade: Travel and tourism also promote trade and business in the country which
support local and national economy. Due to development in different visitor attraction such as
natural, heritage, modern architecture conducting various events and so on. It will help to
increase the number of visitor in the country which increase the goods and services in
different area like hospitality, transportation, tourist guide etc. (George, 2010.). promote a
healthy business in an effective manner.
Employment generation: According to the higher authority’s tourism sector is fastest growing
industry in United Kingdom by £260 billion by 2025. It provides approx. 10 percent out of
total jobs in different fields which is quite large portion as compare to any other country. as
per the data more than 3.1 million people working in this sector and it contributes £ 127
billion in the UK economy (Gössling and et. al., 2011). Therefore, VisitBritain needs to
invest more in the development various visitor attraction which helps to maintain
employment rate.
Increase in foreign exchange: This is one of the attractive sector where government receives
large number of foreign exchange through overseas tourism. It helps to support nation
economic growth which can be used in infrastructure development, poverty reduction,
employment generation etc. (Kusluvan and et . al., 2010). and create an ideal image of the
country at global level.
Social: There are following social importance of visitor attraction as given below:
Diversity in culture: UK is a country which culturally diversified in terms of language,
customs, beliefs, food etc. There are multicultural people from various area such as England,
Wales, Scotland and so on. Large number of visitors helps to attract through culture which is
too significant for the economic development. VisitBretain required that to organization
international events such as Olympics, other sport events in their country (Garrod and et. al.,

2012).
Environment: Today, customer is more aware towards climate issue and tries to choose
those product or services. There are following importance of visitor attraction:
Promoting local tourism destination: There are various destination which includes Natural
History Museum, Science museum, Victoria-Albert hall, Hyde park, Kensington garden etc.
These all visitor attraction located in the city of London. Apart from that, there are various
local destination helps in promoting which is too significant for tourism development.
Conservation: VisitBritain required that to make various policies and maintain various
attraction such as historical and heritage place. They provide sufficient fund to various
agencies and conserve for the future generation.
Task 2
2.1 Needs of motivation of different visitor attraction
When a travelling company wants to increase their customers than they have to increase
motivations of their customers by identified needs of different type of customers by
delivering them better travelling and tourism services (Law, Qi and Buhalis, 2010). The
Needs and preferences of different clients and travellers very important for travelling
agencies when they delivering their services. Main responsibility of the tourist agencies is
that full fill the visitors needs according their preferences. There are many kinds of needs
which are based on different kind of preferences of the clients. Motivation is another kind of
things which attract the customers towards the company. According to needs whole market
place is divided according to their visitors attraction. Market segmentation is helps to identify
customers needs. Market segmentation means whole market is divided into different groups.
By use of this tools company can full fill needs of visitors effectively (Leask, 2010).
The market is divided into four parts:
1. Behavioural
2. Geographical
3. Demographical
4. Psycho graphic

1. Behavioural market: This segmentation of market includes different behaviours of
various travellers or visitors available in the market. The behaviours is focuses on purchasing
power of the customers or tourists (Leask, Fyall and Barron, 2014). This is like a market
strategy by which a company or travelling agencies increase their customers. By adopting this
a agency can increase their earning. For this purpose company have to bring information of
different customers such as loyally status, buying behaviour and life style status.
2. Geographical market: This kind of market includes geographical factors of different
customers such as population of particular area, climate, city and area. These all factors are
influence needs and preferences of different customers which directly affect the revenue of
travel agencies (Mason, 2015). This section is impact on mix of product, place and market
channels.
3. Demographical market: This kind of market segmentation includes some important
factors which are influence needs and motivations of different customers such as religion,
gender, family size, occupation and nationality of the visitors. It helps to target the different
clients and visitors and travel agencies can increase their revenue by differentiate needs and
expectations of the travellers.
4. Psycho graphic market: According to this segment of market it focuses on different
factors such as beliefs, life style, values, belongingness and personal values of different
clients. Because there are different people from different class such as lower, medium and
upper class (Swarbrooke and Page, 2012). So travel agencies can identify their different
needs and target them by full fill their expectations and desires.
Different types of visitors
Adventure tourist: These tourists those place which are unique in tern of adventure and
wants to visit such as cycle, tracking, skydiving and so on.
Business tourist: There are various people who wants to visit place for their business
meeting and conferences. They need to attend various trade fairs and events across the world.
Sport tourist: There are various people who wants to love sport and travel those places
where sports event organized.
2.2 Impact of tourism on visitor attraction
It includes lots of factors which directly or indirectly influence the visitors attraction towards
different places. Company has to over come these impact because these affect revenue of
different travel agencies.
There are three main components:

1. Environmental factor: This factors are includes some natural components such
as river and lakes, rain forests, sceneries and marine environment. Now desires of
peoples are more authentic and they more aware to choose their destinations. So it
positively and negatively affect tourism industry businesses. Environmental
factors includes installation affect, transportation and visitors activity which
directly affect tourism industry (Waligo, Clarke and Hawkins, 2013). Construction
of hotels and the facility which are delivered to tourists are very important
component which affects visitors attraction. Transportation facility is one of major
factors which influence attraction towards different places.
2. Socio-Culture factor: According to this factor visitors can be attract by
communication between tourist and manager. Different people are from different
culture culture some from local so they want to see originality but it not come
from commodification and it directly affects visitors attraction. Apart from that
there is huge difference between tourist and manager such as their values,
attitudes, and behaviours also affect tourism industry (Wang and et.al., 2016).
Socio-culture also affect positively on visitors attraction by providing better social
environment to visitors. Tourism industry can be effected by lots of social culture
behaviours and factors such as introduce different cultures to tourists is lead to
disconnection between old and new people.
3. Economic factors: Economic component includes some factors such as incomes
levels of different groups, falling and rising prices of different commodities, level
of GDP in country, economic condition of particular country and life styles of
visitors are affect the business of tourism. It includes spending powers of different
customers in different places (Weidenfeld, Butler and Williams, 2011). If services
like prices of hotels, food and entertainment is reasonable than customer is more
attract towards tourism industry and it directly affect tourism revenue. Tourism
industry is also positively affected by economic factors if they improve natural
environment by development of infrastructure facility of different places.
2.3 Different theory of motivation on the visitor tourism management
There are following theories are given below which motivates tourist in an appropriate
manner:

Maslow theory: It is essential for a business organization is to identify various tools and
techniques which helps to motivate tourist and increase their sales. Maslow approach is
related with the various motivation factors which can be categorizes:
Physiological
needs
This is the first level of needs which related with the basic human
requirement such as food, shelter, air, water, etc. A person is tries to
satisfy these needs and then move to next level.
Safety needs Once basic needs fulfilled, an individual concerned with safe and
security and his family.
Belongingness
need
Such types of needs concerned with the accepted by another people,
affection and friendship. According to the Maslow theory, an individual
cannot reach this stage before safety needs.
Esteem needs In this category two types of need involves, first related with the desire
of achievements, freedom, etc. Second relates with prestige reputation
in the society and community.
Self-actualization
needs
This is the highest level of need where a person is tries to use their
skills and knowledge in order to fulfil their desire.
This theory is very critical for tourism industry which helps to understand the consumer
travel behaviour and predict future demand of their sales. For example, if the cited firm wants
to repeat traveller they need to develop new needs which motivate its existing visitors and
satisfy travel needs in an effective manner.
Plog theory: According to this theory visitor can be divided in to following category:
Allocentric This kind of visitor self-confident and seeks those places which are
adventurous and meeting new people and culture. They prefer good
hotels and food as compare to other travellers.
Psychocentric In this category those visitors are falling who are not adventures and
prefer travelling with their friends and family members. They try to
seek simple and accommodation as compare to others.
Midcentric This is the third category which includes those visitors who falling
between above two types of visitors.

Task 3
3.1 Covered in PPT