heritage & cultural tourism management sample

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HERITAGEAND

CULTURAL TOURISMMANAGEMENT



TABLE OF CONTENTS

INTRODUCTION..........................................................................................................................1TASK 1 ..........................................................................................................................................11.1 Analysing growth and development of UK heritage and culturalindustry ...................................................................................................................................11.2 Potential conflicts occur in the conservation of heritage and culturalresources ............................................................................................................................... 4

TASK 2 ..........................................................................................................................................52.1 Purpose of heritage and cultural attraction in meeting needs ofdifferent customers ............................................................................................................5

TASK 3...........................................................................................................................................83.1 Evaluating the impact of different types of ownership on managementof heritage and cultural sites .........................................................................................83.2 Analyse roles and responsibilities of organizations in the heritage andcultural industry ..................................................................................................................9

TASK 4 .......................................................................................................................................104.1 Evaluating methods and media used for interpretation within theheritage and cultural industry for tourists...............................................................10

CONCLUSION............................................................................................................................12REFERENCES............................................................................................................................13



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INTRODUCTION

Travel and tourism industry plays a crucial role in today's competitiveenvironment in order to protect the natural beauty of the country. Thisindustry has helped many nations in improving their economic condition in aproper and effective manner. Further, heritage tourism is considered as abranch of tourism which is oriented towards the cultural heritage at alocation where tourism occurs (George, 2010). On the other hand, culturaltourism is generally concerned with the region or culture which specifies thelifestyle of the individuals living in that particular geographical area. Further,it is also a type of tourism which is conducted by people in order to improvetheir knowledge and also to understand the different cultures followed by theresident of different countries. In relation to this, both the tourism play asignificant role in terms of rising the economic condition of that particulararea.

In relation to above mentioned topic, this present report will beprepared by considering different case scenarios given in the question file.Further, in relation to the given context, this report will give elaborateddescription regarding the growth and development of UK heritage andcultural industry. This report will also emphasize on the purpose of heritageand cultural tourism for attracting and meeting the needs and demands oftravellers. Moreover, report will also depict different roles and responsibilitiesof the organizations which are running within heritage and cultural industry.



TASK 1

1.1 Analysing growth and development of UK heritage and cultural industry

Currently, London is being counted among the city which attractsmillions of visitors from around the world. In relation to this, it can state thatVictoria & Albert Museum, Buckingham Palace and British Museum is themajor attraction points for tourists within the city who comes for travelling.Hence, it can be stated that there are various historical development whichare considered in the travel and tourism industry of London. This issignificantly increasing the goodwill for the particular country and revenue aswell.

Further, heritage and cultural of UK plays a significant role in terms ofimproving the economic condition of country (Hamilton, 2008). Moreover,government of UK is also taking some relative steps in order to conserve andprotect the natural and heritage sites of country. Although, if it is not doneby the local body, then country will not be able to attract more visitors fromaround the globe and natural integrity of the country will be not be properlydepicted. However, growth and development of culture and heritageindustry in UK is not new as it has been continued from past years and belowgiven is the time line growth and development of UK culture and heritageindustry:



Year Event Name Description of the same

1940CEMA- Council for theEncouragement of Musicand the Arts

1940 is the time where first national body isbeen developed to protect and providegenuine support to the UK museums, historicmonuments, arts and libraries of the country.Further, in the initial year only UK governmenthas taken an initiative in regard of making aseparate fund for protecting the cultural aswell as national heritage of nation.

1946 Art Council of Great Britain In the mentioned year, a council was preparedfor encouraging the art and music within thecountry. Therefore, in relation to it, Art councilof Great Britain is the first agency which wasused the government fund in relation topromoting the heritage as well as culture ofthe country.

1990 National Lottery This scheme has generally opened a source ofgenerating the income for the cultural andheritage industry. Further, this method wastreated as a major area of development in thecontext of growth and development ofheritage and cultural industry.

1997 DCMS- Department ofCulture, Media and Sports

This department plays a crucial role topromote the talent of individuals who are thecitizens of UK. Further, this agency is havingall the key responsibilities for arranging all thecultural and sports events which will outsourcethe talent of individuals.



Moreover, currently there are other factors as well which are playingcrucial role in terms of facilitating the travel and tourism growth in UK. Somedetailed explanation about the assessed factors have been depicted downunder:

Infrastructure: The infrastructure of UK and especially of cities likeLondon is highly developed. In relation to the same, it has beenevaluated that London has facilities and services for all the incomeclass customers (Leask and Rihova, 2010). Further, there are alsodifferent means of transport which provide convenience to thetravellers for reaching to the desired destination. In order to promotethe culture and heritage, government is also taking majorresponsibility of making effective road and rail transport which will playa significant role in future as well.Technology: UK is treated as a hub of latest and modern technologyand government of the mentioned country constantly makes efforts toimprove the technological environment of UK. Cities like London hashighly developed and there are many individuals who come fromdifferent countries to seek job opportunities. This will be proved as thebeneficial aspect for travel and tourism companies which are operatingwithin city (Lomine and Edmunds, 2007). Further, with the use of hightech internet technology, these firms can attract many travellerstowards the country and due to this, positive impact will be seen uponthe economy of country.

1.2 Potential conflicts occur in the conservation of heritage and culturalresourcesPotential conflicts which happen in the process of conserving the

heritage and culture resource of the nation are been identified. In thecontext of this, case study of Tibet is given which shows that country is



facing with the number of conflicts and government of cited nation has totake relative steps in order to stop these conflicts (Mckercher and Cros,2012).

As per the case study, Tibet is treated as a roof of the world and it isalso a worldwide tourist destination which offers travellers a combination ofmind blowing monasteries, high altitude treks and also a unique intangibleculture. This country is also a home of various religious temples. In additionto this, Lhasa is the capital of Tibet and this city is the most visited place ofthe country as more than 10 million travellers come around the globe whichinclude both domestic and international visitors.

By evaluating the case study, potential conflicts has been identifiedwhich is happening in the capital of Tibet naming Lhasa. It has beenidentified that the biggest conflict is happening between the Chinesegovernment and the inhabitants residing in the Tibet. Further, government ofChina is been considered as a potential of the Tibet which focuses onmaintaining large number of tourists within the country (Balmer, 2013).Further, the local body of China is also taking some major decisions in regardof promoting and establishing some large scale projects within the country.Currently, government is focusing on renovating the Barkhor old town districtwhich is situated outside sacred Jokhang temple in Lhasa. Moreover,government is also planning to construct a theme park in the outskirts ofLhasa with an investment of almost $4.8 billions which will attract manyvisitors in coming time period. Further, a group of hotels namedInterContinental Hotel Group (IHG) is also designing a plan to make a hotelwith almost 1100 rooms and this hotel after the construction will be thebiggest luxury hotel in Lhasa (Shipley and Kovacs, 2008).



On the contrary, these projects has lead towards development of manyconflicts within the city as UK with an aim to boycott these projects Londonbased free Tibet has launched the campaign for the purpose to show theirresidence towards the given campaign. This conflict is arising because theindividuals who are leaving in Lhasa are concerned of the culture andenvironment of particular city (Boniface and Cooper, 2009). These citizensknows that the construction will destroy and make a huge impact on thetraditional architecture of the city and due to this USP of the country will beinfluenced. Further, construction will also lead towards the marginalization ofheritage importance and from all the above facts and it is considered thatdue to this conflicting situations arising within the city.

My view point for the particular situation is slightly contrary and willsupport both the conditions. I agree that with so much construction work willtake place in coming half a decade or so which will surely impact the culturaland heritage of Lhasa as well as the environment (Cardoso and Ferreira,2000). But on the other side, if I see the other perspective, then it leads torender some good things for the city. As after getting the permission fromthe government, unemployment problem relating to the country will besolved and more and more people will get the employment in different fieldsand after the construction, for instance for hotel, it will give moreemployment in different department of the hospitality and these employeescan survive their daily life with a set income. With the help of it, the livingstandard of the individual will also be raised and people will be morestandard as compared to earlier time.




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TASK 2

2.1 Purpose of heritage and cultural attraction in meeting needs of differentcustomersHeritage and culture attraction having different purpose and they

generally possess some unique elements which attracts a large number oftourists towards it. Along with it, this heritage and culture attraction plays acrucial role in meeting the needs and demands of different types of travelerswho come to visit from around the globe (Grimwade and Carter, 2000). Forthe mentioned topic, two unique and popular destinations of UK have beenconsidered and the detailed description of the mentioned topic have beenstudied down under:

British MuseumBritish Museum is a museum which is generally dedicated to the

human history, art and culture and the mentioned museum is located in thehearts of the London city. This museum consists of more than 8 millionobjects collection which depicts and illustrates the story of human existencefrom the beginning to the current time. Further, this museum wasestablished in 1753 and it consists of huge collection of physician andscientists named as Sir Hans Sloans. Moreover, the museum having lists ofunique collection which comprises Granite statue of Senwosret III, Stela ofKing Peribsen, Abydos, Statue of Nenkheftka from Deshasha, Statue of theNile god Hapy, Mummy of Ginger from Gebelein and many others. Further,this museum also has a national library which exists in the same building.Further, the mentioned museum is a non- department public body which issponsored by the Department for Culture, Media and Sport.



Illustration 1: British Museum

Further, in relation to the given context, it is considered as museumhelping in fulfilling the needs and demands of the different visitors. Thesecustomers include families, children, students, scientists, etc. For researcher,this museum helps them in finding new area for making specific research(Hamilton, 2008). For students those who are from the arts and literaturefield, this museum will help them to have a depth knowledge regarding theheritage history of the UK. Moreover, this museum also fulfilling the needsand demands of the families as parents wants their children that theyshould know more about their country history. Further, at the weekend or fortravellers who are coming from outside UK are coming for the entertainmentas well. By spending hours in this museum they come to know the hiddensecret about the UK in a whole elaborated manner (Lomine and Edmunds,2007). By considering the overall observations, it is concluded that thismuseum is satisfying the needs and demands of visitors in an effective andefficient manner.



Natural History MuseumNatural History Museum is treated as most prestigious museum in

London due to its natural beauty which exhibits the different segments of thenatural history. Further, this museum is considered as home to life and earthand includes more than 80 million items in different collection fields (Mitscheand et.al., 2013). These collections are divided in the categories of botany,mineralogy, zoology, entomology and palaeontology. Moreover, this museumis also a world renounced centre for research in taxonomy. Although thismuseum is majorly famous for the exhibition of dinosaur skeletons which areplaced in the central hall of the museum. Fuyrther, this museum wasestablished in the year 1881 and the visitors who are coming to the museumdo not have to pay any type of admission or sort of entrance fee. Moreover,there are different types of gallerias which shows the description of differentcollections like blue zone gives description about all animals and mammalslike dinosaurs, fish, etc (Page and Connell, 2006).

Illustration 2: Natural History Museum



This museum also accomplish the needs and demands of differentvisitors. For instance, students visits to museum with a purpose of improvingthe knowledge regarding the natural history of the country where they reside.

In the similar way, families with children visit to museum forentertainment and extending knowledge of their children for enhancementpurpose (Riege and Perry, 2000). In addition to this, scholar visit suchmuseum with an aim to get the idea for conducting the further researchupon the particular topic. Thus, through this way only museum tends tosatisfy the needs and demands of different buyers in an appropriate way.




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TASK 3

3.1 Evaluating the impact of different types of ownership on management ofheritage and cultural sites

There consists of different types of ownership which playing aneffective role in terms of managing cultural and heritage sites of the nation.However, these cultural and heritages sites generally remains in theownership of government and other non- profit sectors (Boniface and Cooper,2009). Further, this topic will show the detailed explanation regarding howownership gets depicted:

Private ownership: Private ownership is a type of ownership whereall the crucial decision regarding the nation is being taken by theprivate firms or entities. The main objectives of these firms is toprovide best of the experience to the visitors. Moreover, these givenorganization works upon the objective, that is to increase the sales andprofits of all the firms which are linked or associated with the traveland tourism industry (Sharpley, 2003). In relation to it, the firms alsoplay an important role in attracting large number of tourist within thecountry from different promotional sources. For instance, The HistoricHouse Association (HHA) is private firm which protects and keeps cleandifferent type of cultural and heritage places of country such asgardens, castles and houses etcPublic ownership: Public ownership is owned and controlled by thegovernment the nation and the core objective of these firms is toextend the number of foreigners as well as domestic visitors within thecountry. Further, these firm also have the objective with regard inorder to conserve the natural and culture heritage of the country.



From this, it has been concluded that these organizations not onlymake measures with regard to protect the cultural heritage of countrybut also plays a significant role in terms of promoting the historictourist destination (Harrison, 2006). It consists of English Heritage andHeritage Lottery Fund (HLF) etc. Here, Heritage Lottery Fund (HLF)provides funds for maintaining and protecting the heritage and historicarchitecture of the country.Political: Under this, government is in the core control to protect theheritage properties and these local bodies undertake different types ofprojects on regular basis in order to strengthen the historic value of thecountry. Further, if government feeling some problem in framingeffective policies then they can take some expertise from othercountries experts as they might have proper project planning andmanagement.Collaboration: Collaboration is generally happens when governmentand private bodies have joined hands in making and prevailing theheritage secure. Further, these organizations have come up togetherto improve the culture and heritage to a particular place (Lomine andEdmunds, 2007). Further, these ventures take many rehabilitationprojects which generally shows the high level of cooperation atdifferent stages.

3.2 Analyse roles and responsibilities of organizations in the heritage andcultural industry

The responsibilities of organizations relates within the heritage andcultural industry are generally relates with conservation, maintenance andmanagement. These organizations usually plays a crucial role in promotingthe tourism sector within country. Further, it also provides many benefits to



the local as well as to the national economy of the country. The roles andresponsibilities can be defined in the following manner:

National Trust– A national trust is a type of organization which isdedicated for prevailing and securing the cultural heritage of aparticular locality or geographical region (Samuel and Agyei, 2006).Their main role is to ensure the preservation of historically significantitems along with the conserving the natural beauty of the country(Moulin, 2000). Further, these organizations are also responsible forprotecting the environmental and cultural treasures of a peculiar area.Moreover, the archaeological monuments and historical things areconserved in efficient and effective manner. Further, this NationalTrust generally works at the national level and is majorly responsiblefor promoting the cultural heritage and tourism at global level.English Heritage– English Heritage is considered as a registeredcharity trust that generally looks after the National Heritage Collectionof the nation. This trust usually comprises more than 400 historicbuildings, monuments, etc. Further, it is a type of public organizationof British Government which works for the security of the naturalenvironment of England. Moreover, the major emphasis is paid onensuring the safety to ancient monuments and also planning ofdifferent promotional messages so that visitors are attracted towards it.It is also evident that English Heritage is very renowned and highlyacclaimed heritage across the world (Timothy, 2011). Stonehenge inEngland is one of the most famous sites which is a part of the EnglishHeritage only. Mentioned organization takes all the fund from the UKgovernment and give their effective contribution in order to increasethe natural beauty of the country.



Heritage Lottery Fund- Heritage Lottery Fund (HLF) was establishedin UK under the National Lottery etc. Act 1993 and the mentioned fundcame into force in 1994. They make major decisions as well as policiesregarding the security and safety of different cultural and heritagemonuments and places. Apart from England, there are various decisionmaking committees who are giving their services in Scotland, Wales aswell as in Northern Ireland (Barré and Hervé, 2002). Further, HLF isresponsible for raising money from the National Lottery and alsopromotes the development of communities and people whole over UK.Moreover, this fund also helps in developing a resilient heritageeconomy. However, the investment is also done in order to protect thedifferent type of heritages in UK and also to increase the rate oftourism in the mentioned country.Department for Culture, Media and Sport (DCMS)- DCMS is thedepartment of UK who having responsibility for promoting the culture,media and sport within the country. However, media majorly focuseson broadcasting and internet. Mentioned department havingresponsibility towards the tourism, leisure as well as creative industries.Further, the DCMS was also responsible for the delivery of 2012Olympic games along with the Paralymic games and also for thebuilding of the digital economy within the country (Timothy, 2011).Other responsibilities of the department is towards the listing of thehistoric buildings and also for arranging the scheduling of the ancientmonuments, different exporting license of cultural goods and alsotowards the management of Government Art Collection (GAC).




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TASK 44.1 Evaluating methods and media used for interpretation within the

heritage and cultural industry for tourists

While visiting to any museum or heritage sites, it is essential tointerpret the actual information about the places and things. Also, it isessential for spreading awareness related to cultural and historical siteswhich aids in gaining support to safeguard the same. In this context,different sort of media and methods are used by organizations so that theycan understand the meaning of varied things (Weiler, 1999). In this,interpretations are required at three different stage within the context ofheritage and cultural industry. These are enumerated below:

√ Before Arrival: At this stage, visitors can be attracted by postingimages, videos and blog post at different platform such as social media,own websites, country’s website and other related sources (Youell,2000). This helps in developing interest among visitors.

√ At the time of Arrival: Here, physical broachers and posters can becirculated among visitors in which information of key attraction areenclosed. It acts as a mode of communication to large set of visitors.

√ After the Visits: Toys, gift item, images and prototype can becirculated or sell to visitors so that they can take memories back totheir country or places. It helps in gaining attention from other peopleas well and hence inbound tourism gets increased.



Methods and Media used at The British MuseumFor the purpose of interpreting the information to visitors, following

methods and media are used at cited museum:1. Exhibition: The museum conducts exhibition on different time interval

in which information related to different artefacts are shared with thevisitors. Here, digital display and prototype of actual articles are usedin order to ensure that better interpretation has been done.

2. Events: There are different types of events that run on daily basissuch as Eye-opener tours, Gallery talks, Around the world in 90minutes and numerous others in which demonstration of articles isbeen done by professionals.

3. Guide: In every room of the museum, there are guides ranging from 1in number to 5 that shares information with the visitors. Thisessentially helps in interpreting the information by the visitors(Rodgers, 2001). Also, question answer round are held in order toboost the interpretation level.

Further, the main aim behind the interpretation is to provide andenrich visitors with a comfortable experience so that it will be easy for themin order to understand the significance of the place where they are visiting.The Natural History Museum has employed different methods which aregenerally used to interpret and enhance their experience in the form of artand drama, signs and labels, touch screening displays, etc. Further, fromobservation point of view, tourist and travellers can go through theexhibitions, galleries where they can spend the best quality time with theirfamily members or with the loved ones. National History Museum also hasrestaurants where individuals can enjoy the best quality of the foods at anaffordable price. Further, visitor can take part of being a volunteer and can



also take part in the various competition as currently mentioned museum isconducting a wildlife photographer of the year contest.

Moreover, as Christmas is near and by considering this festivalindividuals can make shopping relating to the occasion and they can alsopurchase toys of different varieties. Further, people can have digital videodisplay of the major content relating to the criminal scene where individualscan help the museum in order to solve the criminal mystery (Samuel andAgyei, 2006). Further, the rising interest of public in history and archaeologyalso creating an effective impact on interpretation of the heritage value.Moreover, extending access to digital media has helped the organizations increating an effective impact on the growth of the industry. Therefore, byconsidering all these facts and figures in films and popular sites, museumhelps in enhancing its publicity within the public which helps visitors ineffective understanding of the facts and values as well.




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CONCLUSION

From the above report, it is clearly inferred that that conversation andpreservation of heritage is important in having economic growth of thecountry. Further, in the present situation, tourism is generally taking a newphase and for this, culture and heritage are playing its crucial role. Further,this report shows that mentioned country is able to attract visitors towards itand this is the only reason which lead to the rise in GDP of the country. Thisreport also emphasis on develop different types of ownership in the tourismsector so that better development can be attained. In this context,partnership can be of public, private and independent charitable associationsthat aids in gaining significant support for preserving the culture.




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REFERENCESJournals and Books

● Balmer, T. M.J., 2013. Corporate heritage, corporate heritage marketing,and total corporate heritage communications: What are they? What ofthem?. Corporate Communications: An International Journal.

● Barré, and Hervé., 2002. Heritage Policies and International Perspectives:Cultural Tourism and Sustainable Development. Museum International.

● Boniface, B.C. and Cooper, C.P. 2009. Worldwide destinations. 5th ed.Butterworth-Heinemann.

● Cardoso, C. And Ferreira, L., 2000. The effects of European economicintegration on tourism: challenges and opportunities for Portuguesetourism development. International Journal of Contemporary HospitalityManagement.

● George, E., 2010. Intangible cultural heritage, ownership, copyrights, andtourism. International Journal of Culture, Tourism and HospitalityResearch.

● Grimwade, G. and Carter, B., 2000. Managing small heritage sites withinterpretation and Community involvement. International journal ofheritage studies.

Online

● Natural History Museum, London. 2015. [Online]. Available through:<https://en.wikipedia.org/wiki/Natural_History_Museum,_London>.

● The British Museum's top five masterpieces. 2015. [Online]. Availablethrough:<http://www.telegraph.co.uk/culture/art/art-news/10573788/The-British-Museums-top-five-masterpieces.html>.



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