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A Sample Report On

Heritage and Cultural Tourism

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TABLE OF CONTENTS

INTRODUCTION ............................................................................................................................... 3

TASK 1 ................................................................................................................................................ 3

1.1 Growth and development of heritage and cultural industry in UK ........................................... 3

1.2 Potential conflicts in the conservation of heritage and cultural resources in Lhasa, Tibet ....... 4

TASK 2 ................................................................................................................................................ 6

2.1. Purpose of heritage and cultural attractions within the travel and tourism sector ................... 6

TASK 3 ................................................................................................................................................ 7

3.1 Impact of different types of ownership on the management of heritage and cultural sites ....... 7

3.2 Analysing roles and responsibilities of organizations in the heritage and cultural industry ..... 8

TASK 4 ................................................................................................................................................ 9

4.1 Methods and media used for interpretation within the heritage and cultural industry .............. 9

CONCLUSION .................................................................................................................................. 10

REFERENCES ................................................................................................................................. 10



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INTRODUCTION

Tourism is considered as a activity that directly relates with the travelling experience of guest

while they visit to various destinations in the world. It can be said that tourism activities reflects

cultural and heritage aspects of specific region. Moreover, it has been spotted that the heritage and

cultural tourism plays a vital role in effective development of United Kingdom economy as well s

travel and tourism sector (Abankina, 2013). However, it also involves tourism in rural areas which

showcase the traditions of varied cultural communities such as festivals, rituals and their values and

lifestyle etc. In this respect, it is necessary for governing authorities to focus on effective development

of heritage and cultural tourism activities within nation as it provides enhanced level of opportunities

for tourism and travel sector.

In the current study, learning will focus various factors that can provide better growth to

heritage and cultural tourism within UK. It is one of the critical tasks to interpret various issues that a

nation faces in context of heritage and cultural resources. In this regard, Lhasa, Tibet is considered as a

destination. In order to access the importance and purpose of museum in heritage and cultural tourism,

the learning will focus on aspects of British and Natural History Museum. Furthermore, it will also

focus on various roles and responsibilities which authorities needs to consider for effectively

developing heritage and cultural tourism.

TASK 1

1.1 Growth and development of heritage and cultural industry in UK

As per the structured study, it has been spotted that the tourism sector plays a key role in

developing UK economic system. In other aspect, it can be said that the growth and development of

heritage and cultural aspects in UK also boosts the opportunity for travel and tourism sector in UK.

With an assistance of heritage and cultural tourism activities, the government of UK can easily flourish

the economic and social aspects in an effective manner (Ashworth, 2013). It is also beneficial in

attracting more and more customers towards destinations in UK and to increase opportunities for this

sector. In past some years, the tour and travel agents have also expanded their business to support the

work culture of tourism sector. These kinds of developments in destinations with concern of heritage

and cultural aspects are beneficial for developing tourism sector (Barney, 2010).

Moreover, it has also been spotted that the United Kingdom government is focusing on



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continuous development of various destinations that can boost heritage and cultural aspects in order to

attract more and more visitors. In support of this, it has also been identified that government is also

expecting hike in GDP rate of UK by these kinds of developments (Dahles, 2013). Travel and tourism

sector of UK also provides job opportunities to various citizens in UK so that development of heritage

and cultural tourism can be taken into account in an appropriate manner. Further, it can be said that the

UNESCO has made various types of efforts in developing heritage and cultural aspects effectively

within UK. UNESCO is considered as one of the specialised authority that has various efforts in

promoting heritage and cultural destinations (Hudson, 2010). Authority is also participating in heritage

and cultural development with an assistance of various programs such as Education, Natural Sciences,

Social and Human Sciences, Culture and Communication.

Other than this, it can also be said that the government of UK is also focusing on effective

enforcement of heritage and cultural aspects within UK in order to amend economic circumstances.

However, effective development of heritage and cultural aspects within nation is also beneficial for

improving overall tourism activities (Vargas-Hernández, 2012). Now day’s service users of travel and

tourism sector are focusing on activities that provide detailed exploration in context of monuments,

natural heritage, historic buildings and museums. This also indicates that it is necessary for travel and

tourism organisations to focus on operations that provide better protection to heritage destinations.

Moreover, it is also essential for government of UK to focus on activities that can promote heritage and

cultural aspects and create awareness among the visitors (Allen, 2010). It will also boost the

effectiveness of development actions and provide assistance in accomplishment of goals. Local

authorities also need to provide assistance or to travel and tourism sector in order to protect heritage

and cultural destinations as it will generate better profit for travel and tourism sector. Improvement in

profit margin ratio of tourism sector is also advantageous for effective development in UK economic

system (Walter De Gruyter.Grimwade, 2000).



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It has also increased the GDP of United Kingdom by 12 %. Other than this, travel and tourism

sector of UK is also providing almost twenty million jobs to UK citizens. It has also been spotted that,

the 1.01 billion pounds to United Kingdom economic system has been contributed by cultural and

heritage tourism. In Addition to this, it has also been spotted that the traveller are now a days more

focused towards Museum Stone Age. It means the London Tourism sector is having various

opportunities that can boost can provide diverse monetary and non monetary benefits. Moreover, it has

been identified the London Museum is also focused towards reservation of prehistoric resources such

as 3D stone age, Bronze age and Iron age objects. This also indicates that the current trends of tourism

sector are in favour of heritage and cultural tourism. Number of service users are focusing on activities

that provide detailed exploration in context of monuments, natural heritage, historic buildings and

museums. Other than this, it has also been spotted that the travellers are also more attracted towards

various destinations in the world that provide great exposure to heritage and cultural aspects. In this

regard, it can be said that the seven wonders of world are also most attractive destinations in current

trend.

Illustration 1: Stone age museum



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1.2 Potential conflicts in the conservation of heritage and cultural resources in Lhasa, Tibet

It has been spotted that the development of heritage and cultural resources is one of the critical

aspect and governance of Tibet can face various issues in this context. In this respect, it is necessary for

governing authority to focus on activities which can provide protection to heritage and cultural

resources as it will boost opportunities for travel and tourism sector in effective manner. Moreover, it is

also one of the key issues for tourism and travel sector to determine new destination that covers

heritage and cultural aspects (Samuel2006). In this respect, local authorities must focus on

development of various standards that can conserve heritage and cultural aspects in Lhasa, Tibet.

Further, it can also be said that the development of heritage and cultural tourism can face issues in

context of diverse factors such as environment, seasonality and capital.

It has been spotted that the development of heritage and cultural tourism requires high ratio of

investment so it is necessary for governing authority of Tibet to ensure that they have properly

allocated the capital so that development activities cannot be influenced (Uzama, 2009). In this respect,

it has also been identified that the existing heritage and cultural destinations also requires high ratio of

maintenance cost so it is hard for the government of Tibet to have high investment ratio in this context.

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For example, heritage site in Tibet requires skilled employees so that heritage destination can be

maintained in a proper manner but these kinds of activities also demands high investment in order to

fulfil salary aspects. But economic system is not so positive so it may be hard for the government of

Tibet to arrange high ratio of investment (Mehmetoglu, 2013). Other than this, environmental issue is

also one of the critical aspects which impact the overall development of heritage and cultural aspects

within Tibet. Tibet also consists of various flora and fauna but the changes in environmental aspects

also negatively affect the tourist destinations. It also has negative influence on the perception of

travellers which is not advantageous for travel and tourism sector.

In the support of above statement, it can be said that properly conserving the heritage and

cultural sites is one of the key issues for Tibetan government. It is necessary for tourism sector and

government authorities to work in a collective manner so that better protection can be provided to high

altitude treks, fabulous monasteries and unique intangible culture. Tourism and travel sector also faces

various issues in development of tourism due to improper accommodation services in Tibet (Pesonen,

2013). In this respect, it is necessary for government of Tibet to focus on effective development of

luxury hotels in Lhasa so that guest can attain better convenience and comfort factor. Development

plan must consist of luxury hotels but high ratio of investment will be again a major issue for growth

and development activities. In this respect, government can focus on strategic alliances with diverse

nations or international hotel groups in order to overcome the conflict (Serre, 2012). Moreover, non

profit organisation assistance can also be one of the key factors which can facilitate government to

overcome issues.

It has also been spotted that the heritage and cultural destinations cannot be preserved without

any assistance of local citizens. Most of the time, heritage and cultural destinations are harmed due to

negligence of local community towards locations. In this respect, it is also necessary for government to

focus on various campaigns which can reduce negative impact on tourism activities and create better

awareness among citizens regarding conservation of heritage and cultural aspects (Crysta, 2011). Here,

it is crucial for the local communities to develop and manage their activities so that culture and

heritage of the place can be conserved.

For example, the government of Tibet is investing amount on developing luxury hotel so it is

necessary for project manager and other members that hotel must be developed in such manner that it

will reflect the heritage and culture of Tibet (Kim, 2012). It will indicate that the government is



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focusing on protecting natural heritage and culture that exist within the country. It will also facilitate

the government in overcoming various issues.

Moreover, it has also been witnessed that the political factors can also influence the

development of heritage and cultural tourism activities. It has been identified that some time local

political parties or organisations protest against development of new sites near heritage and cultural

destination as it may impact the aspects of location (Michael, 2014). In this respect, it is necessary for

government of Tibet to set some standards that can ensure about heritage and cultural aspects in

effective manner. In other words, it can be stated that the protest and opposition from political factors

is also key issue for the governance and it may influence the development activities of heritage and

cultural tourism.

Other than this, development of big hotel chain in Tibet may also face issues due to protest of

local hotel organisations. For example, the government has signed an agreement with international

hotel chain to develop heritage theme based hotel but local hotel organisations are protecting against

this development as it will impact their business (Lane, 2007). In this circumstances it is necessary for

government of Tibet to focus on various alternative ways in order to avoid the conflicts and conserve

the natural and world heritage of Lhasa in effective manner. Improved level of focus on these kinds of

activities is also beneficial for effective development of tourism activities and attract more and more

customers towards destination.

TASK 2

2.1. Purpose of heritage and cultural attractions within the travel and tourism sector

In the support of this, it can be said that the heritage and cultural tourism development mainly

focuses on conservation of museums and other heritage sites. It is necessary for tourism sector and

government authorities to focus on effective development of museums and other heritage sites so that

diversified needs of customers can be accomplished in effective manner. In addition to this, a visit to

British Museum and Natural History Museum is advantageous for effective observation and analysis of

individual needs that belongs from different age groups (Samuel 2006). Key purpose behind heritage

and cultural tourism activities is to create awareness among service users regarding ancient and historic

sculptures. It also helps in providing better information about heritage and cultural aspects to upcoming

generation so that they can understand their past in optimistic manner. These kinds of activities are



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mostly famous among students, scientists, families and media (Ruggles, 2008). In other aspect, it can

be said that the development of British Museum and Natural History Museum is essential as it provides

better conservation to various aspects that relates with nation such as science, art, history, etc. Visit to

these kinds of destinations is an great opportunity for people in order to acquire better knowledge

regarding cultural and heritage aspects.

Other than this, number of domestic and international tourist visit British Museum and Natural

History Museum as it is considered as finest attraction in UK. In the support of this, it can be said that

travellers from different nations are more attracted towards United Kingdom historical aspects so visits

to British Museum and Natural History Museum helps them to meet their needs in effective manner.

Moreover, British Museum and Natural History Museum consist of various diagrams, pictures, etc that

attracts more and more visitors from diverse nations (Ottenbacher, 2009). This clearly indicates that,

the Heritage and Culture attractions play a key role in meeting the requirements of diverse tourism

industry customers. British Museum and Natural History Museum also preserve various magnificent

and unique collections that also attracts more and more customers towards destinations. It provides

enhanced level of understanding regarding historical and cultural values which is beneficial for

advancement in experience of travellers (Cultural Research and Intangible Heritage. 2009). These

kinds of developments or heritage and culture attractions indicates that by providing better values in

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context of heritage and cultural values the travel and tourism sector can easily accomplish diverse

needs and demands of service users.

Other than this, it has also been identified that the number of specialised groups also visit

British Museum and Natural History Museum so that better information regarding historical aspects

can be attained in proper as it also facilitates in meeting their needs. It also helps them to understand

key factors and accomplish research in better way by considering cultural needs. In the support of this,

it has been spotted that the key attraction in British Museum are artwork of Rosetta Stone and Isabella

Brant (Christou, 2005). It is a museum that covers wide range of collection in context of artefacts that

also attracts visitors in diverse manner. On the other side, Natural History Museum covers various

research and teaching collections in context of botany, mineralogy and zoology.

TASK 3

3.1 Impact of different types of ownership on the management of heritage and cultural sites

In order to have effective development of heritage and cultural tourism destination it is

necessary for governance and tourism sector to understand the influence of different kinds of

ownership on the management of heritage and cultural sites. In the support of this, it can be said that

the ownership is classified as private or collective right provided in order to accomplish diverse roles

and duties over the property. Moreover, British Museum and Natural History Museum are property

under British territory and it is one of key responsibility of UK governance to maintain heritage and

cultural aspects at destinations (McManus, 2014). It has also been spotted that the museums plays a

significant role in effective development of heritage and cultural sites so that more and more customers

can be attracted towards destinations. Both domestic and cultural tourism are attracted towards these

kinds of attractions.

It has been spotted that the UK governance is having an great level of involvement in

operations and development of heritage and cultural sites. Without any assistance of UK governance

the board members of British Museum and Natural History Museum can not take any kind of

operational decisions. In the support of this, it can be said diverse private organisations are focusing on

various operational activities of British Museum and Natural History Museum by taking part in

decision making process (Harvey, 2001). In this respect, it can be said that these kinds of activities by

private organisations influences the work culture and management activities of heritage and cultural



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sites. This clearly indicates that the government and private ownership has great influence on the

operational activities of British Museum and Natural History Museum.

In order to have effective management of activities at British Museum and Natural History

Museum the government of UK has also elected director for each organisation who is accountable to

perform activities as per the guidelines of UK government. It means director has great liability in

respect of all activities and practices that are taken into account within heritage and cultural sites

(McManus, 2014). It is also necessary for director and members of board to present an annual report to

governance of UK so that proper strategic decisions can be made for effective development of heritage

and cultural tourism. Furthermore, it has also been identified that the number of voluntary ownership

are also present in destinations in order to amend the effectiveness of destinations.

For example, various non profit organisations has efforts to ensure that the heritage and cultural aspects

at British Museum and Natural History Museum are preserved in appropriate manner. In the support of

this, it can be said that these kinds of specialised conservation groups focuses on activities that protect

various sites in order to have effective development of heritage and cultural sites. Moreover, number of

government authorities has also been established in order to manage and protect the heritage and

cultural sites such as ICOMOS (Christou, 2005). These kinds of authorities focuses in effective

planning and strategic designs in respect of campaign or advertisements. As per the above statements

it can be said that the private, government and collective ownerships impacts the operations of British







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Museum and Natural History Museum in diverse manner.

3.2 Analysing roles and responsibilities of organizations in the heritage and cultural industry

Heritage and cultural tourism activities can be developed by effective accomplishment of

diverse roles and responsibilities so it is necessary for tourism sector to understand diverse roles and

responsibilities in effective manner. LAWHF is an authority that plays a key role in conservative

activities in order to protect UK heritage and cultural industry. It is one of key responsibility of

authority to have establishment of various innovative methods that can attract more and more visitors

from all over the world towards tourism activities at British Museum and Natural History Museum

(Ottenbacher, 2009). LAWHF is a local body that helps in maintaining the heritage sites so that

tourists can be attracted. It has been spotted these kinds of authorities plays a key role in effective

maintenance of heritage and cultural sites in order to attract more and more services users.

Other than this, it is also necessary for travel and tourism organisations to focus on various

activities that can promote heritage sites at global level and generate enhanced income for effective

development of UK economic system. In the support of this, it can be said that the private and

government authorities are not only accountable to effective management and protection of British

Museum and Natural History Museum but they are also responsible for overall development of

destination (Ruggles, 2008). Moreover, it is also one of responsibility of authorities to have effective

application of diverse strategies in order to develop tourism activities and provide enhanced level of

conservation to heritage and cultural aspects of destination. It is also necessary for government to take

various initiatives that can create better awareness among people in context of British Museum and

Natural History Museum so that they can feel attracted towards destination.

Furthermore, historical house association is governing body that plays a key role in diverse

activities that can protect historical places. It also focuses on activities that can create awareness among

travellers regarding heritage and cultural aspects which is advantageous for attracting more and more

service users. The key motive of association is to balance and develop destinations which have some

historical importance and amend the tourism sector working (Samuel 2006). Moreover, the governing

body also efforts in context of guidelines or directions in order to conserve diverse heritage and

cultural sites. It also renders a support to government authorities by offering suggestions and advises.



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TASK 4

4.1 Methods and media used for interpretation within the heritage and cultural industry

In order to have effective development of heritage and cultural tourism activities it is necessary

for travel and tourism sector to have use of various methods and media channels that can enhance its

effectiveness. In other aspect, it can be said that the proper evaluation of diversified method and media

is essential for better promotion of British museum and Natural History museum. Government

authorities must focus on mediums that can render significant information and knowledge to public

regarding heritage and cultural aspects available at British museum and Natural History museum. In

this, it is necessary for management of British museum and Natural History museum to identify the key

needs of visitors (Lane, 2007). In this respect, the management and members can focus on feedback

method so that proper information about visitors experience can be gathered in appropriate manner.

In the support of above statement, it can be said that the management of British museum and

Natural History museum use various methods to influence the perception of travellers in positive

manner. Classification of methods can be as audio, videotape, websites and visitors appoint guides.

These kinds of factors assist museums to render significant information regarding diverse factors that

relates with the British museum and Natural History museum. These methods are also considered as a

part of promotional activity which plays key role in attracting more and more service users (Ruggles,

2008). Moreover, advertising with an assistance of books and brochure are also significant methods to

communicate with visitors. Museums in London is using television as a source of medium through

which they are making people aware of the rich culture and tradition of these tourist sites.

Other than this, in order to attract more and more visitors to the British museum and Natural

History museum the authorities also focus on various sensory techniques. In this respect, it can be said

that the audio-visual displays can be installed within premises to render significant information. With

an assistance of technology various effects and artifacts displays can be installed as it will also attract

more and more visitors. Use of advanced technology such as social media transmission assist in

attracting service users (Abankina, 2013). For example, the various articles and pictures can be posted

on social site in order to attract families and art lovers. Significant information can also be posted on

the online portals in order to influence perception of travellers positively. In the support of this, it can

also be said that the various personal and non personal mediums are also effective to attract customers



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towards several factors that are present in the British museum and Natural History museum.

CONCLUSION

As per the above study, it can be concluded that the heritage and cultural factors plays a key

role in effective development of travel and tourism sector. It has been been spotted that the

development of heritage and cultural tourism requires high ratio of investment so it is necessary for

governing authority of Tibet to ensure that they have proper allocation of capital so that development

activities can not be influenced. There are number of methods and mediums that can be used by

governance of UK to meet responsibilities and accomplish effective development of heritage and

cultural tourism objectives.

REFERENCES

Books and Journals

Abankina, T., 2013. Regional development models using cultural heritage resources.International.

Journal of Culture, Tourism and Hospitality Research. 7(1), pp.3 – 10.

Allen, S. M., 2010. The History and Cultural Heritage of Chinese Calligraphy, Printing and Library

Work.

Ashworth, G., 2013. Building A New Heritage (RLE Tourism). Routledge.

Barney, J., 2010. Gaining and Sustaining Competitive Advantage. 3 rd ed. Pearson Education.

Christou, E., 2005. Heritage and cultural tourism: A marketing-focused approach. International

cultural tourism: Managemen implications and cases. pp.3-16.

Crysta, P., 2011. Advances in Culture, Tourism and Hospitality Research. Tourism-Marketing

Performance Metrics and Usefulness Auditing of Destination. 4(2). Pp.54-70.

Dahles, H., 2013. Tourism, Heritage and National Culture in Java: Dilemmas of a Local Community.

Routledge.

Hudson, T. B., 2010. Brand heritage and the renaissance of Cunard. European Journal of Marketing.

45(9/10). pp.1538 – 1556.

Kim, S., 2012. The voice of tourists with mobility disabilities: insights from online customer

complaint websites. International Journal of Contemporary Hospitality Management. 24(3). Pp.

451-476.

Lane, M., 2007. The Visitor Journey: the new road to success. International Journal of Contemporary



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Hospitality Management. 19(3). pp.248 – 254.

Mehmetoglu, M., 2013. The link between travel motives and activities in nature-based tourism.

Tourism Review. 68(2). pp.3 – 13.

Michael, C., 2014. The Geography of Tourism and Recreation: Environment, Place and Space.

Routhledge publishes.Spenceley, A., 2012. Responsible Tourism: Critical Issues for Conservation

and Development. Routhledge publishes.

Ottenbacher, M.C., 2009. The product innovation process of quick-service hotel chains. International

Journal of Contemporary Hospitality Management. 2 (5). pp.523–541.

Pesonen, A. J., 2013. Information and communications technology and market segmentation in

tourism: a review. Tourism Review. 68(2). pp.14 – 30.







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