The management of visitor attractions in today’s ear is an essential component in travel and tourism sector. It can be termed as that business which offers interest, excitement as well as many activities that are arranged for the tourists that come for visiting different places so that they can take an unforgettable experience from their visit to a destination or from a day trip. In the present report, there will be discussion on various concepts related to visitor attraction management (Fyall, Leask and Garrod, 2012). An article will be presented on discussion regarding overlapping of visitor attractions with respect to particular types of attractions and their importance. Also, visitor types, impact of tourism on visitor attractions as well as tourist motivation theories will be understood in the report. Apart from that, different issues affecting the development process in visitor attraction management will be studied as well. Further, management techniques will be applied and their impact on sustainability and relation with it will be highlighted along with analysing different visitor management strategies.
1.1 Overlap of visitor attractions in relation to particular types of attraction
To explain the overlapping of visitor attractions with respect to specific attractions in the UK, Windsor Castle, London is selected. If tourists are visiting this place and not going to the Windsor Castel, then their trip will be considered as incomplete because it is considered to be a significant attribute of London that is the world-famous long association with the English and later the British Royal Academy that is known for its breath-taking architecture (Windsor Castle, 2017). The visitors after entering this place of attraction feel a great experience by getting overjoyed with the size of Castle as it is the largest and oldest occupied Fort in the world. The attraction is known for the fact that to spend private weekends, queen of the place used to come here. One of the well-known fact about this place is that whenever queen is in Fort, the flag flies from Castle’s Round Tower (Kotler and et.al., 2015). Tourists that come to visit this place can also explore features of a fortification, a palace, and a small town.
Apart from that, one more natural attraction in England can be taken into consideration like Lake Windermere. It can be taken as the most famous and popular area in the whole of the Lake District which offers various activities, places of interest as well as things to do around the lake to the people come for visiting the place. This attraction place is the largest natural lake in England. In today’s era, for visitors, the place is known for the most popular destination where tourists can spend their holidays. Apart from that, there is one festival named Glastonbury celebrated in England for five days (Lancaster and Massingham, 2010). It is a music festival where contemporary arts also being performed near Pilton, Somerset. It is known as one of the famous festivals of England where tourists in large number come to visit and have a great and unforgettable experience over there. In addition to this, the place, Pilton, Somerset is considered to be a religious attraction that is playing a significant role in conveying a sense of spirituality as well as sacredness amongst the visitors that are coming in the nation for having a part of this festival (Moutinho, 2011). Although, the festival is organised for spreading spirituality and considered as a place of Christian worship but, people here get entertained with the music and art performed as well as through heritage, cultural aspect as well as community life of the place being served to the tourists.
1.2 Importance of different visitor attractions
The different visitor attractions in United Kingdom play a significant role in improving the economic condition of a country and proves to be highly beneficial for the nation to grow and get developed. The importance of different visitor attractions for the economy are given as below:
Attracting new business to a destination
Visitor attractions like Windsor Castle, Lake Windermere and Glastonbury festival highly contribute in attracting new businesses to the destination. It is because; when number of visitors increase, it leads many travel and tourism agencies to enter in the nation (Ramaswamy, 2013).
Contribution to the overall destination product
Different visitor attractions play a crucial role in contributing to the overall destination product which means that the places visiting of which tourists come in the nation increases the value of tourism in the country.
Different visitor attractions lead to generate employment opportunities in country as with increasing the popularity of places, number of tourists get enhanced as thus, it leads to create increase employment opportunities in the nation. It is because; these places increases the business of tourism and thus, firm operating in it require large workforce that offers employment to the people residing there (Song and et.al., 2012).
Increased employment as well as rise in the value of overall destination product leads to enhance the level of revenue that travel and tourism organizations in the nation earn and therefore, it leads to grow and develop the country.
Enhancement of local heritage and culture
Different visitor attractions result in grabbing the attention of large number of people who visit to have an idea about the heritage and culture of that place and thus, government and private travel and tourism firms make initiatives to preserve the same. Thus, it helps in taking care of local heritage and culture of the nation (Stylidis and et.al., 2014).
2.1 Needs and motivations of different visitor types
Motivation is one of the major element which affects the decision making process of visitors to visit the tourist destination. It has been witnessed that without the emergence of need and desire, the individual do not make any decision. The motivation and need depends upon the nature and behaviour of the visitors. The visitors are classified on the basis of demographic factors, geographic factors (Goeldner and Ritchie, 2012). Demographic factor include education, income, occupation, religion etc. according to the different income level, the need also differ. In case of the high income people they like to travel too far of the places. Besides this, they cover so many destinations in their tour packages. On the other hand, in case of middle income group individual, they generally select the country which has low ticket. Further, the most important aspect which is required to be focused is the accommodation of the hotel. In London there are many different hotel as well as attraction, so needs of the visitor type depends highly upon income factor (Page, 2014).
Another visitor type can be classified on the basis of the special interests. For travelling purpose, the individual have some special interest according to which they want to visit the tourist attraction of London. Like in case of the students who have come for the school and the college trips they generally like to visit the museum etc. this is because it is according to their interests (Newsome, Dowling and Leung, 2012). It motivates the individuals to visit London. But in case of the couples, they are mostly fond of visiting the beautiful places as this motivates them to visit different places of London. Further, another visitor type is the characteristics of the individual. This includes basically, the nature, behaviour of the individual. Like in case of the business class person there needs are different in terms of visiting the different places. On the other hand, in case of the youngsters, pubs discos and other attraction of London motivates them (Kozak and Baloglu, 2010). So it can be said that needs and motivation factor of the visitor types are different so it is required by the national tourism agency to make the product and service according to the needs and demand of customer.
2.2 Impacts of tourism on visitor attractions in London
In the present time, tourism has been increasing significantly as this is affecting the tourism attractions negatively. London is considered as one of the famous tourist’s location so there are some of the impacts which are witnessed by the attractions. With the increment in tourism, the issues regarding the traffic are emerging in the city. For visiting the place, it is becoming time consuming for the individual. Due to the increased traffic the life of the city has become slow. Further, traffic congestion is one of the main issues which are giving rise to the accidents which are taking place on the tourist attractions. With the overcrowding situation, stampede, etc. is caused (Dickinson and et.al., 2014). This is witnessed because most of the tourists are visiting the attraction at the same time. Besides this, the area is also small which causes several accidents. On the other hand, the main impact is seen on the natural attractions. With the more exploration of the area, Pembroke shire Coast is losing their natural beauty. Erosion is taking place which will losing the significance of the attraction. On the other hand, another impact is on the visitor facilities. The government had made several facilities for the visitors but with the increasing tourism in London, they are not able to provide them with proper facility. Due to this reason also, the visitors are facing certain issues (Haukeland, Grue and Veisten, 2010).
The tourism is also impacting the local community. With the increase in tourist population, local community is not able to take the advantage of the basic amenities. Further, the traffic, the day to day life of the local people is hampered. Further, in the tourist season, they are not able to visit the attraction of London. It has been seen that, tourist are given more importance than the local people (Beritelli, Biege and Laesser, 2014). Wear and tear is also one of the most negative impacts which are laid on the visitor attraction in London. If more individual will visit the attraction then it can impact the architecture building because by writing on walls as well as leaning on to them, damages the building. This reduces the life of the architectural heritage of the country.
2.3 Effect of different theories of tourist motivation on the management of visitor attractions
The theories have been made to effectively manage the visitor attraction. Due to increasing tourism activity, there is positive as well as negative impact on the community as well as the natural resources. With the help of the theories, it will help in effectively focusing on the areas regarding development, poverty reduction, conservations. Godwin states that with the increase in tourism, the activity of erosion have also be increased (Goeldner and Ritchie, 2012). Visitor attraction should be managed this way that it can help in generating the economic benefits to the society that can assist in reducing the poverty condition of the individual living in the society. The effect on visitor attraction management is that they have to become more careful in carrying out the activity. The management is required that they should not harm the environment by the activities. Further, they are required to support in reducing the environmental impacts. Further, responsible tourism main focus in on the economic development. Due to this reason, the management is required to attract the tourists so that economic development can be witnessed.
Smart consumer is another theory which has been made by the Vosae which states that due to up gradation in technology, the tourist have all the information regarding the attraction which they are visiting (Kozak and Baloglu, 2010). Due to this reason, they can decide as which place they want to visit. The effect on the management is that they are required to put all the data regarding the place about the time etc. this will help in increasing the tourism etc. further, it is helping in generating more tourism.
3.1 Different visitor management strategies
There are different kinds of visitor’s management strategies which are used to attract the customer or tourist base to a great extent (Stark, 2015). Here, tourists are provided proper security at visitor attraction and services are rendered in accordance with their specific requirement. Appropriate marketing strategies are applied by the business in order to gain the attraction of visitors and provide them rich experience related to rendered services. This proves to be effective for retain them for longer time span and create word of mouth so as to build the goodwill of newly developed tourist attraction.
The demand of new tourist attraction is created by giving the price concession. Such kind of strategy attracts buyers and makes them able to take the purchase decision. However, management creates psychological impact among visitors by framing their pricing strategies in a different manner (Wallis and Dockett, 2015). For example, little extract benefits are added in the services by raising their prices a bit.
The active tourism can also be applied for giving rich experience to users. For this purpose, innovation is brought in the delivery of services and accordingly users are satisfied to a great extent. Not only are this but the users asked to provide their suggestions and feedback regarding the services. This in turn it becomes easy to meet their expectations effectively. Moreover, cultural heritage and beauty remain associated with visitor attraction and they are they provided knowledge of education about the same (Morrison, 2015). Apart from this survey is conducted to understand the views and perception of the visitors so as to modify the current service quality as per their expectations. Therefore, mentioned strategies are helpful for visitor’s management.
4.2 Management techniques in relation to sustainability
Sustainable development of tourism is important through which management take care of utilizing the resources in such a manner that it does not affect the future resources requirement. For this purpose, it is important to take into account at the time of visitor attraction development, not to exploit the resources in a negative manner. In this regard, visitor attraction development of London is developed through involvement of general community and taking their views into the development procedure (Losada and et.al., 2016). Furthermore, employment is generated among the local community so as to create the positive impact of newly developed attraction for visitors. Furthermore, revenue is generated by the government through paying timely tax etc. This contributes towards the success of the business and accordingly meets the expectations of all related parties.
In addition to this, social factors are promoted to ensure sustainable development. Here, culture and heritage beauty of nation. This proves to be effective to improve the lifestyle of local community with the generation of employment. Moreover, social development can be ensured by promoting the education and improved lifestyle among social group (Bernick and Boo, 2013).
Furthermore, conflict between conservation and preservation should be avoided by protecting the natural resources. It can be done through covering the natural resources or beauty under the tourist attraction. This aids to meet the expectations of related stakeholders and also ensure the repeat business among visitors (Culture, heritage & attractions, 2016). Therefore, environmental, economic and social aspects are considered for the sustainable development of tourism and meeting the expectations of visitors accessing the particular site.
From the above report, it can be concluded that in the present scenario, with visitor attraction management, travel and tourism industry of UK is getting high assistance. It proves to be highly beneficial for making the nation get developed and grow with earning high profits and revenues. Apart from that, it has been assessed from the report that visitor attraction management leads to create many employment opportunities for people residing at the place where these attractions are situated. Also, the local heritage as well as culture of nations get preserved with these attractions. Overall, it can be said that to effectually manage the visitor attractions is very important for making the economy grow on continuous basis.
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