Heritage and cultural tourism is prime focus area of tourism companies where they are responsible for the major part to generate a huge amount of revenue. The tourism industries provides so many activities to satisfy the desires of visitors. Further it also improves the knowledge of local people about the tradition of visitors. Heritage and cultural tourism is develop for the purpose of attraction of people and methods has been applied for the interpretation (Alberti and Giusti, 2012). There are various aspects which have been included in this report. Tibet is worldwide tourism destination and it is strictly controlled by Chinese government. It attracts so many visitors towards their tradition and culture. The present report will help to understanding the growth and development of heritage and cultural industry. Moreover, the purpose of heritage and cultural tourism for the attraction customers by providing the various services to satisfy visitors wants. Along with this the evaluation of tourism industries has been discussed. Some role and responsibilities is evaluated for heritage and culture of tourism company (Alvarez and Korzay, 2011). Further, the British museum and Royal Academy of art has been explained with organisation roles and responsibilities.
Potential conflicts are occurred when there is conversion of heritage and cultural resources have been used by the companies. Heritage and culture tourism have strong influence on the choice of customers to make choices for destination. The destination are the parts of heritage and culture which is beneficial for the tourism places to generate high amount of revenues. For example, Tibet is facing so many problems which are related with growth and development of culture tourism places. The governments are taking some steps to resolve the conflicts. If government has taken proper steps for the resolving the problems then Tibet will able to improve their image in terms of heritage and culture industry (Ashworth and Larkham, 2013). There many problems are facing by Lhasa, one of the issue is conflicts among the stakeholders. There are various stakeholders which are related with heritage and culture tourism industry. These stakeholders are government, local community, customers, societies and many more. The government have invest the large amount of funds to improve services and for the renovations of Tibet building (Heritage Tourism Destinations, 2017).
The local people are facing the problem because visitors are coming from different place and they are exploiting their own cultures. The government has to provide the good services to visitors to maintain the reputation in tourism industry. So it the main responsibility of government and tourism companies of Lhasa have to maintain the large of tourists from across the country (Brown and Cave, 2010). The government have to focus on some temples and parks like jokhang so that it will easy for them to attract large number of visitors. It will help the country in economic growth and the development of the heritage and culture. The large organisation companies who are involve in the tourism industry have to invest the large amount of fund so that these tourism companies can open resorts and hotel while providing the better facilities to visitors. On the other side, there are some group of people who are making the resorts in good location and they are constructing a number of rooms in their hotels and resorts. The hotel mangers have to provide the luxuries services to visitors to maintain their good image in front of the competitors. Sometimes governments creates conflicts for local people by doing renovation and making of heritage building number of time (Chapman and Speake, 2011).
When the government has resolved these issue which are occurred in United Kingdom and their aims are to boycott these projects which are based on London. Sometimes these conflicts are arises due to local community people because they are very concern about culture of Lhasa. These people are already aware about their culture. The construction and renovation of buildings are affecting the tradition and heritage. The stakeholders have to lead with some challenges for the prevention of management. The heritage and cultural tourism can are exposing the various risks which are causing natural resources to country. The stakeholders have to support the governments for raising the funds from destination tourism places.
According to my view point is that if there will be so much construction will definitely destroy the culture of local people. Further, with the renovations of buildings it impact on there environment. But on other side, it will create the job opportunities for local people and it will improve their life styles also. Through this employment rate will also increased (Chen and Chen, 2010). While opening the resorts in Lhasa the employees will get different opportunities in organisation like in hospitality. The people will able to purchase those products which will satisfy their needs and improve the life styles. For this they have to accept the those changes which are made by the government in relation to heritage and culture tourism. Hence, it will also improve their living standards (Cultural Tourism, 2017).
There are different purpose of heritage and culture and tourism industry for the improvement in the economic growth and to attract the large number of visitors. To attract the people towards the heritage and culture two museum has been selected of London. These are British museum and and Royal academy of arts (Cheng-yu, 2010).
British Museum – This museum is located in Bloomsbury in the area of London. This museum shows the human history, art and culture of local people. In this museum there are many unique things which can attract the customers easily. Along with this in same building there is a library also so visitors can expand there time in library. In this library the visitors can read the history oh human and objects are placed in these museum. Moreover, it can fulfil the demands of tourists who are coming to visit this place such as can provide the knowledge, specific research can be made by researchers and many. The tourists are coming such as families with their children, students, scientistic and many more.
- The families are coming with their children can enhance the knowledge. Through this children came to know about the history of a country in which they are living.
- These kinds of museum are very essential for the students for those who are belonging from arts and literature backgrounds (Duval and Smith, 2013). The students can spend the time in library to enhance their knowledge about the heritage building.
- The scientistic can do many research because in this museum there are different areas to fulfil the needs of them. Through this there can be growth heritage and culture tourism industry while innovating any area.
- Some visitors are coming for their entertainment and they may be came from domestic country or from outside the country.
On the bases of these so many people are coming in this museum so that they can increase their knowledge. The visitors can from UK or outside the country. While opening the library department it can fulfil the demands of visitors (Hartmann, 2014).
The Royal Academy of Arts – The Royal Academy of Arts is an art institution which is based on the Burlington House in London. The purpose of this to promote the creation, appreciation and enjoyment for the visual arts. This is using as exhibition to increase the knowledge of people and sometimes debate is also conducted. Through this they mainly promotes the arts and design of British heritage buildings. The mainly source of income of royal academy is from the exhibition, trustees, cooperate members. They can also gain the funds from sponsorships from industrial and commercial companies. This museum has a variety of collection of books which are based on the designs of their buildings. This can accomplish the knowledge of students, families, scientistic.
Some visitors are going there for fun but through this they can improve the knowledge about the Heritage and Culture Tourism (Huang, Tsaur and Yang, 2012). This museum is very important for students because through these kind of museum they can be able to know about the different designs. However, their knowledge will also increase and they can take good photographs also. In the similar manner the families are likely to attend the seminars, exhibition which are held in royal academy of arts and children can increase their knowledge. This museum is very helpful for the researcher because they can find so many new designs and areas. The visitors are coming from UK as well as outside the country. The companies can get the benefits while investing the large amount of funds in these museums. Through this the company can make strong position in market. The people will came to know about the heritage culture tourism of own country.
To recognize the purpose of heritage and culture destination then these places should provide the variable knowledge to visitors, customers, researcher so that they can their knowledge. The government have to provide better facilities to visitors which are related with infrastructure, hotel facilities then they will easily enjoy their journey and become crucial to know about the history of museums (Jimura, 2011).
The interpretation of heritage and culture destination place it is very important as it provides the details regarding the visitors. The organisation is having the more responsibility to promote the heritage and culture of country. For the development of museum and heritage sites it is important to ensures that the organisation are performing their duties. Their is one more responsibilities of organisation to promote the heritage and culture tourism management then they have to place an advertisement on social media sites for the development of economic growth. There are many methods which can be use by the organisation of travel and tourism industry to provide the better quality of services to visitors (Poria, Reichel and Cohen, 2013). The interpretation are as given below:
Maps, Broacher and books – This is the original form of interpretation that can be find in heritage and culture places. The books and broacher provide the concise and elaborate information about the heritage and museum places. On the other side they suffice the needs of visitors which are depending upon their level of interest. Further, the maps help to assists the planning of visitors that can be visited on the basis of their interest.
Guides – It is the responsibility of heritage or museum that they should give proper guidances to visitors about the building. So that they will able to came to know about the history of that place. This is the most effective method which can be used by the organisation and it will easy for them to attract large number of visitors (Rakić and Chambers, 2011). After guidance the visitors ask the questions or give their feedback if they faced any problem.
Exhibition – The organisation conduct the exhibitions in British Museum to provide the knowledge to visitors. Through these exhibition the visitors will able to came to know about the history of building and of the country also. The museum are conduct these exhibition by taking the interval gap. In these exhibition the use of digital display are used so that customers can easily understand the history about the heritage buildings.
The following stages can also help the organisation for the interpretation with in heritage and culture are as follows:
Before arrival – At this stage the visitors can interpret the heritage place on the bases of blogs, videos which are posted by the companies on their websites (Richards and Munsters, 2010). The visitors can also get the information from their friends and cousins who visited British museum and royal academy of art.
At the time of arrival – In this stage, the visitors reaches at their destination place. The museum provides the broacher to visitors so that it will easy for them to visit the places.
After the visit – At this stage, the visitors completed their journey and the organisation should take feedbacks from them if it is necessary to take appropriate actions for improvement of heritage place. Through this approach, the tourism companies can increase large number of visitors and can make new strategies to retain the customers for a long period of time (Su and Wall, 2014).
The aim of using these methods is to provide the best experience to visitors so that they can share with there experience with others also. British museum conduct the exhibitions or seminars for the visitors which can increase their knowledge and interpret the information of heritage and culture of country. Their main aim is to fulfil the needs and desires of visitors. While using the digital media it will help the company to create the good impact on heritage industry (Zamani-Farahani and Musa, 2012).
Through above mentioned facts it can be concluded that how Tibetan government and various companies of heritage and culture industry has developed its tourism sector in past few years through implementation of certain policies. There are some potential conflicts in conservation of social values of Tibet and its heritage and culture which needs to be removed so that these conflicts will not arise in near future. There are some purpose for attractions which are needed to be understand so that development can be regulated easily. A detailed assessment of British Museum and Royal Academy of Arts has been made through which it can ascertained that how they have utilized heritage and culture attraction for meeting the needs of customers. A detailed analysis on National Trust and Heritage Lottery Fund provides information that how these organizations responds towards tourists and how they fulfil their roles and responsibilities. Further this report also states the roles and responsibilities of various company in fulfilment of needs and requirements of tourists.
Books and journals
- Alberti, F. G. and Giusti, J.D., 2012. Cultural heritage, tourism and regional competitiveness: The Motor Valley cluster. City, culture and society. 3(4). pp.261-273.
- Alvarez, M. D. and Korzay, M., 2011. Turkey as a heritage tourism destination: The role of knowledge. Journal of Hospitality Marketing & Management. 20(3-4). pp.425-440.
- Ashworth, G. and Larkham, P. eds., 2013. Building a new heritage (RLE tourism). Routledge.
- Brown, K. G. and Cave, J., 2010. Island tourism: marketing culture and heritage–editorial introduction to the special issue. International Journal of Culture, Tourism and Hospitality Research. 4(2). pp.87-95.
- Chapman, A. and Speake, J., 2011. Regeneration in a mass-tourism resort: The changing fortunes of Bugibba, Malta. Tourism Management. 32(3). pp.482-491.
- Chen, C. F. and Chen, F.S., 2010. Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management. 31(1). pp.29-35.
- Cheng-yu, Z.H.A.N.G., 2010. A Summary of Heritage Authenticity and Integrity Studies at Home and Abroad [J]. Southeast Culture. 4. pp.30-37.
- Duval, M. and Smith, B., 2013. Rock art tourism in the uKhahlamba/Drakensberg World Heritage Site: obstacles to the development of sustainable tourism. Journal of Sustainable Tourism. 21(1). pp.134-153.
- Hartmann, R., 2014. Dark tourism, thanatourism, and dissonance in heritage tourism management: new directions in contemporary tourism research. Journal of Heritage Tourism. 9(2). pp.166-182.
- Huang, C. H., Tsaur, J. R. and Yang, C. H., 2012. Does world heritage list really induce more tourists? Evidence from Macau. Tourism Management. 33(6). pp.1450-1457.
- Jimura, T., 2011. The impact of world heritage site designation on local communities–A case study of Ogimachi, Shirakawa-mura, Japan. Tourism Management. 32(2). pp.288-296.
- Kolar, T. and Zabkar, V., 2010. A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?. Tourism Management. 31(5). pp.652-664.
- Labadi, S. and Long, C. eds., 2010. Heritage and globalisation. Routledge.
- Loulanski, T. and Loulanski, V., 2011. The sustainable integration of cultural heritage and tourism: a meta-study. Journal of Sustainable Tourism. 19(7). pp.837-862.
- Mason, P., 2015. Tourism impacts, planning and management. Routledge.
- Poria, Y., Reichel, A. and Cohen, R., 2013. Tourists perceptions of World Heritage Site and its designation. Tourism Management. 35. pp.272-274
- Rakić, T. and Chambers, D. eds., 2011. An introduction to visual research methods in tourism (Vol. 9). Routledge.
- Richards, G. and Munsters, W. eds., 2010. Cultural tourism research methods. Cabi.
- Su, M. M. and Wall, G., 2014. Community participation in tourism at a world heritage site: Mutianyu Great Wall, Beijing, China. International Journal of Tourism Research. 16(2). pp.146-156.
- Timothy, D.J., 2011. Cultural heritage and tourism (Vol. 4). Channel View Publications.
- Ung, A. and Vong, T.N., 2010. Tourist experience of heritage tourism in Macau SAR, China. Journal of Heritage Tourism. 5(2). pp.157-168
- Wang, Y. and Bramwell, B., 2012. Heritage protection and tourism development priorities in Hangzhou, China: A political economy and governance perspective. Tourism Management. 33(4). pp.988-998.
- yu Park, H., 2010. Heritage tourism: Emotional journeys into nationhood. Annals of Tourism Research. 37(1). pp.116-135.
- Zamani-Farahani, H. and Musa, G., 2012. The relationship between Islamic religiosity and residents’ perceptions of socio-cultural impacts of tourism in Iran: Case studies of Sare’in and Masooleh. Tourism Management 33(4). pp.802-814.
- Cultural Tourism. 2017. [online]. Available through: <https://www.routledge.com/Cultural-Tourism-The-Partnership-Between-Tourism-and-Cultural-Heritage/Mckercher-du-cros/p/book/9780789011060>. [Accessed on 4th March 2017].
- Heritage Tourism Destinations. 2017. [online]. Available through: <http://www.cabi.org/bookshop/book/9781780646770>. [Accessed on 4th March 2017].
- Historic England. 2017. [online]. Available through: <https://historicengland.org.uk/research/current/social-and-economic-research/value-and-impact-of-heritage/heritage-and-tourism/>. [Accessed on 4th March 2017].