Unit 19 Heritage And Cultural Tourism Management

Unit 19 Heritage And Cultural Tourism Management 

Module Booklet Unit 19 Heritage And Cultural Tourism Management

QualificationPearson BTEC HND in Travel and Tourism management
Unit 19
UnitHeritage and Cultural Tourism Management
QCF level4
Unit code L/601/1757
Credit value15
Block start date11 September 2017
Issue date11 September 2017
Assignment submission date19 November 2017
Lectures and formative feedback10 Weeks
Guided learning hours60
Module leaderAnesa Isufi

Unit 19 Heritage And Cultural Tourism Management  unit looks at heritage and cultural management and its role within the travel and tourism sector. Throughout the unit, learners will gain an awareness of definitions of heritage and culture, the organizations involved in the management of heritage and the different types of ownership.

This unit will provide an in-depth understanding of the growth and development of the heritage and cultural industry. Learners will also be able to look at potential conflicts within the industry and the influence of technology.

Learners will also be expected to investigate the role and scope of interpretation within this sector and its impact on participants and management.

Aim:

The aim of this unit is to enable learners to gain understanding of the heritage and cultural industry, the organizations within it, the purpose of attractions and methods of interpretation.

Learning Outcomes And Assessment Criteria 

On successful completion of this unit a learner will:

 1 Understand the growth and development of the heritage and cultural industry within travel and tourism

1.1 Analyze the growth and development of the heritage and cultural industry

1.2 Discuss potential conflicts in the conservation of heritage and cultural resources

2 Understand the purpose of heritage and cultural attractions within the travel and tourism sector

2.1 Assess the purpose of heritage and cultural attractions in meeting the needs of different customers

3 Understand roles, responsibilities and ownership of organisations in the heritage and cultural industry

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

3.2 Analyse roles and responsibilities of organisations in the heritage and cultural industry

4 Understand the role of methods of interpretation within the heritage and culture industry.

4.1 Evaluate methods and media used for interpretation within the heritage and cultural industry for tourists

Unit content: 

  1. Understand the growth and development of the heritage and cultural industry within travel and tourism

Heritage: definitions of heritage; analysis of its importance and interest


Attractions: different types of attractions; sites and venues; accessibility and sustainability of 
transport; up-skilling and re-training staff; changing staff profiles

Unit 19 Heritage And Cultural Tourism ManagementNatural: aspects of heritage including landscape, coastlines, national parks, forests, woodlands, wildlife, other habitats; impact of the travel and tourism sector on the conservation and sustainability of such sites

Constructed: built heritage environment eg museums, historic buildings, artefacts, archaeological sites, transport, industrial heritage, sport-related heritage sites, themed sites, public art, sculpture and monuments

Cultural heritage: role of heritage industry in shaping and sustaining cultural identity; regional and national costume eg song, dance, myth, legend, folklore, language and food; impact of issues

Conflicts of interest: access versus conservation eg erosion, impact of visitors on sites and their immediate environments, presentation of heritage and culture to visitors, planning and land use, brown field sites versus green field sites, conservation threats imposed by further growth; potential role and impact of new technologies eg virtual reality and interactive software; access to the new technologies eg capital costs and revenue generation, training and up-skilling of staff, management of change

2 Understand the purpose of heritage and cultural attractions within the travel and tourism sector

Purpose of heritage and culture: purpose eg education, research, recreation, entertainment

Customers: categories eg segmentation, target groups, visitor levels and usage rates, overall status of heritage and culture as a leisure activity, income generation and links with tourism and urban regeneration, specialist groups

3 Understand roles, responsibilities and ownership of organisations in the heritage and cultural industry

Ownership of heritage and culture: ownership eg public and commercial ownership, mission and values, objectives and income generation; role in education, training and conservation; control of access and preservation of cultural heritage; role and operation of charitable trusts eg mission and values, management roles and responsibilities

Organisations: structure and remits of government agencies; voluntary bodies; government departments; specialist conservation groups; role of national governmental departments

Roles and responsibilities: funding, advisory and legislative; changes eg new technologies, changes in attractions and income generation, new merchandising

4 Understand the role of methods of interpretation within the heritage and culture industry

Interpretation: importance of interpretation to the visitor experience; relevance of a thematic approach to interpretation

Media for interpretation: media eg published material, audio-visual, interactive technology, drama and role play, audio and other sensory techniques

Meeting audience needs: importance of establishing audience needs for effective interpretation; language levels; combination of interpretative media to achieve appropriate effects

Scheme of work

Accrediting Body:  EDEXCEL

Course: BTEC HND IN TRAVEL AND TOURISM MANAGEMENT                                   

Unit: 19HERITAGE AND CULTURAL TOURISM MANAGEMENT

WkTimeLecture ScheduleOutcome of session

After completing this session you should be able to:

Activity/seminar and formative assessmentResources
1am

 

Introduction to the module

Address the mode of assessment

Group discussion about the scenario with regards to the assignment  and relevant tasks to be addressed

 

The heritage and heritage tourism

Awareness of the module content

Challenges to the LO to be addressed

 

 

 

 

 

Define heritage, heritage attractions, analyse importance of heritage with in travel and tourism

Case study and group discussionModule outline and qualification frame work
pm

 

Growth and development of the heritage and cultural industry with travel and tourismAnalysedifferent types of attractions such as natural and constructed attractionsCase study, activities, group discussion, research, addressing AC1.1Power Point presentation, activities, Internet websites
2am

 

Growth and development of the heritage and cultural industry, natural and constructed attractions Cultural heritageEvaluate of natural and constructed attractions using a range of examples.

Analyse the role of cultural industry, in sustaining cultural identity,

Case study, activities, group discussion, research, addressing AC1.1Power Point presentation, activities, Internet websites, videos
pm

 

Potential conflicts: Access v conservationDiscuss potential conflicts in heritage and cultural tourism.

Analysing case studies from different countries from heritage and cultural tourism providing possible solutions on overcoming the potential conflicts.

Case study, activities, group discussion, research, Case studies addressing AC1.2Power Point presentation, activities, Internet websites
3am

 

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

 

Assess the purpose of heritage attractions in meeting needs of different customers using a range of examples.Case study, activities, group discussion, research, addressing AC2.1Power Point presentation, activities, Internet websites, movies
pm

 

Customers: categoriesSegmentation criteria, proposing different criteria for segmentation, recognition of different customers and their needsCase study, activities, group discussion, research, addressing AC2.1Power Point presentation, activities, Internet websites
4am

 

Ownership of organisations in the heritage and cultural industry

Ownership of organisations in heritage and cultural industry:  Public, Private and voluntary ownership

Compare different ownership objectives: private, public, voluntary, evaluation of mission and values,

Evaluation organisations structure, remits, analysing importance and tasks for different ownership organisation, differences and similarities

Case study, activities, group discussion, research, addressing AC3.1Power Point presentation, activities, Internet websites
pm

 

Roles, responsibilities of organisations in heritage and cultural industry

 

Analyse roles and responsibilities of different heritage and cultural organisationsCase study, activities, group discussion, research, addressing AC3.2Power Point presentation, activities, Internet websites
5am

 

Methods of interpretation within the heritage and culture industryEvaluate the relevance of interpretation method in meeting needs for different customer segments

Reflecting on previous visits made by the students.

Case study, activities, group discussion, research, addressing AC4.1Power Point presentation, activities, Internet websites, visits
pm

 

Media for interpretation

Meeting audience needs

 

 

 

Planning of the field trip

 

Assignment draft task 1

Analyse importance of interpretation,

Evaluate of medias used in interpretation in meeting needs of different tourists and establishing relevant approach.

 

Gathering pre-visit information

 

Assignment draft addressing LO1

Case study, activities, group discussion, research, addressing Ac 4.1Module booklet, PPT

 

Websites

6am

 

Field Trip

British Museum and The Victoria and Albert Museum

 assess the purpose of heritage and cultural attractions in meeting the needs of different customers (2.1)

evaluate methods and media used for interpretation within the heritage and cultural industry for tourists (4.1)

Field trip addressing AC2.1, 4.1. Pre-visit information,

Assignment brief

 

pm

 

7am

 

Assignment draft of Task 1Addressing LO1Group discussion, research, Power Point presentation, activities, Internet websites, visits
pm

 

Critical reflections on the field tripAddressing 2.1
8am

 

Assignment draft of Task 3Recap and Formative feedback on LO3Group discussion, research,Power Point presentation,
pm

 

Assignment draft of Task 3Recap and Formative feedback on LO3Group discussion, research,Power Point presentation,
9am

 

 Critical reflections on the field trip Addressing 4.1Assignment brief
pm

 

Assignment draft of Task 4Recap and Formative feedback on LO4
10Assignment Support and submissionAssignment Support addressing all tasks andAssignment brief

Recommended text and links:

Timothy, D. J. (2011).Cultural Heritage and Tourism: An Introduction. Bristol: Channel View Books.

Timothy, D. J & Boyd, S.W.(2003). Heritage Tourism. Harlow: Prentice Hall.

Timothy, D.J. &Nyaupane, G.P. (2009).Cultural heritage and tourism in the developing world: a regional perspective. London: Routledge

Park, H. Y. (2014) Heritage Tourism. London: Routledge.

Graham, B. & Howard, P. (2008). The Ashgate Companion of Heritage and Identity. Aldershot: Ashgate 

Newspapers: Guardian, Times, Times (Travel supplement), Telegraph 

Journals and Gazette

Annals of Tourism Research

Tourism Management
Journal of Heritage Tourism
International Journal of Heritage Studies
European Journal of Tourism Research

Travel Trade Gazette

Teaching and Learning Activities

The module tutor(s) will aim to combine lectures with tutorial activities. This environment will provide opportunities for the student to understand the course material through case study and text and to apply it in a practical way. The intent is to facilitate interactive class activities and discussion about the significant role of research in a global and local business environment.

Teaching Ethos

The college’s approach towards teaching and learning is simple and effective. The main aim of UKCBC is to assist learners in maximising their potential by ensuring that they are taught clearly and effectively. This will enable students to engage in the learning environment and promote success in both their academic studies and subsequent career. 

Methods of Delivery:
LECTURES:

These will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. This method is primarily used to identify and explain key aspects of the subject so that learners can utilise their private study time more effectively.
SEMINARS:

These are in addition to the lectures. The seminars are designed to give learners the opportunity to test their understanding of the material covered in the lectures and private study with the help of reference books. This methodology usually carries a set of questions identified in advance. Seminars are interactive sessions led by the learners. This method of study gives the learner an excellent opportunity to clarify any points of difficulty with the tutor and simultaneously develop their oral communication skills.

CASE STUDIES:
An important learning methodology is the extensive use of case studies. They enable learners to apply the concepts that they learn in their subjects. The learners have to study the case, analyse the facts presented and arrive at conclusions and recommendations. This assists in the assessment of the learner’s ability to apply to the real world the tools and techniques of analysis which they have learnt. The case study serves as a supplement to the theoretical knowledge imparted through the course work.

PLAGIARISM

Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below:

Plagiarism is presenting someone’s work as your own. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing courseworkfrom another student and submitting it as your own work.Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)

Assessment: 

The module will be assessed meeting all the LO as specified by the awarding body, Edexcel. Please read the instructions carefully while addressing the tasks specified. 

Contribution: of the module: 100%

Outline Details: Details enclosed in the assignment brief. 

ASSIGNMENT BRIEF

Unit Number and titleUnit 19 Heritage and Cultural Tourism Management 
QualificationPearson BTEC HND Travel and Tourism Management
QCF Level4
Start Date11/09/2017
Issue date11/09/2017
Deadline/ Hand-in19/11/2017 (23:59)
Assessor
Purpose of the assignment

The aim of this unit is to enable learners to gain understanding of the heritage and cultural industry, the organisations within it, the purpose of attractions and methods of interpretation.

TASK 1 to TASK 4: You are required to follow the instructions as specified towards each task and support with a research using materials like books, websites, etc., and give a feedback on the findings by relating your arguments to the relevant case studies as specified towards each task: 

You work as aresearch assistant in a medium size consultant firm with a range of clients from heritage and cultural tourismorganisations. Your jobrequires you to take field trips to visit some of theheritage and cultural attractions. Based on your own experiences, observation from the field trip and research on heritage and cultural industry addressingtask 1 to 4 below:

Task 1(LO1, AC1.1, 1.2, M1, M2, M3, D2, D3)

You For 1.1 you are required to create a poster to analyse the growth and development of the heritage and cultural industry. You should draw atimeline tocompare major events and developments of the heritage and cultural industry within travel and tourism. When and how the heritage industry started to grow and the reasons for its growth and development?

For 1.2 you are required to write a draft article to be published in a travel and tourism journal to discuss potential conflicts in the conservation of heritage and cultural resources using the case study of Barcelona (Spain) and Venice (Italy). What are the potential conflicts about? What are the possible reasons for the potential conflicts? What is your opinion on these? You shouldwatch the video on Destination Partnerships Panel: Barcelona & Venice, coping with success given on the link below:https://www.youtube.com/watch?v=l6TME-p6Ieo

You are expected to carry out independent research and give a feedback of the findings addressing 1.1, and 1.2 as instructed.

LO1 Understand the growth and development of the heritage and cultural industry within travel and tourism

1.1 Analyse the growth and development of the heritage and cultural industry

1.2 Discuss potential conflicts in the conservation of heritage and cultural resources using the case Barcelona (Spain) and Venice (Italy). 

Task 2(LO2, AC2.1, M1, M2, M3, D2, D3)

This task is based on your observation and experiences from the field trip to the British Museum and the Victoria and Albert Museum. You are required to produce a written report to assess the purpose of heritage and cultural attractions in meeting the needs of different customers. Make sure you explain the main purpose oftheBritish Museum and Victoria and Albert Museum and assess how the two attractions meet the needs of different visitors. In doing so, you have to focus on customer needs (e.g. research, education, entertainment and recreation) and the various types of tourists (e.g. students, scientists, families with children, media).You should gather pre-visit information from the following websites: www.britishmuseum.organd www.vam.ac.uk

Address AC 2.1 below:

LO2 Understand the purpose of heritage and cultural attractions within the travel and tourism sector

2.1 Assess the purpose of heritage and cultural attractions in meeting the needsof different customers

Task 3(LO3, AC3.1, 3.2, M1, M2, M3, D1, D2, D3) 

Your work as aresearchassistant has been appreciated by your line manager and clients. Your next task is to choose at least one public and one commercial owned heritage and cultural organisations of your choice and produce leaflets to evaluate the impact of different types of ownership on the management of heritage and cultural sites. What are the types of ownership? How are theydifferent? What are the objectives of different type organisations? How do they differ? This needs to be addressed with examples of at least two heritage and cultural sites (AC3.1). You should then analyse roles and responsibilities of at least twoUK heritage organisations from the following: TheDepartment for Media, Culture and Sports; English Heritage; National Trust; Natural England; Woodland Trust; and Heritage Lottery Fund (AC3.2). You are expected to conduct your own research using online materials, suitable industry reports and selected publications andaddress 3.1 and 3.2 below:

LO3 Understand roles, responsibilities and ownership of organisations in the heritage and cultural industry

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

3.2 Analyse roles and responsibilities of organisations in the heritage and cultural industry.

Task 4 ((LO4, AC4.1, M1, M2, M3, D1, D2, D3)

The last part your assignment is to investigate the role and scope of interpretation within the heritage and cultural industry and its impact on participants and management. You are required to write a management reportbased on your observations and experiences from the field trip totheBritish Museum and the Victoria and Albert Museum in London. In your report, you should evaluate different methods and media of interpretation used at theBritish Museum and the Victoria and Albert Museumand how they meet the needs of different visitors. You are expected to conduct your own research using online materials, books and address AC4.1 below.

Unit 19 Heritage And Cultural Tourism Management

LO4 Understand the role of methods of interpretation within the heritage and culture industry.

4.1 Evaluate methods and media used for interpretation within the heritage and cultural industry for tourists

Assignment Guidelines:

  • Use a standard report structure where requested, Word-process the report and use anormal script of a proper font size 12. Produce evidence as specified for each task.
  • It should be uploaded on E-Learning platform before the deadline. Assignments submitted after the deadline will not be accepted unless mitigating circumstances supported by valid evidence.
  • Collusion and Plagiarism must be avoided.
  • Start each answer on a new page and pages should be numbered. Highlight each question clearly.
  • Your research should be referenced using the Harvard referencing system.
  • In order to pass you need to address all the LO
  • In order to get a merit you need to first pass and then address the characteristics of M1, M2,M3

In order to get a Distinction, you need to first pass, address all the merit characteristics and then address the characteristics of D1, D2 and D3.

Plagiarism:

Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below:

Plagiarism is presenting someone’s work as your own. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)  

Commonly used command words

AnalyseThese tasks require you to explore the different aspects of an issue, considering the relative significance of each. You would normally need to explore causal relationships, examining how an action will lead to a particular reaction. This type of task would not normally require you to make judgements, but rather to drill down into an issue, exploring relationships in depth.
AssessThis requires you to weigh up the positive and negative aspects of something. Alternatively, it might require you to explore the important and unimportant aspects of an argument. You should build these strands into a balanced argument before reaching a final balanced conclusion.
CompareIdentify similarities and differences between two or more factors
Critically

analyse

 

This is a term you are unlikely to have seen before on your Level 3 or A level courses. This is when you have to explore the strengths and weaknesses of the ideas of a theorist or claims made by a professional body before reaching a final, balanced conclusion. You would normally begin by presenting the initial idea and arguments in favour of it, before introducing contradictory arguments. When you present the arguments, you should present their relative merits (e.g. their strengths and weaknesses) before summarising your arguments and reaching a final conclusion.
EvaluateThis type of question will require you to give an opinion on an issue, which you should support with relevant evidence. You should ensure that your response provides a balanced view of the issue, exploring points for and against your argument. This should lead to an overall conclusion where you summarise your main arguments and explain how you have come to your final decision.
JustifyThis requires you to provide arguments in support of a particular interpretation of or perspective on something. This should be based on the use of theoretical justifications applied to normal business practice.
 

Learning

Outcome

 

Assessment CriteriaIn this assessment you will have the opportunity to present evidence that shows you are able to:  Task Number

 

LO 1: Understand the growth and development of the heritage and cultural industry within travel and tourism1.1Analyse the growth and development of the heritage and cultural industry1
1.2Discuss potential conflicts in the conservation of heritage and cultural resources1
LO2: Understand the purpose of heritage and cultural attractions within the travel and tourism sector2.1Assess the purpose of heritage and cultural attractions in meeting the needs of different customers2
LO3: Understand roles, responsibilities and ownership of organisations in the heritage and cultural industry3.1Evaluate the impact of different types of ownership on the management of heritage and cultural sites3
3.2Analyse roles and responsibilities of organisations in the heritage and cultural industry3
LO 4: Understand the role of methods of interpretation within the heritage and culture industry4.1Evaluate methods and media used for interpretation within the heritage and cultural industry for tourists4

 Guidance in addition to the Pass criteria’s, this assignment gives you the opportunity to submit evidence in order to achieve the following Merit and Distinction grades.  

Merit Description:   
M1. Identify and apply strategies to find appropriate solutions.. Effective judgments have been made.To achieve M1, effective judgements have been made in evaluating the methods and media used for interpretation with reference to the British Museum and The Victoria and Albert Museum (4.1) and an effective approach to study with good research skills being used across the assignment to address the criteria’s as instructed in the assignment.
.  An effective approach to study and research has been used.
M2. Select/ design and apply appropriate methods/ techniques.. A range of sources of information used.To achieve M2, you will have used a range of information in the assignment and correctly referenced. Appropriate learning methods/techniques applied in discussing potential conflicts in the conservation of heritage and cultural resources with reference to the case study given (1.2) or in assessing the purpose of the heritage and cultural attractions in meeting the needs of the different customers (2.1).
.Appropriate learning methods/ techniques applied.
M3. Present and communicate appropriate findings.. Appropriate structure and approach has been used.To achieve M3 the work you present should be appropriate and the presentation and communication of the tasks 1 to 4 should be appropriately structured addressing the Learning outcomes as specified with appropriate findings as instructed in the assignment. Logical and coherent arguments have been presented in evaluating the impact of different types of ownership on the management of the heritage and cultural sites (3.1). A range of methods of presentation has been used across the assignment for example in the poster, article, leaflets, and management report.
. Logical and coherent arguments have been presented
. A range of methods of presentation used
Distinction Description:
D1. Use critical reflection to evaluate own work and justify valid conclusion.. Synthesis has been used to generate and justify valid conclusionsTo achieve D1 you will have demonstrated that the Criteria’s Synthesis has been used to generate and justify valid conclusions on the impact of different types of ownership on the management of the heritage and cultural sites (3.1). Evaluation of the methods and media used for interpretation within British Museum and The Victoria and Albert Museum has taken place using defined criteria and realistic improvements have been proposed against defined characteristics for success (4.1).
.  Evaluation has taken place using defined criteria
. Realistic improvements have been proposed against defined characteristics for success.To achieve D1 you will have addressed the Criteria’s Synthesis has been used to generate and justify valid conclusions on the impact of different types of ownership on the management of the heritage and cultural sites (3.1). Evaluation of the methods and media used for interpretation within British Museum and The Victoria and Albert Museumhas taken place using defined criteria and realistic improvements have been proposed against defined characteristics for success (4.1).
D2. Take responsibility for managing and organising activities.Autonomy/independence demonstratedTo achieve D2 you will have demonstrated autonomy across your assignment, with effective independent research and met the deadlines to submit all the tasks and achieve the unit merit criteria and interdependence with each learning outcome has been demonstrated.
The importance of interdependence has been recognised.
D3. Demonstrate convergent, lateral and creative thinking   Capacity for innovation and creative thought has been used.To achieve D3 your work demonstrates new ideas or suggestions   and your research shows creative thinking in (1.2, 2.1, 3.1, and 4.1) making it look different and creative.
Evidence checklistSummary of evidence required by studentEvidence presented
Task 1Poster presentation, draft article
Task 2Written report
Task 3Leaflets
Task 4Management report summary

Achievement Summary

The Following Sections to be completed by the assessor:

 

Qualification

HND Travel and Tourism Management 

Assessor name

 
 

Unit Number and title

19 Heritage and Cultural Tourism Management 

Student name

Criteria ReferenceTo achieve the criteria the evidence must show that the student is able to:Achieved?

(tick)

1.1Analyse the growth and development of the heritage and cultural industry 
1.2Discuss potential conflicts in the conservation of heritage and cultural resources 
2.1Assess the purpose of heritage and cultural attractions in meeting the needs of different customers 
3.1Evaluate the impact of different types of ownership on the management of heritage and cultural sites 
3.2Analyse roles and responsibilities of organisations in the heritage and cultural industry 
4.1Evaluate methods and media used for interpretation within the heritage and cultural industry for tourists
 Higher Grade achievements (where applicable)
 

Grade descriptor

 

 

Achieved?

(tick)

 

Grade descriptor

 

Achieved?

(tick)

M1: Identify and apply strategies to find appropriate solutions

 

D1: Use critical reflection to evaluate own work and justify valid conclusions
M2: Select/design and apply appropriate methods/techniques

 

D2: Take responsibility for managing and organising activities
M3: Present and communicate appropriate findings

 

D3: Demonstrate convergent/lateral/creative thinking

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