Unit 20 VISITOR ATTRACTION MANAGEMENT

Unit 20 VISITOR ATTRACTION MANAGEMENT Module Booklet

This unit gives learners a broad understanding of the nature, development and management of visitor attractions. The unit highlights the range and importance of visitor attractions within the tourism sector and allows learners to explore the development process for establishing a new visitor attraction. The unit then explores the different types of visitor, their impacts and various theories of tourist motivation, which should aid the management of a visitor attraction. Key issues of visitor attraction management will also be investigated. Learners will explore the techniques available to managers of visitor attractions and how they can be used to achieve sustainability.

Aim of the unit

The aim of this unit is to enable learners to to gain understanding of visitor attractions, visitor types, impacts and tourist motivation theories, issues affecting its development process and management techniques and their impact on sustainability

Learning Outcomes and assessment criteria:

1 Understand the scope and importance of visitor attractions

1.1 discuss the overlap of visitor attractions in relation to particular types of attraction

1.2 analyse the importance of different visitor attractions

2 Understand visitor types, impacts and tourist motivation theories

2.1 evaluate the needs and motivations of different visitor types

2.2 evaluate impacts of tourism on visitor attractions

2.3 analyse the effect of different theories of tourist motivation on the management of visitor attractions

3 Understand issues affecting the development process in visitor attraction management

3.1 discuss processes and potential issues involved in the development of visitor attractions

4 Understand the application of management techniques and their impact on sustainability.

4.1 analyse different visitor management strategies

4.2 evaluate management techniques in relation to sustainability

Unit content:

1. Understand the scope and importance of visitor attractions

Scope: purpose built to attract visitors e.g. Thorpe Park, London Eye, Eden Project; built for another original purpose that have become tourist attractions e.g. Windsor Castle, York Minster, Goon hilly Downs; natural attractions e.g.Pembroke shire Coast, Lake Winder mere;events and festivals e.g. Glastonbury, Olympic Games, Euro vision Song Contest;overlaps/common characteristics with other attractions e.g. an English country house is human built structure, not designed as an attraction, which may contain an art gallery(frequently these are purpose built) and may run regular events such as festivals or host conferences; local, national and worldwide attractions

Importance: revitalizing an area; attracting new business to a destination, contribution to the overall destination product, employment, revenue, multiplier effect, enhancement of localheritage and culture; purpose of attraction e.g. profit, conservation, preservation 

2. Understand visitor types, impacts and tourist motivation theories

Visitor types: market segmentation e.g. demographic, geographic, psychographic; visitor needs; special interests, characteristics and profile Visitor impacts: overcrowding; wear and tear; carrying capacities, traffic-related e.g. traffic congestion; pollution; increased risk of accidents; erosion; impacts on local community; visitor facilities; authenticity of attraction e.g. adaptations to architecture, intrusive interpretationto the history of the site, education and training

Theories on tourism: theories e.g. ‘responsible tourism’ (Goodwin, 1998), the ‘smart consumer’ (Voase, 2002) 

3. Understand issues affecting the development process in visitor attraction

Management

Issues: location e.g. natural; opportunities; incentives, access, catchment areas; land and reclamation; funding e.g. private sector, public sector (local, regional, UK, EU), membership schemes; stakeholders; attraction management; tourism consultants; local authorities; local communities; tourist boards; private enterprise; public sector; pressure groups; tourism organizations e.g. National Trust, English Heritage; transport companies; technology

Process:processes e.g. project management feasibility study, design, local community involvement, planning applications, construction period, access and signposting, recruitment,training, opening event, customer care, crowd management, reservations and ticketing,internal and external communications

Unit 20 VISITOR ATTRACTION MANAGEMENT

4. Understand the application of management techniques and their impact on

Sustainability

Supply: services e.g. visitor flows, flexible capacity (extended opening hours, peak strategies –specific time slots, increased staff levels, additional tills/eating area, identified routes withinattraction, multi skilling of staff); increasing capacity (additional buildings/attractions);security, identified footpaths; regulated room conditions (protection of textiles, carpets),signage, concessions.

Demand: influence the number or behavior of visitors including price incentives, marketing interpretation, education Renewal: product life cycle, visitor expectations, passive and active modes of delivery;innovation e.g. new adventure, new theme, new area.

Sustainability: economic (international, national, regional, local); visitor expectations (negative impacts result in lack of repeat business); social e.g. heritage, culture, lifestyle; environmentalist. conflict between conservation and preservation

Scheme of work

Accrediting Body:  Pearson BTEC

Course: BTEC HND IN TRAVEL AND TOURISM MANAGEMENT

Unit 20: Visitor Attraction Management

Recommended text and links:

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.

2.3       Teaching Ethos

The college’s approach towards teaching and learning is simple and effective. The main aim of UK CBC is to assist learners in maximizing 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.

2.3.1 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.

Assessment:

The module will be assessed meeting all the Learning Outcomes as specified by the awarding body Pearson BTEC.

Please read the instructions carefully while addressing the tasks specified.

Contribution: 100% of the module

Outline Details:  Details enclosed in the assignment brief

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.) 

ASSIGNMENT BRIEF

The purpose of this assignment

This unit enables learners to gain understanding of visitor attractions, visitor types, impacts and tourist motivation theories, issues affecting its development process and management techniques and their impact on sustainability. 

Task 1(LO1, AC1.1, 1.2, M1, M2, M3, D1, D2, D3)

Scenario

You are working as a Tourism Consultant for a National Tourism Agency VisitBritain which plays a unique role in building England’s tourism product and increasing the volume and value of tourism exports; while developing England and Britain’s visitor economy.

Working with a wide range of partners in both the UK and overseas, your mission is to grow the volume and value of inbound and domestic tourism across the nations and regions of Britain and to develop world-class tourism products.

You are required to write an articleto be published in a travel and tourism journal based on your visits to the Natural History Museum, Science Museum, Hyde ParkKensington Gardens, and Kensington Palace and you should also research a range of attractions in the United Kingdom to support your discussion and analysis. Your article should be in Word format and professionally structured with headings and subheadings, page numbers and relevant facts and figures. approx. 1000 words.Your article must address 1.1 and 1.2 given below:

• Discuss the overlap of visitor attractions in relation to particular types of attraction.
• Analyse the importance of different visitor attractions.

Task 2(LO2, AC2.1, 2.2, 2.3, M1, M2, M3, D1, D2, D3)

Scenario for Task 2

You are still working as a Tourism Consultant with a National Tourism AgencyVisitBritain and you have been asked to provide amanagement report that will encourage the marketing department to providebetter-targeted product development for United Kingdom Attractions. You can reflect on your visits and observations at Natural History Museum, Science Museum, Hyde Park Kensington Gardens, and Kensington Palace or research a range visitor attractions in the UK.

The report should base on the below criteria:

2.1 Evaluate the needs and motivations of different visitor types

2.2 Evaluate impacts of tourism on visitor attractions in the United Kingdom

2.3 Analyze the effect of different theories of tourist motivation on the management of visitor attractions.

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

Your next task as a Tourism Consultantis to explore the development process for establishing a new visitor attraction at Stratford, London on behalf of Merlin Entertainments Plc and London Borough of Newham. You need to write a reportfor further consultation based on independent research on a range of visitor attractions in the UK. You can consider issues such as Issues location, funding, stakeholders, attraction management, tourism consultants, local authorities, local communities, tourist boards, private enterprise, public sector, pressure groups, tourism, organisations,and technology.

3.1 Discuss the processes and the potential issues involved in the development of visitor attractions.

Task 4(LO4, AC4.1, 4.2, M1, M2, M3, D1, D2, D3)

Asa Tourism Consultant,you should explore the techniques available to managers of visitor attractions and how they can be used to achieve sustainability. Please provide a detailed managementreportto be presented tosenior management of various attractions in the United Kingdomaddressing 4.1 and 4.2 below:

4.1 Analyse different visitor management strategies

4.2 Evaluate management techniques in relation to sustainability.

Assignment Guidelines: 

• Produce evidence as specified for each task.
• Use a standard report structure where requested, Word-process the report and use anormal script of a proper font size 12. Complete the title page
• 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.
• Include a Bibliography at the end of the assignment and use the Harvard referencing system.
• All work should be comprehensively referenced and all sources must be fully acknowledged, such as books and journals, websites (include the date of visit), etc.
• Try to give the page numbers, publishers’ details and the year of publication
• 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 use command words

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

Achievement Summary

The Following Sections to be completed by the assessor: