VISITOR ATTRACTION MANAGEMENT

 

Module Booklet VISITOR ATTRACTION MANAGEMENT

 

Qualification

 

BTEC HND in Travel and Tourism management

 

Unit 20

 

VISITOR ATTRACTION MANAGEMENT

QCF level4
Unit codeR/601/1758
 

Block start date

11 September 2017
Issue date11 September 2017
Assignment submission date19 November 2017
Lecture and formative assessment 

10 Weeks

Module Leader 

Dr. Joanna Voulgaropoulou

Introduction

VISITOR ATTRACTION MANAGEMENT  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 foranother original purpose that have become tourist attractions e.g. Windsor Castle, YorkMinster, Goon hilly Downs; natural attractions e.g.Pembroke shire Coast, Lake Windermere;events and festivals VISITOR ATTRACTION MANAGEMENTe.g. Glastonbury, Olympic Games, Eurovision Song Contest;overlaps/common characteristics with other attractions e.g. an English country house is ahuman 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 hostconferences; local, national and worldwide attractions

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

  1. 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) 

  1. Understand issues affecting the development process in visitor attraction

Management

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

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

  1. 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, marketinginterpretation, educationRenewal: 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 (negativeimpacts result in lack of repeat business); social e.g. heritage, culture, lifestyle; environmentale.g. 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

WkLecture ScheduleContentOutcome of session

By the end of the session learners are expected to be able to:

Activity/seminar and formative assessmentResources
1Introduction to the module

Assessment modes

Class discussion and assignment guidelines

LO1Understand the scope and importance of visitor attractions

Scope: purpose built to attract visitors; built foranother original purpose that have become tourist attractions; natural attractions;events and festivals; overlaps/common characteristics with other attractions; local, national and worldwide attractionsUnderstand the module content

Understand the assessment mode and Learning Outcomes

Discuss the overlap of visitor attractions in relation to particular types of attraction

Individual induction, helping to know each other.

 

 

Discussion forum

Unit specification handouts.

Power point

Magazines, travel

2LO1 Understand the scope and importance of visitor attractionsImportance of attractions: revitalising an area; attracting new business to a destination, contribution to the overall destination product, employment, revenue, multiplier effect, enhancement of local heritage and culture; purpose of attraction eg profit, conservation, preservation1.2 Analyse the importance of different visitor attractionsClass discussion

Case studies

Questions & Answers

One hour workshop

Power point slides

Hand-outs

 

3

 

LO2 Understand visitor types, impacts and tourist motivation theoriesVisitor types: market segmentation eg demographic, geographic, psychographic; visitorneeds; special interests, characteristics and profile2.1 Evaluate the needs and motivations of different visitor types

 

Class discussion

Case studies

Questions & Answers

One hour workshop

Power point slides

Power point slides

Hand-outs

4

 

LO2 Understand visitor types, impacts and tourist motivation theoriesVisitor impacts: overcrowding; wear and tear; carrying capacities, traffic-related eg traffic congestion; pollution; increased risk of accidents; erosion; impacts on local community; visitor facilities; authenticity of attraction eg adaptations to architecture, intrusive interpretation to the history of the site, education and training

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

Planning of the field trip

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

 

Learners to gather pre-visit information

Class discussion

Case studies

Group Seminar

Questions & Answers

One hour workshop

Power point slides

 

Hand-outs

 

5

 

Learners will visit a range of visitor attractions in South KensingtonField trip Natural History Museum, Science Museum, Hyde ParkKensington Gardens, and Kensington PalaceAddressing all LOsExternal Activity

Students to complete a Worksheet

Worksheet
6

 

Assignment draft of Task 1 and 2Recap and Formative feedback on LO1 and 2Reflections on the field tripQuestions & Answers
7LO3 Understand issues affecting the development process in visitor attraction managementIssues affecting the development process in visitor attraction management: location; land and reclamation; funding; stakeholders; attraction management; tourism consultants; local authorities; local communities; tourist boards; private enterprise; public sector; pressure groups; tourism organisations; transport companies; technology

Processes in visitor attraction management.

Reflections on the field trip

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

Class discussion

Case studies

Group Seminar

Questions & Answers

One hour workshop

Power point slides

 

Hand-outs

8

 

LO4 Understand the application of management techniques and their impact on sustainabilitySupply: services; increasing capacity, security, identified footpaths; regulated room conditions; signage, concessions

Demand: influence the number or behaviour of visitors including price incentives, marketing interpretation, education

Renewal: product life cycle, visitor expectations, passive and active modes of delivery; innovation

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

4.1 Analyse different visitor management strategies

 

4.2 Evaluate management techniques in relation to sustainability

Class discussion

Case studies

Group Seminar

Questions & Answers

 

One hour workshop

Power point slides

 

Hand-outs

9Assignment draft of Task 3 and 4Recap and Formative feedback on LO3 and LO4Formative FeedbackQuestions & AnswersAssignment brief
10Assignment Support and submissionAssignment Support all LOs and submissionFormative FeedbackQuestions & AnswersAssignment brief

Recommended text and links:

Fyall A, Garrod B, Leask A and Wanhill S (editors) (2008) Managing Visitor Attractions 2nd. Butterworth-Heinemann

Leask A and Yeoman I (editors) (1999) Heritage Visitor Attractions: An Operations Management Perspective Cassell

Swarbrooke J (2002) The Development and Management of Visitor Attractions Butterworth-Heinemann

Yale P (2004) From Tourist Attractions to Heritage Tourism 2nd edition. Elm Publications

Yeoman I and Drummond S (2000) Quality Issues in Visitor Attractions Butterworth-Heinemann

Lockwood, Andrew; Medlik, S. Tourism and hospitality in the 21st century, Rotledge, 2016, ISBN 978-1138143791

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

2.3       Teaching Ethos 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.

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.

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

Unit Number and titleUnit 20 – VISITOR ATTRACTION MANAGEMENT
QualificationBTEC HND Travel and Tourism Management
Start Date11/09/2017
Issue date11/09/2017
Deadline/ Hand-in19/11/2017 (23:59)
Assessor

 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 U, K. 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

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.

 

Critically analyseThis 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.
DiscussThis task require you to examine, analyse carefully, and give reasons pro and con. Be complete, and give details. Also, you can investigate or examine by argument, sift and debate, giving reasons for and against.
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.

 

Learning Outcomes

On successful completion of

this unit a learner will:

Assessment criteria for pass

 

The learner can:

Task Number
LO1 Understand the scope andimportance of visitorattractions1.1 discuss the overlap of visitor attractions in relation toparticular types of attraction

1.2 analyse the importance of different visitor attractions

1
LO2 Understand visitor types,impacts and touristmotivation theories2.1 evaluate the needs and motivations of different visitortypes

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

2
LO3 Understand issues affecting the development process in visitor attraction Management3.1 discuss processes and potential issues involved in the development of visitor attractions3
LO4 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

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. 

Outcomes/criteria:Indicative characteristicsPossible evidence Contextualisation

In this assessment you will have the opportunity to present evidence that shows you are able to:

Feedback

 

Merit Description:   
M. Identify and apply strategies to find appropriate solutions.. Relevant theories and techniques have been applied

. Effective judgements made

To achieve M1, you have toanalyse the importance of different visitor attractions (1.2) or to evaluate the needs and motivations of different visitor types (2.1), theeffect of different theories of motivation (2.3) or make effective judgements across the assignment for example in 2.1, 2.2, 4.2.
M2. Select/ design and apply appropriate methods/ techniques.. A range of sources of information usedTo achieve M2, you will use arange of sources of information used and correctly referenced across the assignment.
M3. Present and communicate appropriate findings.. Appropriate structure and approach has been used

. Logical and Coherent arguments made

. A range of methods of presentation used

To achieve M3, the work you present should be appropriately structured and technical language used accurately across the assignment or use a range of methods of presentation across the assignmentfor example in presenting the articles, written report and management report.
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 demonstrate an ability to generate and justify valid conclusions for example on impacts of tourism on visitor attractions (2.2) oranalyse the effect of different theories of tourist motivation on the management of visitor attractions (2.3)
D2. Take responsibility for managing and organizing activities.Autonomy/independence demonstratedTo achieve D2, you will demonstrate autonomy across your assignment, with effective independent research and met the deadlines to submit all the tasks and achieve the unit assessment criteria.
D3. Demonstrate convergent, lateral and creative thinkingIdeas generate and decisions takenTo achieve D3, you should generate new ideas and decisions takenfor exampleon different visitor management strategies (4.1), potential issues involved in development of visitor attractions (3.1), effects of
Evidence checklistSummary of evidence required by studentEvidence presented
Task 1Written article
Task 2Management Report
Task 3 Written report

 

 

Task 4Management Report

 

Achievement Summary

The Following Sections to be completed by the assessor:

QualificationHND Travel and Tourism ManagementAssessor name 
 

Unit Number and title

20 – Visitor Attraction Management  

Student name

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

(tick)

1.1Discuss the overlap of visitor attractions in relation toparticular types of attraction 
1.2Analyse the importance of different visitor attractions 
2.1Evaluate the needs and motivations of different visitor types 
2.2Evaluate impacts of tourism on visitor attractions 
2.3Analyse the effect of different theories of touristmotivation on the management of visitor attractions 
3.1Discuss processes and potential issues involved in thedevelopment of visitor attractions 
4.1Analyse different visitor management strategies 
4.2 Evaluate management techniques in relation tosustainability 
 

Higher Grade achievements (where applicable)

 

Grade descriptor

 

 

Achieved?

(tick)

 

Grade descriptor

 

Achieved?

(tick)

M1: Identify and apply strategies to find appropriate solutionsD1. Use critical reflection to evaluate own work and justify valid conclusion.
M2: Select/design and apply appropriate methods/techniques

 

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

 

D3. Demonstrate convergent, lateral and creative thinking

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