Dedicated to supporting students studying Travel and Tourism
1. The nature, role and appeal of visitor attractions
2. Meeting visitor expectations
3. Measuring the success and appeal of visitor attractions
4. The of the government in forming tourism policy and promotion
5. Demand in the travel and tourism industry
See Resources page for a comprehensive range of online resources - websites and YouTube clips.
Type of visitor attractions
Teaching + learning resources for this topic feature more comprehensive notes and student activities
Check out the PREVIEW featuring 50 pages of comprehensive notes and student activities
Natural attractions
The nature, role and appeal of visitor attractions. Theme parks
. Museums
. Galleries
. Historical sites
. Heritage sites
. National monuments
. Cultural heritage
. Arts
. Sporting venues
. Visitor centres
. Entertainment facilities
. Museums
. Galleries
. Historical sites
. Heritage sites
. National monuments
. Cultural heritage
. Arts
. Sporting venues
. Visitor centres
. Entertainment facilities
Man-made attractions
The nature, role and appeal of visitor attractions. National Parks
. Areas of Outstanding Natural Beauty
. Coastlines
. Forests
. Rivers
. Canals
. Lakes
. Parks
. Gardens
. Beauty spots
. Areas of Outstanding Natural Beauty
. Coastlines
. Forests
. Rivers
. Canals
. Lakes
. Parks
. Gardens
. Beauty spots
Events
The nature, role and appeal of visitor attractions. Festivals
. Sporting events
. Music events
. MICE – meetings, incentives, conferences + events
. Sporting events
. Music events
. MICE – meetings, incentives, conferences + events
Check out our fun BINGO games for Viistor Atractions
Travel + Tourism Catchphrases (Dingbats)
Check out our fun Catchphrases games for Viistor Atractions
Scale, scope and appeal of visitor attractions
Scale of visitor attractions
The nature, role and appeal of visitor attractions.International, national, regional, local attractions,
Disney®
Taj Mahal
Stonehenge
Robben Island
Whipsnade Zoo
RHS Garden Wisley
Pleasure Beach Blackpool
Bockett's Farm
. Ownership: public, private, voluntary/not for profit
. Size and complexity of attractions
. Contribution to the local and national economy:
tertiary, quaternary, primary and secondary, reflected in the multiplier effect.
Disney®
Taj Mahal
Stonehenge
Robben Island
Whipsnade Zoo
RHS Garden Wisley
Pleasure Beach Blackpool
Bockett's Farm
. Ownership: public, private, voluntary/not for profit
. Size and complexity of attractions
. Contribution to the local and national economy:
tertiary, quaternary, primary and secondary, reflected in the multiplier effect.
Scope of visitor attractions
The nature, role and appeal of visitor attractions. Development
e.g. new rides,
visitor centres, other amenities
. Diversification
e.g. exhibitions, special events, conservation
. Regeneration areas
e.g. Albert Docks Liverpool, Cardiff Bay, Bilbao City Centre and Museums, World Trade Center New York.
e.g. new rides,
visitor centres, other amenities
. Diversification
e.g. exhibitions, special events, conservation
. Regeneration areas
e.g. Albert Docks Liverpool, Cardiff Bay, Bilbao City Centre and Museums, World Trade Center New York.
Appeal of visitor attractions
The nature, role and appeal of visitor attractions. Accessibility of locations, including opening times, transport links, pricing strategy,
special offers, indoor and outdoor facilities
. Facilities + amenities
what is there on offer, accommodation, standards
. Attractions
natural + built attractions on offer, different appeal
. Weather
seasonality, different attractions
. Popularity, including trends, image and reputation, repeat business
. Special events
Range of events held during the year e.g. Christmas
special offers, indoor and outdoor facilities
. Facilities + amenities
what is there on offer, accommodation, standards
. Attractions
natural + built attractions on offer, different appeal
. Weather
seasonality, different attractions
. Popularity, including trends, image and reputation, repeat business
. Special events
Range of events held during the year e.g. Christmas
Ownership of visitor attractions
Private visitor attractions
The nature, role and appeal of visitor attractionsExamples:
. Thorpe Park
. Centre Parks
. London Eye
. Fairytale Farm
. Peppa Pig World
. Thorpe Park
. Centre Parks
. London Eye
. Fairytale Farm
. Peppa Pig World
Public visitor attractions
The nature, role and appeal of visitor attractionsExamples:
. Museums . Parks . Monuments
. Rivers + lakes
. Natural attractions
. Museums . Parks . Monuments
. Rivers + lakes
. Natural attractions
Charity visitor attractions
The nature, role and appeal of visitor attractionsExamples:
. The National Trust
. Black Country Living Museum
. Kew Gardens
. Blenheim Palace
. Chester Zoo
. The National Trust
. Black Country Living Museum
. Kew Gardens
. Blenheim Palace
. Chester Zoo
Multiplier effect
The nature, role and appeal of visitor attractionsThe Multiplier effect
The multiplier effect is the impact a new business has on the local, national or international economy.
Example:
A new hotel will increase economic activity in many areas.
Building companies will benefit as it is constructed – materials for this will be imported and local – jobs will be created.
Once built many businesses will provide goods and services to the hotel.
The employees of the hotel then spend wages in the local economy …..
The multiplier effect is the impact a new business has on the local, national or international economy.
Example:
A new hotel will increase economic activity in many areas.
Building companies will benefit as it is constructed – materials for this will be imported and local – jobs will be created.
Once built many businesses will provide goods and services to the hotel.
The employees of the hotel then spend wages in the local economy …..
The development of visitor attractions
Food + Beverage
The nature, role and appeal of visitor attractionsMost attractions now see their food + beverage options as a key source of income.
For some attractions the F+B offerings are open to the public separately from the attraction.
With much competition the standard of F+B has improved dramatically as attractions see this as a way of further increasing revenue.
Some attractions outsource some of their F+B to well known coffee and fast food providers.
Therefore it is not uncommon to find a Starbucks or Costa or Burger King at an attraction.
Others are developing their own brands and focusing upon local fresh food sourced within a few miles of the attraction as part of their sustainability efforts.
For some attractions the F+B offerings are open to the public separately from the attraction.
With much competition the standard of F+B has improved dramatically as attractions see this as a way of further increasing revenue.
Some attractions outsource some of their F+B to well known coffee and fast food providers.
Therefore it is not uncommon to find a Starbucks or Costa or Burger King at an attraction.
Others are developing their own brands and focusing upon local fresh food sourced within a few miles of the attraction as part of their sustainability efforts.
Attractions
The nature, role and appeal of visitor attractionsVisitor attractions is a fiercely competitive market and therefore they are constantly developing their offering to retain visitors as well as attraction new ones.
Museums are good example with the constant stream of new exhibitions they host - these can be temporary or permanent.
Theme parks are another attraction that regularly develop rides to retain and encourage new visitors.
Often this will involve co branding with businesses for example CBeebies attraction at Alton Towers.
Thorpe park is opening, the highest and fastest roller coaster - Hyperia - in the UK, in the spring on 2024.
Museums are good example with the constant stream of new exhibitions they host - these can be temporary or permanent.
Theme parks are another attraction that regularly develop rides to retain and encourage new visitors.
Often this will involve co branding with businesses for example CBeebies attraction at Alton Towers.
Thorpe park is opening, the highest and fastest roller coaster - Hyperia - in the UK, in the spring on 2024.
The diversification of visitor attractions
Special events
The nature, role and appeal of visitor attractionsVisitor attractions look to add special events throughout the year to bring in new and repeat customers:
. Seasonality:
Christmas - Lapland, Blenheim Palace
Easter - Easter egg hunts
Halloween - Thorpe Park
. One off events:
. Anniversaries
. Special guest appearances
. Annual events:
'Peaky Blinders Days' at the Black Country Living Museum
. Seasonality:
Christmas - Lapland, Blenheim Palace
Easter - Easter egg hunts
Halloween - Thorpe Park
. One off events:
. Anniversaries
. Special guest appearances
. Annual events:
'Peaky Blinders Days' at the Black Country Living Museum
MICE
The nature, role and appeal of visitor attractionsAttractions have diversified into MICE activities, using their unique venues as a selling point.
Hosting:
. Meetings
. Conferences
. Training
. Team building
Include:
. Country houses
. Museums
. Theme parks
Hosting:
. Meetings
. Conferences
. Training
. Team building
Include:
. Country houses
. Museums
. Theme parks
Conservation
The nature, role and appeal of visitor attractionsMany natural attractions have diversified into conservation and other environments projects to attract visitors
Some of these have volunteer programmes to engage with the local community
Some of these have volunteer programmes to engage with the local community
Accommodation and Food + Beverage
The nature, role and appeal of visitor attractionsMost attractions now see their food + beverage options as a key source of income.
With much competition the standard of F+B has improved dramatically as attractions see this as a way of further increasing revenue.
Some attractions outsource some of their F+B to well known coffee and fast food providers.
Therefore it is not uncommon to find a Starbucks or Costa or Burger King at an attraction.
Others are developing their own brands and focusing upon local fresh food sourced within a few miles of the attraction as part of their sustainability efforts.
With much competition the standard of F+B has improved dramatically as attractions see this as a way of further increasing revenue.
Some attractions outsource some of their F+B to well known coffee and fast food providers.
Therefore it is not uncommon to find a Starbucks or Costa or Burger King at an attraction.
Others are developing their own brands and focusing upon local fresh food sourced within a few miles of the attraction as part of their sustainability efforts.
Regeneration
Regeneration
The nature, role and appeal of visitor attractionsRegeneration or rejuvenation is typically a response to the decline in tourist facilities.
It can encompass an individual attraction or an entire tourist region. It usually follows a period of decline - as part of Butler's Tourist Development Model.
It can encompass an individual attraction or an entire tourist region. It usually follows a period of decline - as part of Butler's Tourist Development Model.
Regeneration examples
The nature, role and appeal of visitor attractionsBlackpool
Blackpool was the north’s leading coastal tourist destination for decades, but went into decline for many reasons.
Follow the link to find out more:
https://www.blackpool.gov.uk/Your-Council/Creating-a-better-Blackpool/A-better-Blackpool.aspx
Blackpool was the north’s leading coastal tourist destination for decades, but went into decline for many reasons.
Follow the link to find out more:
https://www.blackpool.gov.uk/Your-Council/Creating-a-better-Blackpool/A-better-Blackpool.aspx
Other examples:
World Trade Center, New York
Bilbao, Spain
Belfast, Northern Ireland
Importance of additional revenue strategies
Additional sources of income
The nature, role and appeal of visitor attractions. Membership
A range of memberships - with benefits
. On site accommodation
Museum sleepovers, hotels, clamping
. Venue hire
Meetings, Weddings, training
. New merchandise
Merchandise opportunities
. Special events
Christmas, Easter, Halloween,
. Exhibitions
Wide range of exhibitions typically for museums
A range of memberships - with benefits
. On site accommodation
Museum sleepovers, hotels, clamping
. Venue hire
Meetings, Weddings, training
. New merchandise
Merchandise opportunities
. Special events
Christmas, Easter, Halloween,
. Exhibitions
Wide range of exhibitions typically for museums
Importance of additional income
The nature, role and appeal of visitor attractionsDiversified income streams
. Reduce reliance
. Income potential growth
. Impact on local/regional/national economy
. Be competitive
. Reduce reliance
. Income potential growth
. Impact on local/regional/national economy
. Be competitive
Funding of visitor attractions
External funding
The nature, role and appeal of visitor attractionsFinance from outside the business
. Government - loans + grants
. National lottery - Heritage Lottery
. Charities - National Trust + Heritage Fund
. Financial institutions - banks + finance companies
. Private funding - venture capitalists, crowd funding
. Government - loans + grants
. National lottery - Heritage Lottery
. Charities - National Trust + Heritage Fund
. Financial institutions - banks + finance companies
. Private funding - venture capitalists, crowd funding
Internal funding
The nature, role and appeal of visitor attractionsSelf funding organisations
. Entrance fees
. Membership
. Annual pass
. Food + Beverage
. Merchandise
. Sponsorship
. Donations
. Entrance fees
. Membership
. Annual pass
. Food + Beverage
. Merchandise
. Sponsorship
. Donations
Different types of visitors and their diverse expectations
Products and services provided - including primary and secondary speed opportunities
Ways to meet and exceed expectations
Use of technology and its importance for visitor attractions
Teaching + learning resources for this topic feature more comprehensive notes and student activities
Check out the PREVIEW featuring 50 pages of comprehensive notes and student activities
Different types of visitors and their diverse expectations
Visitors - UK + International
How visitor attractions meet the diverse expectations of their visitors. individuals – adults, children
. families . groups – education
. overseas visitors
. UK tourists visiting attractions overseas
. people with specific needs
. families . groups – education
. overseas visitors
. UK tourists visiting attractions overseas
. people with specific needs
Expectations
How visitor attractions meet the diverse expectations of their visitors. accessibility
. cost and convenience
. safety and security
. entertainment
. education/information – provision of a learning environment
. cost and convenience
. safety and security
. entertainment
. education/information – provision of a learning environment
Products + services
Products + services
How visitor attractions meet the diverse expectations of their visitors. individuals – adults, children
. families . groups – education
. overseas visitors
. UK tourists visiting attractions overseas
. people with specific needs
. families . groups – education
. overseas visitors
. UK tourists visiting attractions overseas
. people with specific needs
Support services
How visitor attractions meet the diverse expectations of their visitors. Park ‘n’ ride
. Parking
. Toilets + Baby changing
. Creche
. First aid
. Security
. Signage
. Cleaning
. Specific needs services
. Parking
. Toilets + Baby changing
. Creche
. First aid
. Security
. Signage
. Cleaning
. Specific needs services
Primary spend opportunities
How visitor attractions meet the diverse expectations of their visitors. Admission
. Activities
. Exhibits
. Seats
. Parking
. Activities
. Exhibits
. Seats
. Parking
Secondary spend opportunities
How visitor attractions meet the diverse expectations of their visitors. Park ‘n’ ride
. Parking
. Toilets + Baby changing
. Creche
. First aid
. Security
. Signage
. Cleaning
. Specific needs services
. Parking
. Toilets + Baby changing
. Creche
. First aid
. Security
. Signage
. Cleaning
. Specific needs services
Meeting and exceeding vistor expectations
Image, reputation + promotion
How visitor attractions meet the diverse expectations of their visitors. Reputation
- customer loyalty, feedback
. Discounts:
. Special promotions
. Combination tickets
. Group
. Education
. Advanced booking
- customer loyalty, feedback
. Discounts:
. Special promotions
. Combination tickets
. Group
. Education
. Advanced booking
Appeal
How visitor attractions meet the diverse expectations of their visitors. Park ‘n’ ride
. Parking
. Toilets + Baby changing
. Creche
. First aid
. Security
. Signage
. Cleaning
. Specific needs services
. Parking
. Toilets + Baby changing
. Creche
. First aid
. Security
. Signage
. Cleaning
. Specific needs services
Location + environment
How visitor attractions meet the diverse expectations of their visitors. Location - rural + urban
. Accessibility - transport
. Scenic
. Quality of attraction
. Accessibility - transport
. Scenic
. Quality of attraction
Development + Diversification
How visitor attractions meet the diverse expectations of their visitors. Merchandise
. Food + beverage
. MICE
. Accommodation
. Food + beverage
. MICE
. Accommodation
Use of technology
Booking systems
How visitor attractions meet the diverse expectations of their visitors. Reservations
. Online booking
. Online ticketing
. Special requests
. Online booking
. Online ticketing
. Special requests
Visitor management systems
How visitor attractions meet the diverse expectations of their visitors. Signage
. CCTV
. Crowd management - visitor flow
. Control gates
. Staff communication
. CCTV
. Crowd management - visitor flow
. Control gates
. Staff communication
Technological features
How visitor attractions meet the diverse expectations of their visitors. Interactive displays
. Audio tours - different languages
. Tourist guides (white, green, blue)
. Re -creation + re-enactments
. Special effects, VR, holograms, animation etc
. Audio tours - different languages
. Tourist guides (white, green, blue)
. Re -creation + re-enactments
. Special effects, VR, holograms, animation etc
Importance of technology
How visitor attractions meet the diverse expectations of their visitors. Improving the quality of products + services – 3D modelling, high tech events
. Ease of booking/reservations
. Reduce operating costs
(staff, maintenance, training)
. Help create a competitive edge over competition
. Ease of booking/reservations
. Reduce operating costs
(staff, maintenance, training)
. Help create a competitive edge over competition
Teaching + learning resources for this topic feature more comprehensive notes and student activities
Check out the PREVIEW featuring 25+ pages of comprehensive notes and student activities
C. Explore how visitor attractions respond to competition and measure their success and appeal
Measuring the success and appeal of visitor attractions
Primary research
Responding to competition - understanding customer needs• Information from customers
Methods:
Questionnaires
Interviews
Customer feedback
Review site
Focus groups
Sales records
Website traffic
Secondary research
Responding to competition - understanding customer needs• Information from other sources
Examples:
Newspaper reports
Trade journal articles
Online sources + data
Government data
Benchmarking
Responding to competition - understanding customer needsBenchmark against competitors
. Compare your attraction with the competition, check websites and social media; prices; range of products and services; review feedback etc
Brand Loyalty
Responding to competition - understanding customer needsBranding
. Logo
The visual part
. Image
How it shows itself
. Vision
What the brand/company wants
. Company
What type of company is it?
. Identity
Unique identity – stand for something
. Perception
How others see the brand/company
Success and appeal, using data analysis to measure visitor trends and visitor numbers
Measuring perfomance
Responding to competition - understanding customer needsMeasuring performance
Most organisation use KPIs to measure their performance.
A Key Performance Indicator is a measurable factor that helps, identify how well an attraction is doing.
Most organisation use KPIs to measure their performance.
A Key Performance Indicator is a measurable factor that helps, identify how well an attraction is doing.
1. Frequency of Visits
2. Average Spend Per Visitor
3. Annual Pass Sales
4. Marketing Reach
5. Profit
6. Community impact
7. Sustainability
Data analysis
Responding to competition - understanding customer needsData compiled by visitor associations
+ others
Methods of data collection – showing visitor numbers trends and spend etc:
. Spreadsheets/graphs/pie charts
. Electronic monitoring; visitor numbers, spend etc
. Surveys/questionnaires/interviews/reviews/focus groups – at the attraction or by email or online
. Financial data: Break even analysis, gross/net profit
. Annual reports
. Spreadsheets/graphs/pie charts
. Electronic monitoring; visitor numbers, spend etc
. Surveys/questionnaires/interviews/reviews/focus groups – at the attraction or by email or online
. Financial data: Break even analysis, gross/net profit
. Annual reports
Importance of data analysis
Responding to competition - understanding customer needsImportance of measuring and analysing success and appeal of visitor attractions.
. Respond to customer feedback, both good and bad.
. Improve marketing campaigns to encourage new visitors based on success and appeal identified in the data
. Benchmark with similar attractions set targets for improvements
. Use customer feedback to help build a CRM
. Use feedback to market your business
. Assess success of attraction
. Recognise and reward staff and customers
. Replicate the successes of popular attractions
. Identify new products and services based on feedback
. Respond to customer feedback, both good and bad.
. Improve marketing campaigns to encourage new visitors based on success and appeal identified in the data
. Benchmark with similar attractions set targets for improvements
. Use customer feedback to help build a CRM
. Use feedback to market your business
. Assess success of attraction
. Recognise and reward staff and customers
. Replicate the successes of popular attractions
. Identify new products and services based on feedback
Travel + Tourism
Travel + Tourism Industry
Destinations
Visitor attractions
Marketing for Travel + Tourism
Transport
MICE
Produtcs + services
Customer services
Websites
Resources for other subjects including Business, History and PSHE
Website by:
