Sample Report on Importance of Museum, Heritage and Cultural Tourism

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A Sample
On
MUSEUM, HERITAGE
AND CULTURAL
TOURISM

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TABLE OF CONTENTS
INTRODUCTION ...........................................................................................................................3
CRITICAL EVALUATION OF THE IMPORTANCE AND VALUE OF HERITAGE,
MUSEUMS AND CULTURE IN 21ST CENTURY EUROPE AND ANALYSIS OF THE
SIGNIFICANCE OF THE ROLE PLAYED BY CULTURAL TOURISM...................................3
Historical Development of Museum and Cultural Tourism/Heritage Sector ..............................3
Provisions of Museums/Heritage.................................................................................................4
Museum and Heritage Roles, Responsibilities and Management Issues.....................................5
Cultural Tourism Industry............................................................................................................6
Role of Heritage in Contemporary Society..................................................................................7
Museums, Education and Interpretation ......................................................................................8
Museum and Heritage Development ...........................................................................................8
World Heritage Sites and Impact of Tourism..............................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES ..............................................................................................................................11

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INTRODUCTION
Tourism can be defined as activities of people that are travelling and staying to the places
other than their home. The activity might be done for leisure or business purposes. Tourism
industry is very dynamic and competitive in nature because customer's needs and preferences get
changed frequently and constantly (Bickle, and Harrill, 2010). The main focus of this business is
customer's satisfaction, safety and enjoyment. Cultural tourism industry in 21st century
has got a
great value as many people are getting attracted towards the cultural heritage and museum in UK
and Europe for enhancing the knowledge and experience of diverse culture. In this report, focus
has been made on the critical evaluation of importance of heritage and museums and the vital
role of cultural tourism.
CRITICAL EVALUATION OF THE IMPORTANCE AND VALUE OF
HERITAGE, MUSEUMS AND CULTURE IN 21ST
CENTURY EUROPE
AND ANALYSIS OF THE SIGNIFICANCE OF THE ROLE PLAYED BY
CULTURAL TOURISM
Historical Development of Museum and Cultural Tourism/Heritage Sector
From last 50 years, great emphasis has been placed on exhibition’s interpretations. Thus,
museum started growing during this period with an incredible range of themes and subjects
covered. Similarly, the cultural tourism was developed over a long period of time (Garcia, 2007).
In early years, museums were made in the house of rich people where families and
institutions used to showcase wealthy collections of arts. Only those people who are considered
to be respectable can visit to see those museums. Then gradually the concept of museum started
changing and the first public museum was established by the Britishers in 1759. It was accessible
by the upper and middle class only and it was difficult to gain entrance. Britishers were
concerned that large crowd could possibly damage the artefacts. The potential visitors had to
apply for the visit and when the application was approved then only small group was allowed to

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enter into the museum (George, 2010). In early years, people were not much interested about the
museum and other heritage sites because of less awareness about these sites. People who had
money can get the access of entering inside museum. After that, many museums started
establishing and researchers and archaeologists were motivated to find the artefacts and this
enabled every country to start maintaining the museum and other historical places in order to
attract the tourists from other countries. In this 21st
century, people are aware about the heritage
sites and museum and interest of people towards these sites are increasing year after year
(Knudsen and Waade, 2010).
Cultural tourism has a long history. It is the subset of tourism which is concerned with the
country's or region's culture. After the development of museum and heritage sites, the cultural
tourism has evolved. Earlier, people used to visit for leisure and fun but gradually, awareness
about the cultural heritage and museum enhances their knowledge and experience and educate
them regarding the past. Thus, people started doing tours for visiting the heritage sites. This
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provided an opportunity to the tourism sector to make available the cultural tourism to people
who wish to visit to have the knowledge of diverse cultures. The World Tourism Organisation
has concluded that it accounted for 37% of global tourism (Kratz and Merritt, 2011).
Provisions of Museums/Heritage
The government has regulated several laws and regulations on museums and heritage in
order to maintain the decorum at such places so that people can reap out the benefits of these
sites. People who actually travel for enhancing their knowledge and experience to protect their
interest towards these sites, government of UK has given several regulations of museums and
heritage. The provisions are as follows:
1. Visitors: Entry for students, researchers and general public is free so that they can get
benefits out of museums and heritage places. For certain exhibitions, charges are applied
in order to spend it on the maintenance of artefacts (Cole, 2004). The provision regarding
security screening of visitors was set in order to eliminate the threats of terrorist attack.
2. Conduct in the Museum: Visitors should not diminish the value of museum and
heritage and do not damage the museum’s object and historical monuments.
3. Use of Reserve Collection: Visitors can study the museum collection but with due care
and before using such facilities, the name should get registered.
4. Artists and Photographers: As many photographers click the pictures and sell it in the
market so for this reason, government has banned the use of cameras inside the museum.
The artist should take care about the protection of collections (Kupisz and Działek,
2013).
5. Public Notice: There should be a notice board outside the museum or heritage with
mentioning the regulations and provisions of visiting museum and heritage sites as well
as ethical aspects should also be displayed so that visitors would behave accordingly and
discipline should be maintained else the disciplinary actions will be taken.

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6. Compliance: If the regulations of museum are not followed then legal actions might be
taken against visitors. In addition to the regulations, several acts should be followed so
that cultural tourism can be made as a great success.
The provisions are regulated by the central and local government of UK and Europe in
order to maintain discipline at such places. Despite of that, some independent and private sectors
overtake the maintenance responsibilities and apply the provisions in order to attract the cultural
tourism and protect the interest of cultural tourists.
Museum and Heritage Roles, Responsibilities and Management Issues
Museums are the non-profit making and permanent institution. The twin roles of museum
are to preserve and to make accessible the remains of the past. The main function of museum is
to research, outreach and collection management. The role of heritage is to redress especially in
those situations where histories have been silenced. Heritage is not homogeneous; its role is to
encourage people or visitors to accept diversity as the wealth of a nation (Latham, 2012).
In museum and at heritage places, two types of management issues arise. One is legal
issues while managing the museum and heritage places which impact the museum, staff and
board and they need to be aware about such issues. Boards and staff should evaluate the legal
implications on a regular basis (Mckercher and Du, 2002). They should craft the policies which
ensure the compliance with laws and they can seek advice from legal counsellors as well. Legal
issues arise on a daily basis in museum. For this purpose, museum and heritage must follow the
state, federal and international laws to avoid the impact of these issues. Issues which impact the
museums and heritage are non-profit business, contracts, tax, property, intellectual property,
insurance, employment and art law and also the other laws. Another issue in the management of
museum and heritage is of ethics. There was an unseen social responsiveness and cultural
sensitivity in the workers of museum and heritage (Dümcke and Gnedovsky, 2013). It is because
the exhibition of sensitive material and other cultural things should be done with due care and
great respect for the feelings of religious, ethnic and other groups. For this purpose, management

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has to educate the personnel of museum about the ethics of museum and heritage sites so that the
sentiments of past religion and culture should not get hurt (Marshall and Villiers, 2015).
Decisions about the inclusion and exclusion, valuable and invaluable as well as languages all
lead to ethical style and thus, it shapes the perception of public who are visiting to museum and
cultural heritage in UK and Europe.
Cultural Tourism Industry
The concept of cultural tourism is difficult to define because many scholars have given
with number of definitions. Thus, it can be defined as the leisure travel which is being attracted
by the cultural factor or factors of a particular area (Mitsche and et.al., 2013). This tourism can
be termed as cultural tourism. Cultural tourism generally includes tourism in urban areas such as
historic or large cities and their museum, monuments, etc. This tourism also includes travelling
in rural areas and viewing their tradition, their values, culture, rituals and lifestyles. This form of
tourism is becoming very popular in the world because these tourists spend more than standard
Cultural Tourism

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tourists. In the recent report of OECD, it has been found that cultural tourism plays a vital role in
the regional development of different regions of the world. Thus, it can also be defined as the
movement of people to cultural attractions with the intention of getting heritage experience.
Tourists are attracted towards cultural tourism because they want to gain the heritage
experience. By visiting such places, they get more information about diverse cultures. Cultural
tourism industry attracts people on the basis of open air museums such as The National Museum
of Denmark, Denmark. These are the museums which showcase the rural architecture,
landscapes, people and their tradition. Tourism industry provides the facilities to visit industrial
heritage, stately homes, historic buildings, the work of English heritage and many more (Pietro
and et.al., 2015).
Cultural tourism industry is flourishing due to increasing interest of people towards the
cultural and heritage tour. The major contribution to this industry is from cultural museum
because it has been the subject of a number of studies. The recent information was gathered by
the Heritage Lottery Fund, 2009 and Oxford Economics. This research shows that the UK
heritage-based tourism industry is bigger than any other economy. Out of top 10 UK attraction
points, 8 being the museums which was visited by the cultural tourism and thus, benefited the
cultural tourism industry. The research also concluded that cultural tourism industry has a
turnover of 12.4 billion GBP a year out of which 7.3 billion GBP is based on the museum sector
and remaining 5.1 billion GBP being natural heritage. Thus, it can be concluded that 7.4 billion
GBP per year is contributed by the cultural tourism sector in the UK economy in terms of GDP.
It claims that the bigger contribution in UK economy is by heritage sector than any other sector.
60% of the cultural tourists are UK residents (Hull, 2011).
Role of Heritage in Contemporary Society
In this modern society, Heritage is playing a major role for the development of nation.
Key to balance archaeology along with the economic development is like balancing heritage
values with the needs and concerns of contemporary society. This allows heritage values to

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compete with other things in a modern world while at the same time, it is allowing different ways
of viewing the past (Roders and Oers, 2011). For this purpose, it is required to apply economical,
legal, ethical, management and scientific perspectives to meet the cultural heritage concerns.
This should be done in a manner which is accountable, sustainable and includes the ethical
responsibility for interacting and working with the people who have a stake in the resource under
consideration in an effort to help advanced local economic conditions while at the same time not
compromising the quality of life for future generations.
Cultural value is not only the basis for understanding, protecting and managing collective
cultural heritage but it also assists in the economic development. Cultural heritage resources can
be viewed in terms of cultural capital or assets in the context of a market driven economy.
Although, defining heritage in such terms is often difficult for those in the heritage sector to
understand. It in fact provides a basis for the implementation of economic principles which are
measurable and applicable to the cultural heritage. Thus, it is providing a basis for long-term
planning, management, protection and economic development. Defining these values of heritage
is the key to understand the role of heritage in contemporary society and its application and it is
contrast to the economic development (Carbonell, 2012).
Cultural heritage has a major contribution in the sustainable growth by merging with
modernity and tradition. Through a creative combination of inheritance of the past with
innovative and modern ideas, they aimed at shaping the future. Heritage can be seen as a
resource which does not have a sole reason of preserving historic memory. But if used creatively,
it can also bring various social and economic benefits to many stakeholders. It raises the portrait
of places by making them more competitive in the contemporary world and it also serves as a
source of inspiration for the contemporary arts and creative industries.
Museums, Education and Interpretation
Museums have a great educational impact as the most widely used framework for
assessing and improving the education and learning impacts of museum. People who visit

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museum are those who want to enhance their education. The visitors may be archaeologists,
researchers and people who have keen interest in the cultural artifacts. After visiting such places,
tourists get the knowledge and understanding about something, learning facts or information,
making sense of something, deep understanding, making links and relationships between things,
etc. They can develop skills such as knowing the way to do something, being able to innovate,
intellectual skills get developed, social and communication skills and physical skills.
After enhancing knowledge in museums, visitors get the interpretation about museum,
battlefield and historic sites (Forrest, 2012). Through this, people gain the theoretical knowledge
about the field of interpretation and education. The museum laid down several standards which
clearly state their overall goals of education and it also demonstrates that their activities are
aligned with them. It also presents accurate and appropriate content for each of their audience.
Museum and Heritage Development
The development of museum and heritage can be done by marketing, fund raising,
sponsorship and merchandising (Leslie and Sigala, 2005). Marketing of museum and heritage
can be done by following the process that is identifying the needs and wants of visitors and then
delivering the benefits which will satisfy the visitors in gaining experience. Marketing also aids
in maximizing the performance of museum. Even though it is a very complex activity with
requiring extensive creativity, planning, organization and problem solving but marketing of
museum and heritage will help in the development.
As it is known that museum and heritage sites are nonprofit organization but for doing
maintenance and pay off personnel and for the development of these cultural heritage, fund is
required (Dallen, 2011). To increase the funds for museum, management do not ask for
donations instead they organize the special events and creative methods for raising the funds for
the museum. Form this fund; they do the maintenance and development of museum and heritage.

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By offering sponsorship opportunities to companies during special events and programs for
exhibiting the museum elements and other cultural event at heritage sites, development can be
done. Because company pays money for sponsoring their brand and museum and cultural event,
they can do their development as well (Timothy, 2011). Guggenheim museum at New York
provides opportunities to the corporate for sponsorship and their sponsorship enables to develop
the museum and present some of the finest cultural, educational and public programs in the
world.
Merchandising and retailing of museum arts and other heritage icons have enabled the
development of these places by creating awareness about these sites so that many cultural
tourists can visit these places and enhance their experience and knowledge about the diverse
Cultural Tourism

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culture. If there will be more cultural tour then development of museum and heritage will be
done with a fast pace (Cultural Heritage, 2015).
World Heritage Sites and Impact of Tourism
World Heritage Sites are the places such as city, building, mountains, rivers, monuments,
etc. which is listed by UNESCO. These sites are of special culture or physical significance.
In UK and Europe, the World Heritage Sites are Blaenavon Industrial Landscape,
Blenheim Palace, City of Bath, Maritime Greenwich, Tower of London, Bronze Age Burial Site
of Sammallahdenmäki, Berlin Modernist Housing Estates, Convent of St Gall in Switzerland,
Old City of Berne, etc. These sites have a great impact on the tourism industry which may be
positive or negative (Smith, 2009). It is because of the reason that most of the World Heritage
Sites are major cultural tourism attraction points. Those people who have interest in culture,
heritage and nature are motivated to visit to these sites. For visiting these sites, visitors face the
issues like transportation, accommodation, other service provision, etc. These issues have given
opportunities to tourism industry to flourish. Tourism sector have made them available with
these facilities so that people can have the hassle free visit. Government and tourism
organization do the management of these sites in order to attract more people and this brings
employment and income to this industry.
Along with the positive impact, there are some negative impacts on tourism industry.
Development impact such as during construction phase can be severe (Smith and Robinson,
2006). Pollution generated by the hotels, pollution done by vehicles and tourist drop litters on
these sites. Government might penalize on hotels and transportation for doing the pollution. Due
to this, negative impact will be created on the minds of tourists. Hence, this affects the
profitability of industry. The pollution created by tourist and tourism industry has an adverse
effect on the environment due to which trees are disappearing and water bodies are getting
polluted (Timothy and Boys, 2003).

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Tourism industry is spending a lot to protect the environment and the World Heritage
Sites in order to offset the negative impacts of tourism sector. For this purpose, tourism industry
is educating tourists not to litter and the hotel staff for not throwing wastage in water and on the
roads etc.
CONCLUSION
After preparing the project report on Museum and Cultural Heritage, conclusion can be
made that the importance and value of cultural heritage and museum has been increasing in the
UK and Europe in 21st
century because of the enhancement of experience and education
regarding the artifacts by culture loving tourists. UNO and other organizations are contributing
more for increasing the importance of such sites. In this modern society, heritage is playing a
vital role. Along with the greater importance, these sites are generating profits for the cultural
tourism industry. Thus, for visiting these sites, transportation is required and for that purpose,
cultural tourism is playing a major role for making the tourists avail these facilities.
Cultural Tourism

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REFERENCES
Journals
Bickle, C. M. and Harrill, R., 2010. Avoiding cultural misconceptions during globalization of
tourism. International Journal of Culture, Tourism and Hospitality Research. 4(4).
pp.283–286.
Garcia, P. G., 2007. The destruction of a cultural heritage: with reference to the problems of Iraq.
New Library World. 108(7/8). pp.354–369.
George, W. E., 2010. Intangible cultural heritage, ownership, copyrights, and tourism.
International Journal of Culture, Tourism and Hospitality Research. 4(4). pp.376–388.
Kratz, S. and Merritt, E., 2011. Museums and the future of education. On the Horizon. 19(3).
pp.188–195.
Kupisz, M. M. and Działek, J., 2013. Cultural heritage in building and enhancing social capital.
Journal of Cultural Heritage Management and Sustainable Development. 3(1), pp.35–54.
Latham, F. K., 2012. Museum object as document: Using Buckland's information concepts to
understand museum experiences. Journal of Documentation. 68(1). pp.45–71.
Marshall, R. and Villiers, D. R., 2015. Marketing tourists gazing into the tourism domain.
International Journal of Culture, Tourism and Hospitality Research. 9(4). pp.417–422.
Mitsche, N. and et.al., 2013. Intangibles: enhancing access to cities' cultural heritage through
interpretation. International Journal of Culture, Tourism and Hospitality Research. 7(1).
pp.68–77.
Pietro, D. L. and et.al., 2015. Cultural heritage and consumer behaviour: a survey on Italian
cultural visitors. Journal of Cultural Heritage Management and Sustainable
Development. 5(1). pp.61–81.
Cole, D., 2004. Exploiring the Sustainability of Mining Heritage Tourism. Journal of
Sustainable Tourism. 12(6). pp. 480-494.
Books
Carbonell, M. B., 2012. Museum Studies: An Anthology of Contexts. John Wiley & Sons.

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Dallen, T. J., 2011. Cultural Heritage and Tourism: An Introduction. Channel View
Publications.
Forrest, C., 2012. International Law and the Protection of Cultural Heritage. Routledge.
Smith, M. and Robinson, M., 2006. Cultural tourism in a changing world: Politics, participation
and (re) presentation. Channel View Publications.
Smith, M. K., 2009. Issues in Cultural Tourism. Routledge.
Timothy, D. J. and Boys, S.W., 2003. Heritage Tourism. Prentice Hall.
Timothy, D. J., 2011. Cultural Heritage and Tourism: Introduction. Channel View Publications.
Leslie, D. and Sigala, M., 2005. International cultural tourism: management, implications and
cases. Elsevier Butterworth Heinemann.
Mckercher, B. and Du, C. H., 2002. Cultural tourism: The partnership between tourism and
cultural heritage management. Haworrth Hospitality Press.
Knudsen, B. T. and Waade, A. M., 2010. Re-investing authenticity: Tourism, place and
emotion.(Tourism and Cultural change). Channel View Publications.
Online
Cultural Heritage. 2015. [Online]. Available through: <http://sdt.unwto.org/content/cultural-
heritage-1>. [Accessed on 25th
October 2015].
Dümcke, C. and Gnedovsky, M., 2013. The Social and Economic Value of Cultural Heritage:
literature review. [PDF]. Available through: <http://www.eenc.info/wp-
content/uploads/2013/08/CD%C3%BCmcke-MGnedovsky-Cultural-Heritage-Literature-
Review-July-2013.pdf>. [Accessed on 25th
October 2015].
Hull, D., 2011. Assessing the value and impact of museums. [PDF]. Available through:
<http://www.niassembly.gov.uk/globalassets/Documents/RaISe/Publications/2011/Cultur
e-Arts-Leisure/2911.pdf>. [Accessed on 25th
October 2015].

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