Micro Perspective of

the Tourism and

Hospitality
Chapter 8 – Categorize the Tourist Attractions and Theme
Parks
Unit Learning
a. Categorize the tourist attractions and theme
Outcomes parks;
(ULO): At the b. Discuss the meaning and importance of the
end of the unit MICE industry;
(Ch. 8 – 11), c. Know the basic concept of tourism
marketing; and
you are d. Determine the different types of tourism
expected promotion
to:
Metalanguage
The essential terms that will be used in this section are defined below for
our collective understanding.
1. Attraction. It is a named site with a specific human or natural feature,
which is the focus of visitor and management attention.
2. Commercial Attractions. These are retail operations that deal with gifts,
handicrafts, souvenirs, and art.
3. Event Attraction. It is one in which tourists are drawn to the destination
because of what is taking place there.
4. Heritage Attraction. It appeals to those who want to learn about ancient
and contemporary civilizations.
5. Man-made Attraction. It is an attraction that is built or created by
humans.
6. Natural Attraction. It is an attraction that is created by nature.
7. Recreation Attractions. These are for those who seek exciting
adventure.
8. Site Attraction. It is one in which the destination itself has an
appeal.
1. The Nature and Scope of Tourist
Attractions.
Basically, there are two types of attraction: Site and Event. Under
these categories, there are more specific types of attractions. The
figure below shows an overview of the attractions.
2. The Evolution of Tourist Attractions
The evolution of tourism depended on the existence and development
of attractions. As far back as the Roman Empire, travelers went to Egypt
to see the pyramids. Later on, the Grand Tour routes were around the
major cultural attractions of Europe. Some of today’s tourist attractions
have long been existing since the late 19th century and early 20th
century. It was in the post-war period that tourist attractions really
developed. These include theme parks. The data below show the
world’s most popular theme parks.
3. Classification of Attractions
Attractions may be classified according to their features, such as their core
product. Attractions can be grouped as:
a. Historical houses
b. Museums and galleries
c. Wildlife attractions
d. Castles
e. Botanical gardens
f. Steam railways
g. Visitor centers
h. Country parks
i. Leisure parks
4. Physical Environment
Attractions may be located in the:
a. Natural environments such as forests, mountains, and national parks
b. Built environments that are not originally designed for visitors but
are adopted as attractions due to their increasing popularity among
people, such as historic houses, workplaces, steam railways, and castles
c. Built environment and designed for visitor purposes such as visitor
centers and leisure parks Also, attractions may be located in indoor or
outdoor environments.
5. Ownership
Attractions are owned and managed by organizations, trusts, and
individuals working in public, private, and non-profit sectors. State
involve men in attraction funding is shown in Europe, Canada, and
Singapore. In the United States of America, many attractions are
subsidized by charitable donations and the voluntary sector. The
voluntary sector includes organizations that own and manage
attractions on a non-profit basis.
6. Admission Policy. Some attractions charge admission fees, while others
are free to the public. Attractions operated by membership subscription
organizations allow members free entry. Voluntary donations are
requested in other attractions such as churches and cathedrals.
7. Appeal. Attractions may appeal to a local market, regionally, nationally,
or internationally. Domestic tourists usually dominate the market for
tourist attractions. However, there are different types of attractions that
appeal to different types of tourists.
8. Size and Capacity. Attractions differ in size and capacity depending on
their operation and target market. Understanding the capacity of sites is
important in terms of management and marketing.
9. Composition. Many attractions are located in or around a specific point, such as
a capital city. Some follow line or route. Events may also be found in various
locations.
10. Degree of Performance. Built tourist attractions are usually designed with a
high degree of performance. Events and festivals have a short duration. Hence,
temporary sites and mobile infrastructure are often used.
11. Number of Visitors. Tourist attractions receive varying visitor numbers. Some
attractions regularly record approximately more than 500,000 visitors, while
others attract a smaller number of travelers.
12. Amusement Parks and Theme Parks. Amusement and theme parks are terms
for a group of entertainment attractions and rides and other events in a specific
location to enjoy a large number of people
13. Main Issues in the Management of
Tourist Attractions
Attractions face several threats from the external and internal environments,
affecting product quality, operational capability, and visitor experience. Thus,
managers of attractions need to develop a strategy that recognizes threats and
focuses on managing potential impacts to attain long-term capabilities.
a. Management Planning. Attractions with the highest level of management
planning perform best and are more profitable. Managers must plan, decide what
actions will be taken, and identify objectives, time scales, funding, and projects'
implementation. Planning is necessary for the long-term survival of attractions
based on renewal and innovation.
The following are the effects of higher levels of planning:
i. Higher visitor numbers iv. Greater local profit vi. Better growth
ii. Increased revenue v. Lengthened visitor vii. Greater confidence
iii. Longer asset value stay
b. Environmental Impacts. Visitors cause environmental impacts to raise several
issues for managers of natural, built, and event attractions. While natural
attractions and those that charge admission fees are highly susceptible to
seasonality, places of worship and country parks are less susceptible.
c. Visitor Numbers. Several factors affect visitor numbers. These are promotions,
global issues, and the weather. Mechanisms for recording visitor numbers include
admission tickets, car parking receipts, and manual or mechanical tools. However,
recording visitor numbers at some sites is a problem particularly when the entry is
free, when the site has multiple entry points, and when mechanical counting is not
feasible.
d. Destination Planning. Attractions function more effectively when they are
clustered together. The rationale for clustering tourist attractions is for greater
tourist mobility, competition among tourist areas, stronger marketing mechanisms,
and higher investment in development. Managers of attractions can collaborate to
attract visitors to an area rather than to a simple attraction with the motivation to
visit all attractions through big discounts and visitor passes.
e. Diversification. Many attractions have developed from an existing
business such as farm attractions to a diversified agricultural business.
Industry attractions have developed through a similar process where
the company identifies an opportunity to promote its products and
create brand awareness through the visitor market.
f. Renewal and Innovation. Innovation is a principal concept in the
tourism business. Many attraction managers find it necessary to
incorporate technology and innovation into their featured attractions to
retain and stimulate visitors' interest.
14. The Future of Tourist Attractions
Four areas that will affect the future of tourist attractions are:
a. Management: Revenue Generation. Other than ticket sales, attractions can
generate revenue through several means. Hence, efficient management is
necessary for the success of attractions. The table below shows the alternative
mechanisms for revenue generation in attractions.
b. Marketing. Marketing is significant in the success of attractions.
Marketing is not only concerned with promotion and advertising but
also with pricing, products, and distribution channels. The most
successful attractions have produced professional media kits which are
used in public relations work, such as photographs, brochures, maps,
and posters for different markets. Managers of attractions should
prepare effective marketing strategies that appeal to the consumers,
such as offering the right product to the right person at the right time in
the right place.
c. Product Development: Creating World-Class Destinations. Product
development is a process in which managers of attractions engage in
innovations that develop a new concept and use new technology such as
virtual reality and animations, which enliven the product offering through
tours, re-enactment, and personal forms of interpretation. The main
factor in creating a world-class destination is the establishment of a
superior product. The product must be centered on a clear understanding
of the visitor experience, human resource management principles, and a
commitment to product development. Moreover, other important factors
are understanding and anticipating consumer needs and expectations,
understanding the wider market and the supply of competitive products,
and the ability to innovate.
d. Interpretation and Communication. Two brand themes are significant
in interpretation and communication. These are:
(1) The role of technology known as “high tech”
(2) The role of personal interaction known as “high touch”
There are several reasons why operators of attractions invest and develop
technology-based elements. These are:
(1) To create a unique product
(2) To enhance the visitor experience through entertainment,
education, and interaction
(3) To be competitive
(4) To manage visitors by means of technology-driven transport such as
the one found in York Museum New York
(5) To improve systems management using computerized ticketing,
online booking, customer feedback, and client databases. In general,
helpful and friendly staff is also an essential element in tourist
attractions, even if technology plays a significant role in the attraction
experience.
15. International Association of
Amusement Parks and Attractions
The world’s largest amusement parks and attractions association is the
International Association of Amusement Parks and Attractions (IAAPA)
in Alexandria, Virginia, USA. The association was founded in 1918 and
had more than 4,500 members in 90 countries. It represents and serves
as operators of amusement parks, tourist attractions, water parks,
miniature golf courses, family entertainment centers, and
manufacturers and supplies of amusement equipment and services.