Assignment Sample on TH50115E Visitor Attraction Management
Introduction
Visitors Attraction (VA) can be defined as a place that is having the ability to make people attracted towards that with a historical significance or cultural as well as natural value. It is mostly linked with tourism that helps a particular country to boost up revenue into national, local as well as regional economies. A place might have different attractions that can make tourists from other countries come and see it. This report deals with the management of the factors that actually attract visitors to a particular location. In this report, the key approaches of VA in the Falkirk Wheel, Central Scotland are going to be included along with the analysis of the current market. Moreover, the facilities that are offered by this particular place or can be offered by this place are also going to be discussed in this chapter in brief.
In addition to that, the activities that can be done by them in order to benefit the owners of these VA along with proposing them a promotion and pricing strategy is going to be included in this report.
A. A brief outline of:
i. The key approaches of the VA (Visitor Attraction)
There are a few important approaches that are there behind making these VA. The key approaches of VA include:
- Attract the visitors from different countries
- Refreshing the domestic tourism
- Making contributions to the national as well as the local economy (eng.hawaii.edu, 2021)
- Showing support to the regenerations of the areas
- Reserving the glory of the country
- Doing promotion of the cultural changes
The main purpose behind the VA is to grab the attention of the tourists as well as customers of different places that come to a certain place in their holiday and explore the different attractions. In addition to that, another important purpose behind building these attractions is that these attractions are built in areas that are having high chances to attract tourists (Albattat and Romli, 2017).
Falkirk Wheel is generally a rotating boat that is located in Central Scotland, in addition to that, it is also connecting theUnion Canal and Forth and Clyde Canal. Butler, (2019) stated in the article that, the approach of the owners behind making this amusing boat lift is to transform the forgotten canal system of Scotland into a tourist attraction by thrivingly recreating it. One interesting fact about this Falkirk Wheel is that it is actually an integration of various areas of engineering (Clasen et al, 2019). In simple words, it can be said that it is actually a machine that is held together by a particular structure of the wheel.
ii. The main products
The Falkirk Wheel is the only rotating boat lift in the entire world. This particular boat lift was opened in the year 2002 and a flight of 11 locks were replaced by it. This is one of the main visitor’s attractions of Scotland, each year this particular boat lift has been able to attract around 500,000 tourists. In addition to that, Djuwendah et al, (2021) stated that modern engineering has been used by the owner of this particular place in order to make it perfect and the technologies that have been used in order to construct it has been extracted from the old principles that were proposed by Archimedes approximately 2000 years ago. For this Millenium Project, the owners have to spend £78-million in order to make sure this project is absolutely how they wanted it to be.
iii. The current target market
The people that are targeted by the owners of Falkirk Wheel are tourists all around the world. The people that belong to the age from 16-55 are the ones that can be mainly targeted by the owners of this VA. As stated by Easson and Leask, (2020) people can visit this particular place with their families and even the school take their students to this place. As per the records, this particular section of visitor’s attraction gets 130,000 to 150,000 people as well as tourists in their place hence; this particular place has been able to generate £110m from the tourists and there are almost 2000 workers that are working under this VA (Alapono.eng.hawaii.edu, 2021). Moreover, the owners of this place are mainly trying to target people such as:
- Day out with family
- Day out for older people
- Leisure breaks for families and couples
- Activity seekers
- Business tourism
- Travelling with groups
In addition to that, the management of this particular place is providing all its customers with marketable as well as enjoyable experiences. They are providing special attractions for each person that are visiting this place (Harianto et al, 2020). In order to attract the families, they are proving attraction such as the Muiravonside Country Park, Callendar Park, a dry ski slope, cycling, swimming as well as riding and many more things. In addition to that as the environment of this Falkirk Wheel is quite pleasant hence; it is also quite attractive for the old people to spend some time there.
As stated by Iordanova and Stylidis, (2019) the couple, as well as the families, can also go to this place for spending some leisure times as the overnight stay is best for generating bigger financial returns than visiting just for a day. In addition to that, as this particular place is offering so many activities such as cycling, swimming, riding skiing hence it is the best place for the people that seek for activities.
B. Proposals for the ways for the facilities to be used in new types of events
i. The parts of VA that can be used with proper reason
The facilities provided by the Falkirk Wheel
- The management of this particular place is offering their customers as well as tourists the best marketable as well as enjoyable experiences. It is not only based on the attractions that are provided to them but it is also worth the money they are paying for it.
- They are providing facilities regarding cycling, swimming, riding, skiing and many more things for the people that seek activities (Ivanova and Light, 2018).
- They are providing overnight stays to the couple and the families that can be really affordable for them.
- As stated by Sulistiono et al, (2017) this VA is also promoting ‘power attractions’ and more other specialised amenities that can attract families throughout central Scotland.
The facilities that can be proposed to the owners of Falkirk Wheel
- As a consultant, it can be proposed to the owner of the Falkirk Wheel that if they implement a better pricing strategy in their company then it would be better for them to attract a huge amount of customers. As stated by Stewart et al, (2017) they are needed to cut down the prices of the services that are provided by the owners of this particular place are quite high.
- Moreover, the places that are provided by the management of this particular place is needed to be improved that can help the owners to attract more visitors with their families as well as the couples.
- The swimming pools are needed to be renovated with more creativeness so that they will be able to attract more people that are seeking different activities (Visitbritain.org, 2021).
ii. The type of events with an estimated time
The events offered by the owners of Falkirk Wheel
There are different types of events that are offered by the owners of the Falkirk wheel such as:
- Callendar Park
- Muiravinside Country Park
- Commercial Children’s Play Centres
- A Dry Ski Slope
- Indoor karting
Figure 3: Muiravinside Country Park
(Sources: Stravelandtourism.weebly.com, 2021)
In addition to that, there are certain more events that are arranged by the owners of the Falkirk Wheel in order to entertain the couples and the families that come to this place for spending their weekend or holidays (Stravelandtourism.weebly.com, 2021). There are also special events that are arranged for the activity seekers such as swimming, riding, cycling and many more things. All these events are generally conducted in the daytime as that is the best time for conducting all these activities.
The events that can be proposed to the owners of Falkirk Wheel
Though the events that are offered by the owners of this particular VA are quite efficient still there are a few events that can make this place more attractive to the visitors. They are:
- As stated by Suhartantoet al, (2018) the owner of this place is targeting the old people for their day out hence; they are needed to make sure that they are having enough events that can actually entertain them so that they want to visit this place again.
- In addition to that, the packages of this place should include the overall pricing of the entire event and the stay of the customers in that place.
- Another thing that can be proposed to the owner of the Falkirk Wheel is that they can arrange certain events for the people that are visiting this place regarding business tourism (com, 2021).
C. Overview of the new visitor
The new visitors of this particular boatlift are the people that belong to the age range from 16 to 55. Before this, there was no specification regarding the target market of this particular VA, but as there is a particular target market hence; the owners are needed to make the entire system quite attractive for them so that they come and visit the Falkirk Wheel in Central Scotland. This proposal includes various exciting events and activities that can actually let the new visitors have a good time there. The children from 16 are targeted according to the proposal as they can come to this place with their parents, on their school tour or even with their friends. There are so many exciting things such as riding, cycling, swimming and a few more events that can really entertain them (Researchgate.net, 2018). Hence; it will be really very suitable for them.
On the other hand, the couple, as well as the families, are also very very welcome in this boatlift. This is one of the most preferable places where people can go and spend their holidays. The night-stay packages of this particular place a more cost generating than the day out packages (Researchgate.net, 2017). Hence, it can be a really good choice for the families and the couples to come and enjoy their quality time in this place.
In addition to that, the old people are also widely welcomed in this place as this place is providing a very pleasant environment to them that can be really helpful for them to stay motivated and enjoy their life (Mukhina et al, 2017). There are a few amendments such as Muiravonside Country Park and Callendar Park can really make them get more interest in this particular place to spend their weekends.
Moreover, the owners of the Falkirk Wheel can also target the people they love and seek activities and the people that go out for their business meetings. The activity seeker can come and do a lot of activities and take part in different events that are proposed here and it can be really very pleasant experience for them. On the other hand, as stated by Jarvie et al, (2017), there are the people that can come to this place for business tourism, it is having good places for arranging meetings and conferences and then the people can take a ride of this entire place and get relaxed.
D. The ways that would benefit the owners of VA
There will be a lot of benefits that can be obtained by the owners of the particular VA, Falkirk Wheel, they are:
- Getting a lot of customers as well as visitors that come to visit Falkirk Wheel.
- They will be able to get a good amount of profits so that not only them the economy of the government of Scotland will also get quite good benefits from it (Jensen and Uysal, 2017).
- The owners of the VA will be able to implement innovative as well as creative technologies in their system.
- They will be able to have a good reputation among all the VAs of not only Europe but all around the world.
E. Proposal for promotion of the new event and explanation
As a consultant, there are a few new events that can be proposed to the owners of the Falkirk Wheel which will help them to attract more customers as well as visitors and generate a good amount of revenue. They are as follows:
- As there is no particular event in this place for the people that are quite old for the other events. They can start boating in the pools, the old people may not be able to swim there but they can enjoy the environment by just floating by sitting in these boats.
- In addition to that, it can be proposed to the management as well as the owner of that particular place that they can add a few outdoor as well as indoor games that can entertain the people whenever they want to play (londonandpartners.com, 2020).
- It can also be proposed to the owners of this particular place that they can arrange some shows on the water that can grab people’s attention and people can revisit this place in future. It will help them to make the visitors come back to their place next time with even more people.
Conclusion
It can be concluded after analysing this entire report that it deals with one of the most popular and the only boatlift of the world Falkirk Wheel, which is located in Central Scotland. This is a VA and the key approach of this VA is to attract visitors and make their contribution to the economy of the country. In addition to that, the vision of this particular place is to issue a survey to the local businesses of tourism of Scotland as well as the entire UK. This report includes that this place experiences the visit of approximately 500,000 people each year. In addition to that, it provides different facilities such as swimming, diving, skiing, riding and many more things for the visitors. This report includes a brief discussion regarding the facilities as well as events that can be proposed to the owners of this VA. In addition to that, the benefits that are gained by the owners from the new tourists are also included in this particular report.
References
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