Importance of Tourism - Essay Example

EXECUTIVE SUMMARY Cultural tourism can play a prominent role in the regeneration of cities. The past few decades has been marked by a prominent shift from a manufacturing to a services-based economy in major cities in the UK. This development has paved the way to the growing importance of tourism, leisure and cultural activities as dependable sources of revenue and as significant catalysts for socio-economic development of the cities. Cultural tourism provides alternative sources of revenue for cities where traditional industries have declined, and whose economies, environment and communities have suffered as a result. The use of cultural events and 'flagship' initiatives is becoming a common means of transforming cities, attracting inward investment and enhancing image. A thriving cultural economy can often improve the socio-economic status of a city and contribute positively to local community life. An improved packaging and marketing of The Thames Gap which consists of the Hampton Court Palace, the Richmond Park, the Kew Gardens and the view from Richmond Hill will result in higher revenues in the form of higher visitor arrivals for this cultural venue. Hence, the management of The Thames Gap must derive useful inputs from the SWOT Analysis which is tackled in this paper. A better and improved marketing strategy will redound to higher revenues and ultimately, the greater well-being of the residents of the City of London. INTRODUCTION Various tourism studies have highlighted the importance of cultural tourism and its contribution to the socio-economic development of the City of London. Von Eckardt (1980:140) has emphasised that culture is something that rises up from below. This development is a result of the new cultural planning which leads to community development. Fox-Przeworski et al. (1991:250) suggest that there is no single set of measures that can bring about successful urban economic regeneration for all cities. Hence, a cultural planning approach aims to combine cultural planning with other urban policies covering the. economic, environmental, social, political, educational, symbolic parts to ensure a more integrated development (Bianchini, 1993). Evans (2001) provides a complete analysis of the development of arts and cultural planning within the context of urban renaissance. Von Eckhardt (1980:142) again emphasised the integral nature of cultural planning by emphasizing that the art of architecture, the art of urban design, the art of winning community support, the art of transportation planning, and the art of mastering the dynamics of economic development. In addition, Harvey (1989) argued that cultural tourism is inextricably linked in the context of urban development. planning has a significant economic dimension, as stated by Von Eckhardt (1980): Good cultural planning is quite similar to good economic planning. Smith (1996:57) suggests that 'the so-called "urban renaissance" has been stimulated more by economic than cultural forces'. In the past, heavy focus been placed on the economic imperative in regeneration strategies. Fox-Przeworski et al. (1991:237) claim that the basic basis for successful local economic regeneration is an honest evaluation of the challenges and opportunities facing the local economy. Social, cultural and welfare issues which are crucial to the welfare of local communities has not been neglected by key officials. Cultural tourism requires global competitiveness. For instance, specific measures to enhance the competitiveness of the local economy should consider the entire economic, social and environmental structure. The local population is the priority where jobs are to be created or housing improved. Bianchini (1993:212) also stressed the importance of local community interests in urban regeneration initiatives in Western Europe as a clear goal to revitalise the cultural, social and political life of local residents which should always precede and sustain the formulation of physical and economic regeneration strategies. However, there are instances when local residents failed to benefit directly from urban and cultural regeneration projects. High-profile regeneration projects can even exacerbate social and cultural polarisation within cities, creating what Castells (1994) referred to as a 'dual city'. In other cases, the initiatives transfer social problems from one part of a city to another. Atkinson, (2000:163) raises the problem of displacement which rearranges the causes of poverty, loss of neighbourhood vitality and environmental degradation as problems which were moved rather than solved.. Robins (1993:321) refers to the progress of art, culture, consumption and a cappuccino lifestyle', which benefits only an elite group. Harvey (1989) criticises prestige arts-led regeneration projects that mask social and welfare problems in deprived areas. Bianchini (1990:238) states that arts-led regeneration initiatives coexist with the erosion of welfare benefits and the growth of spatially segregated underclasses in Britain. Zukin (1988) refers to 'quixotic' urban renewal projects in cities such as Detroit, which failed to create sufficient economic benefits for local communities. McGuigan (1996:99) comments on the notion of 'civic boosterism', and the emphasis that is placed on the needs of professional and managerial classes and tourists, rather than on the socially excluded urban underclasses. These problems result in growing disparities of wealth and opportunity, and the multiple forms of social exclusion. Many urban and cultural regeneration strategies have placed emphasis on private sector initiatives and investment. The consequent 'gentrification' of localities and public space has often led to the displacement and marginalisation of local communities. McGuigan (1996:104) points out the way in which the Thatcher government in the 1980s and the Urban Development Corporations (UDCs) in the East End of London had encouraged the widespread privatisation of public space. The government privatisation program has resulted in lesser public spaces. Worpole (1991:148) highlighted the fact that urban renewal is not about gentrification but about new kinds of activities and implementation. It centers on cultural production. Cultural regeneration and the development of cultural, leisure and tourism activities can offer communities the chance to reclaim urban spaces, to assert their identity, and to benefit from cultural initiatives, attractions and events. Worpole (1992:99) explained that cultural tourism creates jobs and uplifts the quality of life of the local residents and the tourists. The concept of self-image is an important indicator of local concern. British government priorities have changed over the years based on the existing social and economic climate.. From the 1990s onwards, urban regeneration strategies have fostered environmental issues and the concept of sustainable development. Present-day strategies are also starting to recognise the needs of local communities, especially those of the minority groups. Urban policies need to be fully integrated if a successful approach to sustainable cultural planning is put into place. In its 1999 Report Towards an Urban Renaissance, the DETR Urban Task Force called for the right social and economic policies, combined with the right political leadership. They cite the following factors as being the most important factors for a sustainable urban renaissance (DETR, 1999). The development must be in compact form which refers to the recycling and economic use of land. The development must promote diversity which refers to wide community participation and cultural contribution. The initiative must possess connectivity which refers to easy movement and the availability of transport links. The initiative must have enough economic strength to attract public and private investment participation. The initiative must observe good governance which refers to a deep commitment to strategic planning and execution. The initiative must promote social inclusion which guarantees access to health, cultural services, housing and education to children and the preference for mixed use development. The initiative must have a good design which refers to excellent landscaping, architecture and public development. (Adapted from DETR, 1999). The Hampton Court Palace honors the Stuart kings, James I (r.1603-25) and Charles I (r.1625-49) as patrons of the new art. The gardens owe their form to William III who placed his new Baroque palace of Hampton Court in a matrix of parks, gardens and avenues between 1689 and in 1702. William Talman (1650-1719) and the Huguenot designer Daniel Marot were responsible for the over-all designs of the Park. George London and Henry Wise were responsible for at garden commissions such as Chatsworth (Derbyshire), Blenheim (Oxfordshire) and the gardens at Hampton Court. The monarch's private or privy gardens are accessible only to close and trusted aides. These gardens were privy in the same way that the sovereign's private apartments were privy, access to them was restricted to the very few who occupied senior court positions. Like the palace itself, the gardens were modified by successive monarchs to cater to their tastes and the fashions of the day. SWOT ANALYSIS The Hampton Court Palace offers a splendid view of areas near London. These are some of the interesting photos which are enjoyed by tourists who flock to this site to admire its beauty. SWOT ANALYSIS In order to identify the areas of improvement and development of the Hampton Court Palace as an example of cultural tourism, a Strengths-Weaknesses-Opportunities-Threats matrix is prepared. These are the specific factors for the Strengths portion. One, there is excellent national publicity by the management. Second, the Hampton Court Palace recorded increased visitor spending every year. Third, the green, open spaces have minimized flooding. Fourth, the site offers a safe, clean meeting place for local residents. Fifth, legislation such as the Act of Parliament of 1992 ensures the preservation of an idyllic landscape of this tourism site. Sixth, the site is able to rebuild budget for international tourism marketing to promote this tourism site to tourists The tourism site has these weaknesses. One, the money from admissions to the parks are remitted to the British central government and not to the local boroughs. The management must negotiate with the central government to channel this fund to the local borough to promote economic development in the area. Two, few local police are available to safeguard the protection of tourists in Hampton Court Palace and parks. This can be addressed by channeling revenues to operational expenses. Three, there is a need to repair old buildings around the area. The management can request for more capital expenditures to restore old buildings. Four, the European funding to solve the flooding problem has not yet been released. The management can pressure the Department of Foreign Affairs to follow up the funding. Five, strict security arrangements around the site can discourage foreign tourists. The management can set up a tourism police force who are trained in customer relations. Moreover, the management can minimize the threats to the business. First, the management can offer week-end visits for local families who have less time to discover parks and public places in the City of London. Second, the management can offer more tourist guides to assist the tourists are unfamiliar with the terrain and location of the cultural spots. Third, the management can work with local officials to report suspicious behaviour of tourists. Fourth, the management can enhance the visitor experience in the tourism site to maintain high international standards. Finally, the management can maximize the plethora of opportunities which are open to the tourism site. The management can coordinate with the locals who play football on Sundays to be open to invitational games with foreign tourists. The management must market to the Asian tourism market, particularly China, through intensive international tourism marketing efforts. The management can offer the site as a possible sports venue for families. The management can levy a value-added tax to the higher rents of building near the Hampton Court. This tax will fund the tourism site's operations and maintenance expenses. The management can also enlist local volunteers who can man the site to convey the warmth The management can prepare international brochures on the place. The management can also encourage local officials to link through a transportation node the London shopping areas to the Thames Gap to get more foreign tourists. Table 1 SWOT Analysis Matrix of Hampton Court Palace HAMPTON COURT PALACE Strengths Weaknesses S1 Excellent national publicity by the management of the tourism site. S2 Hampton Court Palace recorded increased visitor spending every year. S3 The green, open spaces have minimized flooding. S4 The site offers a safe, clean meeting place for local residents. S5 Legislation such as the Act of Parliament of 1992 ensures the preservation of an idyllic landscape of this tourism site. S6 The site is able to rebuild budget for international tourism marketing to promote this tourism site to tourists W1 The money from admissions to the parks are remitted to the British central government and not to the local boroughs. There is a need to fix this set-up. W2 Few local police are available to safeguard the protection of tourists in Hampton Court Palace and parks. W3 There is a need to repair old buildings around the area. W4 The European funding to solve the flooding problem has not yet been released. W5 Strict security arrangements around the site can discourage foreign tourists. Opportunities O1 Foreign tourist wants to go to places where locals go to play Sunday football. O2 The huge Asian tourism market, particularly China, must be targeted through intensive international tourism marketing efforts. O3 The site offers possible sports venue for families. O4 The site results in higher rents of building near park spaces. O5 There is an increased appeal to tourists due to the warmth of the local people. O6 The site renews a sense of local pride in the beauty of the place. O7 The place offers good venue, accessibility and safety for all and great environment. O8 The management must establish cooperation with local schools to help restore meadows and plant hedgerows. O8 Parks provide access to wildlife and local folks O9 There is a need to link London shopping areas to the tourism site to get more foreign tourists. Threats T1 Due to their busy schedule, families have less time to discover parks and public places in the City of London. T2 Tourists are unfamiliar with the terrain and location of cultural spots. T3 London is still the prime target for terrorists who want to carry out bombings. T4 This tourism site has to compete with Barcelona and Liverpool for competitiveness in tourism. The view of the Hampton Court Palace shows an idyllic landscape that is comparable to international tourism sites. The excellent environmental protection around the park enhances the quality of visitor experience. Figure 1 Aerial View of Hampton Court Palace The excellent management of clean, safe and open public spaces enable tourists to appreciate the innate beauty of the Hampton Court Palace. Figure 2 Garden of Hampton Court Palace Richmond Park boasts of an abundant flora and fauna species which attracts tourists who care about the environment. Figure 3 View of wildlife at Richmond Park Another idyllic view of the Richmond Park. These views help tourists relax and enjoy the beauty of London. Figure 4 Sunset at Richmond Park This is another stunning view from Richmond Hill during early morning. This view is very appealing for the tourists. Figure 6 View from Richmond Hill This is another excellent view of the foliage that fills the Kew Garden in early morning. Figure 7 View from Kew Garden CONCLUSIONS Cultural regeneration and the development of cultural, leisure and tourism activities enables the local communities to reclaim urban spaces, to assert their identity, and to benefit from cultural initiatives, attractions and events. In fact, cultural tourism creates jobs and uplifts the quality of life of the local residents and the tourists. The first conclusion is that the tourism site has to maximize these strengths. One, it has an excellent national publicity by the management. Two, Hampton Court Palace recorded increased visitor spending every year. Three, the green, open spaces have minimized flooding. Four, the site offers a safe, clean meeting place for local residents. Five, legislation such as the Act of Parliament of 1992 ensures the preservation of an idyllic landscape of this tourism site. Seven, the site is able to rebuild budget for international tourism marketing to promote this tourism site to tourists. The second conclusion is for the tourism site to address its weaknesses. The money from admissions to the parks are remitted to the British central government and not to the local boroughs. There is a need to fix this set-up. Few local police are available to safeguard the protection of tourists in Hampton Court Palace and parks. There is a need to repair old buildings around the area. The European funding to solve the flooding problem has not yet been released. The third conclusion is for the management of the Thames Gap to address the weaknesses and the threats faced by the site in a determined and systematic way. A well-planned cultural tourism strategy will most likely succeed and result in higher profits and visitor arrivals. WORKS CITED Issues in Cultural Tourism Studies. Contributors: Melanie K. Smith - author. Publisher: Routledge. Place of Publication: New York. Publication Year: 2003 Atkinson, R. (2000) 'Measuring gentrification and displacement in Greater London', Urban Studies, 37 (1), pp. 149-165. DETR Urban Task Force (1999) Towards an Urban Renaissnce, London: E & FN Spon. Evans, G. (1995) 'Tourism versus education - core functions of museums', in Leslie, D. (ed.) Tourism and Leisure: Culture, Heritage and Participation, Brighton: LSA Fox-Przeworski, J., Goddard, J. and De Jong, M. (1991) Urban Regeneration in Changing Economy: An International Perspective, Oxford: Clarendon Press. Harvey, D. (1989) The Urban Experience, Oxford: Blackwell. McGuigan, J. (1996) Culture and the Public Sphere, London: Routledge Smith, C. (1998) Creative Britain, London: Faber and Faber. Smith, M.K. and Smith, K.A. (2000) 'Surviving the millennium experience: the future of urban regeneration in Greenwich', in Robinson, M. (ed.) Developments in Urban and Rural Tourism, Sunderland: Business Education Publishers, pp. 251-267. Von Eckardt, W. (1980) 'Synopsis', in The Arts and City Planning, Washington, DC: American Council for the Arts, pp. 136-142. Appendix Photos of the Thames Gap Long water of Charles I. Motif on the ceiling Richmond park Near the Tudor kitchen Faade Special Garden View from the Richmond Hill View of Richmond Park Read More