2. Table of Contents
Working Title……………………………………………………………………………………..3
Introduction………………………………………………………………………………………..3
Background of the Study………………………………………………………………...……3
Purpose of the Study…………………………………………………………………………..3
Rationale for the Topic………………………………………………………………………..4
Statement of the Problem……………………………………………………………………..4
Research Objectives…………………………………………………………………………...5
Research Questions……………………………………………………………………………5
Literature Review…………………………………………………………………………………6
Cultural Tourism………………………………………………………………………………6
The Importance of Cultural Tourism………………………………………………………….7
Tourism Development………………………………………………………………………...7
Case Study: Natural History Museum………………………………………………………...8
Economic Impact……………………………………………………………………………...8
Employees and Services………………………………………………………………………9
Tourists‟ Behaviour…………………………………………………………………………...9
The NHM as Visitor Attraction……………………………………………………………….9
Research Methodology…………………………………………………………………………..10
Research Philosophy………………………………………………………………………….10
Research Approach and Design………………………………………………………………11
Data Collection…………………………………………………………………………….....11
Data Analysis Method………………………………………………………………………..12
Sampling Technique………………………………………………………………………….12
Ethical Consideration…………………………………………………………………………….13
Time Plan for the Research………………………………………………………………………13
Conclusion……………………………………………………………………………………….14
References……………………………………………………………………………………….14
2
3. Working Title
The role of museums in cultural tourism - a case study of theNatural History Museum
Introduction
Background of the Study
In recent times museums have become themaincomponent within urban opposition, as a result of
their great potential for increasing local incomes and rising cultural tourism. Museums are very
important economical and social resource for the countries. As cultural foundations, they are
definitely organized and develop considering the cherished discoveries on every city. The variety
of museums from every nation shows the stage of social success and the stage of scientific
research that occurs in this particular area in one nation. Due to these evidences, cities and
countries with significant archeological or ethnographic funds have a higher quantity of
museums than evolving countries.
Museums role in social economy is very vital, because they endure cities in helping themselves
as cultural centers, on the foreign and domestic market, by satisfying their needs and
expectations.
Museums are main recipients of revenue from visitors, who bring directly to the tourism
economy. Previous researches estimate that in 2006 international visitors to main UK galleries
and museums spent £350 million in terms of their visit, and UK visitor, who spend substantially
less each visit, were calculated to have spent £245 million in 2004. Visitor reviews indicate that
the majority of visitors have anencouraging experience in main museums.
Purpose of the Study
The aim of this study is to evaluate the role of museums in cultural tourism, whereas taking into
consideration the insights of intending tourists, in conjunction with other facts in destination
choice of visitors.
3
4. Rationale for the Topic
According to several dictionaries, the phrase “natural history” has a connotation of amateurism.
Insofar as natural history museums and collections are concerned, not anything could be more
from the reality. Natural History Museum is one of the attractive museums in the world. They
use various kinds of strategies to satisfy their customers.
With its live insects,dinosaursandmagnificent displays of stones and minerals natural history
museum is a perfectly accessible place for famous science education. Every child around the
world likes to visit natural history museum. Museum may array from botany,zoology,
entomology (which generally has always been characterizeddistinctly from zoology), mineralogy
and paleontology to zoology and anthropology. These selections are the base for study on some
of the central phenomena of biological science: ecology, evolution, behavior, climate
change,agriculture, biogeography and, if they embrace the human sciences, philosophy.
However, the museum has e great role in the development of cultural tourism.
Statement of the Problem
Cultural tourism, where people travel so as to visit galleries, museums and archaeological places
among other objects, is an increasing industry. Taking many tourists can bring benefits and also
can cause some problem. Cultural tourism let the visitors understand the local culture and know
how to respect the local people and places. Next, tourism can develop country economy. It
creates many jobs to the local labours and available the work in restaurants, hotels, taxis, travel
businesses and entertaining centers and others. Furthermore, tourism can lead to better
environment.
On the other hand, many visitors cause some problems. When they are many tourists, the
museum should to more to attract and satisfy customers‟ wants.
4
5. Research Objectives
Research objectives facilitate to review the main themes to be succeeded by the research.
examine perceptions of NHM in cultural tourism;
identify the main barriers to visiting NHM;
explore the behaviour of tourists visiting in NHM.
Research Questions
The research will seek to explore, investigate and answer to the following questions:
How can cultural tourism be defined in terms of the experience of tourists?
How can NHM affect in the development of tourism?
What is the economic impact of NHM?
What are the critical factors for the success?
5
6. Literature Review
Cultural Tourism
The word combination “cultural tourism” is broadly used, but also misunderstood.
Academicianswerefast to classify cultural tourism as animportant and increasing market, but
wereuncertain or unable to define and describe that market.
Most efforts at describing cultural tourism concur that it contains in the ingestion of culture by
visitors (Richards, 2001). Nevertheless, this method also creates new harms because it embraces
anextensivevariety of cultural elements.
It is obvious that outlining cultural tourism is complicated, because it can imply different factors
to different people (McKercher and Du Cros, 2003). Travelling to practicevarious cultures
associate to cultural tourism for many travellers. For these visitors, facing different cultures is
identical with a cultural tourism skill. They ingest the various sounds,sights, smells and tastes of
an unacquainted culture. On the other side, academicsdescribe cultural tourism as a distinct
product grouping that is distinguished form tourism attractions or activities by depletion of a
destination‟s intangible and tangible cultural heritage (Leask and Yeoman, 1999).
Aluza, O‟Leary and Morrison (1998) discovered heritage and culture travel by observing
international outward travelers from the UK. The stable assumption that the heritage and culture
tourism market comprises of somedistinctiveparts was tried and sustained by the finding of five
distinctive segments through two phasecombinedbunch analysis. These sections were
labeledfamily/resort/sunbathing (31.2%), heritage/younger/backpacker (16.4%), heritage/middleage/family clusters (23.9%), older/urban/heritage (15.7%), and visiting friends and relatives
(12.8%). The research reveals that these sections have various trip features and proposed that not
all heritage and cultural travellers are similar and might be directed in various behaviors.
McKercher
(2002)
suggested
that
cultural
tourism
could
be
distinguished
into
numeroussectionsfounded on the deepness at which visitors occupies in a cultural or cultural
attraction, and how essential the cultural attraction was to their choice of purpose. On some
fragments, culture played a main role in their decision, whereas to other fragments culture played
either minor or no role in their decision making.
6
7. The Importance of Cultural Tourism
People are interested in cultural tourism above the decades, due to the growing standards of
living, raised spare time and progresses in infrastructure resulted in a acute increase in need for
overseas travel, which has grown increasingly to the present day. In general, the causes for
developing cultural tourism are conveyed more profits form cultural aspects and economy. The
significant points are as follows;
It changes the appearance or understanding of an area – cultural tourism is measured as a
“green industry” in 21st century, it did not create pollutions.
It makes a national uniqueness – the advancement of tourism in international markets and
with local tourists can paste a nation‟s individuality.
It supports regional fortune - many natural touring adverts within countries can interest to
visit and get money. Those places are secured by government and develop well.
It promotes human intellect – culture is aspineless power to affect global economy and
bring the paybacks to society.
Tourism Development
In recent years, tourism comes to be the largest industry over the world. According to the report
of the WTO (World Tourism Organization), tourism is “a social and economic phenomenon.” It
is more suitable to travel from one destination to another one by rail train, flights as well as
marine transit. Based on the facts from WTO “from 1950-2005, the overseas tourism arrivals
extended to an annual amount of 6.5%, increasing from 24 million to 805 million travelers. And
international arrivals extendedto 842 million in 2006, demonstrating a 4.6% year growth.” It
establishes that there are many people take a journey all over the world, and cultural tourism is
highlighted by states. This is also the purpose that tourism industry converts an important
industry in most countries. Tourism industry cannot bring profits and improve economic
condition, but also help countries to develop their images.
7
8. Case study: Natural History Museum
The Natural History Museum is one of the well-known museums in London. It is famous all over
the world as aninvestigation center. The museum is a famous center of study focusing in
taxonomy, recognition and preservation. Agreed the age of the organization, many of the
selection have great ancient as well as systematiccost, such as samples collected by Charles
Darwin. Its various monuments and ornaments are really significant of old and new aspects of
natural world, in its differentways.
There are nearly seventy million diversities of earth and life examples in its limits. Its five most
essential collected works are from the field of botany, mineralogy, paleontology, entomology
andzoology. The museum didunbelievable work in the preservation and innovation of
organization, as a popular research center. The Natural History Museum is a place, where the
largest natural history gatherings in the world are placed, from mammoth skeletons to
microscopic slides. The construction itself is extraordinary with cathedral like building,
sculptures and frescoes and the dominant hall is home to an astonishing Diplodocus skeleton.
In many industrialized countries today, the extremedevelopment of cities with their skyscrapers,
supermarkets
and network of cars
and
roads
and
nearlywhole
disappearance of
environmentalassets for wild life have dropped the opportunities for exploration and observation
in nature, most of which is now limited to zoos and natural history museums.
Thegorgeous and differentiated flora and fauna and other natural history reserves in steamy
Africa deliver freely accessible materials for exposition in British museums. The effect of this to
tourism, which is a substantial service-offer to the outdoor world, is obvious.
Like other freely funded national museums in the United Kingdom, the Natural History Museum
does not charge an admission fee. The museum is an immune charity and a non-departmental
communal body supported by the Department for Culture, Media and Sport.
Economic Impact
The museums straight expenditure is £52 million. On this amount must be appended the totals
spent by UK and international visitors to the NHM, calculated at £15 million for UK visitors and
£39.75 million by overseas visitors. The full influence of the museum and the outlay which is
8
9. generated from the visitors is calculated to be in the array of £161.55 million and £189.54
million.
Employees and Services
The NHM‟s income is £52 million, from which some 60 % is dedicated to staff salaries. There
are just over 800 full time staff, plus 120 part-timers and 100 contractual staff. Outside £52
million spent openly by the Museum; there also will be indirect effects as a result of the point,
that the NHM‟s spending buys things from supplier who can use the incomes to buy extra goods.
Tourists’ Behaviour
First, tourist behaviour prone to matter to tourists (Pearce, 2005). People are worried with their
life experience; what they want to do, and understand it. Perhaps, tourists themselves are
muchtroubled with their personal experiences and in what way to take full advantage of each
experience, whether it is a city break holiday or a regional visit. Secondly, tourist behaviour
issues matter to people who are creating decisions about tourists. There is a whole variety of
such decision-makers.
The NHM as Visitor Attraction
Nearly 6.6 % of 22.8 million international visitors to the UK visited to the NHM. Around 13.5%
of all international tourists to the capital determined to go to the NHM. The museum is
aninfluential tie for both the UK and London tourism industry. The extent and latestdevelopment
of competition for the NHM which have step on the market,creates this all accomplishment more
notable.
9
10. Research Methodology
Research Philosophy
Research philosophy or paradigm is an essential part of research methodology,so thatgather data
in appropriate and effective manner. “Research paradigm is a perception that is based on the set
of shared values, assumptions, concepts andpractices.”(Johnson, 2010). Research philosophy is a
mixture of two thoughts that are connected with thefunction of researcher and the nature of
world. It helps them to carry on the research in an operational manner. In research paradigm,
there are numerousissues that touch the study to instrument an approach in an actual way such
asbudget restraints,time restraints etc. Usage of suitable research philosophies and paradigm
helps academic to remove these issues from the study. From the literary works it is obvious that
positivism can be described in different ways. Smith (1998) stated that positivism is a clear
quantitative approach to investigate phenomena. Sundars (2003) argues that positivism
isnormally used in biology and it is an objective and critical base method. It is such an approach
that can include the different philosophy of natural science, for example,universal
law,unchanging philosophyand the vision of everything that happens in the nature. In positivism
paradigm the researcher shows role of an unbiased analyst to appraise the composed data and
creates an applicable result with the purpose of achieve research objectives and aims.
“Interpretivism delivers amarginal to the foundations and traditions of positivism for
directingcontrolledreview. For the interpretivism researcher realism is not aninelastic thing,
rather, it is anestablishment of those personalities whoelaborate in the research. Within a
vacuum, reality does not exist, its arrangement is swayed by its perspective, and many structures
of reality are consequentlyprobable”(Hughes, 1994).
In labeling the nature of interpretivist philosophy, Forbes et al (1999) recommend that it is
disturbed with searching and establishing for a “merited assertibility”; i.e. suggestion that is
effective and sound evidence for the survival of phenomena. This is in gap to the positivist
method of creating claims to total truth from the formation of generalization and laws.
The limits of interpretivist approaches commonlyrecount to the participatory and interactive
nature of qualitative approach. Parahoo (1997) states, that this is the key weakness and is
because of the closeness of the scientists to the research.
10
11. Research Approachand Design
Scientifics and researchers use different types of methods to obtain the answers. The main
approaches are quantitative and qualitative.
Quantitative research regularly creates use of facts or numbers. However, it is positivism ideal
and takes neutralsight of studies. It is basicallyconnected with deductive approach.
Deductive reasoning is commonly identified as a „top down approach‟, as it commences the
study from more common to more particular. It begins through an importance which might be a
concept and before it is tightened down into more precisetheory that may be tried.
“Inductive reasoning operates in the contrasting way; it starts from more particularactions and
interpretations to more commonconclusions or theories”(Trochim, 2006).
Qualitative research is a formless and primarily exploratory design based on small samples.
The questionnaire, for this study, willembrace both quantitative and qualitative questions.
Quantitative and qualitative methods will be triangulated to pursueoutcome that is credible and
worthy. “Triangulation is a system for greater rationality of research judgments. Consuming
these two studyapproaches will bring stability to the power of both researches” (Trochim, 2006).
This study will make usage of survey. Questionnaire review is good for the studybecause it is
used to find out more data collection. According to Gable (1994) survey methods can be varied
from case studies, because studyindicates that case studies are not completely qualitative and can
make usage of resilient quantitative survey. Sample for this study will be Natural History
Museum at the case study level, and cultural tourism at the analysis level.
Data Collection
For the resolution of the study the research will be using primary and secondary data.
Questioners will be used as primary data. Questionnaire is a structure of questions formed to
catch information from informants or respondents. Questionnaire is divided into 3 groups;semi
structured, structured and unstructured.
Structured questionnaire have intended specific questions, and structure.An unstructured
questionnaire cannot have specific questions.Semi structured questionnaire is a mixture of both
structured and unstructured methods, and several questions are calculatedandformerly
determined, whereas some of them develop during the survey.“Secondary data‟s are those that
have been beforehandevaluated or composed by other academics, it may be in the form of
surveys passed out by other personalities (researchers), records, government, etc.” (Vickery,
2009).
11
12. For this study articles, texts, reviewed journals,academic thesis, websites (UNWTWO, WTTC,
etc.), will be used to collect secondary data. Also a lot of opinions regarding the natural history
museum vary from person to person. Questions can be recognized based on existing and
reviewed literatures and will examine into modules, behavioural varying and creation of cultural
tourism.
Data Analysis Method
It is a method of examining data using analytical or systematicdevice to perceive data that is
formed. The data from various bases is analysedandreviewed together to present a conclusion.
Several stages are elaborated in analysing a data.
The first stage is making the data, which is proving for correctness, copying data from computer,
unifying anddocumentingvariousamounts.
Second stage is the usage of descriptive figures. It can be used to define main structures of the
data. It is very useful in analysing quantitative data‟s.
The third stage, which is inferential statistics, can be used to analyze qualitative data‟s. This is
used to conclude what the people think from data, or to createpossibledecisions from model data.
It is suitable in studying questions, hypothesis and models (Trochim, 2006).
For this study data collectedshall be coded, consuming the literature and occurring subjects from
contributors, then analyse using statistic methods.
Sampling Technique
Sampling is a method that permits researchers to conclude information about population, without
having to explore every individual. Decreasing the number of individuals in a researchdecreases
the workload and cost, and can make it easier to gain high quality material, but this has to be
stabledagainst getting a large sample size with sufficient power to discover a true connotation.
For this research thetourists in the UK and Natural History Museum‟s managers are included.
12
13. Ethical Consideration
Ethical issues are the decision complete with the social and moral values of a given person or
group in mind. The decision generally involves escaping procedures or acts that may
compromise
the
moral
values
of
the
individual
person
orgroup
of
peoplebeing
measured(Kouzmin, 2002). Studyrelays to how data is composed, managed and recounted. A lot
of the data‟swill be collected over questionnairesfor this research, and subsequent ethical
considerations will relate: individuals or responders will be expoundedwillingly as no pressure or
force will be used. Well-versed consent will be given them by not squashing
information‟sconcerningrisk or mannerelaborated. The privacy of the defendants will be
appreciated, until the membersappeal for their individuality to be publicized.
Quantitative data‟s to be composedconcerning the purpose are typicallyaccessible to the
community so the only ethical issue here will be to mention the source.
Time Plan for the Research
TASKS
WEEKS
Introduction
1 week
Literature review
2 weeks
Research methodology
3 weeks
Conducting survey with questionnaires
2 week
Findings and analyses
3 weeks
Conclusion and recommendation
1 week
13
14. Conclusion
In this research I talked about the role of the museum in the improvement of cultural tourism: a
case of Natural History museum, which outlays animportant historical tendency in the role
ofmuseum in society. Museums everywhere are progressively called upon to prove an economic
return on speculation either by growing their profitability through enlarged visitors and ticket
revenues, or by qualifying their expense ultimately through influences to the tourist economy.
Natural history museum is anideal to follow for any museums. With the history which goes back
for a century, the natural history museum achieved to find its effective path and is in our time
considered to be one of the most essential museums worldwide.
References
Aluza, A., O‟Leary, J.T & Morrison, A.M. (1998). Cultural and Heritage Tourism:
Identifying Niches for International Travellers. Journal of Tourism Studies v9 n2.
Calantone, R., & Vickery, S. K. (2009). Special Topic Forum on Using Archival and
Secondary Data Sources in Supply Chain Management Research. Journal of Supply
Chain Management, 45(2).
Forbes, D.A. et al (1999). Warrantable evidence in nursing science. Journal of Advanced
Nursing. 29,2.
Gable, G. G. (1994). Integrating case study and survey research methods: an example in
information. European Journal of Information Systems, 3(2).
Hughes, J. (1994). The Philosophy of Social Research. Essex, Longman.
Johnson, B. &Christensen, L. (2010) Educational Research: Quantitative, Qualitative,
and Mixed Approaches. UK: SAGE.
Kakabadse, N. K., Kakabadse, A., & Kouzmin, A. (2002). Ethical Considerations in
Management Research: A 'Truth' Seeker's Guide. International Journal of Value - Based
Management, 15(2).
Leask, A. & Yeoman, I. (1999). Heritage Visitor Attractions: An Operations
Management Perspective, London: Cassel.
14
15. McKercher, B. (2002). Towards a Classification of Cultural Tourism; the International
Journal of Tourism. Research v4 n1.
McKercher, B. & Du Cros, H. (2003). Testing a Cultural Tourism Typology;the
International Journal of Tourism. Research v5 n1.
Parahoo, A.K, (1997). Nursing Research, Principles, Process and Issues. London:
MacMillan.
Pearce, P.L. (2005). Tourists Behaviour: Themes and Conceptual Schemes. Clevedon:
Channel view publication.
Richards, G. (2001). Cultural Attractions and European Tourism. Wallington: CABI.
Saunders, M. (2003). Research Methods for Business Students. South Africa: Pearson
Education.
Smith, M.J. (1998). Social Science in Question. London: Sage.
Trochim, W. M. K. (2006). Research Method Knowledge Base. Available
from:http://www.socialresearchmethods.net/kb/index.php.
Walliman, W. (2006). Social research methods. London.
WTO
(2010).
UNWTO
Tourism
Highlights,
available
at:
http://www.unwto.org/facts/eng/highlights.htm
http://spirittourism.com/culture/history/natural-history-museum-cultural-attractionslondon/
http://www.lth-hotels.com/natural_history_museums_london.html
http://www.medwelljournals.com/fulltext/?doi=rjasci.2010.236.241
http://www.actionbioscience.org/evolution/thomson.html
http://statisticsbyrachel.wordpress.com/2012/02/19/sampling-techniques/
15
