Unit 20: UK visitor attractions (LEVEL 3) Learning outcomes This unit will develop candidates knowledge and understanding of UK visitor attractions. They will gain knowledge of the range, location and popularity of the main attractions and an understanding of the technology used at attractions. Candidates will illustrate how visitor management techniques are used by one visitor attraction. Candidates will produce evidence to meet the unit assessment objectives in order to show that they understand: the types of visitor attractions and their key features the reasons for popularity of UK attractions how the visitor s experience can be enhanced how the use of technology can enhance the visitor experience the use of visitor management techniques at a visitor attraction. Assessment objectives 1 Locate examples of national visitor attractions and outline the key features of ten Knowledge, understanding and skills Examples of visitor attractions: built attractions, eg theme parks, museums, heritage sites, national monuments, cultural heritage, arts, sporting venues, visitor centres natural attractions, eg National Parks, Areas of Outstanding Natural Beauty (AONB), coastlines, forests, rivers, canals, lakes, countryside parks, footpaths, beauty spots events, eg conferences, festivals, sporting events Examples of key features: location ownership, ie public, private, voluntary visitor numbers products and services For Assessment Objective 2 candidates must research two free admission and two paid admission attractions 2 Research and explain the reasons for the popularity of four popular UK attractions Examples of reasons for popularity: entrance fees/prices pricing strategy key attractions within the facility extra attractions/services available accessibility, eg public transport, motorway systems, parking, opening times and dates proximity to urban centres OCR Level 3 Nationals in Travel and Tourism 1
Assessment objectives 3 Summarise how the visitor experience is enhanced by additional facilities/services provided at one visitor attraction 4 Evaluate how the use of technology has enhanced the visitor experience at one visitor attraction 5 Illustrate the use of visitor management techniques at one visitor attraction Knowledge, understanding and skills Examples of facilities: toilets and baby changing picnic areas catering car parking information boards retail outlets guided tours audio-visual aids interpretation boards guide books and leaflets signage Examples of use of technology Booking systems: ease of booking internet facilities reservation systems ticket collection points Visitor management systems: electronic information boards controlled gates managed visitor flows communication between staff, eg radio communication systems and mobile phones Features secondary to the attraction: laser shows animations simulation virtual reality special effects, eg noise, smell Examples of visitor management techniques Managing the arrival of visitors: marketing methods, eg reduced or targeted marketing pricing strategy to reduce seasonality and avoid peak flows timed tickets pre bookings Managing visitors movement within the attraction: managing visitor flows signage queue management entertainment Traffic management techniques: provision of car parks and coach parks park and ride facilities transfer buses provision of information of public transport 2 OCR Level 3 Nationals in Travel and Tourism
Assessment objectives 5 Cont Illustrate the use of visitor management techniques at one visitor attraction Knowledge, understanding and skills special deals with public transport providers Protection of the attraction/venue: closure for specific days of the week/periods of year, eg English Heritage use of screens and floor coverings to protect vulnerable objects/surfaces adapting visitor flows supplementary entrance fees for specialist/protected areas Assessment This unit is centre assessed and externally moderated. In order to achieve this unit candidates must produce a portfolio of evidence showing that they have met all of the assessment objectives. Portfolios of work must be produced independently. They will need to be made available, together with witness statements and any other supporting documentation, to the OCR Visiting Moderator when required. Centres must confirm to OCR that the evidence produced by candidates is authentic. An OCR Centre Authentication Form is provided in the Centre Handbook and includes a declaration for assessors to sign. It is a requirement of the QCA Common Criteria for all Qualifications that proof of authentication is received. Guidance on assessment and evidence requirements This unit aims to give students a broad understanding of the visitor attractions sector of the travel and tourism industry. It is important that candidates understand that there are many different categories of tourist attractions, both man-made and natural and that examples within each category are explored. This unit has links with Unit 1: The travel and tourism industry, Unit 2: Travel locations worldwide, Unit 3: Marketing travel and tourism, Unit 4: Customer service and selling skills in travel and tourism, Unit 7: Hospitality for travel and tourism, Unit 18: The development of tourist destinations, Unit 19: Tourism service providers, Unit 21: UK countryside tourism, and Unit 22: UK heritage tourism. The location of many attractions should be identified to improve candidates general and geographical knowledge (Assessment Objective 1). For the purposes of assessment candidates are asked to locate examples. As there are hundreds of UK attractions, it is expected that candidates include a wide range of examples. This should be done on a map of the UK which tutors can provide. Candidates may have visited many of the national attractions and should be encouraged to share their experiences when describing the key features. Candidates should outline those key features which make each attraction popular, eg white knuckle rides contribute to the popularity of Alton Towers. Research into the attractions websites or promotional literature will provide relevant information. Candidates should outline those key features which make each attraction popular, eg rides and accessibility of Alton Towers, historical exhibits at Warwick Castle, cheap clothing at a designer outlet, the wax exhibits at Madame Tussauds. For Assessment Objective 2 candidates must research two free admission and two paid admission attractions. The visitor statistics detailing free admission and paid admission can be found on the statistics and research section of the VisitBritain website (see Resources section). Statistics regarding attractions may also sometimes be obtained from many of the attractions themselves. OCR Level 3 Nationals in Travel and Tourism 3
Assessment Objectives 3, 4, and 5 focus on finding information from specific attractions. A visit to a main tourist attraction is highly recommended and it is possible for candidates to use the same attraction to complete these three assessment objectives. This is recommended but not essential. Visits to small local attractions can be very useful and can also be used as a contrast to larger local/national attractions. Candidates should prepare for visits by producing checklists of information they need so that they make the most of the opportunity to gather information. Attractions will often provide speakers for educational groups if forewarned of their visit. Any visits should be supported by research into student packs and teacher resource packs obtainable from a selection of attractions. Websites will provide some of the information. Assessment Objective 3 focuses on additional facilities and services. Whilst candidates are asked to comment on how these enhance the visitor experience they should also be made aware of the secondary income generated for the attraction by such facilities. When considering the use of technology (Assessment Objective 4) candidates should look at booking methods available and discuss the types of technology they expect to see before visiting an attraction. Tutors should introduce candidates to information about visitor management strategies in class sessions as different techniques are used by different attractions and this will give an overview. Further study could take place on the specific visit. Candidates may provide portfolio evidence for all of the assessment objectives in this unit using a range of presentation techniques. This may include assessor testimony/witness statements logbooks, diaries, the use of video, audio and presentation software, posters/charts, written work. Where video and/or audio evidence is provided this must be supported by assessor testimony/witness statements. Where candidates demonstrate competence, centres should record skills demonstrated on appropriate recording documentation. Signposting to Key Skills The unit contains opportunities for developing the Key Skill, and possibly for generating portfolio evidence, if teaching and learning is focused on that aim. Key Skill Key Skill Key Skill reference reference reference C3.1 N3.1 ICT3.1 C3.2a N3.2a ICT3.2 C3.2b N3.2b ICT3.3 C3.3 N3.2c N3.2d N3.3 Mapping to National Occupational Standards Occupational Standards Unit number Title No relevant standards in Tourist Information Services, Travel Services and Aviation 4 OCR Level 3 Nationals in Travel and Tourism
Resources This section provides suggestions of suitable resources. The list is neither prescriptive nor exhaustive, and candidates should be encouraged to gather information from a variety of sources. Some suggested resources are intended for Tutor use. The resources in this section were current at the time of production. Books Davidson, R. (1998) Leask, A (1999) Rickerby, S. (2005) Sharpley, R. (2002) Swarbrooke, J. (1999) Yale, P. (2004) Travel and Tourism in Europe Pearson Education Heritage Visitor Attractions Thomson Learning AS Travel and Tourism Philip Allan Updates The Tourism Business: an introduction Business Education Publishers The development and management of visitor attractions Butterworth-Heinemann From Tourist attractions to Heritage tourism Elm CDRoms/DVDs/Television Programmes/Videos Marketing a Theme Park (1998). TV Choice Journals/magazines/newspapers Attractions Management Travel Trade Gazette Travel Weekly UK National Tourist Boards (2003) Sightseeing in the UK 2002, London: VisitBritain UK National Tourist Boards (2003) Visits to Visitor Attractions 2002, London: VisitBritain UK National Tourist Boards (2002) Sightseeing in the UK 2001, London: English Tourism Council Websites Attractions Management. URL:http://www.attractionsmanagement.co.uk/ Association of leading Visitor Attractions. URL:http://www.alva.org.uk/ British Association of Leisure Parks. URL:http://www.balppa.org/ Statistics on tourism and research. URL:http://www.staruk.org.uk/ Government department for national statistics on tourism including visits to attractions. The Department for Culture, Media and Sport The National Lottery. URL:http://www.lottery.culture.gov.uk/ OCR Level 3 Nationals in Travel and Tourism 5
VisitBritain. URL:http://www.visitbritain.com/ Information on attractions. VisitEngland. URL:http://www.visitengland.com/ 6 OCR Level 3 Nationals in Travel and Tourism
Grading Assessment Objective AO1 Locate examples of national visitor attractions and outline the key features of ten AO2 Research and explain the reasons for the popularity of four popular UK attractions AO3 Summarise how the visitor experience is enhanced by additional facilities/services provided at one visitor attraction AO4 Evaluate how the use of technology has enhanced the visitor experience at one visitor attraction Pass Merit Distinction Candidates locate a limited range of examples of national visitor attractions. Candidates outline briefly the key features of ten. Candidates carry out limited research on four popular UK attractions and provide a simple explanation of the reasons for their popularity. Candidates provide a brief summary of how the visitor experience is enhanced by additional facilities/services provided at one visitor attraction. They demonstrate a limited understanding of how these additional features enhance the visitor experience. Candidates provide a brief and not always accurate evaluation of how the use of technology has enhanced the visitor experience at one visitor attraction. The evaluation is supported with limited examples. Candidates locate a range of examples of national visitor attractions representing many of the different types of attractions. Candidates outline clearly the key features of ten. Candidates carry out appropriate research on four popular UK attractions and provide a clear explanation of the reasons for their popularity. Candidates provide an accurate summary of how the visitor experience is enhanced by a range of additional facilities/services provided at one visitor attraction. They demonstrate some understanding of how these additional features enhance the visitor experience. Candidates provide a clear and accurate evaluation of how the use of technology has enhanced the visitor experience at one visitor attraction. The evaluation is supported with a range of appropriate examples. Candidates locate a wide range of examples of national visitor attractions representing most of the different types of attractions. Candidates outline in full the key features of ten. Candidates carry out thorough research on four popular UK attractions and provide a detailed explanation of the reasons for their popularity. Candidates provide an accurate and concise summary of how the visitor experience is enhanced by a wide range of additional facilities/services provided at one visitor attraction. They demonstrate a thorough understanding of how these additional features enhance the visitor experience. Candidates provide a comprehensive and accurate evaluation of how the use of technology has enhanced the visitor experience at one visitor attraction. The evaluation is supported with a variety of well chosen examples. (continued overleaf) OCR Level 3 Nationals in Travel and Tourism 7
Assessment Objective AO5 Illustrate the use of visitor management techniques at one visitor attraction Pass Merit Distinction Candidates provide basic and obvious examples of the use of visitor management techniques at one visitor attraction. Candidates demonstrate a limited understanding of the links between the examples and visitor management. Candidates provide relevant and current examples of the use of visitor management techniques at one visitor attraction. Candidates demonstrate some understanding of the links between the examples and visitor management. Candidates provide a diverse range of current examples of the use of visitor management techniques at one visitor attraction. Candidates demonstrate a thorough understanding of the links between the examples and visitor management. 8 OCR Level 3 Nationals in Travel and Tourism