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Management of the Art Gallery of New South Wales

Task Requirements: Students are advised to visit a local visitor attraction in Melbourne/Sydney. Following the visit, students will be required to write up a report on the attraction, analysing in detail the strengths Subject Guide THB1104 Introduction to Tourism and Hospitality THB1104 Introduction to Tourism and Hospitality Page 17 of 43 This Subject Guide complies with the Subject Outline authorised by the Course Committee and weaknesses of the products and experiences offered from a visitor’s viewpoint, how the attraction seeks to enhance the visitor experience, experience, and making recommendations on how this could be improved. Your analysis should also apply theory to assess the following attributes of the attraction (based on ‘Figure 5.4 Tourist attraction attributes, Weaver & Lawton, 2014, ch 5, p.137) and indicate the attraction’s position on the spectrum of each attribute: 

1. Ownership; 

2. Authenticity; 

3. Status; 

4. Accessibility; and

 5. Market 

The report analysis should be based on research evidence rather than personal opinion. You should use relevant material from the weekly topics as well as other resources including a minimum of four (3) academic journal articles, texts, and government sources to support your ideas. Students will need to ensure that the analysis is strengthened by the use of relevant examples to support the points made. Your report should be presented in report format. This will include a Title Page, Executive Summary, Table of Contents, Section numbers/headings and page numbers. The report will be typed on A4 pages and submitted in Microsoft Word file via the online Moodle link. See the “Group Assignment Marking Criteria” below: The report should include the following: • A Title Page with the students’ names and numbers, the subject code and title, the name of the lecturer/tutor, and the title of the assessment; • An Executive Summary which includes the main findings and recommendations of the report; • A Table of Contents with section numbers, section titles/headings (see below for guidance) and page numbers; • An Introduction that provides an overview of the theme of the report and its contents; • The Main Body of the report in sections, which should include the following elements: • a summary of the key points arising from the case study/exercise relating to the topic area; • discussion of the questions specified in the Tourist Attraction Attributes assessment task; • an explanation of how the report relates to relevant tourism and/or hospitality theories, concepts and examples, as well as its broader implications; • A Conclusion, which summarises the main findings of the report and identifies any implications or recommendations arising from the discussion; Subject Guide THB1104 Introduction to Tourism and Hospitality THB1104 Introduction to Tourism and Hospitality Page 18 of 43 This Subject Guide complies with the Subject Outline authorised by the Course Committee • A Reference List and in-text referencing in APA Referencing Style with a minimum of four (4) academic journal articles, texts (e.g. the prescribed texts), government sources and relevant media sources (e.g. newspaper articles, trade publications) to support your discussion; and • Any relevant Appendices (e.g. charts, graphs, maps). Note: When a group of students is presenting either an orally or written submission, all students should share the workload. Students should notify the subject coordinator or tutor as soon as possible of any team problems, such as interpersonal conflict, imbalance of contribution, communication difficulties, or withdrawal of a team member. It is desirable that these matters be resolved within the group. However, where this is not possible the subject coordinator will decide on a resolution, which may include allocation of marks based on individual contributions to the final report. Criteria used to grade this task 1. Discuss the attributes and types of tourism attraction using a real-world example 2. Analyse in detail the strengths and weaknesses of the products and experiences offered by a real-world attraction from a visitor’s viewpoint 3. Assess tourism attraction attributes, such as ownership, authenticity, status, accessibility and market; 4. Identify various attributes that can be assessed in order to make informed management and planning decisions 5. Discuss the management implications that pertain to each attraction type and subtype 6. Identify the major generic factors that attract visitors to destinations and how tourism demand and consumption can be influenced 7. Reference literature using APA reference style requirements. 8. Organise ideas and structure arguments to provide justification for the recommendations given 9. Present ideas orally and in accordance to requirements 

Answer

INTRODUCTION TO TOURISM AND HOSPITALITY

Executive Summary

This study was mainly focused on the tourism and hospitality management based on the art gallery of the New South Wales. The study mainly analyzed the different attributes of the tourist attraction. The management plan and implication for tourism development was also described in the study in an efficient manner. Moreover, management of the Art gallery of new South Wales should implement systematic management of the security around the campus in effective manner.

Introduction 

The Art gallery of the New South Wales is one of the major tourist’s attractions present in Australian. Effective tourism management technique should be implemented to manage the global tourist coming from around the globe to visit the art Gallery. The study wills mainly focuses on the background of the New South Wales art gallery. Moreover, discussion on the different attributes of the tourism industry relating to the New South Wales art gallery will be performed in an efficient manner.  The detail management process of the tourism sector based on the New South Wales Art gallery will be done in the study. Furthermore, recommendations will be given for the betterment of the management plan related to tourism at the New South Wales art gallery. At the end summary of the main points will be given in the conclusion part.

Background of tourist attraction 

The Art gallery present in Sydney New South Wales is one of the largest public galleries of Australia. The gallery was started in 1874 and since then it has maintained its reputation as one of the authentic art galleries of the country (Ottenbacher et al., 2016). It is one of the major tourist attractions as it includes paintings and sculptures of the Australia, Asia and Europe. The majority of the tourist visits the place during the month of March and April. In this time of the year exhibition of eminent painters are organized by the management of the Gallery (Art Gallery NSW, 2019). In 1958, the name of the Art gallery was given as the Art gallery of New South Wales. According to (Mikulić et al., 2017) the main reason of tourist attraction is the authentic paintings and sculptures those are displayed in the Art gallery. It is a paradise for the art lovers.

 Tourism attraction attributes 

The attributes of tourism are the essential points that should be followed by the management of the art gallery of New South Wales. The ownership is one of the attributes. The employees and the tourist should develop a sense of ownership as it helps to maintain the beauty of the Art gallery in a prominent manner. On the other hand According to (No & Kim, 2015) authenticity of a place is important as it creates a value within the minds of the tourist. In case of the art gallery in New South Wales they should preserve their authenticity. Moreover, the exhibition organized by the Art gallery should promote authentic traditional artist. This may be the unique selling point of the Art gallery (Wongkit & McKercher, 2016). 

This point may be useful during the development of the marketing strategy for the art gallery. Furthermore the status of the gallery should be maintained by the implementation of the proper management process (Bujosa et al., 2015). Accessibility is another important point that should be kept in mind by the authority of the Art gallery. The gallery should be open to all so that tourist may come and see the different work of art that is present in the Gallery. Besides that, the security of the Art gallery should be maintained in an effective manner (Brito & Pratas, 2015). In present time digital media may be effectively used to implement promotion and development of marketing strategies for the Art gallery in an effective manner.

Management, Planning and Implications 

Various attributes such as the different events on Drawing Picasso, Focus Talks, Drop in and Draw etc will be helpful for the management to take decisions on how the marketing will be done to make the gallery more appealing to tourists or visitors (Art Gallery NSW, 2019). The discussions with famous artists on how different paintings inspired them is also an attribute that can make the management take decisions on how the gallery can attract a large number of artists and inspire them to do more in the field of painting. The location of the gallery is at a very busy place and this can contribute to the management taking decisions to implement facilities that focus more on the comfort of the visitors at the gallery. This is related to the attribute of consumer demand as well. In taking about implications, the management can look forward to make room at the gallery for a food court or such that will add to the list of features that the gallery has and this can certainly be helpful in attracting more visitors to the place. The gallery is focused more on showcasing art and therefore, it can be said that the collection of paintings must be concentrated on and it facilities at the gallery must be revamped by the management so that the safety and beauty of the paintings remain intact and the visitors are able to enjoy the attraction properly (Page, 2014). 

Major Generic Factors 

The most common generic factor that can attract an art-loving visitor to a gallery is the beauty of the paintings as well as the rarity of it. Therefore, it can be said that if the gallery is able to make arrangements to showcase the fine works done by famous artists, then visitors will be attracted towards the place. The other important factor that can be used to attract visitors is the prices of the tickets or passes (Mason, 2015). However, in this case, it must be kept in mind that the firm must secure the expenses and ensure a desirable amount of profit before deciding on the prices. After that, the price must be kept to a minimum so that more visitors or tourists can be attracted to the place. One other generic factor is the authenticity of the art work and in this case the gallery must keep in mind that its location make it a very popular spot for the tourists and therefore, the art work must be focused on work done on Australia. The gallery is famous among local art loving citizens as well and this demands for the added variety in the art demonstrated by the gallery.

Recommendation 

The following recommendations can be followed to make the gallery more attractive and popular.

  • The gallery must make sure that there is enough attraction for all ages of society and it must focus more on bringing kids to the gallery and inspire them through workshops.
  • The gallery must also be very active in taking feedbacks from the visitors that will be very helpful for quality management and development.

Conclusion 

The Art Gallery at New South Whales is regarded to be one of the most famous and prestigious organizations in Sydney and in Australia for demonstrating and displaying fine artwork from across the world. The study conducted above takes into account the different points of discussion that make the gallery more attractable to visitors and establish itself as a popular feature of the city in terms of tourist attraction. In conclusion, it can be said that art work is one of the most common features that can attract visitors and therefore, the gallery is a great feature of the city.

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