following visitor attractions-International Slavery Museum (Liverpool) ORBlack Country Museum (West Midlands) : Marketing with International Tourism Management Assignment, UOB
|University||University of Bedfordshire (UOB)|
|Subject||Marketing with International Tourism Management|
Harry Potter World (Watford)
With reference to one of the following visitor attractions-International Slavery Museum (Liverpool) ORBlack Country Museum (West Midlands) ORHarry Potter World (Watford) ORTitanic (Belfast)-please address the following tasks:
a)Examine whether the location of your chosen case study has any implications on its overall success
b)Identify FOURoperational problems facing your chosen case study with supporting evidence
c)Examine how EACHoperational problem impacts a stakeholder of your case-study
Do you believe in the power of magic? I still do. That’s why I have chosen Harry Potter
World (Watford) for the Tourism Operations Management first Assignment report.
The mission statement is the first and most important message of the visitor attraction, and Harry Potter World states “Discover the Filmmaking magic” (https://www.wbstudiotour.co.uk/). In order to sustain the “magic”, The making of Harry Potter invites you into a journey of exploring the tour of the magical movie scenes. You can step onto iconic sets like the Great Hall, the Forbidden Forest, Platform 9or Diagon Alley, spot your favorite props from the films: potion classroom, memory cabinet, professor Umbridge’s office, and puking pastilles, see up close the intricate detail hidden in every costume, discover how the special and visual effects teams made Harry and his friends fly, learn how magical creatures were brought to life on screen (Basilisk, Buckbeak, Goblin Heads, Aragog) or how the favorite sets were created, from technical drawings to scale models: Hogwarts Castle model, graphic design, white cards models.
Regarding the stakeholders, Harry Potter World is owned by Warner Bros. Entertainment Inc., an American diversified multinational mass media and entertainment conglomerate headquartered at the Warner Bros. Studios complex in Burbank, California, and a subsidiary of AT&T’s Warner Media through its Studios & Networks division. Warner Media is an American multinational mass media and entertainment conglomerate corporation owned by AT&T and headquartered in New York City, United States.
According to Secret London (https://secretldn.com/harry-potter-studio-tour-visitor-guide/), the Harry Potter Studio Tour welcomes 6000 visitors a day, roughly 2 million every year.
The pricing policy is considering, of course, children as the key customers, with an accessible ticket price of 38.00£, adults paying 47.00£. Family packages are available at 150.00£ (2 adults, 2 children, or 1 adult, 3 children). Children aged 4 and under, along with carers have free access, while complete studio tour packages cost 47.95£ for children and 56.95£ for adults.
Due to the COVID19 pandemics, the future projects are able to start from may 17, with a Celebration of Slytherin, followed by the Dark Arts, from 24 September to 7th November 2021, and Hogwarts in the snow, from 13 November to 16th January 2022.
a. The location of a visitor attraction is a very important aspect of the success of a destination.
The top five location factors for global companies are costs, infrastructure, labor characteristics, government and political issues, and economy
It was reputedly Lord Sieff, one-time boss of Marks and Spencer, the UK-based retail organization, who said, ‘There are three important things in retailing – location, location and location’ (Slack, Chambers, Johnston, 2003) But not only in retail, this is the case in the tourism industry as well. Get the location wrong and it can have a significant impact on profits or service. Leask (2009) confirms factors such as location, distance from visitor flows and competitive advantage are critical to any visitor attraction.
Harry Potter World is located at Warner Bros Studios, Leavesden. Leavesden is a residential and commercial area in Hertfordshire, England, contiguous with the northern suburbs of Watford. It is a very accessible place, lying within the M25 Motorway and bounded on its eastern side by the M1 Motorway. This makes it very convenient for potential tourists, just 1 hour away by car, approximately 20 minutes (to 1 hour) by train from the London center. The Studio Tour’s nearest railway station is Watford Junction and direct services arrive there from both London Euston (20-minute journey) and Birmingham New Street (1-hour journey). Regular shuttle buses, operated by Mullany’s Coaches, run from Watford Junction to the Studio Tour with a journey time of around 15 minutes. Buses run at least every 30 minutes from 9.20 am (with additional services available from 8.15 am when the first tour is at 9 am). The accessibility of the location is a positive factor for the suppliers of Harry Potter World.
Watford is a small city developed on the River Colne, where the labor cost, land cost, and taxes are low. The image of the location is very good, “The Grove” hotel in Watford being the host for some very important events like World Golf Championship (2006), Bilderberg Conference (2013), and NATO Summit (2019).
This framework identifies four levels of recreation demands by visitors of particular locations. At the top of this hierarchy are demands related to activities, followed by settings, experiences, and, finally, benefits. Put simply, the framework surmises, ‘that people engage in certain recreation activities in particular settings in order to have satisfactory experiences’ (McCool, 2006, p. 4). The combination of these three demands provides the physical, social or psychological outcomes that visitors seek through participation.