Attraction Management Assignment Sample

Attraction Management Assignment: Navigating Challenges and Maximizing Visitor Experience

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Introduction OfAttraction Management

Experiencing SEA LIFE Birmingham is a wonderful opportunity for me to discover the mysteries of the undersea world and to share my discoveries withmy viewers. To grasp the essence of a visitor experience and assess SEA LIFE's performance in offering an excellent one, an easily understood working definition,and important criteria must be established (Hofman, 2022). This essay will go into the topic, emphasizingthe importance ofvisitor satisfaction and its components, using credible academic and business sources.

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A) The term visitor experience and the key criteria for a successful visitor experience

The overall interaction and involvement that people have while visiting a specific site or place is known as the visitor experience. It includes all facets of a trip, such as pre-trip anticipations, trip-related activities, and post-trip evaluations. A pleasant tourist experience leaves an enduring mark and promotes positive feelings by not only meeting but exceeding visitors' expectations.

The writers of “The Experience Economy,” Pine and Gilmore (2011), assert that the following essential elements must be present for a good visitor experience:

Engagement- Visitors should be given the chance to actively engage with the displays and aquatic life at SEA LIFE. This might feature interactive displays, feeding times, and touch pools (Pan,, 2020). Engagement makes an experience more memorable and strengthens visitors' relationship with it.

Authenticity- Authenticity is the accurate portrayal of aquatic life and its environments. The goal ofSEA LIFE should be to provide a realistic representation of the undersea world. Realistic displays, teaching materials, and preservation messaging can accomplish this.

Personalization- Because each visitor is different, their passions and preferences could also differ (Piramanayagam, 2020). SEA LIFE must provide tailored components including guided tours, instructional programs for various age groups, and multimedia attractions for a variety of learning styles to successfully appeal to a diverse audience.

Emotional Impact- Visitors' memories and impressions are significantly influenced by their emotions. Through fascinating displays, captivating narratives, and the offering of life-changing experiences, SEA LIFE should seek to provoke positive feelings like awe, wonder, and joy.

Education and Interpretation- For an effective tourist experience, educational information and interpretation are crucial (Simpson,, 2020). To assist visitors in understanding the significance of conserving marine biodiversity, and environmental practices, SEA LIFE must include educational displays, signs, and educated staff.

Accessibility- SEA LIFE must be available to a variety of groups, including persons with handicaps, families with young ones, and visitors from abroad, to ensure a positive visitor experience. This requires thinking about things like wheelchair accessibility, legible signage, translations, and family-friendly amenities.

These essential requirements can help SEA LIFE produce a genuinely remarkable visitor experience that has a positive, long-lasting effect on its visitors. A well-rounded and memorable experience will result from the blending of engagement, authenticity, personalization, psychological impact, learning and interpretation, and availability.

A visitor's journey at SEA LIFE is a complex idea that includes several components (Hofman, 2020). The important elements for a successful visitor experience at SEA LIFE, according to reputable academic and industry sources, are engagement, authenticity, personalization, emotional impact, knowledge and comprehension, and accessibility. By adhering to these standards, SEA LIFE can give guests a memorable, insightful, and emotionally satisfying experience that will make their trip to the aquarium genuinely special.

B) The visitor experience of the National Sea Life Centre Birmingham Aquarium

I investigated the National Sea Life Centre Birmingham Aquarium's visitor experience critically by visiting their website and obtaining data from numerous sources (Granata, 2021). This analysis, which is supported by data, sheds light on how visitors perceive the aquarium and identifies its important selling points.

Visitors to the National Sea Life Centre Birmingham Aquarium can explore the wonders of the aquatic world through a thrilling and interactive experience. The aquarium is conveniently located in the centerof Birmingham and is approachable to both visitors and locals.

The large collection of aquatic life kept in the aquarium serves as one of the main draws for visitors. The National Sea Life Centre Birmingham exhibits a wide variety of species, from colorfultropical fish to powerful sharks and cuddly penguins. Through stunning exhibitions and engaging exhibits, visitors may get a close-up look at these creatures, sparking their fascination and admiration for marine ecology.

In the aquarium, preservation, and learning are given priority. It offers instructive exhibits and engaging activities that enlighten visitors about the need to protect our seas and marine life (Page, 2020). The National Sea Life Centre Birmingham participates in some conservation projects and works with groups to spread awareness of endangered species and the effects of pollution on marine life. This emphasis on teaching gives the visitor engagement depth and meaning and fosters environmental concern.

The services and facilities provided by the National Sea Life Centre Birmingham improve the entire experience for visitors. Prospective guests can easily plan their trip with the website's detailed information on ticket costs, opening times, and routes. Wheelchair accessibility at the aquarium ensures inclusion and convenience to every visitor. Visitors may enjoy a full experience throughout their visit by taking advantage of the facility's food options.

The National Sea Life Centre Birmingham has many favorable reviews and comments from visitors (Wanhill, 2022). Many visitors value the interesting and interactive displays as well as the helpful and pleasant personnel who are always willing to help and answer questions. Visitors frequently commend the aquarium's dedication to conservation and teaching and express motivation and greater comprehension of the aquatic world.

But some tourists have expressed worries about crowding during busy hours, which can ruin the experience altogether. Improvements are needed in the locations where there are long lines and few viewing options. All visitors would have a better experience if these issues were resolved.

The National Sea Life Centre Birmingham Aquarium provides an engaging and instructive experience for visitors. Visitors will have a fascinating and impactful experience due to the extensive range of marine animals, interactive exhibits, and emphasis on conservation. The conveniences and accessibility elements further enhance a pleasant experience (Wahono, 2019). While addressing issues with crowding may improve the overall visit, the National Sea Life Centre Birmingham continues to be a well-liked hangout for people of all ages since it offers a singular chance to discover the beauty of the deep sea.

C) The quality challenge facing the visitor attraction with supporting evidence

I've discovered a problem with the visitor attraction's quality. This analysis, which is based on in-depth research and obtained data, aims to draw attention to a problem area for boosting the overall satisfaction of visitors.

Quality Problem- Crowding throughout peak hours


Visitor evaluations- The National Sea Life Centre Birmingham frequently has congestion during busy hours, as seen by many visitor evaluations and comments. Long lines, difficulty in direction through packed spaces, and few viewing possibilities have all been complained about by visitors.

Limitations on capacity- The aquarium attracts a lot of visitors because of its fame and Birmingham's centralizedposition, especially on weekends, during vacations, and during school recess. An excessive flow of visitors may make some portions of the facility crowded.

Figure 3 National SEA LIFE Centre

(Source: 2023)

Influence on Experience- Crowding can negatively affect visitors' experiences by making it harder for them to properly appreciate and interact with the exhibits (Oriade, 2019). Rushing through the exhibits and having trouble getting close to them may result in less opportunity for engaging ininteractions. Visitors' overall enjoyment may suffer if they feel less involved in the aquatic environment.


The National Sea Life Centre Birmingham can improve tourist satisfaction, enhance the visitor experience, and keep its standing as a top attraction by addressing the issue of crowding at busy times. All visitors will have a more pleasurable and comfortable experience with the use of methods including earlier booking, maximum monitoring, improved signage, more watching chances, visitor education, and greater staff support.

Advanced Booking and Time Slots-in this implements a system for earlier booking time slots which enables visitors to reserve their entry times in advance. By distributing the number of visitors throughout the day, this strategy manages the number of visitors and avoids crowding.

Monitoring and facility Management- Maintain regular visitor count monitoring and employ efficient capacity management techniques (Suhartanto,, 2020). Real-time monitoring devices may need to be put in place to monitor the number of visitors in various aquarium regions, real-time monitoring devices may need to be put in place. When spaces are full, personnel can control access to ensure that every visitor has a pleasant and pleasurable time.

Enhanced Signage and Flow Control- Improve the signage inside the aquarium to efficiently direct visitors across the displays and highlight places that might get crowded. Visitors can flow more easily if there are clear directions, designated lanes, and staff members stationed strategically to help with crowd control.

Additional Viewing Options- Consider adding more viewing opportunities or growing current exhibits to reduce crowding in busy locations. To disperse people more equitably around the aquarium, this can entail increasing the number of viewing windows, creating interactive exhibits, or changing the layout.

Expectation management and visitor education- Set reasonable expectations for guests by informing them in advance about busy times and anticipated crowding. Inform tourists about other times to visit the destination, for instance,weekdays or early in the day, when it can be less busy.

Enhanced Staffing and Customer Service- The number of employees should be increased during busy times to help visitors, answer their inquiries, and assure their safety and contentment (Zhang, 2019). An attentive and skilled workforce can assist control crowds, offeringinformation, and quickly answeringtourist problems.

D) Effective communication of the proposed strategy with specific details on how strategy would work in practice

The issue of peak-hour crowding has been pointed out to me. I suggest the following tactic, detailing in full the way it would operate, to address this problem and improve the visitor experience.

Strategy- Effective crowd control and improved visitor experiences

Time slots and advanced booking systems

  • Set up a website with a sophisticated booking system that enables visitors to book their access times in advance.
  • Offer a user-friendly interface so that visitors may choose the best time and day to visit.
  • To control visitor traffic and guarantee equal distribution during the day, allot a particular amount of slots for every possible period (Cappa, 2020).
  • Provide incentives to encourage guests to go during off-peak hours, including discounted tickets or other perks.

Real-Time Monitoring of Capacity

  • Set up real-time monitoring devices in strategic aquarium locations to count visitors to each area.
  • Make use of cameras, detectors, or other technology to get precise and current visitor density data.
  • At key points, post the current visitor numbers to inform and assist tourists in planning their trip.
  • Put in place a system of automated alerts that notify employees when a space approaches or exceeds its capacity.

Dynamic Flow Management and Signage

  • Improve the signage inside the aquarium to give precise directions, draw attention to popular exhibits, and advise detours during busy times.
  • Use interactive maps or digital signage displays to show current wait times and queue lengths at popular attractions.
  • Regularly assess and optimize the arrangement of exhibits and paths to increase visitor circulation and eliminate congestion points.
  • Employ employees tactically at bottleneck regions to direct visitors, manage waits, and assure an uninterrupted flow of visitors.

Additional Opportunities to Watch and Interactive Activities

  • To reduce crowding, locate the locations where visitors are most in demand and extend or add more viewing options.
  • Increase the number of watching windows, clear tunnels, or immersive displays to offer visitors multiple perspectives on popular exhibitions.
  • Add interactive features like touch screens, augmented reality, virtual reality encounters such as touchscreens, augmented realities, or holographic encounters, to keep people interested while easing crowding around actual displays.

Visitor Learning and Expectation Management

  • Use signage, social media, and the website to inform visitors about busy periods, possible crowds, and alternate times to visit.
  • Offer advice and pointers for organizing a more pleasurable trip, including suggestions for slower times of day and off-peak days (Ortiz, 2019).
  • To help reduce congestion, andinspire visitors to discover the aquarium methodically by emphasizingless popular features and quieter locations.

Customer service and adequate staffing

  • Enhance the number of employees during busy times to ensure effective crowd control and deliver first-rate customer service.
  • Educate personnel on the aquarium's exhibits so they can assist guests as needed and respond to their queries.
  • Create a visible staff presence during the aquarium to immediately handle guest problems and guarantee a great experience.

Continuous Evaluation and Improvement

  • To gauge the success of the initiatives put in place, gather visitor input via questionnaires, feedback forms, or digital platforms.
  • Conduct regular analyses of the data gathered by real-time tracking systems to pinpoint areas that need more optimization (Kim, 2019).
  • To maintain an outstanding guest experience, continuously modify and improve the approach based on visitor input and changing trends.

E) Secondary materials to support analysis.

I have carefully examined the type and amount of data, sources, and secondary resources that are accessible to back up my findings. I will summarize the main conclusions regarding the validity of the sources here.

Official Website:

  • The National Sea Life Centre Birmingham's official website, which offers information on exhibits, educational programs, visitor amenities, and ticketing, serves as a primary and trustworthy source for data about the aquarium and provides useful insights into the visitor experience (Lee-Geiller, 2019).
  • The website also includes images, videos, and details of the exhibitions to give visitors a taste of the various attractions.

Visitor Comments and Evaluations:

  • Using online resources like Trip Advisor, Google ratings, and travel discussion groups, I gathered a sizable amount of customer reviews and comments regarding the National Sea Life Centre Birmingham.
  • These evaluations include first-person accounts of tourists' encounters, highlighting both thegood and bad parts of their trips.
  • By examining a variety of reviews, I was able to obtain anunderstanding ofissues including crowding, exhibition quality, staff conduct, and the general tourist experience.

Reliable Travel Guides:

  • The data on the National Sea Life Centre Birmingham was gathered from references to reliable travel sources like Lonely Planet, Frommer's, and Fodor's.
  • These guides offer trustworthy and comprehensive perspectives into the attractions, tourist experience, and useful details about the aquarium.
  • The knowledge gathered from these sources helps to a thorough comprehension of the guest experience.

News and Academic Articles:

  • Academic and reports from reliable sources were examined to obtain perspectiveson wider debates and analysesconnected to the visitor journey at the National Sea Life Centre Birmingham.
  • These sources provide openingexperts, study results, and critical assessments of the aquarium's payments, educational programs, and conservation initiatives.

Bloggers and social media influencers:

  • Travel social media influencers and bloggers who visitedthe National Sea Life Centre Birmingham expressed their thoughts and opinions.
  • These individuals frequently provide personal anecdotes, graphic content, and extensive descriptions of their experiences to the entire analysis (Stoldt,, 2019).
  • Access to a varied range of content and viewpoints from individuals who captured their visits was made possible by the usage of online platforms including Instagram and YouTube.

Publications and organizational reports:

  • Reports and documents by the National Sea Life Centre Birmingham and the one owned by Merlin Entertainments were consulted.
  • By referencing organizationalmaterials, the evaluation gains perspectives inside the industry and the viewpoints of those involved in the attraction's workings in the workings of the attraction.


My report's study draws on both direct and secondary data, resulting in a comprehensive assessment of the visitor journey at the National Sea Life Centre Birmingham. A thorough comprehension of the subject is provided by the number and caliberof the references, evidence, and secondary sources used to demonstrate the validity and precision of the analysis.


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  • Granata, S., 2021. The marine aquarium in context. In The Victorian aquarium (pp. 17-50). Manchester University Press.
  • Hofman, K., Hughes, K. and Walters, G., 2020. Effective conservation behaviours for protecting marine environments: The views of the experts. Journal of Sustainable Tourism, 28(10), pp.1460-1478.
  • Hofman, K., Walters, G. and Hughes, K., 2022. The effectiveness of virtual vs real-life marine tourism experiences in encouraging conservation behaviour. Journal of Sustainable Tourism, 30(4), pp.742-766.
  • Kim, M.J. and Hall, C.M., 2019. A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors. International Journal of Information Management, 46, pp.236-249.
  • Lee-Geiller, S. and Lee, T.D., 2019. Using government websites to enhance democratic E-governance: A conceptual model for evaluation. Government Information Quarterly, 36(2), pp.208-225.
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  • Ortiz, S. and Green, M., 2019. Trends and patterns of mobile learning: A study of mobile learning management system access. Turkish online journal of distance education, 20(1), pp.161-176.
  • Page, S.J. and Connell, J., 2020. Visitor attractions. Tourism, pp.187-215.
  • Pan, Y.T., Yang, K.K., Wilson, K., Hong, Z.R. and Lin, H.S., 2020. The impact of museum interpretation tour on visitors' engagement and post?visit conservation intentions and behaviours. International Journal of Tourism Research, 22(5), pp.593-603.
  • Piramanayagam, S., Rathore, S. and Seal, P.P., 2020. Destination image, visitor experience, and behavioural intention at heritage centre. Anatolia, 31(2), pp.211-228.
  • Simpson, G.D., Patroni, J., Teo, A.C., Chan, J.K. and Newsome, D., 2020. Importance-performance analysis to inform visitor management at marine wildlife tourism destinations. Journal of Tourism Futures, 6(2), pp.165-180.
  • Stoldt, R., Wellman, M., Ekdale, B. and Tully, M., 2019. Professionalizing and profiting: The rise of intermediaries in the social media influencer industry. Social Media+ Society, 5(1), p.2056305119832587.
  • Suhartanto, D., Brien, A., Primiana, I., Wibisono, N. and Triyuni, N.N., 2020. Tourist loyalty in creative tourism: the role of experience quality, value, satisfaction, and motivation. Current Issues in Tourism, 23(7), pp.867-879.
  • tripadvisor, 2023. TripAdvisor Traveller Rating, (Online). < > accessed on 21.05.2023
  • 2023. National SEA LIFE Centre, (Online). < > accessed on 21.05.2023
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