The purpose of this report is to demonstrate the role of attractions in destination development, apply destination development theory, and consider the impact if issues on destination stakeholders in the future. The report discusses about attraction related to similar attraction in other destination. This report’s major finding is about Washington D.C. in general including a discussion about attractions in the city. The report includes a precise description of the State Library of Victoria in Melbourne, Australia as the attraction site in terms of its location, size, main markets, ownership, and type of experience it offers to the visitors. Additionally, the report explicates Washington D.C. with reference to the type, size, attraction mix, and other attractions and services available for visitors. As far as the main market is concerned, the report describes the city’s source market, demographics, and visitation patterns including a precise description regarding how the destination is marketed to potential visitors in and outside the United States. Other than assessing the stage of development of the identified destination, the report also provides a brief projection of the future of the destination due to the impact of technological, economic, and social or environmental issues.
Washington, D.C. is the capital of the United States, which acts as a heart for the politics and history of America. According to Highsmith & Landphair (2010), tourism is one of the major drivers of the economy in the city, and it draws many school field trips as much as it attracts travelers and visitors from all around the globe. Other than the many free museums and monuments available for visitors of all kinds, the city provides unique and phenomenal historical sites, art, sports, games, and many other tourist attractions. One of the major destinations in the city is the Library of Congress, which is the oldest federal cultural institution in the United States. Visitors enjoy the rich history, symbolic art, architecture, and work of the library and can shop for books, souvenirs, and other library inspired gifts during their trip at the destination. This report will address the Library of Congress in general where it will cover key components of destination by identifying the main markets and the marketing of the destination to potential visitors, assess the stage of development of Washington, D.C., and project how technological, economic, and social or environmental issues may impact this destination in the future.
The State Library of Victoria, Melbourne – Library of congress, Washington, D.C
The State Library of Victoria is located 328 Swanston Street, Melbourne VIC 3000, Australia. The site is located in the middle of the following streets: Swanston, Russell, La Trobe, and Little Lonsdale. Roberts (2003) explains that the state owned library has over 2 million monographs and thousands of newspapers and serials. The main products offered are library services to different people including others, such as high degree of tourism targeting students and other senior citizens from the local community. The architectural design of the site is attractive. The numerous themed reading rooms fully complement the library experience. According to Sasek (2011), Washington, D.C. is one the world’s top tourist destination of all time and attracts millions of visitors from all over the globe yearly. The city of Washington has a lot to offer in terms of what to see and what to do while in the visit to the city. In fact, one cannot be able to see or do all in a single visit. A visitor has a lot to explore ranging from parks, historic landmarks, and the National Mall, which provides a range of sites to visit and enjoy phenomenal views and activities (Sasek, 2011). Most notably, other than enjoying the view of the city, one will also have the pleasure of enjoying fresh food and nightlife scenes among others to mention but a few. In particular, the National Mall provides one of the best experiences in the city not only because of its prominence in hosting major political and social rallies but also because of the many landmarks, museums, and because of other beautiful features that attract over 25 million visitors on annual basis (Highsmith & Landphair, 2010).
4.1. About the Destination
Washington, D.C. houses prestigious venues, such as the Kennedy Centre, the National Theatre, and Folger Shakespeare Theatre (Sasek, 2011). Other than the attractive arts and culture of the city, there are free museums and monuments, such as the Museum of American History, the Library of Congress, Museum of Natural History, and the National Air and Space Museum that attracts a huge number of visitors from different parts of the world. Besides, there are other attractions in the nearby where a visitor can just walk on foot while enjoying the beauty and nature of the park. One of those attractions in the nearby is the Library of Congress, which in itself is a huge tourist attraction site. As if this is not enough, the U.S. Supreme Court is just nearby not forgetting the White House, which in itself offers a beautiful view from aloof. Indeed, a visit to the Washington, D.C. is worth more than just a visit because of the fact that the visitor will enjoy a lot more than they actually thought of ranging from historic sites, museums, monuments, buildings, and parks (Savage, 2010).
The city of Washington, D.C. is indeed one of a kind and able to give visitors a remarkable experience of their lifetime. There are a number of activities to do in the city as you explore many of the city’s beautiful sites and experience. All visitors including those on a budget and those wishing to go on a free or nearly free expedition in the city have at least something to enjoy throughout their stay in the city (Savage, 2010). From history of the city to heritage, arts, culture, restaurants, foods, wines, and outdoor attractions as well as activities, all are available at the visitor’s disposal.
The Library of Congress for instance, has many attraction features that visitors enjoy experiencing. The fact that it is the largest in the world and holds over 158 million items makes it phenomenal enough to attract visitors. Besides, it is not only large in the building size but also holds one of the largest unique collections of books that cannot easily be found anywhere in the world (Website: Library of Congress, 2014). It also has several ancient books, such as the Gutenberg Bible as well as the Shakespeare’s first travel folio at the congressional library. The library has domed octagonal reading room with several sculptures, mosaic, and murals on its wall, which is referred to as the Sacred Room that offers a stunning view for visitors, a feature that attracts hundreds of tourists on daily basis. The recently renovated Jefferson Building attracts huge visitors on their free tour at the library (Savage, 2010).
In addition, the National Mall allows visitors to make a power play as well as begin a Frisbee game. As if this is not enough, Potomac Park allows the visitor to play volleyball in one of its pits without charge. Off Mount Vernon Trail and George Washington Memorial Parkway at Gravelly Point, visitors can enjoy the serenity at the park area near Reagan National Airport while watching planes as they take off.
According to the Library of Congress website (2014), there are plenty of accommodations near the library including Capitol Hill Hotel, Hyatt Regency Washington on Capitol Hill, and Liaison Capitol Hill DC. Visitors can conveniently book for accommodation in the nearby guestrooms at pocket-friendly prices, the fact that these accommodation areas are located near the library makes them easily accessible without movement trouble, and transport is easy to and from these areas and the destination. There are other available accommodations at cheap prices where a visitor can often relax after a long day of walk in the city. Notably, the city does provide plenty of options for accommodations including resorts and top star hotels to ensure the comfort of visitors in their stay at the city (Highsmith & Landphair, 2010)
There are ranges of restaurant, cafés, pubs, and bars to provide the visitors an experience that makes them feel at home. Other than the nearby resorts and top star hotels that provides a variety of services, the library provides a range of dining options for the visitors (Bisbort, Osborne, & Hannon, 2012).
Visitors can never get bored while in Washington, D.C. because there are a number of activities that they can participate. For instance, the Library of Congress provides free guided tours, shopping, watching, and reading among others(Website: Library of Congress, 2014). Various attractions in the city provide plenty of special events, concerts, and lectures that draw attention from various groups of people to visit and experience all these.
Washington, D.C. attracts different people from different parts of the world. The congressional library for instance targets a variety of demographic including young kids, families, and students including different groups for several of the library’s activities and tours. The library receives hundreds of visitors every day totaling to approximately 1.7 million visitors on annual basis (Website: Library of Congress, 2014). Student tours are frequent when schools open until closure but different children and families throng the library and its stunning environments on daily basis throughout the year. Currently, the library uses its official website and social media to communicate to its potential visitors all over the world. Besides, the Visitor Services Office (VSO) has a Library’s Visitor Services Program that manages and provides relevant information and services to visitors for convenience (Website: Library of Congress, 2014).
According to Swarbrooke’s four-stage model of destination development, Washington, D.C. is categorized under stage four belonging to diversified destinations (Swarbrooke, 2002). This is because, the city has variety of tourists attraction site that attract a bevy of visitors from different parts both local and foreigners.
As depicted in Butler’s Tourism Area Life Cycle Model, the city belongs in the rejuvenation stage because there are a lot of renovation being carried out because most of the buildings are old in a bid to preserve them and attract new visitors as well as retain existing visitors (Butler, 2006). Besides, the city is committed to informing as many people as possible from all over the world to visit its various attractions and amenities. The rejuvenation stage is also because the city has embraced a wide range of technological developments as well as infrastructure improvements for the sake of attracting more visitors in the longrun.
4.8 Future impact
The technological environment is experiencing frequent and uncontrollable changes, which certainly affects operations in various attractions in the city. The library is one of such attractions that have embraced technology to enhance service provision to visitors (Craig, 2008). Going at this pace and trend, the future of the destination will become highly efficient in terms of services offered to visitors. Additionally, the uncertainty in the economic environment also affects the future of the destination. That is, a further improvement on the prevailing economic environment condition in Washington, D.C. will consequently improve the tourism business at the congressional library due to various determining factors such as favourable exchange rates and low inflation rate among others. On the other hand, there is a strong support from the local community and further efforts are in place to increase their involvement in improving the tourism sector especially in and around the congressional library, which confirms the bright future of the destination.
In conclusion, this report has clearly addressed Washington, D.C. in general and the Library of Congress as one of the key tourist attractions in the city. The destination offers a variety of phenomenal products and services to visitors and mainly targets a wide range of visitors from across the globe including students, kids, families, and group tourists. The report also describes a similar attraction in Melbourne while elucidating the various stages of development exemplified by the tourism development level of the city. Finally, the report projects the impact of technological, economic, social or environmental issues on the future of the destination.
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