Leisure and recreation are as old as human beings and were present in the lives of our Stone Age ancestors. Man is always busy in work for its survival but there is a growing desire to get a good work balance with leisure time. With the blessing of latest technology we are in the era that has variety of leisure attractions to relax. Madame Tussauds situated in London is among the most popular leisure attraction. It is a museum of different kind that entertain its visitors with wax models of their choice from history and from present which they have ever dreamt to meet.
In this piece of work I have discussed the history of the museum and its establishment in London including its unique characteristics. The possible key challenges faced by the attraction in coming future and the ways to combat these challenges by giving proposed management including range of aspects
- Different ways of managing visitors because customer satisfaction is the key point in business.
- Various ways of targeting market specially by using SWOT Analysis.
- Making market strategy after analysing customer’s demands.
- Making human resource department more effective to fulfil the wishes of consumers
DEFINITION OF LEISURE:
Different authors and researchers define leisure; some of the definitions for the Leisure are as follow:
“Time that an individual sets aside for activities, such as sleeping” (Collins 1997) From Leisure and Tourism, Barker, By Collins 1997
“Time that is free from work, when you can do what you like” (Oxford Dictionary Press) A From Concise Oxford School Dictionary, By Oxford University Press
“Leisure is the opportunity available to an individual after completing the immediate necessities of life, when he or she has the freedom to choose and engage in an experience that is expected to be personally satisfying”
From Edexcel Leisure and Recreation Course Specification
“The term leisure is an ever changing concept that reflects the current social and economic conditions and aspirations, adapting in response to consumer demand and expectations”
The idea of leisure being described as a state of mind originated with Aristotle. He believed that leisure was a form of self-indulgence and self-improvement.
“Leisure is seen as a man’s greatest possession because it is essential for self development. It forces us to step back from the constant pressures of daily life in order for us to see what really important” (Aristotle internet website).
IMPORTANCE OF LEISURE:
Each person has their own opinion of what leisure means to them and there is no set definition of the word as it covers a wide range of things. leisure time and how it is spent is an individual’s choice and the way in which they spend it whether it be home based, active or passive. As long as the individual gets satisfaction from this ‘leisure’ time then it has been used to its potential.
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Leisure is important because everyone needs a little bit of relaxation in their life. Having leisure helps a person relieve stress, have time to themselves, and just to recharge their body and mind. Leisure is very important for one’s mental and physical health. It provides an opportunity to spend time as you want away from regular work stress with family and friends. It is very important for an individual to take time out for itself as it bring about a positive flow of energy in an individual.
Leisure as a function has changed enormously over the last 100 years. With the arrival of new technology some forms of leisure have increased their range of activities hugely. 100 years ago art was considered to be drama, stage shows, architecture and so on. Now it include many different forms. Broadcasting, Film Production and Video were all aspects of the Art Council that received funding in the last year. These have only been considered arts in the last century. The Government, private companies and investors have also discovered the commercial side of leisure. From this information it can be concluded that over the last 100 years leisure has evolved from something that is the opposite of work to something that is vital in our everyday lives.
Madame tussauds is among the popular leisure attraction of the present time, it is standing at its place from last 200 years but getting more popular with time for the kind of unique entertainment it is providing to its visitors. Celebrities wax images draw visitors towards itself. IT is a kind of place which has all kind of attraction in it from past to present both for history lovers and for modern young youth. It helps to make visitors dreams come true when they want to touch or meet the personality they like ,which otherwise my not be possible for them because either it has become history or is very big celebrity of modern time ,whom one cant meet. Is it real or is it wax? Sometimes it’s hard to tell the difference when you’re at Madame Tussauds Wax Museum . This unique museum of its own kind has entertained about 500 million visitors since it first opened. The Target Market for Madame Tussaud’s is to attract all types of consumers, from all social classes. As well as Domestic and Overseas visitors. According to Pamela Pilbeam, there may be a simple reason for the enduring popularity of Madame Tussaud’s: “There is nothing so fascinating for a human being as others of the species.” Since the arrival of the waxworks in London in the 1830s, visitors have had the opportunity to gawk at, rub shoulders with and even touch some of the most famous and infamous others – royalty and revolutionaries, murderers and media stars.
London is a cosmopolitan city having people all around the world with different cultures. The management of Madame tussaud’s when targeting marketing has taken advantage of this feature of the city and has kept different types of wax sculptures which visitors want to see for example to attract Asian visitors there are various political, sports, and entertainment figures in the museum.
According to the student pack of Madame Tussaud’s, it identifies their Current Market as Demographics Segmentation according to social class.
Kotler (1994) believes “marketing a product/service, includes potential customers for using this specific product/service. Therefore, organisations will effectively market their product/service according to the Segment of market. This has been known as Target Market.”
Additionally to Lancaster & Reynololds (1999), indicate that, “in order to acquire target segment, the organisations has to break down the amount of the total market into different sub-groups / segments, according to their needs and wants, in-order to make the product/service attract consumers within that market segment.”
Madame Tussaud’s used segmentation and target marketing, because it provides many returns to their organisation, such as:
- It allows the exhibition to identify their customer groups with different requirements and wants
- The exhibition objective can be achieved easily. For example; profit maximisation and long term growth
- When there are market gaps in a market, it is assessed and then satisfied, this can be done by using unique product / promotional offerings
- By handling marketing mix, in order for competence recognise the target needs. This will lead to an increase customers satisfactioN
HISTORY:
The holy Roman Emperor the doges of venices ,the dukes of burnswick and other rulers met the same end.A full size wax model of Henry 111 of England was made for his funeral in 1272.The custom grew for models to be kept after the funeral service at the relevant Royal tomb in West minister. In the seventeenth century it became common for wax models to be included in funeral processions of notable non -royal citizens.
Marie Grosholtz the future Madam Tussauds (1761-1850) was trained by Curtius and she worked as his assistant. Madam Tussaud was born in Strasbourg on Dec,1761,her father Joseph Grosholtz who fought as a soldier for seven years at war died before her birth.After Maries birth her mother got a job as house keeper at Dr.Phillip Cutius house in Berne.Mr . Curtius was a skilled physician who takes help of wax models while demonstrating anatomy.Marie was always treated warmly by Curtius, who transferred his great art of wax modelling to Marie.Marie was always greatful and reffered him as his uncle.
In 1765 ,Curtius moved to Paris followed by Ann and Marie, where he was able to organise his first exhibition of wax models in 1770 and by 1776 due to the fame of exhibition,it moved to Royal palace.During this time Marie was in the tutionage of Curtius and started modelling her own wax works. Her first wax figure was of Francois Volatire and then she made models of Benjamin Franklin and Jean Jacques.After the fame of her work she was appointed as a art tutor for Elizabeth ,king Louis XVIS sister. It was the time when France saw its revolution and Marie Tussauds was imprisoned and was forced to make death masks of the aristocrats as to show her allegiance to feudal nobles.
During French revolution she modelled many prominent victms of the revolution.
After the death of Mr .curtius in 1794,Marie inherited his vast collection of wax models.In 1800 Marie got married to Francois Tussauds,who was an engineer.She had two sons Joseph and Francois.To flourish her business,Marie decided to took her wax work on exhibition.Along with Joseph she brought her exhibition to London and Ireland which included wax models and death masks.
That tour lasted for about 33 years.Finally Madam Tussauds decided to settle on Baker Street in London. Visitors paid six pence so that they can get a chance to meet famous names of the day. The Most important characterstic of the gallery was The Chamber of Horrors which exhibits wax models of the people victimised during French Revolution and some newly created models of other murderers and criminals.
With time wax models of different prominent personalities were added to the museum.The museum in the beginning had 400 different wax models. Some of the models of the exhibition were damaged twice firstly by fire in 1925 and secondly by the bombardment of German army.
Madam Du Barry is the oldest wax model of the museum. In the year 1842 Madam Tussaud added her own model which has been displayed at the entrance of the museum.
Madam died on 15th April 1856.
Bridge kate in her book A Life In A Wax praises Madam Tussauds as” Cultural Innovator” .The architect behind the first and fore most enduring world wide branch to be identified simply by reference to its founders name.
BRANCHES
Millions of people visit Madam Tussauds every year but it is still popular as it was ever.It has now become one the most popular visitor attraction in London.
Due to its popularity it branches has been and will be expanded to other parts of the world. Its branches are opened in Hong Kong, New york, Las vegas ,Berlin, Shanghai, Washington DC and Amsterdam for the tourists, they also contain the wax models of prominent figures in them.
DIFFERENT ATTRACTIONS IN THE MADAM TUSSAUDS
Party Room
Figures such as Samuel L Jackson, Morgan Freeman, Leo DiCaprio, Nicole Kidman David and Victoria Beckham and Robert Pattinson are kept here. It is designed to feel like you have stepped into a celebrity party, with wax figures dotted around the room.
High School Musical & Hannah Montana
Launched in 2008, this room has a figure of Zac Efron as the character of Troy Bolton from the High School Musical franchise. This zone also includes Miley Cyrus’s wax figure. There is also a karaoke facility, in which a person can sing Miley’s songs.
Movie Room (Premiere night)
Hollywood famous figures live here including Steven Spielberg, Jim Carrey and Audrey Hepburn,Brad Pitt,Angelina Jollie,Jim Carry,Nicole Kidman and many more.Bollywood stars who are modelled are Salman Khan,Amitabh Bachan and Aishwarya rai. Besides there is Shrek, Spiderman, along with the smallest figure ever made of Tinker Bellabout five and a half inches in length
Sports Zone
It is another exciting zone for sports lovers specially for those who want to see their sports icons face to face. It has wax models of Mohammed Ali.One can also get a chance to ride bike with Lance Armstrong.Wax model of David Bekham and many other famous players are added there to increase the excitement.
The Royalty
In the Royals visitors get a chance to stand next to Queen Elizabeth II of the United Kingdom and Prince Philip, Duke of Edinburgh, Charles, Prince of Wales, Camilla, Duchess of Cornwall, Prince William of Wales and Prince Henry of Wales.
Cultural Figures
This area has numerous cultural personalities including Albert Einstein, Stephen Hawking, Pablo Picasso and Charles Darwin.
Stars From The Music Industry
Music icons include Beyonce, Jennifer Lopez, Madonna, Britney Spears, Leona Lewis, Kylie Minogue, Amy Winehouse, Tom Jones, Bob Marley, Justin Timberlake and Freddie Mercury. The Beatles in this area appear on the album cover of Sgt. Pepper’s Lonely Hearts Club Band.
Leaders From The World of Politics
Here visitors can get a chance to meet Barak Obama, Margaret Thatcher, Winston Churchill, Nicolas Sarkozy, Ronald Reagan, Tony Blair, Benazir Bhutto, Martin Luther King, Mustafa Kemal Ataturk and Gandhi, the controversial figures of Hitler ,Sadam husein and Robert Mugabe.
Chamber of Horrors and Scream
This attraction is not suitable for pregnant women and children under 12 years of age. contains the models of killers and criminals from the time of French Revolution .It also contains the death masks made by Madam Tussauds.
Area Showing the Secenes and History of Madame Tussauds
This area shows the history of exhibition. How was a wax modle made by Madam Tussaud.
London ride
Here visitors sit in taxi rides and are taken through the history of London which starts from Tudor and ends at 1980s.
Top of Form
Bottom of Form
Warhol’s Women
It has models of Andy Warhol Marilyn Monroe in the classic pose where her skirt is blown upward, Liza Minnelli, Judy Garland, Jerry Hall and Jackie O.
Top of Form
Bottom of Form
KEY CHALLENGES TO BE FACED BY THE EXHIBITION
Swar brooke(2002) states without “visitor attractions there would be no need for other tourism services and tourism as such would not exist without them.” Different attractions provide their customers with services that are available with in the attraction for example some give their visitors a day out, others give educational services, some give their customers ancillary operations but Madme tussaud’s is one that entertain its visitors with combination of all above mentioned services due to which it is important that this work is put into place to deal with consumers content health and safety and to make sure of their repeat visits. To maintain this standard of excellence the tussauds organisation may possibly face some challenges in future specially in the following:
Marketing and competition
Customer care
Human resource management
SWOT ANALYSIS:
This can be used in order for the organisation to achieve their objectives. This procedure is an effective method of identifying businesses Strengths and Weaknesses, and to examine the Opportunities and Threats they face. Often carrying out an analysis using the SWOT framework that will be enough to reveal changes, which can be usefully made. Swift (2000) According to Hannagan (1992) he defined SWOT analysis as:
“A SWOT analysis helps to focus attention on the key areas in an organisation that need to be taken into account in producing a marketing plan….
A SWOT analysis is a summary of the marketing audit. It highlights internal differential strengths and weaknesses form the customer’s point of view as they relate to external opportunities and threats.”
SWOT are mainly consists of the two factors that are internal and external in which Strengths and weaknesses are internal while opportunities and threats are from external competitors and environment. Madame Tussaud’s attraction is the main factor and strength which makes their position stronger than other competitors. By using SWOT analysis business can make future prediction and make possible changes in order to grow and compete in the future.
MARKETING AND COMPETITION :
In today’s world of business and economics markets have become very competitive therefore understanding consumer is no longer enough .Organisations must start giving attention to their competitors , if want to have share in the market. (kotler 2003). As it is stated before, Madame Tussaud’s it is a large organisation within the travel and tourism industry, therefore it face high standard of challenger not only in London but all around UK,which can become stronger in the future. that is why more effective marketing is required to survive in the competition However, it uses circulation channel for more knowledge of their product national and international.
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They mainly deliver the awareness of their product/service through the Internet, as it is global. However, other sources of promoting and awareness of their product is mainly done through Media, in the form of posters at tube stations and bus sides which is mainly and to communicate the brand to a wider audience, public relations, portraits, business development and Banqueting & Co-operate Entertaining,
The prime objective of the organisation is to stay London top paying attraction, therefore a marketing strategy should be in terms of its target, current and potential market study and their process of promotion in order to attract their product to their customer by distribution. However, the aim of promotional planning in the long run is not just to inform, but to promote customers to purchase products/services or, to adopt ideas. Therefore, effective promotion is usually attained by well researched for tracking sales levels and attitude patterns toward consumers needs, this means objective must link to the target aimed. This can be achieved by updating, convincing and highlighting the organisation current and potential target market.
CUSTOMER CARE:
Ensuring that customers are provided with quality services every time is a key in organisational success. Like other tourist attractions Madame tussauds may also face the challenge of delivering quality customer care.
The organisation should note that words of mouths from satisfied customers is a free advertising and improved reputation and above all an increased revenue.
Tussauds organisation should maintain a high standard of customer care training with in the exhibition to achieve goals like
Increase sales
Gain a competitive advantage
Maintain consumer loyalty
Attract new consumers
Gain customer satisfaction
Enhance the visitor attraction image
For achieving high standard of customer care the organisation must improve
Their queuing process in term of not making consumer to wait for a long period to enter the exhibition
Signs around the exhibition for direction (such as direction for facilities for disabilities segment)
Having more staff speaking different languages
Having effective management that can handle crowd
HUMAN RESOURCES
Human resource management can also be a challenge as selection and recruitment costs will be much more due to the high presence of staff at visitor attractions. Competition in the service sector offering permanent employment can detract suitable applicants from applying for positions within visitor attractions. With the high staff turnover consistency will be difficult to maintain within visitor attractions, which inevitably will have a negative effect on the quality of service delivered to customers. This is due to the fact that to be able to deliver quality services to consumers requires skilled and well-trained employees. As many employees of visitor attractions are employed on short-term contracts, operators may be less willing to invest in training and development for seasonal staff. In Scotland the Association of Scottish Visitor Attractions encourages its members to invest in training and development for all staff, whether full or part time, seasonal or permanent. Many operators of attractions dislike spending money on training and development for seasonal employees as there is the possibility of the employees not returning the following year. Operators are being encouraged to invest in training and development as this has proven to lead to a stronger more motivated workforce. If employees are enable and empowered to deliver a quality service, employee turnover should reduce, and employees affected by seasonality would be easier retained for the next season to come.
They mainly deliver the awareness of their product/service through the Internet, as it is global. However, other sources of promoting and awareness of their product is mainly done through Media, in the form of posters at tube stations and bus sides which is mainly and to communicate the brand to a wider audience, public relations, portraits, business development and Banqueting & Co-operate Entertaining,
The prime objective of the organisation is to stay London top paying attraction, therefore a marketing strategy should be in terms of its target,current and potential market study and their process of promotion in order to attract their product to their customer by distribution. However, the aim of promotional planning in the long run is not just to inform, but to promote customers to purchase products/services or, to adopt ideas. Therefore, effective promotion is usually attained by well researched for tracking sales levels and attitude patterns toward consumers needs, this means objective must link to the target aimed. This can be achieved by updating, convincing and highlighting the organisation current and potential target market.
At the same time one of their target is to carry out a promotional action plan to target market, attract all types of consumers both domestic and overseas
CONCLUSION:
Operators in today’s business environment face many challenges as we have seen in bring quality services to visitors of their attractions. By putting in place
suitable measures and processes, and ensuring their employees are capable of knowledge about efficient customer care training, confidence and motivations in which to perform at their best, operators can gain an competitive edge in their market, and deliver customer satisfaction each an
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Berridge Kate A life in a wax
Pamela Pilbean The History of Wax work by Pamela Pilbean 2003,,, From Leisure and Tourism, Barker, By Collins 1997, Lancaster, G. and Reynolds, P, Introduction to Marketing, Kogan Page, Great Britain by Biddles Ltd, 1999,(Oxford Dictionary Press) A From Concise Oxford School Dictionary, By Oxford University Press
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