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The Burrell Collection
Contents Page
Title
An investigation into the effect The Burrell Collection’s forthcoming international tour will have on the profile of the museum.
Statement of Issue
Sir William Burrell, a Scottish shipping merchant and philanthropist, gifted 9,000 artworks and historical artefacts to the city of Glasgow in 1944. However, worried that the works might be damaged in transit, he imposed a strict condition that none of them be loaned overseas. In January 2014 the Scottish Parliament passed a controversial bill to amend Burrell’s foreign travel ban and allow the collection to go on international tour. This report will examine the effect this decision will have on the profile of the Burrell Collection and discuss the advantages and disadvantages of having Sir William Burrell’s artworks displayed on a larger world stage.
Rationale
My rationale behind choosing the Burrell Collection as the focus of my Graded Unit is on both a personal and professional level. Having been born and raised in the Southside of Glasgow, I spent many days at the Burrell collection as a child. I also visited the museum as I grew older and developed an interest in art and history, and always enjoyed the huge variety of pieces on show spanning a vast time period. Therefore, I have been aware of William Burrell from a young age, and since hearing of the lifting of the restrictions on his collection earlier in the year, I have been following the news of the trustees’ decision closely. Professionally, this is also the area of the industry I would like to go into in the future and when I am qualified I would be interested in pursuing a career within the collection. I currently live in Glasgow and have access to the museum and its staff, and finally I believe this visitor attraction is fundamental to Scottish tourism and the topic is very relevant.
Reason for Choice of Issue
My academic reason for this choice of issue involved my allowance to use and further develop skills I learned in the variety of subjects I have studied at HNC and HND level of my Travel and Tourism course. The subjects that will come in most useful while completing this project are as follows.
UNIT TITLE |
LEVEL OF COURSE |
SKILLS DEVELOPED |
|
Communication: Practical Skills |
HNC |
This course developed my skills in professional report writing. This included the ability to summarise key information and supporting detail, and gaining knowledge of proper layout, register and graphic communication. We also studied formal writing and were given an understanding of the effects of language in conveying stance. We also learned how to conduct a professional meeting through planning and preparing for a formal group discussion, presenting information individually to the group, and producing accurate and well-structured written records of oral communication. This course also improved my IT and research skills. |
|
Marketing Planning in Travel and Tourism |
HND |
Through this course I gained knowledge of the benefits of marketing planning and how to conduct a PEST and SWOT analysis. I was also taught how to set marketing objectives which are realistic in the context of marketing conditions which are also SMART. I learned about a wide range of primary and secondary market research methods. I also learned skills in creating and conducting a questionnaire, and also how to interpret the results of a questionnaire and the issues related to making valid conclusions and recommendations based on collected data which will be useful to me when gathering primary information for my Graded Unit |
|
Providing Information on the Scottish Tourism Product |
HND |
Through this course I was provided with a broad understanding of the main factors which combine to make Scotland attractive as a visitor destination. This subject improved my knowledge of the basic geography and history of Scotland and also described the appeal of a range of tourist destinations within Scotland. Through studying this subject I am now also able to put together a well-structured itinerary which is appropriate to client type. |
|
Visitor Attraction Operations |
HND |
In this subject I developed an understanding of the operational aspects of a visitor attraction and was provided with a broad knowledge of the skills and functions involved in planning, providing and monitoring services and facilities for the visitor to an attraction. I learned how to analyse methods of interpretation in visitor attractions and feel this topic also greatly improved my formal and essay writing skills through the assessments that I undertook. I thoroughly enjoyed this topic and had my skills learned in this subject in mind when choosing my Graded Unit question. |
|
Aims of the Assessment
My personal aims in producing this report are to provide a basis for a future career and personal development. I would like to develop my organisational, research and investigative skills, whilst specifically improving upon my time management and problem solving skills. I would also like to develop contacts within the Travel and Tourism industry and improve my ability to work effectively with professionals in the field.
Planning aims
- To identify the main aims of what the Graded Unit requires in order to begin my project with as much insight as possible. This should be completed by December 14th 2014
- To make a concise plan of action in order to ascertain my objectives
- Send out professional emails to the manager of the Burrell Collection
- To create for myself a realistic week by week timescale which details exactly which sections of my report I would like to complete each week. This timescale will be completed by 19th January 2015
Development aims
- To accurately carry out both primary and secondary research to support the development of the investigation
- To produce a formally written piece of work …
Evaluation aims
- To review all the work that has been carried out critically and constructively
- To identify and evaluate the strengths and weaknesses of the work produced…
Objectives of the Project
By producing a well-researched and accurate market analysis I hope to bring the following benefits to the Burrell Collection, by presenting primary research to the Burrell Collection they will be presented with new, up to date and quality information which has no cost to the organisation…
Identification of the main issues for research
In order to gather the information required to complete the Graded Unit I will need to focus my research on specific areas. The main issues of research I will undertake are why the decision was made to send a temporary exhibit to Bonhams as opposed to any other city in Scotland such as Edinburgh or Aberdeen. I will also want to gather some customer feedback from Bonhams in order to judge the success of the temporary exhibit whilst gathering the visitor numbers from the exhibit as well. With this I hope to gather visitor numbers from the Burrell Collection whilst some of the artefacts were on tour and also customer feedback from their visits at this time. I would also like to conduct a questionnaire with locals to find out common public opinion of the collection. With my visitor numbers I would like to analyse the demographics of the visitors such as where they are from. I also need to speak to the tour guides who work at the museum to find out their feelings on doing tours when some exhibits aren’t there.
Identification of the methods of research and sources to be used/ Methods of investigation to be used with justification of choice
Methods of Research |
Sources to be used |
Justification of Choice |
Primary/Secondary |
Interview Email Contact Guide Books Newspaper Articles Online Articles Questionnaires Websites Books and Journals Social Media |
Muriel King, Burrell Collection manager Sir Angus Gossart, Chair of the Burrell Renaissance Glasgow Life? Robert Brooks, Chair of Bonhams Email information from museum staff member “The Burrell Collection” official Guide Book “Burrell at Bonhams” Exhibition Guide Create survey to be conducted at the Burrell Collection of their visitors The Burrell Collection Website “MyCity” website College Library Mitchell Library The Burrell Collection’s Facebook page |
An interview with the manager of the Burrell Collection will allow me to find out more about the process behind the decision and find out why the collection chose Bonham’s as the venue for their first tour An interview with the chair of the Burrell Renaissance will allow me to This will help me to gain customer feedback on the Burrell Collection of their visits and general public opinion on the Collection and the decision to move exhibits I will use the website of the collection for basic information about the collection and news and events, I will also be able to take a digital tour of the collection should I need to I will continue to refer to the college website to make use of the information provided to me there, and the specifically use the student guidelines and unit specifications to keep me on track and ensure I have not omitted anything from my report The Facebook page of the Burrell Collection will be useful to me to keep up to date with what is happening at the museum and to make use of its videos and information about the collection |
Primary Primary Primary Primary Secondary Secondary Primary Secondary Secondary Secondary |
http://www.ft.com/cms/s/2/481017c8-b8d9-11e3-835e-00144feabdc0.html#slide0
visitor numbers
2013
17852
2014
13374
Timescales for achieving these aims
Jennifer Bonnar 1 | Page