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Alton towers are committed to reduce carbon and mange climate change each year Alton
Towers budget for environmentally focused initiatives such as
LED lighting, solar Panaels and other environmental benefits to help benefit the environment There are many things that
Alton Towers are currently doing to manage climate issues,
these include: investing in onsite renewable assets and
diverting waste from landfill where possible through recycling
and generating energy from waste. The attraction is also
helping to reduce plastic pollution and are currently focusing
on removing single use plastic from the attraction. An
example includes in 2018 where they phased out plastic
straws and replaced them to paper straws. By having these initiatives in place in can help benefit
the environment as it raises awareness of the environmental
issues. In addition to this, some tourists are motivated to visit
certain attractions if they’re doing their bit for the
environment in which case this means that Alton Towers may
attract more tourists. As well as this they have a partner ship with Coco cola Freestyle machines which can be found in a number of places across the park and are availed to purchase for £16.

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Alton Towers contributes to the local community through local
employment. Alton Towers approximately employs 2,500
local people. This contributes to the local multiplayer effect seeing re investment in the local infrastructure. However most of the jobs are seasonal and not all year round employment.   In 2019, Alton Towers made £1.74 billion, this
has a positive impact on the local area due to money being
spent at the attraction gets spent in the local area as people’s
wages.
Alton Towers also contributes to the local economy through
local procurement and supporting other local businesses in
the area through generating consistent flow of tourists.
The more money that Alton Towers generate will benefit the
local GDP.

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Something that is being discussed between Alton towers and the local authority is a 10-year
plan that boosts tourism in Staffordshire by
having Alton Towers open year long. By having
the theme park open year long, this would
generate more jobs and more permanent
positions. However, I also think that if Alton
Towers were to be open all year, they could
reduce the number of tourists who enter as
customers biggest complaint is that the queues
are long which ruins the day. Additionally, there
are other local attractions nearby the park
including Wildlife Park. Awesome Walls and
Wetley Moor Alpaca’s, I think that Alton Towers
could work alongside these attractions and offer a
combined ticket price. This would encourage
visitors to spend more than one day in the local
area. And also boost local employment as they would need to be able to have more staff to cope with the influx of visitors.By the attraction being open all year round
it will create more jobs for the local area in
particular full-time positions. This will also
improve the cost-of-living standards in the area
as people will have more disposable income.

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Alton Towers put on fundraising events
throughout the year including bake sales for
specific causes to McMillion coffee mornings, and
family fun nights to memorabilia auctions to
raise vital funds to supporting Merlin’s Magic
Wand. This is run across the other attractions including Thorpe and Chesington also and other charities and campaigns. Alton
Towers Resort also makes local donations to
support charities and community engagement
projects in Staffordshire, provide overnight
experiences to local hospices and their child
beneficiaries in end-of-life care and deliver
educational and training programmes including
Princes Trust. Events put on by Alton Towers is a
positive as they are involving the local people and
encouraging local people to input into the
tourism vision. By supporting the local
community like this both the brand and
attraction will be seen in a positive light.

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Alton Tower uses technology for various reasons, technology
enables the business to reach more customers, serve more
customers and to improve communication. Visitors can book
online before they visit, scan their ticket in the form of a QR
code once they get there. In addition to this, in 2019 Alton
Towers worked in Coca-Cola to pilot self-driving robots to
deliver drinks to customers. Although the technology intrigues
customers and makes things more convenient for them the
negative impact of this is with Alton Towers employing local
people but using technology instead of using people to do
some jobs e.g., selling tickets and scanning tickets as you
enter the park, less people will be needed as technology will
take their place. The app replaces all of these roles and are allow Alton towers to cut costs  This will have a negative impact on local
employment in the area. The secret to enhancing customer
experience at your attraction | Blog (notlost.com). However, a
positive impact that technology has had on the local
community is that now people are able to book their tickets
online, there are less vehicles queueing in the village to
purchase tickets on the day, this would have a positive impact
as it would avoid traffic congestion in the area.

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In 2015 there was a crash on one of the most
popular rides at the attraction which lead to 4 people were injured  Due to this the park was closed due
to an ongoing investigation. However, in the
months that followed it was reported that visitor
numbers to the attraction fell drastically. This is due to the lack of trust in the attraction after the incident. This
meant that local businesses that benefited from
the theme park from knock-on trade suffered.
Therefore, if something similar was to occur in
the future again, it would negatively impact on
the local businesses that rely on tourism from
tourists visiting Alton Towers. It would mean that
their profits would be down which would
effective the local economy.

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https://www.altontowers.com/
https://www.merlinentertainments.biz/responsible-business/people-and-communities/communities/
https://www.merlinentertainments.biz/responsible-business/environment/
https://notlost.com/the-secret-to-enhancing-customer-experience-at-your-visitor-attraction-this-halloween/
https://www.goldington.beds.sch.uk/ckfinder/userfiles/files/Curriculum%20Areas/Travel%20and%20Tourism/Impacts%20of%20Tourism%20Revision%20Notes%20B.pdf
https://www.statista.com/statistics/934348/most-popular-wedding-venue-types-united-kingdom/
https://www.theguardian.com/uk-news/2015/aug/28/alton-towers-rollercoaster-crash-villagers-wait-for-trade-to-return