An application of tourism carrying capacity assessment at two Italian cultural heritage sites

If not properly managed or organized, tourist flows can constitute a risk for conserving cultural heritage sites. It may therefore be important to estimate the maximum capacity a visitor site can receive without compromising its heritage integrity or visitors’ experiences. This research note formulates a comprehensive methodology to assess the carrying capacity of cultural heritage sites as a way of providing technical support for cultural development and tourism management policies. This approach proposes a combination of qualitative and quantitative indicators to assess tourist flows at a site, how tourists affect conservation and how the property itself shapes and conditions the visitor experience. This how-to study underscores the management system and suggests guidelines to improve the tourism product without generating negative impacts on the built heritage. Two museum case studies are highlighted – the National Museum of the arts of the XXI Century, in Rome and the National Gallery of Marche (Palazzo Ducale, in Urbino).     

Chinese and international visitor perceptions of interpretation at Beijing built heritage sites

Research exploring visitor perceptions of heritage sites indicates that a site may hold different meanings for visitors depending on their cultural backgrounds. Little research has, however, identified visitor cultural preferences and so informed the development, delivery and management of on-site heritage interpretive experiences. This paper addresses this need by identifying cultural differences and similarities between Chinese and international visitors in relation to their interpretive motives, preferences and perceptions. Questionnaires were completed by 277 domestic Chinese visitors and 94 international visitors at five key Beijing built heritage sites. Differences between Chinese and international visitors’ conceptions of heritage; ratings of importance of facilities, services and interpretive content; and perceptions of the visitor experience are identified. Amongst many findings, Chinese respondents were more likely than international respondents to state that heritage sites should be an important part of the country's national heritage, convey the country's power and be famous. They sought built heritage sites visited by someone famous and that feature in well-known Chinese paintings and poetry. International visitors were more likely than Chinese visitors to state that heritage sites should have authentically old buildings and be relevant to contemporary life. Implications for interpretive and management practice at Chinese heritage sites are discussed.     

Tour guides and heritage interpretation: guides’ interpretation of the past at the archaeological site of Jarash,Jordan

Tour guides play a key role in the archaeological site visitor experience by providing interpretation and information. The archaeological site of Jarash, Jordan, is an important heritage destination for a diverse tourist market. It is located in a cultural landscape setting where many archaeological and historical monuments are well preserved. However, at present, this heritage rich seems far from being completely interpreted and valorized by not only local people but also by visitors. This paper reflects on the information and stories provided by tour guides about sites where heritage tourism experiences take place. Within this context, interpretation by tour guides is analyzed. A mixed-methods approach is used to accomplish this and includes qualitative data from semi-structured interviews, participant observations and desk research. The analysis is helpful in confirming that the way tour guides interpret a site influences site valorization and visitor experiences directly. From a practical perspective, the findings provide important insights for understanding how to develop an interpretative model that utilizes site values and the potential for providing better visitor experiences. The findings of this study provide a better understanding of guided package tours and provide suggestions for tour guides and heritage site managers in Jordan.     

Tour guide performance and sustainable visitor behavior at cultural heritage sites

Abstract

Using structural equation modeling, this study investigates how tour guide performance influences visitors’ sustainable behavior at cultural heritage sites by examining the mediating effects of visitor experience and satisfaction. The structural model was tested on a sample of 390 visitors at Petra Archaeological Park in Jordan. Tour guide performance was found to have a significant direct and indirect effects in enhancing visitor sustainable behavior. Moreover, the findings showed that visitor experience and satisfaction significantly mediates the relationship between tour guide performance and visitor sustainable behavior. This research contributes to our understanding of the tour guide role in maximizing visitors’ appreciation and enjoyment, and minimizing their negative impacts on heritage sites. Managerial implications are discussed in light of the empirical findings.     

The heritage reader

Effective interpretation among visitors to heritage sites contributes towards achieving sustainable tourism. Mindful visitors are more likely to be interested in being educated and learning about a site; therefore, mindfulness can play a key role in the formation of effective interpretations. Diverse media communicates with visitors in different ways and has various effects which can improve mindfulness among heritage site visitors. This study aims to investigate the effects of three different media, namely exhibitions, guided tours (GT) and printed materials (PM) on enhancing mindfulness. A questionnaire was developed and administered to approximately 200 visitors at 6 heritage sites across Malacca City in Malaysia, which was recognised as a UNESCO World Heritage Site in 2008. Partial least-squares structural equation modelling was used to analyse the data. The findings revealed that PM were the most effective medium in improving mindfulness among visitors to the selected heritage sites, followed by exhibitions. The results also indicated that GT did not have any significant effect on improving visitor mindfulness. These findings can assist organisations responsible for the management of heritage sites to improve the mindfulness of visitors by identifying the most efficacious forms of media.     

Visitor management practices and operational sustainability: Expedition cruising in the Kimberley,Australia

The expedition cruise industry along the remote 3000 km Kimberley coast in Australia’s northwest draws on the area’s environmental and cultural assets for its tourism product and provides the main means of access for visitors. Cruises involve frequent on-shore excursions to attractions including rock pools, rock art and historic sites. This study used visitor observations and stakeholder interviews to examine potential impacts on environmental and cultural site assets, and visitor safety and experience. Visitor management practices varied strongly between operators, with vast room for improvement by some operations. Inconsistent visitor management practices contributed to a high level of avoidable risks in terms of visitor safety and negative cultural and environmental impacts. Findings from this study highlight the central role of tour guides and operational procedures for improving visitor management practices.     

A typology of memorable experience at Nelson Mandela heritage sites

This study examines cultural heritage tourism by identifying and segmenting heritage site visitors according to the aspects they define as necessary for a memorable heritage site experience. The research focusses on visitors to Nelson Mandela Heritage Sites and emphasises that the links between the attributes of a site and the visitors themselves are essential to understanding tourists’ willingness to pay to visit the mentioned sites. A typology of visitors that the authors labelled ‘auxiliary experience seekers, convenience experience seekers and comprehensive experience seekers’ (ACC) was used. The results revealed comprehensive experience seekers as the most critical market segment regarding the much significantly higher amount they are willing to pay when visiting Nelson Mandela Heritage Sites. This leads to a better understanding of aspects contributing towards a memorable heritage site experience as well as to visitors’ willingness to pay for such experiences. This study also provides further insight into cultural heritage tourism in general. Moreover, such segmentation was found as a useful research tool for producing a distinct visitor profile as well as how a memorable experiencing can be generated by suggesting diversified pricing at such sites.     

The future of the past: Sustainable management of archaeological tourist sites – The case study of Israel

The objective of this study is to examine the management strategies for archaeological heritage sites and to identify optimal managerial strategies for such sites. The study is primarily qualitative in nature and consists of two main stages: a) development of a conceptual framework based on measures for site evaluation; 2) application of the methodology to four case studies. The findings indicate that in addition to the realms of Environment and Economy, heritage sites have three other significant realms that are relevant to archaeological sites: Values and Culture, Organization and Legislation, and Society and Community. These three realms were found to hold significance for the long-term management of archaeological tourism, although they are currently under-developed in the four case studies investigated. The study also proposes a model called the Sustainability Index for Archaeological Sites (SIAS), which can serve as a basis for operative decisions in the management process.     

Sustainability and the authentic experience. Harnessing brand heritage – a study from Japan

This paper explores the influence of the formative brand heritage construct on perceived authenticity at repaired/reconstructed heritage sites, understood in relation to the Japanese practice of kintsugi (金継ぎ), thereby extending Kolar and Zabkar's consumer-based model of authenticity. It notes that variations of kintsugi occur in architectural heritage conservation worldwide. We establish relationships between brand heritage, cultural motivations, perceptions of authenticity, relational value, and consumer commitment, based on questioning 768 visitors to repaired and reconstructed Japanese heritage sites. Analysis using partial least squares found consumer preconceptions of brand heritage stimulating increased perceptions of authenticity at sites of limited historical provenance, thereby increasing visitor commitment to visiting. Heritage managers should use marketing strategies that effectively communicate a site's brand heritage prior to, during, and after the tourist experience. Even where the material components of the site are entirely reconstructed, this can lead to relational value, and improved consumer commitment. In sustainability terms, holistic brand marketing can increase site revenue, help conservation maintenance and, by increasing repeat visits, reduce footfall damage at other “unreconstructed” sites. Practical implications include better artefact and information presentation, ensuring synergy between site experiences and its purported values, especially through tour guide narratives and interpretation.     

Benefits received by visitors to heritage sites: a case study of Warkworth Castle

Heritage sites attract many visitors each year. However, the revenue collected in entrance charges does not represent the total benefit provided by heritage sites. Some visitors value their visit more than the entrance charge; some decline to enter at the price but are willing to pay something to enter; other people derive utility from the contribution of heritage buildings to the landscape; whilst others benefit from the knowledge that the heritage sites are being preserved for future generations. For one heritage site, Warkworth Castle in Northumbria, benefits received by those entering the castle were estimated to be more than twice the financial revenue derived from entrance charges. This would suggest funding for heritage sites should not be determined by visitor numbers alone. However, as benefits derived in terms of recreational enjoyment and educational value from the site were estimated to be larger than their non-use benefits or preservation value, this suggests that access to such sites is an important determinant of heritage value.     

Computer Simulation as a Tool for Planning and Management of Visitor Use in Protected Natural Areas

The United Nations Environment Programme’s Principles on Implementation of Sustainable Tourism suggest that implementing sustainable tourism must include monitoring visitor use of protected natural areas and directing it to areas where the environmental and social impacts of tourism are minimised. Thus, sustainable tourism management requires information about the spatial and temporal flow of visitor use in protected natural areas to help identify potential tourism-related threats to the natural and cultural resources of an area and the quality of visitors’ experiences. Recent research has identified at least four ways in which simulation modelling of visitor use can facilitate more informed planning and management of sustainable tourism in protected natural areas, including (1) describing existing visitor use flows; (2) monitoring the condition of ‘hard to measure’ indicator variables; (3) testing the effectiveness of alternative visitor use management practices; and (4) guiding the design of research on public attitudes. The purpose of this paper is to demonstrate, using findings from studies conducted in the Inyo National Forest and Isle Royale National Park, USA, each of these four potential contributions of computer simulation to sustainable tourism management and planning. The paper concludes with an assessment of the limitations of existing applications of computer simulation to nature-based tourism and recommendations for future research.     

Micro-mobility patterns and service blueprints as foundations for visitor management planning

This paper proposes the use of micro-mobility patterns and service blueprints in visitor management planning. It argues that such planning approaches can improve management outcomes as well as visitor experiences whilst adding efficiency to the relevant management processes. The paper is based on the findings of visitor research on visitor flows and perceptions of visitor management in a nature-based tourism attraction in Wellington, New Zealand. These findings are used to adapt a service blueprint for the overall attraction to separately reflect visitor experiences of international visitors and New Zealanders. The paper posits that it is thus possible to identify and subsequently address the visitor management requirements of different visitor groups. Implications are discussed at three levels; first, for the case study attraction; second, for tourism attractions more broadly; third, conceptual implications for visitor management research are considered. Specific findings include the differences in micro-mobilities found across different market sectors, the need to improve signposting to offer distance and time guidance, the importance of topography, the potential to spread usage pressures across sites and the future potential to use mobile GPS units to obtain more detailed information.     

Motivational and Behavioral Profiling of Visitors to Forest-based Recreational Destinations in Sri Lanka

The tourism industry plays a key role in regional and destination development. As negative environmental and socio-cultural impacts of mass tourism become more common, the appeal of alternative forms of tourism, especially ecotourism, continues to increase. With rising demand, ecotourism operators are facing the task of meeting expectations of diverse consumers of ecotourism products. Accordingly, the need to define and distinguish ecotourists from other types of tourists has become important. The importance of using a behavioral approach to distinguish ecotourists from other types of tourists is emphasized by tourism scholars. This study developed distinct motivational and behavioral profiles of visitors to forest-based ecotourism sites in Sri Lanka. Results identified four different types of tourists based on their behavioral and motivational characteristics: ecotourists, picnickers, egoistic tourists, and adventure tourists. Broad implications of visitor profiling are also discussed. This approach can help ecotourism operators to better tailor marketing strategies and increase visitor satisfaction.     

mLearning as a softer visitor management approach for sustainable tourism

With increased visitation to protected natural areas over the last four decades, there is a need for implementation of effective visitor management strategies at these sites to mitigate visitor impacts. This study explores the application of mobile learning (mLearning) in environmental interpretation and visitor education within the context of conservation and sustainable tourism. Specifically, it proposes a conceptual framework for mLearning as a visitor management tool for sustainable tourism. Current developments and innovations in mobile broadband networks, smartphone technology, and mobile software applications present opportunities for the utilization of such mobile-driven applications in interpretive programs to encourage free-choice learning and mindful visitor experiences. If effectively implemented, such interpretive programs and mLearning applications can affect visitor perceptions, attitudes, and future intentions toward conservation and environmental protection.     

Identifying cultural tourism: a theoretical methodological proposal

This article explores the effectiveness of tourism as a means to heritage conservation in urban areas, focusing on the case study of Woolloomooloo Finger Wharf, an inner-city industrial heritage site in Sydney, Australia. The Finger Wharf redevelopment represents a familiar scenario whereby an old industrial site located at a sought after inner-city location has been redeveloped and transformed from a derelict structure into a popular leisure and recreation precinct. The findings of a study of local stakeholder perceptions of the redevelopment are presented and then evaluated according to the goals of sustainable tourism development. The findings highlight the importance of planners and managers of heritage tourism sites thinking beyond the cosmetic conservation of the tangible asset to also consider how best to preserve the non-material value of the site. Through the provision of more effective interpretation heritage, managers can create a visitor experience which is authentic and meaningful to visitors and local stakeholders.     

Tracking visitors in crowded spaces using zenith images: Drones and time-lapse

The aim of this article is to analyse the extent to which zenith images can be used to study visitor behaviour in crowded spaces. The paper presents two studies of zenith image capture in two micro-spaces (both monumental heritage sites) in the north-east of Spain: the first used drone images to conduct a quantitative study on patterns of visitor use at Empúries archaeological site; and the second was a qualitative study on conflicts of use in Cathedral Square, Girona, using time-lapse photography from a fixed camera.Results of the study show that visitor behaviour at the sites does not alter in peak season when spaces become increasingly crowded.     

基于Agent的景区游客行为仿真建模与应用——以颐和园为例

我国旅游景区内部客流管理一直以来都没有得到应有的重视。通过对颐和园景区"五一"小长假和"十一"黄金周客流持续2年的实际观测,采用基于Agent的仿真建模方法,构建了游客到达、游客移动、游客停留等景区游客基本行为模型及其仿真运行环境——基于Agent的景区游客行为仿真系统。系统的正确性验证表明,仿真系统的输出数据能够反映景区各停留点游客数量的真实情况;系统的灵敏性验证表明,入口游客数、游客在景点的停留时间以及流向景点方向的客流量3个参数能够引起仿真系统各景点游客数量的灵敏变化。所建系统能够预测景区客流的时空分布,能够通过变换仿真参数值进行各种客流调控措施的仿真实验,并给出具体调控参数以支持景区管理者的客流管理实践。     

Crossing the Cultural Divide: Western Visitors and Interpretation at Ayutthaya World Heritage Site,Thailand

In 1991, Ayutthaya, the former capital city of Thailand and now an archaeological park, was inscribed on the World Heritage List. Currently, it receives some one million international visitors a year, mainly day-trippers from Bangkok. Despite this, the on-site interpretation put in place in 1992 (largely signage in Thai and English) has never been assessed in terms of the content of the signs and the reactions of visitors. This paper pertains to one part of the first extensive study of the interpretation employed at Ayutthaya, a study that included a visitor survey that was both a demographic study and an initial investigation into the cross-cultural dimension of interpretation at Ayutthaya. The international visitation to this World Heritage Site is overwhelmingly Western and, therefore, a critical issue arises: what do non-Asian, non-Thai and non-Buddhist visitors gain from the experience? If the visitor is not of the same culture being experienced, and if cross-cultural translation itself is a highly complex and sometimes contentious and problematic process, then it is likely that the deeper cultural significance of the site cannot be well understood in a one-day visit. If the deeper meanings of Ayutthaha remain elusive, does it follow that appreciating the cultural and heritage values of the site is, in direct proportion, an unattainable goal? The study points towards what may be possible when heritage interpretation, in an age of unprecedented global travel, is regarded as a negotiation of a cultural divide.     

Visitors' use of interpretive media at heritage sites

Although heritage interpretation is a central component of the modern heritage industry there has been relatively little concern with how visitors to heritage sites make use of interpretive media. This paper reports a study of visitors' use of three interpretive media — exhibitions, outdoor panels, and stereo-audio tours — commonly employed at one type of heritage site, namely ancient monuments. Interpretation is an important component of the visit for many people, although visitors differ in the interest and attention they display to the interpretive media. This is greatest for audio media and less for visual media. This was attributed both to qualities of the interpretive media themselves (e.g. subject matter, readability), and also to characteristics of visitors, particularly their motive for visiting. This supports the notion that the ‘effectiveness’ of interpretation is the result of an interaction between visitor and interpretive medium, rather than depending solely on the interpretive medium.