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.     

The Influence of Visitors' Awareness of World Heritage Listings: A Case Study of Huangshan,Xidi and Hongcun in Southern Anhui,China

This research used Huangshan, Xidi and Hongcun in southern Anhui (China) as a case to study the impact of World Heritage List (WHL) status on international visitors. The study categorised all the visitors into two types – WHL aware and WHL unaware – based on awareness levels of the World Heritage status of the destination. The two groups were compared in terms of visit purposes, socio-demographics and other characteristics. The results showed that the World Heritage List status did have an impact on travellers' visit decisions. Additionally, the World Heritage List status proved to be related to tourists' visit purposes, activity patterns and socio-demographic characteristics. However, the World Heritage List status will be a more influential tool for destinations when marketers place emphasis on the underlying cultural contents of sites and make the cultural elements accessible and interpretable for international visitors.     

A visitor flow management process for touristified archaeological sites

In recent decades the number of visitors to archaeological sites has increased exponentially. This increase has generated both negative and positive impacts. This article proposes a Visitor Flow Management Process (VFMP) that aims to minimize the negative impacts and enhance the benefits visitor flows can have in touristified archaeological sites. Although several proposals for visitor management frameworks exist for natural protected areas, for archaeological sites there are only isolated strategies and actions. Following a review of the literature on the visitor impacts and visitor management strategies implemented in 11 touristified archaeological sites around the world, 96 visitor management measures were identified, classified and synthesized into a three stage-process: (1) Restrict the number of visitors; (2) Redistribute visitor flows in time and space and (3) Interpret the archaeological site considering the mass influx of visitors. VFMP is a useful tool for heritage site managers dealing with mass tourism, whose implementation can contribute to reducing damage to heritage and enhancing the quality of the visitor experience.     

The search for World Heritage brand awareness beyond the iconic heritage: a case study of the Historic Centre of Macao

The Historic Centre of Macao was declared a UNESCO World Heritage Site (WHS) in 2005. The question arises regarding the value of the designation ‘WHS’ and what it means to tourists who visit. The researchers used intercept surveys and participant observation to determine brand awareness among visitors. Regardless of how much the tourism industry and UNESCO promote the ‘brand’, if visitors are unaware of it and do not respond, the economic and cultural values may be negatively affected.

The results showed the average visitor had only a vague understanding of WHS and it was not a major motivator for their visit. However, the general theme of culture was of high interest, as was a visit to the must-see icon attraction of St Paul's Ruins (the highlight of the Historic Centre of Macao). That is, there appears to be a good level of cultural and heritage awareness but minimal WHS awareness.     

Non-Asian Tourists' preferred attributes: a choice experiment

This study aims to identify non-Asian tourists' preferred attributes for a one-day Seoul tour package by examining theoretical frameworks of values related to tourists' heterogeneity of choice behaviors. The study applies a choice experiment (CE) to capture the systematic heterogeneity of preferences in a non-Asian tourist group and examines whether different individuals' value orientations relate to heterogeneous preferences regarding the tour packages. The CE derives the preferences as a form of marginal willingness to pay (MWTP), a pecuniary value for additional units of the attributes. Historical/cultural destinations displayed the highest MWTP value of all tour sites in Seoul, which was estimated to be $74.32. The results also show that a respondent who emphasizes “money and enjoyment” and “authenticity” values is more likely to choose a tour package that includes more opportunities to visit shopping and historical/cultural sites, respectively.     

The mediation of information technology on visitors’ experience at a cultural heritage site

This study identifies perceptual differences between the experiences of using an interactive ubiquitous access tourism service (U-tourism service) at a cultural heritage site and on-site participation-driven services. An interactive U-tourism service, “Hwaseong Haenggung Histour”, a smart phone application, was developed and implemented for this study. The study found (a) visitors who experienced the U-tourism service showed higher recognition on such dimensions as education, novelty, entertainment and fellowships, regarded as important components of on-site experiences, than those who joined on-site participation-driven services and (b) young visitors who used the interactive U-tourism service recorded higher in the dimensions of both education and novelty than those who joined on-site participation-driven services and showed higher satisfaction. These findings provide strong justification for the introduction of U-tourism services, particularly for young visitors. This study contributes to the understanding of a fast-growing and influential electronic tool for cultural heritage sites.     

A Study on Flow Experience Structures: Enhancement or Death,Prospects for the Korean Wave

In proposing the concept of flow which focuses on experiencing the sites visited by Korean Wave tourists as induced by drama or movies, the role of involvement level (variables) of Korean Wave tourists in influencing flow construct as they experience the sites of FIT (Film Induced Tourism) was investigated. The involvement level of Korean Wave visitors was found to operate as a mechanism by which challenge, skills, and focused attention on site might be more organized or more actively experienced. This recognizes that there is clearly a need for making the FIT sites exposed much by any mix of various media. The findings of this study showed that challenges and skills influence enjoyment as an output factor of flow. Film site visitors are assumed to participate in the roles of film characters, experiencing the places and the atmosphere. The degree of visitors' reflections of the film optimizes awareness of flow experiences on the site. Therefore it is necessary to provide more detailed experiential programs on the film sites with a wide variety of flow-related contents in the film.     

Gender and tourist experiences: assessing women's shared meanings for Beatrix Potter

As a social construct, tourism is premised upon inter-relationships between various producers and consumers. Within this system, gender differences may influence how tourist sites are interpreted and the symbolic associations visitors make with places. Adopting Johnson's (1986) circuits of culture framework and focusing primarily upon women visitors, this paper assesses meanings of Beatrix Potter inspired tourism in the English Lake District. Qualitative evidence highlights how women in particular conjoined an interest in Potter with the tourist visit to mediate other attitudes and values. Such links with non-tourist social practises were usually derived from associations with childhood and family life. The paper also considers how shopping and souvenir purchases helped to perpetuate and redefine this value system. Tourism occurs within a context of larger social-cultural structures and practices. In developing a more complete understanding of such aspects of tourism systems, gender constructs merit increased attention.     

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 cultural tourism potential of a fashion-related exhibition – the case of Alexander McQueen: Savage Beauty at the Victoria and Albert Museum

The exhibition Alexander McQueen: Savage Beauty held at the Victoria & Albert Museum (V&A) in London attracted a total number of 493,043 visitors from both the UK and overseas, making it one of the most visited exhibitions throughout the museum’s history. Much of the exhibition’s popularity was drawn from the late designer’s fame, reputation, and exceptional technique in design and clothing construction. The V&A museum also having the title as the greatest Museum of decorative arts and design, and founded during the late Victorian era, possesses heritage value that may also have played a role in attracting visitors to the Savage Beauty exhibition. Findings suggest that Savage Beauty appeals more on the local cultural tourism context for its connection to London. The V&A’s heritage value as Grade I listed may be of minimal interest to tourists; however, visitor interest in London and the number of great museums in the city serves well enough to attract and enrich cultural awareness of potential tourists both local and international. Special exhibitions such as Savage Beauty may also prove effective in attracting tourists, leading to increasing cultural tourism once tourists learn more about London’s culture, which includes fashion, but only in a derivative sense.     

A comparison of local and non-local visitor information-seeking behavior by visitors to civil war-related US National Park Service sites

Although previous research has documented differences between local and non-local visitors, the differences in the information sources referenced when planning trips have not been assessed in published studies. Differences in the sources used by local and non-local visitors to National Park Service Civil War conflict sites were examined, as were differences in ages and visitation characteristics. Although the vast majority of respondents had gathered information about the sites prior to visiting, differences existed in the type of sources used in general, sources used by locals as opposed to non-locals and sources used by visitors of different ages. Locals were more likely to be younger and to use past experience and the advice of acquaintances, whereas non-locals were more likely to be older and use impersonal sources. The results from this study can be used to target certain geographic or demographic populations with site information.     

Visitors’ acceptance of negative ecological impacts in national parks: comparing the explanatory power of psychographic scales in a Norwegian mountain setting

Even in protected areas, it is inevitable that any human use will produce some impact on natural resources. This study identifies visitors’ tolerance of potential negative ecological impacts from tourism activities and facilities in a Norwegian national park context, based on park visitors’ expressed degree of acceptance of negative effects on particular species of wildlife (wild reindeer and raptors) and on vegetation. Attitudes were analysed using psychographic scales, reflecting respondents’ nature orientations, their specific facility desires, their preferences in a wilderness setting and their concerns about human interaction with the natural environment. Fourteen research hypotheses were tested. Findings demonstrated that the psychographic scales explained more variation in attitudes than most social background and trip characteristics. Higher levels of education among visitors were strongly associated with increased ecological concern; age and gender were not. There was generally strong ecological awareness and eco-centrism among park visitors in general, with a small proportion of wilderness purists. Better trail conditions, signposting and interpretation were sought. But park visitors were also found to possess a complex mixture of needs and drivers. The study found significant potential for strategic alliances between tourism and conservation interests, and key value issues for park governance systems.     

Bundling attractions for rural tourism development

Tourism is often regarded as a viable solution to economic crisis, especially for remote areas without many development options. While many tourism destinations have strong cultural or heritage assets, not all destinations have primary attractions that can bring visitors to the region. Rather than developing special interest “themes”, rural areas that do not have enough of any one type of tourism resource to act as a primary draw may consider bundling different attraction types to increase visitation. The purpose of this study is to investigate the preferences of visitors to secondary heritage sites and explore the relationship between heritage tourism and alternative, non-heritage activities in rural areas. Findings revealed that motivation to visit small-scale heritage sites consisted of two dimensions: learning and recreation. The two motivational dimensions influenced visitors’ interest in different heritage attractions and likelihood of visiting heritage tourism “scenarios”. As for alternative activities, there was a cluster of “popular” activities that were enjoyed by both learning-oriented and recreation-oriented respondents, but recreation-oriented visitors were more interested in nature-based activities and sport-related activities than learning-oriented visitors. Findings can help rural communities improve secondary attractions and diversify their tourism product by bundling heritage attractions with non-heritage activities.     

Technology as a tool to rebuild heritage sites: the second life of the Abbey of Cluny

Technology has made changes in communication, lifestyle, and cultures, creating a new challenge to heritage sites. Technology can be the answer to connecting with local communities and tourists, reducing the gap between people and their inheritance, making it more understandable, creating awareness and value and eliminating time and space limitations. It can be used to communicate, interpret, teach, analyze, and make heritage accessible. And it can also be applied to make virtual reconstructions of what no longer exists. This paper analyzes the effect of technology at a heritage site, using the Abbey of Cluny as a case. This Abbey is a monument in France due to its importance during the Middle Ages as the monastic capital of Europe. Today, there are only a few traces of what the Maior Ecclesia used to be. New technologies were applied to rebuild what was destroyed with time using augmented reality and 3D reconstruction. Qualitative methods were used to describe what effects in visitors and promotion of the site were observable.     

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.     

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.     

Factors affecting international event visitors’ behavioral intentions: the moderating role of attachment avoidance

ABSTRACT

This study developed and tested a theoretical framework of event quality, motivation, value, and destination image in order to investigate visitors’ behavioral intentions to revisit an international event, along with the moderating role of attachment avoidance. Results revealed that the relationships among event quality, motivation, value, image, and behavioral intentions were highly significant. Attachment avoidance was additionally found to moderate the relationships between quality and value, motivation and value, value and destination image, and value and behavioral intentions. Findings further provide specific implications for both theoretical insight and marketing practice in the context of annual and international events.     

An exploratory inquiry into destination risk perceptions and risk reduction strategies of first time vs. repeat visitors to a highly volatile destination

The paper examines the relationships between first-time vs. repeat visitors to a highly volatile destination in terms of destination risk perceptions, risk reduction strategies and motivation for the visit. The exploratory research question centers on possible differences in tourist behavioral profiles associated with their decision to visit a foreign destination again. Set in Israel, a highly volatile tourist destination, researchers interviewed 760 international tourists using a questionnaire classifying them as either first-time or repeat visitors. Discriminant analysis revealed that first-time visitors were characterized by human-induced risk, socio-psychological risk, food safety and weather risk. In contrast, repeat visitors were associated with the destination risk factors of financial risk, service quality risk, natural disasters and car accidents. First-time vs. repeat visitors were also compared and contrasted in terms of risk reduction strategies such as consulting with people who had previously visited specific destinations and gathering information from travel agents. Differences between first-time and repeat visitors were also found regarding motivations for the visit. Similar analyses were conducted on the three sub-groups of repeat visitors, classified in terms of number of visits.