An assessment of ‘international best practice’ in visitor attraction management: does Scotland really lag behind?

This paper compares and contrasts selected management practices among visitor attractions in Scotland, Australia, Canada and New Zealand. The catalyst for the study was the growing perception that management practices among visitor attractions in Scotland are becoming increasingly outdated and that the sector needs to learn from ‘international best practice’ in this respect. A postal questionnaire was sent to all paid‐admission visitor attractions in the four countries. In total, 1022 visitor attractions replied, representing an overall response rate of 41%. Chi‐square analysis was then used to test various hypotheses relating to the uptake of these management practices. A key conclusion is that although management practices do vary significantly among the four countries, Scotland does not necessarily lag behind. Indeed, Scottish visitor attractions seem to lead the way in many respects. Meanwhile, the study finds no strong evidence to suggest that visitor attractions in the other three countries have indeed identified and are following a common ‘international best practice’. Copyright © 2007 John Wiley & Sons, Ltd.     

Scottish visitor attractions: a collaborative future?

Although interorganisational collaboration is increasingly being accepted as a necessary, even desirable strategy for the tourism industry as a whole, there would appear to be a number of impediments to the implementation of collaborative initiatives among operators of visitor attractions. This paper focuses on the visitor attractions sector in Scotland, where such impediments are considered to be particularly serious. For a number of reasons, however, collaboration may represent a crucial strategy for visitor attractions in Scotland as they enter the new millennium. This paper sets out to assess the potential for intrasectoral, interorganisational collaborative strategies in enhancing the long‐term viability of the Scottish visitor attractions sector. Copyright © 2001 John Wiley & Sons, Ltd.     

Visitor Attractions in Northern Ireland: The Relationship between Visitor Number Performance and Ownership Type 1990–2002

The visitor attractions market in Northern Ireland is in a state of flux, having experienced a tidal wave of investment between 1990 and 2002, simultaneouslywith continuing political stability. This research provides a longitudinal study of visitor numbers to attractions in relation to ownership type. Prior to the 1960s Government Departments and the National Trust predominantlymanaged Northern Ireland's attractions. Seventynew attractions developed byprivate owners and local authorities opened in the 1990s resulting in a phenomenal number of new museums and visitor centres, decreasing averages of visitors per attraction generally, and saturation of the market especiallyin the south of the region. The research profiles the characteristics of 195 attractions byownership type and looks at visitor numbers to a sample of 83 attractions for which there was comparable data between 1996 and 2002. Discussion centres on the contrast in performance between government owned attractions, which, unlike their UK counterparts, have declined in visitor numbers, and National Trust attractions which have out performed the two new categories of ownership in terms of percentage growth. Four scenarios are presented in relation to product management and discussed in relation to policyconsiderations, sustainabilityand qualitymanagement and training development. If closures of attractions are to be avoided, visitor numbers will need to grow at an accelerated rate and this can onlyhappen within a secure political environment and with enhanced quality management in the sector.     

Exploring the relationship between visitor attractions and events: definitions and management factors

The growing definitional debate on the terms ‘visitor attractions’ and ‘events’ highlights the need to compare their key determinants and management factors. The article elaborates on this definitional debate, by exploring existing definitions and developing an illustration of a continuum between visitor attractions and events. This is followed by a comparison of the management factors and key criteria in the effective management of visitor attractions and events. The findings indicate that while there are many similarities between the sectors, aspects such as spatio-temporality and levels of integration with the visitor attraction nucleus are identified as factors that differentiate them. In conclusion, the article determines that events should be examined separately from the visitor attraction sector due to their differing perspectives, measures, and management needs.     

Managing revenue in Scottish visitor attractions

Revenue management is often identified as a potentially valuable tool for addressing some of the challenges currently facing visitor attractions. This article sets out to investigate the adoption of revenue-management practices by Scottish paid-entry attractions and examines how this usage has changed over the period 1999–2009. It begins with a review of the literature published over that decade and then outlines the research methods used to gather the data used in the study. Key findings indicate that while there is significant potential for Scottish visitor attractions to employ revenue-management practices, their current use is limited both in terms of scope and sophistication. Greater adoption of revenue-management practices, such as price differentiation and the management of revenue information, is evident across the sector. However, attractions charging higher admission prices and with greater levels of turnover tend to be those adopting the more advanced revenue-management practices. The range of revenue-generation streams employed by Scottish attractions has widened over the decade, as has the range of pricing mechanisms employed. The findings indicate the value of longitudinal research and indicate the need for further work in this area.     

Managing Visitor Impacts at Visitor Attractions: An International Assessment

This paper presents the findings of a study designed to extend and develop a previous study conducted by the authors on the management of visitor impacts at visitor attractions in Scotland. This follow-up study sets out to discover the extent to which attractions in other countries experience similar impacts, with comparable management challenges to those already identified in the Scottish visitor attraction sector. In order to provide a direct comparison to the Scottish study, a replication of the research methodology employed in that study was considered necessary. A self-completion survey was thus mailed to managers of paid-admission attractions in Canada, Australia and New Zealand: three ‘leading-edge’ destinations selected for comparison. Findings suggest that although many impacts are perceived to be similar across the four countries, a number of important differences are evident. Given that the reasons for such differences vary, the paper concludes that the development of a generic strategy for the management of visitor impacts internationally remains something for the future. In the meantime, the sector should rely on the identification and adoption of best practice on a case-by-case basis. The sector’s diversity and fragmentation suggest that qualitative research holds the key to identifying appropriate techniques for managing visitor impacts.     

Tourism distribution channels in Wellington,New Zealand

This paper outlines a multiple method approach used in Wellington as a way of researching issues of distribution channels for tourism in urban areas. The study combines information obtained from interviews with providers and intermediaries, visitor surveys and the analysis of catalogues to present a systematic examination of distribution channels for a range of accommodation and attractions. The results highlight the complexity of distribution channels in Wellington, with variations occurring by market segment and by type of accommodation and attractions. Chain hotels have the most complex channels. Smaller properties and attractions tend to pursue simpler ‘at destination’ distribution strategies. Copyright © 2004 John Wiley & Sons, Ltd.     

Impact of European Union funding on tourism in the Grampian Region

The European Union (EU) has no specific tourism policy. Even though there are divergent views on its involvement in regional development, there is a consensus on the fact that the EU is involved by its principle role of ‘Subsidiarity’. There is also continued participation of the EU in activities related to tourism development in the community. Undoubtedly, the EU is having an impact on regional development of members states. Research carried out shows the contribution of the EU in regional development and tourism. The EU funding has tended to focus on peripheral areas and where traditional industries are declining. Tourism related projects (such as visitor attractions) have benefited from such funding programmes, on the assumption that these projects will create employment and increase visitor numbers, as well as promote the economies of these regions. Consequently, this paper considers the contributions of EU funding of tourism attractions in the Aberdeen and Grampian region of Scotland and issues affecting the effectiveness of the attractions themselves. Copyright © 2006 John Wiley & Sons, Ltd.     

Literary enthusiasts as visitors and volunteers

Previous studies of literary tourism have investigated visitor perceptions and responses to literary heritage, concluding that literary attractions and landscapes attract both the generalist heritage visitor and a niche segment of highly motivated ‘literary pilgrims’. Volunteers are increasingly significant within the heritage sector and this paper draws on research with managers and volunteer staff at a sample of literary heritage attractions in the UK. Although the literary properties and figures play a minimal role in the motivations of volunteers, many derive significant rewards from the literary aspects of the sites. In parallel with literary pilgrims, for a core of literary enthusiast volunteers, the literary figure is the primary motivation and reward. Copyright © 2003 John Wiley & Sons, Ltd.     

Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sector

This study examines the extent to which Generation Y (Gen Y) serves as an opportunity or challenge for visitor attractions in the UK and the corresponding strategies adopted to seek engagement with this generational segment. A multiple-case study design was adopted with face-to-face interviews undertaken with senior personnel at leading visitor attractions across the UK. The paper advances a number of marketing and experiential strategies before advocating that further research is required to explore the growing pains of Gen Y from ‘adolescence’ to ‘adulthood’ if the industry is going to be able to understand, meet and hopefully exceed their needs, wants and expectations in the challenging years to come.     

Enhancing art gallery visitors’ learning experience using wearable augmented reality: generic learning outcomes perspective

The potential of Information and Communication Technology-enhanced visitor learning experience is increasing with the advancement of new and emerging technologies in art gallery settings. However, studies on the visitor learning experience using wearable devices, and in particular, those investigating the effects of wearable augmented reality on the learning experience within cultural heritage tourism attractions are limited. Using the generic learning outcomes framework, this study aims to assess how the wearable augmented reality application enhances visitor’s learning experiences. Forty-four volunteers who were visiting an art gallery were divided into two groups, an experimental group and a control group. Following their visit to the gallery, the volunteers, who had and had not used wearable computing equipment, were interviewed, and the data were analysed using thematic analysis. Findings revealed that the wearable augmented reality application helps visitors to see connections between paintings and personalize their learning experience. However, there are some drawbacks such as lack of visitor–visitor engagement and the social acceptability.     

Call for Papers: Special Edition of Current Issues in Tourism

Many national parks around the world are major tourist attractions. While increases in national park tourism provides business opportunities, there are several economic, social and ecological aspects that need to be monitored in order to sustain high quality visitor experiences. This paper reports findings from visitor surveys at Fulufjället National Park, Sweden–one year prior to and one year after the national park designation in 2002. The purpose is to monitor short term changes in park use. Data from on site visitor counters show a 40% increase in the number of visitors, while follow-up mail surveys reveal several changes in visitor characteristics, use patterns, expenditures and attitudes.     

Marketing visitor attractions: a segmentation study

This research revisits issues related to the travel behaviours of first‐time versus repeat visitors to a destination, with a special focus on the impact that the repeat visitor segment has upon the paid‐attraction sector. Healthy attractions are critically important to the success of a destination, but as this research notes, attractions have difficulty drawing guests in a repeat visitors‐dominated market. Implications that should be of value to marketers and attraction management in any maturing tourism destination are discussed. Copyright © 2007 John Wiley & Sons, Ltd.     

Satisfying the basics: reflections from a consumer perspective of attractions management at the Millennium Dome,London

The Millennium Dome, London, was supposed to be the centrepiece of UK celebrations marking the start of the twenty‐first century. Unwittingly, it also emerged as the centrepiece of much media negativity and scrutiny — for the full length of its (projected) 1 year of opening. Four years after the doors closed, and with the perspective of time, this study reflects on the Millennium Dome as a case study of visitor attractions management — with data drawn from the consumer perspective at the time of opening. The focus of the primary research is on the satisfaction of visitors to the Millennium Dome. This was carried out when the attraction was weathering the media storm following its opening. Both quantitative and qualitative data was gathered from 530 exit questionnaires and 350 qualitative interviews. The quantitative data revealed visitor assessments of the experience of the Millennium Dome as a whole, and their assessments of its constituent parts (zones). The findings of the qualitative interviews led to the construction of a typology of meanings for visitors to the Millennium Dome. Even though time has elapsed since closure, both the quantitative and the qualitative findings still have a wider application in the interpretation of the visitor experience in attractions. Recommendations at the time indicated a need for management to focus on ‘the basics’ of the visitor experience with the addendum that a failure to do so could detract from ‘the most amazing day out ever’ or, indeed, ‘a very special day’ — and to ensure a closer match between marketing expectations and the reality of the experience. Reflection has not altered such often neglected but fundamental tenets. Copyright © 2005 John Wiley & Sons, Ltd.     

The quays in salford: an analysis of visitor perceptions,satisfaction and behavioural intention

Despite an extensive literature on urban regeneration, visitor perceptions of urban waterfront destinations and their subsequent outcomes remain largely unexplored. The paper reports the findings from a survey of visitors to the Quays in Salford; it focuses on their perceptions, satisfaction and behavioural intentions. While the primary attractions were found to have an important influence, the secondary elements explain more of the variance in overall satisfaction and intention to return to the Quays and the environmental aspects have a greater influence on visitor intention to recommend the destination. The implications of the findings for destination management and marketing are discussed. Copyright © 2011 John Wiley & Sons, Ltd.     

Creating rural heritage visitor attractions—the Queensland Heritage Trails project

To promote rural heritage in Queensland, the Australian Federal and Queensland State Governments embarked on an ambitious funding programmeme titled the Queensland Heritage Trails Network commencing in 1999. The aim of the programmeme was to fund the development of a series of cultural heritage tourism attractions designed to encourage visitors to travel beyond popular coastal destinations and into the rural hinterland. For a state where travelling times by road are measured in days not hours, the development of visitor attractions away from the relatively closely settled coastal areas is essential if additional visitors are to be attracted to rural hinterland areas. However, distance factors add to the cost of travelling to many remote attractions and may deter all but the most determined travellers. This paper examines a number of demand side issues that may effect the long‐term viability of many of the projects, particularly those in remote areas. Copyright © 2002 John Wiley & Sons, Ltd.     

Issues in Tourism Event Economic Impact Studies: The Case of the Albuquerque International Balloon Fiesta

Several methodological issues have emerged from the economic analysis of tourism attractions, including errors in sampling and analysis, misrepresentation of these issues, the application of a refinsed research methodology is described to measure the spatial distribution of visitor expenditures and economic impacts attributed to a stated tourism attraction. The 1995 Kodak Albuquerque International Balloon Fiesta (AIBF), considered the largest ballooning event in the world, was used as the focal attraction for this study. Direct, indirect, and induced economic effects based on the variables of output, income, and employment were examined using IMPLAN, an econometric model first developed by the United States Department of Agriculture Forest Service. Detailed analyses on multiplier effects, linkages, and leakeage attributed to the event are presented in the results and discussion sections. Discussion and recommendations based upon the study may provide a clearer picture of the consequences of methodological choices researchers make when assessing the economic impacts of staged tourism attractions.     

Including the Outsiders: The Contribution of Guides to Integrated Heritage Tourism Management in Cusco,Southern Peru

Over the last decade many archaeological sites in Peru have become important tourist attractions. However, despite the growth in tourism, visitor management and interpretation at the sites are limited and, at times, non-existent. The mainstay of interpretative supply in Peru is the tour guide, and three types of guide were identified in this research: those with university degrees, others with vocational training, and untrained 'local guides' from the local indigenous population living near the archaeological sites. All three types of guide were present at the Cusco region case study sites of Raqchi and Ollantaytambo. Recommendations focus on ways that local guides could be brought into the tourist system to enable their participation, both economic and social, in the tourism developing on their doorstep.     

Commercial development and competitive environments: the museum sector in scotland

The Department of Culture, Media and Sport (DCMS) warn local authorities that fail to value the potential role of culture in socio‐economic development do so at their peril. The development of a destination's cultural credentials to facilitate economic progress is central to policy geared to regenerate communities in decline and to revitalise financially strapped museums. Within this argument more scrutiny is placed on the skills accountability of the museum profession and their ability to compete in the visitor attraction sector and generate their own sources of income. This paper considers the competitive position of museums as tourism visitor attractions within a framework of commercial development. The strengths of this paper lean towards qualitative primary sources gathered by the authors during a number of recent heritage development projects. This has influenced the analysis of statistical data gathered in 1999 by the Moffat Centre on behalf of the Scottish Tourist Board's Visitor Attraction Monitor. Concluding paragraphs stress the development of appropriate quality schemes that are flexible enough to accommodate the distinctive Scottish Museum experience as critical. Copyright © 2001 John Wiley & Sons, Ltd.     

Energy tourism: An emerging field of study

After conceptualizing the interrelationships between energy and tourism, the authors provide a definition of energy tourism as a new niche of industrial tourism, theorize on how it overlaps with other types of special interest tourism, and discuss specifics concerning its forms, locales, and possible societal impacts. Potential directions, along with research questions, for future research in the field of energy tourism are proposed. Then, the results of an explorative pilot study of energy tourism in the Czech Republic are presented to give a first insight into the proposed questions. Questionnaire surveys completed by tourists and operators of three energy tourism attractions – so-called Coal Safaris (guided tours through surface coal mines, observing minescapes and mining machinery in full operation), a nuclear power plant information centre, and Dragon Kite Festivals under wind turbines – have focused on exploring the motivations and perceived benefits of energy tourism for organizations; tourists' motivations for, and experience from, visiting; and any changes in attitudes towards current energy development dilemmas by visitors afterwards.