| Abstract: | 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. |
