| Abstract: | Historical sites now feature strongly as sites of visitation. However, such sites are often connected with historical events, which are sensitive to visitors and thus highly contentious when utilised in the development of tourism. The paper, from the perspective of the visitor, examines some of the critical issues that generally determine the nature of visitation at sensitive historical sites. The issues identified are the visitor's emotional state at the site, prior expectations of the site and what is to be learnt and perception of site presentation and interpretation. They also include the primary visitor objective to learn about the site, the ease with which access to the site can be obtained and the existence of social experiences between relevant visitor groups that may be extended to the site. The issues identified place significant challenges on how marketers communicate with potential visitors and other stakeholders of the site and require the marketing function to take cognisance of the different emotional states of visitors. Similarly, the nature of the packaging of the site, the channels of visitor access to be encouraged and how pricing is to be used as a marketing tool in a way that it is appropriate for the different groups of visitors to the site, all present unique marketing challenges. Copyright © 2002 John Wiley & Sons, Ltd. |
