| The purpose of this study is to demonstrate a methodology for heritage site managers to segment visitors with similar characteristics in order to develop visitor management strategies appropriate to each group. The rationale for this research was twofold. Firstly, literature relating to heritage site visitation finds that visitors to heritage sites are not a homogenous group of people. Some visit sites because they want to relax or recreate, while others go out of historical curiosity and interest. Secondly, the management of heritage tourism sites has traditionally focused on the heritage resource itself, with little consideration given to visitor assessment. As with the management of Canada's national parks, management increasingly has to incorporate both resource assessment and visitor assessment. In order to do this effectively, the heritage manager needs relevant and up-to-date information. This study is primarily concerned with the characteristics of people who currently visit heritage sites in B.C. It does not compare these visitors to general tourists.;In this study, a questionnaire survey was conducted at six B.C. Ministry of Tourism heritage sites. Segmentation analysis provided useful visitor management segments, with visitors falling into three groups, termed 'general experience', 'recreational travellers' and 'historical interest'. Each group was profiled on reasons for visiting, socio-demographic and trip pattern characteristics, travel philosophy, importance and satisfaction attributed to service and facility provision, preference for interpretation and perception of site authenticity.;Several management implications relevant to the study's findings are presented for heritage managers at the site-specific and strategic planning levels. These relate to management actions influencing the type of experience created at heritage sites through the nature and level of 'development' at heritage sites and the nature of interpretation provided to visitors. (Abstract shortened by UMI.)... |
