Jewell, Bronwyn, and Crotts, John C. (2002) Adding psychological value to heritage tourism experiences. Journal of Travel and Tourism Marketing, 11 (4). pp. 13-28.

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Abstract

This study employed an under-utilized methodology known as the Hierarchical Value Map (HVM) technique to explore the underlying motives and needs of visitors to a heritage site. Drawing from a small sample of visitors to a preserved 18th century plantation, the analysis revealed that most respondents were looking for a satisfying leisure experience where pleasure and learning are complementary. In addition the results support the notion that there is a specialized tourist segment (e.g., heritage tourists) that as a group has unique motives and needs. Implications for both optimizing the visitors experience as well as projecting an effective image and marketing communications are discussed.

Item ID:	13599
Item Type:	Article (Research - C1)
ISSN:	1054-8408
Keywords:	heritage tourism; HVM; psychological value; tourism
Date Deposited:	12 Nov 2010 05:50
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 100%
SEO Codes:	90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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