The importance of Heritage to Tourism - understanding the competitive environment

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1. The importance of Heritage to Tourism - understanding the competitive environment J John Lennon Moffat Centre for Travel and Tourism Business Development, Glasgow Caledonian University

2. Tourist Activities Undertaken

3. Built Heritage - Sectoral Importance Attractions are at the heart of tourism 2002 41.4m visits to attractions 2002 21.6m were visits to built heritage properties 2002 50%+ of visitor paid and free admission was to built heritage

4. Built Heritage Sectoral Importance Recorded visits do not include visits to non-staffed, free heritage sites, trails etc Thus significance is even greater than records suggest Iconic significance evident in marketing and advertising imagery of Scotland

5. Natural Heritage - sectoral significance Visitor Attitude Survey 2002 4 of 5 Top Attributes associated with Scotland are environment focussed Scenery, Nature, Wildlife, Wilderness 95% would recommend Scotland as a wildlife destination following visit

6. Natural Heritage - sectoral significance Much more difficult to estimate use and visitation Value is huge in terms of iconic and marketing significance Antidote to stress / escape / relax / live it visit Scotland

7. Operation and Management of these vital visitor resources SNH National Park Authorities Local Authorities National Trust for Scotland British Waterways Historic Scotland etc etc etc

8. THE TRADING ENVIRONMENT Foot and Mouth/war/terrorism Strength of Sterling/EURO Cost of Fuel Limited resources (finance, people, knowledge, skills) Visitor Sophistication Nature and Extent of Competition The leisure Pound/Euro/Dollar

9. THE COMPETITIVE ENVIRONMENT Leisure Consumer Competition any other expenditure possibility for the leisure ? Retail and Retail Malls as leisure destinations 24 hour opening, free car park, branded food and beverage, entertainment and activities, cr?che and cinema, child focus

10. WHAT KIND OF BUSINESS ARE YOU IN? Conservation Science Education Preservation Heritage Visitor Attraction Leisure Entertainment

11. TOURIST BEHAVIOUR AT UK ATTRACTIONS Aspects of Operation Dwell Time Attraction 53 minutes Retail 9 minutes Catering 11 minutes Other 6 minutes TOTAL 79 minutes

12. THE CUSTOMER Everyone is a customer for every element of a property Service to the customer is the imperative that drives the organisation Differentiate the offer Offer a distinctive experience, service and product

13. Responding to a competitive environment Four Case Studies of Heritage Operations responding to competition and increasing market share Harewood House, Near Leeds The Judge?s Lodging, Powys Perthshire Archaeology Week 2003 Chatsworth House and Gardens, Derbyshire

14. Harewood House One of the UK?s most innovative meeting, fair, sales and exhibition venues Grounds that are maximised for rental, visitation, expenditure and profitability Thomas the Tank - most profitable single event weekend Annual venue for UK Caravan Club Exhibition

15. Harewood Innovations Art at Harewood Cookery Schools and Festivals of Food and Drink Christmas Craft Fair , Dinners and events at Harewood Harewood Proms Upstairs and Downstairs

16. The Judge?s Lodging, Powys Animation of a minor heritage property in a marginal tourism destination Development of a range of narrative interpretation, exhibitions, dynamic exhibitions Diversity of experience Winner ?Interpret Britain? and ?Local Museum of the Year?

17. The Judge?s Lodging, Powys Wander through, sit in chairs, history you can touch, history in your hands, Below stairs, the cells, voices from the past, The law and its guests, tragic tales, Winter events: Halloween, Ghost Tours, Memory Cells, Victorian Christmas, Winter indulgence dinners

18. Perthshire Archaeological Week Animation of archaeology sites Week long programme of events Building on huge media interest 1000 additional visitors Significant local usage and discovery of richness of sites, content and heritage Economic Impact ? 93,786

19. Perthshire Archaeological Week Utilisation of curators, education officers and interpretation staff to animate properties Adding value, creating an experience Delivering passion and passing on enthusiasm Delivering real economic impact

20. Chatsworth Chatsworth Retail and Catering - Sales ?8.5million per annum Chatsworth Christmas - extended operation performance by ? 3m Chatsworth branding potential just beginning to be recognised Much more than heritage, landscape and gardens

21. Chatsworth 620,000 visitors to house, garden, farmyard, playground (March - Dec) 20,000 visitors to events 500,000 visitors to Park and Woods How is the spirit of the place communicated ? How to integrate the history, future and current visitor experience.

22. Chatsworth Don?t touch, don?t run, don?t eat, don?t shout, don?t walk, don?t come 3 or 4 generations of local visitors have memories of paddling in the cascade Farmyard and Adventure Playground account for one third of paying visitors Interpretation, communication, entertainment and education

23. Chatsworth Behind the scenes in the house and garden, led by members of staff explaining their own work ?I?ll never complain about paying to look around a house again? Chatsworth - a perfect mix of high culture and tasteful populism

24. The Eden Project ? At the Eden Project, a horticulturist?s reputation is damaged if the catering is poor.? - Tim Smit


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