Your SlideShare is downloading. ×
Research On  Heritage  Tourism
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Research On Heritage Tourism

657

Published on

Published in: Entertainment & Humor
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
657
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
17
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Research on Heritage Tourism Lessons for Lancashire Heritage Attractions
  • 2. Sources • Mintel – October 2008 • Economic Value of Heritage (April 2009) – Locum, Amion et al • TNS research from Visit Britain • NBI research 2007/8 • International Passenger Survey • Day and Staying visitor surveys, NWDA 2007 • National Trust 2007-8
  • 3. Lots is going on • Heritage is seen as • Tourism seen as a key valuable to the NW business for the NW • New research on • Businesses have to economic value across understand their region and in markets to target the Lancashire, of right people – those townscapes too who will visit • National Trust taking a lead in changing offer to suit its markets
  • 4. International Picture • Heritage is a major motivator for foreign tourists • 30% of overseas travellers visited a historic castle, house or cathedral – 10m visits • Most likely to visit – from America, NZ or Australia • Least likely to visit heritage – Middle East • Visiting castles / stately homes, and sightseeing monuments and famous buildings are our two best activities
  • 5. More thoughts on international • History and heritage is unique • Visiting Performing Arts, Theatre, Cultural Events, Music, Festivals and Churches, Cathedrals are not major reasons to visit to start, but make people want to come back
  • 6. National • Nearly 2/3 of Britons visit a historic house, church or castle each year • Certain groups much less likely to visit – particularly those interested in letting the kids have fun, or passive enjoyment, or young experience seekers. • NT and HRP growing audiences, EH not....
  • 7. Regional • 200m visitors within 90 min drive of NW • 30% staying with friends and family • Average spend of £22.79 on their destination • Events give a higher spend and a reason to visit • Rural destinations tend to attract older group
  • 8. Mintel (1) • People want experience not education – themes and stories • Web vitally important to offer itineraries, advance tickets, and event packages with accommodation • Concentrate on which customers are right for your business, and know what they think of you – read Trip Advisor! • Offer short breaks and events to match
  • 9. Mintel (2) • People will pay more for exclusive or off peak access • More use of downloads and word of mouth marketing on the web • Increase the wow factor to get younger audiences • Try kids go free weekends • And do more to retain audiences – memberships etc.
  • 10. Segmentation • Know who your visitors are (or could be) • Target your advertising/PR at the people who are most likely to come • Alter your product (events, shop, food) to match • National Trust or Arkenford models
  • 11. What next? • It’s worth doing research – and making use of it! • What could the Lancashire Heritage Attractions do together and improve as a result?

×