Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Research On Heritage Tourism

953 views

Published on

Published in: Entertainment & Humor
  • Be the first to comment

  • Be the first to like this

Research On Heritage Tourism

  1. 1. Research on Heritage Tourism Lessons for Lancashire Heritage Attractions
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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?

×