Using New Tools to Attract Visitors to Museums and Heritage Sites

This chapter discusses the ways in which museums and heritage sites have adapted to the need to create technology-based experiences in recent decades culminating in the intensive online provision during the COVID period. The aim of both online and live visits should be as inclusive as possible of different audiences, stimulating interesting, rich, multi-cultural experiences that encourage re-visitation or at least recommendation to others. Ideally, sites should create meaningful as well as memorable experiences. This process includes several aspects and is very complex requiring the combination and harmonisation of education, heritage interpretation, marketing skills, and local initiatives. This chapter uses case studies to analyse the extent to which museums are rising to these challenges above, including the principles of the so-called ‘new museology', the need for more innovative technology to create visitor experiences, and COVID-19.

Marine recreational fishing at Phuket, Thailand

Recreational fishing can produce visitor satisfaction and generate revenue at some global resorts. Yet, government officials seem reluctant to promote angling on tourism websites. Perhaps this is due to a weak linkage with ecotourism, a term often used by developing countries for attracting international visitors to nature-based settings. To learn about fishing experiences in Phuket, Thailand, this study analyzed 100 angler reviews posted on TripAdvisor, a popular source of user-generated content. Reviews consisted of positive (n=878) and negative (n=237) comments. Promotion of fishing tourism requires a multibenefit approach, more than simply catching fish. Billfish anglers are a promising target market since these ecotourists practice catch-and-release fishing, thus aligning visitor experiences and sustainability with economics.

A Study on the Relationship between Mental Well-Being and Cultural Tourism Guides Based on the Interview Methodology

The purpose of this study was to find a way for modern tourists to enjoy increased well-being while being provided with high-quality information about cultural assets. In order for tourists to enjoy well-being, cultural tourism guides must provide quality services while using various storytelling techniques. As the number of tourists who are interested in cultural assets and use their leisure time for this purpose increases, quality cultural tourism commentary can be directly connected to the well-being of tourists. Modern tourists can experience richness of life and emotional stability while being provided with cultural tourism commentary services through various storytelling techniques rather than professional knowledge. In order for tourists to effectively experience well-being through cultural tourism commentary, cultural tourism guides need to implement the following effective commentary. First, culture tourism guides should try to have sense of unity with visitors. Second, they should encourage humanistic imagination through related information. Third, they should provide customized explanations for tourists’ understanding because tourists consist of various classes and ages. Cultural tourism guides who attract tourists’ interest, have appropriate wit, skillful responses to cope with unexpected situations, cheerful laughter, and a loud voice gained satisfaction from many tourists. In modern society, cultural tourism commentators are not limited to simply explaining tourist destinations, but play an important role in satisfying the well-being of modern tourists who seek leisure and emotional stability. The external environment that refers to outdoor atmospherics is also crucial as it influences visitor experiences. In museums, external physical environment factors such as architectural style, positioning of entrances, and exterior décor and signage can be a crucial facet of external ambiance affecting visitor experiences. The external environment (e.g., spacious design, pretty landscape design, outdoor natural surroundings) is a constituent of the tangibility aspect of museum performances. These external environment factors and internal factors together create perceived physical environments that visitors and staff cognitively/emotionally/physiologically respond to. The significance of this study is that various cultural storytelling activities performed by tour guides are examining the possibility of experiencing increased psychological well-being while making tourists as well as themselves aware of the happiness and joy of life.

ANALYSIS OF VISITORS’ EXPERIENCES AT THE OLD MELBOURNE GAOL

Visitation to the dark past of history is growing where more tourist is confronting concepts of mortality. Still, it appears to have minimal research on dark tourist experiences in the context of prison museums, particularly the Old Melbourne Gaol. The aim of the research is to analyse visitors’ experiences and provide recommendation for improvement. The relevance of the research is understanding dark tourist experiences will give insight into how service offerings can be improved in prison museums. The researcher conducted a qualitative study using thematic analysis to understand visitor experiences better and provide recommendation for future visitation. Purposive sampling was used to explore mixed reviews from the widely used platform called TripAdvisor. One of the key findings is that most visitors are international tourists accompanied by family or friends visiting towards the end of the year, which means that service offerings should be geared towards this group. Furthermore, the overall visitor experience is positive, and emerging themes narrates the authenticity of carceral life, interactive experience and exciting reenactments at the Old Melbourne Goal. Lastly, the findings reveal the need to reconsider the role of customer service as it influences the overall satisfaction of visitors and strengthen substantial aspects of service offerings to increase visitation and enhance the visitor experience.

The Interpretation of Cultural Heritage: Sharing Māori Cultural Tourism Experiences with International Visitors

<p>Māori cultural tourism can be an important part of the experience for visitors to New Zealand. The purpose of this research is to gain insights into the way guides manage visitor experiences in order to enhance the understanding and appreciation of Māori culture. International visitors are culturally and linguistically diverse. Therefore, not only are there differences in perspectives and beliefs, but also in communication. Furthermore, visitors arrive with differences in knowledge, interest and expectations. This thesis considers approaches to guiding and interpretation in Māori cultural tourism experiences by examining how guides, as cross-cultural mediators, share Māori cultural heritage so that it is meaningful and relevant to visitors. The literature on Māori tourism has examined issues of ownership, participation, control over representation, and the diversification of Māori tourism products. In spite of the shift to reflect tribal diversity, stereotypes are still reinforced in marketing images and tourism products. Although acknowledged as important, there are no published studies on the role of Māori guides. Developed from a social constructivist perspective, this study compares perspectives on and approaches to guiding and interpretation by Māori and non-Māori guides. Data collection was through semi-structured interviews with tour guides and a manager from the chosen case studies, Te Puia and Te Papa, with 21 interviews conducted in June and July 2011. Using a visitor-centred approach to interpretation, guides select information and find relevant connections. Furthermore, the quantity and complexity of information, as well as the style and level of communication is considered. Guides manage the relationship so that visitors feel comfortable, which not only enables interaction and encourages questions but is also important for managing visitors' attitudes. The main challenge identified is the language barrier and working with outside language interpreters. In the comparison between Māori and non-Māori guides, the key differences are found in the guide's background and ways of learning about Māori cultural heritage. This research contributes to the literature on interpretation and indigenous tourism by identifying factors influencing the process of the interpretation of cultural heritage. Furthermore, comparing the perceptions of Māori and non-Māori guides provides a key contribution. The findings of this study have management implications for training of guides.</p>

The Interpretation of Cultural Heritage: Sharing Māori Cultural Tourism Experiences with International Visitors

<p>Māori cultural tourism can be an important part of the experience for visitors to New Zealand. The purpose of this research is to gain insights into the way guides manage visitor experiences in order to enhance the understanding and appreciation of Māori culture. International visitors are culturally and linguistically diverse. Therefore, not only are there differences in perspectives and beliefs, but also in communication. Furthermore, visitors arrive with differences in knowledge, interest and expectations. This thesis considers approaches to guiding and interpretation in Māori cultural tourism experiences by examining how guides, as cross-cultural mediators, share Māori cultural heritage so that it is meaningful and relevant to visitors. The literature on Māori tourism has examined issues of ownership, participation, control over representation, and the diversification of Māori tourism products. In spite of the shift to reflect tribal diversity, stereotypes are still reinforced in marketing images and tourism products. Although acknowledged as important, there are no published studies on the role of Māori guides. Developed from a social constructivist perspective, this study compares perspectives on and approaches to guiding and interpretation by Māori and non-Māori guides. Data collection was through semi-structured interviews with tour guides and a manager from the chosen case studies, Te Puia and Te Papa, with 21 interviews conducted in June and July 2011. Using a visitor-centred approach to interpretation, guides select information and find relevant connections. Furthermore, the quantity and complexity of information, as well as the style and level of communication is considered. Guides manage the relationship so that visitors feel comfortable, which not only enables interaction and encourages questions but is also important for managing visitors' attitudes. The main challenge identified is the language barrier and working with outside language interpreters. In the comparison between Māori and non-Māori guides, the key differences are found in the guide's background and ways of learning about Māori cultural heritage. This research contributes to the literature on interpretation and indigenous tourism by identifying factors influencing the process of the interpretation of cultural heritage. Furthermore, comparing the perceptions of Māori and non-Māori guides provides a key contribution. The findings of this study have management implications for training of guides.</p>

Animal-Visitor Interactions: Effects, Experiences, and Welfare

Animal-Visitor Interactions (AVI) within zoos and aquariums have become an increasingly studied topic. Influenced by both the broader field of Human-Animal Interactions (HAI), as well as visitor studies conducted in museums, AVI studies can be separated into two areas of focus: (1) Visitor effects, or the impact visitors have on the animals housed within a zoo, and (2) visitor experiences, or the impact zoo animals and visiting a zoo have on the visitors. Historically, visitor effects have been of primary concern to the study of AVIs, as have the potential negative impacts on the welfare of animals, particularly those of zoo primates. This special issue examines the impact of AVIs in greater detail through twelve recent papers on the topic, equally addressing visitor effects and experiences. Many of the papers focus on positive welfare indices, as well as less traditional measures to examine both visitor effects and experiences, such as visitor proximity and visitor interviews. In addition, we discuss the relevance of future AVI work, with particular attention to (a) increased interest in visitor experience research, (b) examinations of signage effects, and (c) continued focus on positive welfare indices and direct interactions, such as public feedings.