Heritage/Cultural Attraction Atmospherics: Creating the Right Environment for the Heritage/Cultural Visitor

Abstract

The popular press is replete with articles discussing the various remodeling efforts afoot in many of the prominent heritage attractions worldwide. Undoubtedly, museum curators have acknowledged the tremendous role external surroundings can play in the overall experience of the heritage visitor. This study investigates the effect of some basic environmental elements on visitors to heritage sites, illustrating that the heritage attraction’s physical environment plays an important role in determining both visitors’ attitude toward the heritage attraction and future repatronage intentions, as well as their willingness to recommend the experience to friends and relatives. The study findings indicate that environmental cues can be used as a differential tool to perpetuate brand meaning and uniqueness in the minds of the consumer, thereby creating a competitive advantage for the heritage attraction.

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“…También, en Bonn et al (2007), se define al turismo cultural como una amplia serie de actividades como viajes a lugares con tradición cultural de todo tipo, tours de actividades construidos acerca de un tema central y una combinación de desplazamientos a destinos culturales, históricos o identitarios.…”

Design factors in the museum visitor experience

“…Thus the dependent variables were visitors' intention to recommend and re-visit an attraction, rather than aspects of the experience itself. These studies do not provide an in-depth understanding of role of atmospherics in the visitor experience, although both suggest this would be a fruitful area of future research (Bonn et al, 2007;Kottasz, 2006).…”

“…The findings of Bonn et al (2007) and Kottasz (2006) indicate that atmospheric factors such as lighting, colour schemes, layout and signage play an important role in creating an overall perception of an exhibition environment. However, both of these studies were primarily focused on characterising the visitor experience from a marketing perspective.…”

“…In a survey of 500 visitors to four Florida attractions (a museum, an aquarium, a performing arts centre and a zoo), ambience factors (including colour scheme, lighting and signage) had a marked impact on visitors' intention to revisit and willingness to recommend an attraction (Bonn et al, 2007).…”

“…More recently, museums and retail have both positioned themselves within the broader leisure sector, which is becoming increasingly customer (visitor) focused. In this context, experience is seen as creating a point of difference in a crowded marketplace (Bonn, Joseph-Mathews, Dai, Hayes, & Cave, 2007;Falk & Sheppard, 2006;Pine & Gilmore, 1999). Some shoppers have likened the tactile experience of trying and handling merchandise to that of being in an interactive museum.…”