Past Perfect: Explorations of Heritage Tourism

Parks & Recreation, Feb, 2000 by John. C. Confer, Deborah L. Kerstetter

These findings suggest that there has been a progression in type of traveler.

In fact, building upon the notion of specialization (see Bryan, 1977), we found that as heritage tourism has continued to develop so too have types of heritage tourists (Kerstetter, Confer & Graefe, in press). For example, individuals who have less experience (i.e., low specialists) are more interested in the educational benefits of visiting heritage sites than are tourists with more experience and more knowledge.

Will Heritage Tourism Last?

Heritage tourists are a distinct segment of the overall tourism market and, over time, appear to become more specialized in their pursuit of heritage-based travel experiences. The extent to which tourists will stay loyal to heritage destinations, however, is not known. Will they continue to visit the same destinations, or is there a point at which they will look for new heritage-based experiences?

Silberberg (1995) suggested that tourists' interest in "heritage and culture" may in part be due to the economic realities of the '90s, which caused a shift from escapism to enrichment. He based his argument on the findings of a 1992 Lou Harris poll of frequent travelers conducted for Travel and Leisure magazine. The poll found that people in the '90s were much more inclined to consider, for example, "cultural, historical or archaeological treasures" and "understanding culture" rather than "a good night life" or "expensive food" when planning a trip. Will these findings hold true in the new millennium?

It is clear that travel has become an integral part of people's lives. Individuals plan for extended vacations, jump in their cars for a quick weekend getaway and, with a moment's notice, attend a local festival celebrating the heritage of their community. It is unlikely that this behavior will soon change. What may change, in terms of heritage tourism, is the way in which tourists approach their visits to heritage-based destinations. For example, they may begin to plan ahead, visit multiple sites with similar themes, and travel greater distances. Why is understanding heritage tourists' travel behavior important? If we understand why and how tourists travel to heritage-based destinations, we can market them more effectively. An equally compelling argument, however, is that we as a society are responsible for providing individuals with opportunities to learn about the past, both to understand the significance of physical remains and to place them in a social context. Understanding the behavior of heritage tourists will help us to do this.

Research Into Action is published monthly by the Society of Park and Recreation Educators, National Recreation and Park Association. As an accompaniment to "Research Update," its goal is to turn research findings into field action by highlighting management strategies. Founding editors are Dr. Ruth Russell and Dr. Daniel D. McLean, Department of Recreation and Park Administration, Indiana University.

Research Into Action: History Promotes Itself