Shaping successful tourism development: the role of visitor and non-visitor research

Leighton, D; Sterry, P

Abstract

One of the main determinants of successful cultural tourism is clearly responding to the needs of visitors. Developing explicitly targeted and professional studies to assist planning, design and development is crucial and the importance of professional training for staff must be emphasised. However simply knowing your audience is not enough and part of the dynamics of success must be in the recognition of the importance of those who visit as well as those who do not.
This paper focuses on the need for professional visitor studies that include models of research on the non-visitor. It presents actual and potential studies such as interviews with potential visitors who turn away from the gates of an attraction, focus groups with representatives of non -visiting groups, exit questionnaires at airports etc.
In terms of a developing tourism industry, such visitor data will support the development of special packages aimed at cultural tourists, will increase the tourist spend and will position Africa as a key provider of cultural tourism on the world stage.

Citation

Leighton, D., & Sterry, P. (2002). Shaping successful tourism development: the role of visitor and non-visitor research. In J. Akama, & P. Sterry (Eds.), Cultural tourism in Africa: strategies for the new millenium (211-221). Arnhem, The Netherlands: Association for Tourism and Leisure Education (ATLAS)

• Publication Date: Jan 1, 2002
• Deposit Date: Jan 28, 2009
• Pages: 211-221
• Book Title: Cultural tourism in Africa: strategies for the new millenium
• ISBN: 9789075775129
• Publisher URL: http://www.atlas-euro.org/pages/pdf/Cultural%20tourism%20in%20Africa%20Deel%202.pdf
• Related Public URLs: http://www.atlas-webshop.org/epages/61492534.sf/en_GB/?ObjectPath=/Shops/61492534/Products/ATL_00024
• Additional Information: Additional Information : Proceedings of ATLAS Africa Inaugural Conference 2000, held in Mombasa, Kenya.; Event Type : Conference