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Journal of Travel Research
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Heritage/Cultural Attraction Atmospherics: Creating the Right Environment for the Heritage/Cultural Visitor

Mark A. Bonn

Services Management at the Dedman School of Hospitality, College of Business, Florida State University, in Tallahassee

Sacha M. Joseph-Mathews

Eberhardt School of Business, University of the Pacific, in Stockton, California

Mo Dai

Bonn Marketing Research Group, Inc., in Tallahassee, Florida

Steve Hayes

Tampa Bay Convention & Visitors Bureau in Tampa, Florida

Jenny Cave

Department of Tourism and Hospitality Management at Waikato Management School, University of Waikato, in Hamilton, New Zealand

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.

Key Words: heritage/cultural tourism • museums • museum design • atmospherics • service environment • physical environment • heritage attractions

Journal of Travel Research, Vol. 45, No. 3, 345-354 (2007)
DOI: 10.1177/0047287506295947
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Y. Poria, A. Biran, and A. Reichel
Visitors' Preferences for Interpretation at Heritage Sites
Journal of Travel Research, August 1, 2009; 48(1): 92 - 105.
[Abstract] [PDF]