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Understanding the behaviour of cultural tourists Isaac, Rami Khalil Ibrahim

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Publication date: 2008

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Citation for published version (APA): Isaac, R. K. I. (2008). Understanding the behaviour of cultural tourists: towards a classification on Dutch cultural tourists. ScienceGuide.

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Download date: 25-12-2020 r tussende diversegroepen Summary ; vancultuur tijdens vakan- eringdat de meeste bezoe- Thereis an increasingrecognition of the importanceof cultureand heritage for tour- ecreatieveredenen zouden ist motivation,behaviour and experiences.Estimates vary accordingto definitions, locaties(Balcar and Pearce, butstatistics indicate the potentialsignificance of culturaltourism in the globalmar- clustersper onderzoekver- ket. For instance,the World Tourism Organisation(VVIO) estimates that cultural rneerdere onderzoeken dat tourismaccounts for 37o/oof alltourist trips (McKercher, 2002a). Many studies of cul- t lijktte bestaan.Dit onder- turaltourism focus on documentingthe sizeof the market,rather than examining the lementis als basisvoor de nuancesthat exist(McKercher, 2002), which may limit understandingof important 'elangrijksteelement in de niches(Hughes & Allen,2005). One reasonwhy culturaltourism remains poorly un- culturelelocaties toeristen derstoodis that the earlystage of researchfocused explicitly on the motivesof tour- iendenbezoeken, wordt de destinations.The overall aim of this studyis to under- 'culture- istswho visitcultural heritage rokt met de term standthe behaviourand the experienceof touristsvisiting cultural sites and attrac- r in musea,historische ge- questionsof this were asfollows: First,how 'culture-core' 'cul- tionsduring hotidays. The research study :n als of cancultural tourism be definedin terms of the experienceof the tourist?Second, zijnop pad om andere 3orie howcan the termscultural tourism be operationalisedin relationto time spentand te genietenof om vrienden importanceof culturein the vacation?Third, what determinesthe natureof experi- 'l theaterals onderdeelvan ence?Fourth, which components of experienceplay a role in the experienceof cul- ruris een bijzaakvoor deze turewhile on holiday?And fifth, what is the difference/relationshipbetween expec- (n rderzoekheeft aangetoond tationand experiencein this respect?The operationalisatíonof this PhD research (D I erfgoedte bezoeken,als- studyconsisted of one pilot project, an explorativecase study and a final empirical -'levingen;sommigen willen ol study- tele-survey.Chapter two exploresand providesan overviewof the literature doorbrengenmet familie id onthe importanceof time-spacebehaviour in relationto culturaltourism, identifíca- ur toeristenworden onder- tion of the tourist recreationcomplexes, the time-spaceanalysis, tourist recreation r tijdensvakantie. complexesas a network, activlty-based approachesand models and approachesfor analysingtime-space and its contribution to tourism.In chapterthree, the theoretical perspectiveconcerning the severalfeatures has been developed, which include: the consumptionof tourism,consumption and cultural change, tourism and consumption culture,the mistakeof homogenisation,postmodernism, tourism and post-tourist's Íeatures,tourist behaviour, tourist typologies and the significanceand the needof tourismtypologies, motivatíon, experience of touristand finallythe componentsof experience.A final questionnairewas constitutedfrom all thesefeatures that were discussedin this chapter(see chapter 5). Chapterfour is the participationwith the ATLASCultural Tourism Project (Association for Tourismand LeisureEducation). The "NHTVBreda University of AppliedSciences" is one of the collaboratorsof this re- searchproject, and students labour has been used from the NHTVin conductingthis survey.The mainaim of this inputwas to test the questionson expectations,experi- ence,time spentand the importanceof cultureduring a holidayand perhapsget in- sightinto the wholeissue of time spent.Based on the previouschapters and the find- ings of ATLASpilot project,basic assumptions and detailedresearch questions were the experienceand subseque formulated. Chapterfive wasthe applicationof theory (chaptertwo) to the practice, tion experience.In reality,it which presentsthe outcomesof the exploratorycase study of time-spacebehaviour ture but it makesa differenc, of visitors in Breda,The Netherlands.This study revealshow tourists assemblethe friendsthat may makethe qt essentialelements of a day trip in quite different ways.Tourists combine various ac- finding correspondswith the tivities to do and to seein Breda.Two modelswere shownin terms of their activities, that touristsat museums,hist 'culture-core' and how thesetourists behave in termsof time and space.Demonstrations of how or'culture-per different the time-spacepaths of individualtourists to Bredawere revealed.Knowl- will be awayfrom homeprim edgeabout the behaviourof touristsin termsof time andspace strongly contributes enjoyscenery or visitingfrier to the awarenessof mutualconnections between different tourist sitesand locations. tre only as part of a stayawat In this way, studieson the behaviourof touristsin time and spacecan also improve the coreof the visitbut is out the awarenessof the strengthsand limitations of a destination.Cultural and heritage that touristsvisit culturalhe sites consumeddifferently by different visitorsand the managementof thesesites are interestedin differentex1 dependon understandingthe way touristsconsume these attractions. The literature otherswant to spendmore t on the culturaltourism market is still largelyin its infancy,with the majorityof stud- Thisshould influence the mat ies still interestedin documentingthe sizeof the assumedcultural market, rather propriateto target the mark than examiningthe differencesthat existwithin this market.What is lesswell under- away/direct translationof a t stood is that the different segmentshave different interestsin and abilitiesto con- ist (as commonfor culturali N sumecultural and heritagetourism products, which translatesinto quite different 2006).This of courseis callec 00 behaviour.Chapter six is the final empiricalstudy. lt consistsof two parts.The first are at the site,they canbe Pr part explainsthe methodology,the telephone-survey,and the operationalisation. tage managersshould plan tl È The secondpart introducedthe findings and the analysesof the tele-survey.These of interpretationshould be 'seek findingsmade an attemptto answerthe objectivesof this study,which are outlined thosewho to go beyon in chapterfour. The final chapter(chapter seven) contains the conclusions,implica- visitor' (Black,200i:128). Fi tionsand future research. This study identified heterogeneity among tourists visiting culturaltourism definition. ls 'cult culturaland heritagesites in The Netherlands,and found significantdifferences be- activity itself or by the tween groupsin termsof time spentand the importanceof cultureduring holidays.. pursued by the tourist?A This finding contradictsthe contentionthat mosttourists to culturaland heritage thoughtsand research. sitesare generalistrecreation visitors and thesesites are visited becauseof the con- venientlocations (Balcar and Pearce, 1996; Prentice, 1993b). Although the numberof segmentsor clustersvaries from one studyto another,cohesion between these find- ingsand previousresearch is that a continuumof the culturaltourist segment seems to exist.Typology of culturaltourists was proposedbased on the time spent at cul- tural sitesand attractionsand the importanceof culturalelement during a holiday. Fivetypes of culturaltourists were identified,ranging from those for whom culture playno roleand spent various hours at culturalsites, to thosewho were highlymoti- vatedto travelfor culturalreasons (or the culturalelements are very important during a holiday),and spent alsovarious hours at culturalsites and attractions.This study revealsthat the mainkey and primaryelement is familiesand friends as the basisfor :ailedresearch questions were theexperience and subsequentlycomes cultural tourism as an elementin the vaca- (chaptertwo) to the practice, tion experience.In reality,it makesno differencewhat tourists visit in terms of cul- ;tudyof time-spacebehaviour turebut it makesa differenceif they visit a culturalsite togetherwith familiesand alshow touristsassemble the friendsthat may makethe quality of experiencedeeper and more interesting.This 'culture-peripheral' . ïouristscombine various ac- findingcorresponds with the of Hughes(2002)- Hughes argues wn in termsof their activities, thattourists at museums,historic buildings, art galleryor theatrecan be classifiedas 'culture-peripheral'these pace.Demonstrations of how 'culture-core'or'culture-peripheral'.In terms of tourists Bredawere revealed.Knowl- willbe awayfrom homeprimarily for other reasonsthan culture,such as wanting to nd spacestrongly contributes enjoyscenery or visitingfriends and relatives(VFR). They are at a museumor a thea- lnt touristsites and locations. treonly as part of a stayaway from home,which is for anotherreason. Culture is not e andspace can also improve thecore of the visitbut isoutside that, at the periphery.lt wasidentified in this study ination.Cultural and heritage thattourists visit culturalheritage for differentreasons and indicatedthat tourists e managementof these sites areinterested in differentexperiences; some want to learnabout Dutch culture while rseattractions. The literature otherswant to spendmore time with familiesand friendswhile consuming culture. cy,with the majority of stud_ Thisshould influence the marketingof suchplaces. For example, it maybe moreap- 'straight rmedcultural market, rather propriateto target the market in different ways, rather than providejust rket.What is lesswell under- away/directtranslation of a marketingpromotion when different target marketsex- )restsin and abilitiesto con_ ist (ascommon for culturaland heritagesites nowadays) (Poria, Butler and Airey, rnslatesinto quite different 2006).This of courseis calledsegmentation, separation and targeting. Once tourists rn nsistsof two parts. The first areat the site,they canbe providedwith differentinterpretations. Cultural and heri- crt and the operationalisation. tagemanagers should plan their interpretationin linewith thesefindings, One form ol es of the tele-survey.These of interpretationshould be providedfor thosewho want to learnand anotherfor risstudy, which are outlined thosewho'seek to go beyondknowledge- to engagethe sensesand emotions of the 'ns the conclusions,implica- visitor'(Black, 2OO1:128). Findings of this study are central to the debate about a reity amongtourists visiting culturaltourism definition. ls it possibleto determineif a touristtrip iscultural by the 'cultural 'time J significantdifferences be- activityitself or by the intent', spent'or'the importanceof culture' of cultureduring holidays.. pursued by the tourist? Answering this question, indeed, requires additional rts to culturaland heritage thoughtsand research. visitedbecause of the con- lb).Although the numberof hesionbetween these find- uraltourist segment seems d on the time spent at cul_ elementduring a holíday. lm thosefor whom culture osewho were highly moti- r arevery important during rndattractions. This study rndfriends as the basisfor