Diversifying Eastern North Carolina Heritage Sites: Tour Guides’ Perspectives
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Diversifying Eastern North Carolina Heritage Sites: Tour Guides’ Perspectives by Wilson M. Hoggard June, 2014 Director of Thesis: Christine B. Avenarius Masters of Sustainable Tourism Abstract Tour guides from six Eastern North Carolina heritage sites were interviewed to assess minority participation. The sites in this study focus on museums, plantations, and towns. A further comparison was done between site ownership: private and state. The interviews were coded, which provided themes to reasons behind lack of participation, what exhibits minorities show interest in, and potential solutions to boost minority participation. Sites were also assessed on how the information located within each site was presented. In order to perform site assessment, content from a guided tour along with inventorying of site gift shops was completed. Finally, recommendations were assessed based off of the guides' interviews and the tours. Diversifying Eastern North Carolina Heritage Sites: Tour Guides’ Perspectives A Thesis Presented to the Faculty of the Department of Sustainable Tourism East Carolina University In Partial Fulfillment of the Requirements for the Degree Masters of Science by Wilson M. Hoggard June 2014 © Wilson Hoggard, 2014 DIVERSIFYING EASTERN NORTH CAROLINA HERITAGE SITES: TOUR GUIDES’ PERSPECTIVES By Wilson Hoggard APPROVED BY: Date:________________ DIRECTOR OF THESIS Dr. Christine Avenarius, Chair COMMITTEE MEMBER: Dr. Carol Kline COMMITTEE MEMBER: Dr. Charles Ewen GRADUATE PROGRAM DIRECTOR OF M.S. IN SUSTAINABLE TOURISM: Jason Oliver PhD DEAN OF GRADUATE SCHOOL: Paul Gemperline PhD Acknowledgements Many people have guided me throughout the process of this research. I am thankful for all the help of my principle mentor, Dr. Avenarius, whose advice, knowledge, encouragement, and patience have been present throughout the whole undertaking. I would also like to thank Dr. Kline, Dr. Ewen, and Dr. Oliver for the advice and resources that they provided me along this journey, as committee members. My sincerest appreciation also goes out to the faculty and administration of East Carolina University, especially those that are affiliated with the Center for Sustainability. The advice gathered by all in the program made this research possible. I would also like to thank all of the sites who were willing to participate in the study. Without the co-operation of the tour guides and permission to thoroughly look through the sites this information would not have been gathered. Each of the guides took time out of there day to assist in the collection of data both by giving a tour and an interview. I can only hope that the information gathered will help these sites as well as others increase participation at their sites. Lastly, I would like to thank my family. The support that has been shown mentally and financially has carried me through this research. Being brought up in a Christian home has resonated a long ways. Although the roads are rough and rocky, I can always depend on the help of family and Almighty God. Table of Contents Chapter 1: Introduction to Heritage Tourism.............................................................................. 1 Chapter 2: Literature Review ...................................................................................................... 7 Perceptions of Interpretation ................................................................................................... 8 Slavery Research ..................................................................................................................... 9 Plantation Research ............................................................................................................... 11 Portrayal of History............................................................................................................... 14 Survey Research.................................................................................................................... 16 Chapter 3: Research Methodology............................................................................................ 20 Site Selection ........................................................................................................................ 20 Sampling Strategy for Recruitment of Informants ................................................................ 23 Data Collection Methods ...................................................................................................... 28 Data Analysis Methods ......................................................................................................... 30 Reflection of Data Collection Methods ................................................................................ 32 Chapter 4: The Current State of African American History Presentation at Heritage Sites in Eastern North Carolina ............................................................................................................. 34 Number of Guides and Visitors at Selected Eastern North Carolina Heritage Sites ............ 34 Evaluating Tour Guide Expertise.......................................................................................... 37 Informal Training .................................................................................................................. 37 Formal Training .................................................................................................................... 40 How the Tour Experience is Offered .................................................................................... 43 What Inhibits African Americans from Attending ............................................................... 46 What Attracts African Americans? ....................................................................................... 50 What can the Sites Offer to Increase African American Involvement? ................................ 54 Gift Shop ............................................................................................................................... 58 Documenting African American Heritage at Sites ............................................................... 60 Chapter 5: Discussion ............................................................................................................... 63 Comparing Heritage Sites ..................................................................................................... 63 Comparing Characteristics of Sites ....................................................................................... 66 Problems with Participation .................................................................................................. 71 Barriers to Implementation ................................................................................................... 72 Goals ..................................................................................................................................... 73 Short Term Goals to Increase Participation .......................................................................... 73 Long Term Goals to Increase Participation .......................................................................... 76 Potential Exhibits for Sites in Study ..................................................................................... 78 Conclusion ............................................................................................................................ 81 References ................................................................................................................................. 83 Appendix ................................................................................................................................... 89 Semi-structured Interview Instrument .................................................................................. 89 Checklist for Artifacts in Stores and Exhibits at Sites .......................................................... 91 Checklist Gift Shop ............................................................................................................... 91 IRB Informed Consent .......................................................................................................... 92 List of Tables Table 1: Purposive Sample of Heritage Sites in Eastern North Carolina ..................................... 28 Table 2: Available Tour Guides at Sites ....................................................................................... 34 Table 3: Guides Interviewed at State Sites ................................................................................... 35 Table 4: Guides Interviewed at Private Sites ................................................................................ 35 Table 5: Guide Tallies of Informal and Formal Training ............................................................. 39 Table 6: Chart Measuring Guide Qualification ............................................................................ 45 Table 7: Inhibitors to African American Visitation at Selected Heritage Sites in Eastern North Carolina According to Guides ...................................................................................................... 64 Table 8: Comparison of Current Attractions for African American Visitors ............................... 65 Table 9: Suggestions for Attracting African American Visitors .................................................. 66 Table 10: Short-term and Long-term Goals .................................................................................