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Changes Made by WF on April 3 Using VP's Version Circulated on March 20 View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by University of Southern Queensland ePrints SUCCESS FACTORS IN CULTURAL HERITAGE TOURISM ENTERPRISE MANAGEMENT Jack Carlsen, Michael Hughes, Warwick Frost, Celmara Pocock and Vicki Peel Success Factors in Cultural Heritage Tourism Enterprise Management Technical Reports The technical report series present data and its analysis, meta-studies and conceptual studies, and are considered to be of value to industry, government and researchers. Unlike the Sustainable Tourism Cooperative Research Centre’s Monograph series, these reports have not been subjected to an external peer review process. As such, the scientific accuracy and merit of the research reported here is the responsibility of the authors, who should be contacted for clarification of any content. Author contact details are at the back of this report. We’d love to know what you think of our new research titles. If you have five minutes to spare, please click on the link below to complete our online survey. Sustainable Tourism CRC Tech Report Feedback National Library of Australia Cataloguing-in-Publication entry Success factors in cultural heritage tourism enterprise management / Jack Carlsen ... [et al.]. ISBNs: 9781921521119 (pbk.), 9781921521126 (pdf). Notes: Bibliography. Subjects: Heritage tourism—Australia—Case studies. 338.479194 Copyright © CRC for Sustainable Tourism Pty Ltd 2008 All rights reserved. Apart from fair dealing for the purposes of study, research, criticism or review as permitted under the Copyright Act, no part of this book may be reproduced by any process without written permission from the publisher. Any enquiries should be directed to: General Manager, Communications and Industry Extension or Publishing Manager, [email protected] First published in Australia in 2008 by CRC for Sustainable Tourism Pty Ltd Printed in Australia (Gold Coast, Queensland) Cover designed by Sin Design Acknowledgements The Sustainable Tourism Cooperative Research Centre, established and supported under the Australian Government’s Cooperative Research Centres Program, funded this research. The project was supported by an industry reference group consisting of: Mr David Bannear (Heritage Victoria); Ms Deb Lewis (Tourism Tasmania); Mr David McCulloch (Heritage Council of WA); and Mr Ray Supple (Parks Victoria). The researchers thank the cultural heritage tourism managers and operators who volunteered their time to provide their knowledge for this project. Thanks also to Solenne Muller-Fuega who provided input to this project while working as an intern at Curtin University on exchange from France. ii Success Factors in Cultural Heritage Tourism Enterprise Management CONTENTS SUMMARY _____________________________________________________________________________ V OBJECTIVES ___________________________________________________________________________ V METHOD ______________________________________________________________________________ V Development of critical success factor list __________________________________________________v Site visits and interviews ________________________________________________________________v KEY FINDINGS _________________________________________________________________________ V Critical success factors _________________________________________________________________v Planning for product differentiation, life cycles and value adding _______________________________ vi Quality and authenticity of products and experiences_________________________________________ vi RECOMMENDATIONS____________________________________________________________________ VII FUTURE ACTIONS ______________________________________________________________________ VII CHAPTER 1 INTRODUCTION ____________________________________________________________ 1 CHAPTER 2 LITERATURE REVIEW ______________________________________________________ 3 CHAPTER 3 METHOD___________________________________________________________________ 6 DEVELOPMENT OF SUCCESS FACTOR LIST ____________________________________________________ 6 THEMATIC ANALYSIS OF CULTURAL HERITAGE TOURISM PUBLICATIONS ____________________________ 6 CHAPTER 4 DESCRIPTION OF CRITICAL SUCCESS FACTORS ____________________________ 10 AGREEMENT ON OBJECTIVES AND CLARITY OF CONCEPTS_______________________________________ 10 Objectives _________________________________________________________________________ 10 Concepts __________________________________________________________________________ 11 FINANCIAL PLANNING FOR CAPITAL RAISING AND PRICE SETTING ________________________________ 11 Capital____________________________________________________________________________ 11 Financial Controls___________________________________________________________________ 12 Price Setting _______________________________________________________________________ 12 EFFECTIVE MARKETING STRATEGIES BASED ON SOUND MARKET RESEARCH ________________________ 13 Market Research ____________________________________________________________________ 13 Marketing Strategy __________________________________________________________________ 14 Location within the destination and in relation to major markets and visitor flows _________________ 14 Human resource management, including paid staff and volunteers _____________________________ 15 PLANNING FOR PRODUCT DIFFERENTIATION, LIFE CYCLES AND VALUE ADDING _____________________ 16 Differentiation and life cycle ___________________________________________________________ 16 Value adding _______________________________________________________________________ 16 QUALITY AND AUTHENTICITY OF PRODUCTS AND EXPERIENCES __________________________________ 17 Quality____________________________________________________________________________ 17 Authenticity ________________________________________________________________________ 18 Cultural heritage and tourism expertise in conservation and promotion _________________________ 18 Interpretation as an integral part of the heritage tourism experience ___________________________ 19 CHAPTER 5 CULTURAL HERITAGE OPERATIONS AND ASSOCIATED SUCCESS FACTORS _ 20 VICTORIAN CULTURAL HERITAGE LOCATIONS________________________________________________ 20 Castlemaine Diggings National Heritage Park_____________________________________________ 20 Buda Historic Homestead _____________________________________________________________ 20 Old Castlemaine Gaol ________________________________________________________________ 21 Victorian Goldfields Railway __________________________________________________________ 22 Sovereign Hill ______________________________________________________________________ 22 TASMANIAN CULTURAL HERITAGE LOCATIONS _______________________________________________ 23 Port Arthur Historic Site ______________________________________________________________ 23 Cascades Colonial Accommodation _____________________________________________________ 25 Woolmers Estate Home and Accommodation ______________________________________________ 27 Brickendon Farm and Historic Accommodation____________________________________________ 29 WESTERN AUSTRALIAN CULTURAL HERITAGE LOCATIONS ______________________________________ 31 Benedictine Community of New Norcia___________________________________________________ 31 Whale World _______________________________________________________________________ 32 City of Albany ______________________________________________________________________ 34 iii Success Factors in Cultural Heritage Tourism Enterprise Management CHAPTER 6 CONCLUSION AND RECOMMENDATIONS___________________________________ 36 CRITICAL SUCCESS FACTORS _____________________________________________________________ 36 Agreed objectives and clear concepts ____________________________________________________ 36 Financial planning for budgeting, capital raising and price setting_____________________________ 36 Effective marketing strategies based on sound market research________________________________ 36 Destination and proximity to major markets and visitor flows _________________________________ 36 Human resource management, including paid staff and volunteers _____________________________ 36 Planning for product differentiation, life cycles and value adding ______________________________ 37 Quality and authenticity of products and experiences________________________________________ 37 Engage cultural heritage and tourism expertise in conservation and promotion ___________________ 37 Design interpretation as an integral part of the heritage tourism experience _____________________ 37 RECOMMENDATIONS____________________________________________________________________ 37 FUTURE ACTIONS ______________________________________________________________________ 37 REFERENCES _________________________________________________________________________ 38 AUTHORS_____________________________________________________________________________ 42 List of Tables Table 1: Heritage places, types and locations included in visitation and interview schedule _______________ 2 Table 2: Theme words from CIRET database thesaurus associated with cultural heritage tourism key _______ 8 success factors ___________________________________________________________________________ 8 Table 3: Number and proportion of documents associated with key success factors in cultural heritage tourism reference list based on theme word search ______________________________________________________ 9 iv Success Factors in Cultural Heritage
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