Dorset & East Devon Coast World Heritage Site – Carrying Capacity The Purbeck Section of the Dorset & East Devon World Heritage Site Carrying Capacity Evaluation Report Produced May 2007 The Market Research Group Lulworth House Bournemouth University 12 Christchurch Road Bournemouth BH1 3NA [email protected] 01202 963871 Prepared by The Market Research Group on behalf of the World Heritage Steering Group, the Purbeck Heritage Committee and the Dorset AONB. 1 Dorset & East Devon Coast World Heritage Site – Carrying Capacity Contents 1.0 Summary ...................................................................................................................................4 2.0 Aims and rationale...................................................................................................................6 3.0 Review of carrying capacity for visitor management..........................................................7 4.0 Purbeck section of the Jurassic Coast carrying capacity – Methodology......................9 5.0 The Purbeck Section of the Jurassic Coast (PJC) .............................................................10 5.1 Area definition...................................................................................................................10 5.2 Purbeck Population...........................................................................................................10 5.3 Second home ownership..................................................................................................14 5.4 The Purbeck Economy ....................................................................................................15 5.5 Employment ......................................................................................................................16 5.6 Employment Growth .......................................................................................................17 5.7 Earnings and house prices ...............................................................................................18 5.8 Visitor Attractions in Purbeck.........................................................................................19 5.9 Transport............................................................................................................................22 5.10 Commuting Flows...........................................................................................................23 6.0 Jurassic Coast Strategic Management Plan - Objectives ..................................................25 7.0 Resident Community Values and Attitudes.......................................................................26 7.1 Purbeck Residents Survey................................................................................................31 7.2 The role of tourism within Purbeck...............................................................................32 8.0 Visitor Values .........................................................................................................................39 9.0 Visitor Survey .........................................................................................................................42 9.1 Primary Market Segments................................................................................................43 9.2 Secondary market segments.............................................................................................45 9.3 Tertiary market segments.................................................................................................47 10.0 Positioning and Branding ...................................................................................................48 10.1 Competition and Positioning ........................................................................................52 11.0 Carrying capacity for Purbeck locations...........................................................................54 11.1 Visitor Counts..................................................................................................................54 11.2 Countryside categories....................................................................................................56 11.3 The influence of the weather on visitation..................................................................57 11.4 Counting...........................................................................................................................58 11.5 Visitor behaviour and capacity......................................................................................58 12.0 Carrying capacity summary sheets – Guidance notes ....................................................59 12.1 Location Name................................................................................................................59 12.2 Population........................................................................................................................59 12.3 Car parks...........................................................................................................................59 12.4 Access Roads ...................................................................................................................60 12.5 Footpaths .........................................................................................................................60 12.6 Attractions/ facilities within one mile..........................................................................60 12.7 Public Transport to within one mile of the Purbeck coast.......................................62 12.8 Site category and counts.................................................................................................64 12.9 Calculating capacity.........................................................................................................65 Carrying capacity summary sheets - Purbeck Jurassic Coast .................................................66 White Nothe.............................................................................................................................66 Swyre Head, Durdle Door .....................................................................................................68 Lulworth Cove .........................................................................................................................70 Mupe Bay..................................................................................................................................72 Worbarrow Bay........................................................................................................................74 Wagon Rock, Tyneham Cap ..................................................................................................76 2 Dorset & East Devon Coast World Heritage Site – Carrying Capacity Kimmeridge Bay ......................................................................................................................78 Kimmeridge Ledges ................................................................................................................80 Eldons Seat, Chapmans Pool.................................................................................................82 St Aldhelms Head....................................................................................................................84 Winspit ......................................................................................................................................86 Dancing Ledge .........................................................................................................................88 Anvil Point................................................................................................................................90 Durlston Head, Peveril Point.................................................................................................92 Old Harry, Ballard Down.......................................................................................................94 Studland Area...........................................................................................................................96 Corfe Castle..............................................................................................................................98 Creech Arch........................................................................................................................... 100 Key Capacity Indicators – Purbeck ........................................................................................ 102 Appendix I ................................................................................................................................. 109 i.i Limits of Acceptable Change (LAC) ............................................................................. 109 i.ii Visitor Impact Management (VIM).............................................................................. 110 i.iii Visitor Experience and Resource Protection (VERP).............................................. 110 i.iv Visitor Activity Management Process (VAMP)........................................................ 111 i.v Recreation Opportunity Spectrum (ROS) ................................................................... 113 i.vi Tourism Optimisation Management Model (TOMM)............................................. 114 Appendix II Potential Carrying Capacity Indicators............................................................ 116 Appendix III