Shaping successful tourism development: the role of visitor and non-visitor research

Leighton, D and Sterry, P 2002, 'Shaping successful tourism development: the role of visitor and non-visitor research' , in: Cultural tourism in Africa: strategies for the new millenium , Association for Tourism and Leisure Education (ATLAS), Arnhem, The Netherlands, pp. 211-221.

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One of the main determinants of successful cultural tourism is clearly responding to the needs of visitors. Developing explicitly targeted and professional studies to assist planning, design and development is crucial and the importance of professional training for staff must be emphasised. However simply knowing your audience is not enough and part of the dynamics of success must be in the recognition of the importance of those who visit as well as those who do not. This paper focuses on the need for professional visitor studies that include models of research on the non-visitor. It presents actual and potential studies such as interviews with potential visitors who turn away from the gates of an attraction, focus groups with representatives of non -visiting groups, exit questionnaires at airports etc. In terms of a developing tourism industry, such visitor data will support the development of special packages aimed at cultural tourists, will increase the tourist spend and will position Africa as a key provider of cultural tourism on the world stage.

Item Type: Book Section
Editors: Akama, J and Sterry, P
Additional Information: Proceedings of ATLAS Africa Inaugural Conference 2000, held in Mombasa, Kenya.
Themes: Subjects / Themes > G Geography. Anthropology. Recreation > GV Recreation Leisure
Subjects / Themes > D History General and Old World > DT Africa
Memory, Text and Place
Subjects outside of the University Themes
Schools: Schools > School of Arts & Media
Schools > School of Arts & Media > Arts, Media and Communication Research Centre
Publisher: Association for Tourism and Leisure Education (ATLAS)
Refereed: Yes
ISBN: 9789075775129
Related URLs:
Depositing User: H Kenna
Date Deposited: 28 Jan 2009 17:17
Last Modified: 27 Aug 2021 22:06

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