Cultural Heritage Tourism Handbook - LinkBC

What motivates visitors?3.3 Cultural/Heritage Tourism South of the LineResearch by ATLAS 23 revealed leading factorsof visitor motivation in Europe that complementsNorth American findings. They suggestpeople want to learn and expand their personalboundaries, but are mainly interested in relaxingin a pleasant place with many amusing activities.This has enormous implications for how weconstruct our visitor experiences. As host communities,we may have our own ideas of whatvisitors should experience. But if we don’t positionthat information in a pleasant, relaxing andfun setting, our message may not be heard – orworse, may be misunderstood.Cultural/heritage tourism dovetails with existingtourism marketing and product developmentstrategies. For instance, ecotourism, “travel toexperience unique natural settings with minimalimpact,” was a focus through the 1980s and1990s. As boomers and Gen-X cohorts growMotivational Statements (% agree)87%86%85%84%83%82%81%80%79%78%77%76%This experiencehas increasedmy knowledgeIt was veryrelaxing beinghereI like theatmosphere ofthis placeThere are lotsof interestingthings to seeolder and seek softer activities, however, the focus has shifted somewhat. Ecotourism continues to be a strong travel generator in Canada,with cultural/heritage tourism emerging as an important complementary element in reviving stagnant local economies.The words of this American travel industry leader highlight the increased activity and profile ofcultural/heritage tourism in the United States:“The sheer volume of travellers interestedin arts and history as well as theirspending habits, their travel patterns anddemographics leaves no doubt that historyand culture are now a significant part of theUS travel experience.”– William Norman, Past President, Travel Industry Association of AmericaAs our only land-linked neighbour, the US has always been the major market for Canadian tourism, and understanding their needs andwants continues to be paramount. That can be challenging, as recent research suggests not only are Americans and Canadians alreadydifferent from one another, they are drifting further apart.18 19