Heritage/Cultural Attraction Atmospherics: Creating the Right Environment for the Visitor

ORCiD

0000-0003-4244-6767

Document Type

Article

Publication Title

Journal of Travel Research

ISSN

1552-6763

Volume

45

Issue

3

DOI

10.1177/0047287506295947

First Page

345

Last Page

354

Publication Date

2-1-2007

Abstract

The popular press is replete with articles discussing the various remodeling efforts afoot in many of the prominent heritage attractions worldwide. Undoubtedly, museum curators have acknowledged the tremendous role external surroundings can play in the overall experience of the heritage visitor. This study investigates the effect of some basic environmental elements on visitors to heritage sites, illustrating that the heritage attraction’s physical environment plays an important role in determining both visitors’ attitude toward the heritage attraction and future repatronage intentions, as well as their willingness to recommend the experience to friends and relatives. The study findings indicate that environmental cues can be used as a differential tool to perpetuate brand meaning and uniqueness in the minds of the consumer, thereby creating a competitive advantage for the heritage attraction.

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