Conceptualizing visitor satisfaction management in heritage settings: an exploratory blueprinting analysis of Leeds Castle, Kent

Abstract

Historic buildings are central to the cultural identity of European nations, many are also important tourist attractions, but their internal configurations are idiosyncratic, with steep narrow stairways, many passageways and tiny windows. These conditions present contemporary heritage managers with a range of problems relating to conservation, as well as presentation and visitor management. This paper examines the relationship between service design concepts and the management of visitors' experiences and satisfaction within a heritage setting, applying a modified service blueprinting approach, based on visit diaries and interviews with management, in an exploratory study of Leeds Castle, one of Britain's oldest historic houses. The limitations of the research method are considered, and the paper discusses the need for further research into the management of visitor experiences in the heritage sector of tourism.