Cultural Tourism at the Cowichan Native Village, British Columbia

Abstract

This study examines visitor responses to cultural presentations at the Cowichan Native Village on Vancouver Island, Canada. A self-completed survey was used to collect information from 496 Canadian and international visitors at the Native Village. The results provide a cultural profile of visitor experiences and satisfaction with a native-owned tourist attraction. Descriptive statistical analysis found that two key factors providing a genuine visitor experience of native culture were learning about Cowichan history and contact with Cowichan staff. The study provides additional information on visitors at indigenous cultural theme parks and enhances understanding of the cultural tourism market in Canada.