Modelling the Visitor Experience in the Gardens of Great Britain

Abstract

Ensuring satisfactory visitor experiences forms a crucial role in determining the long-term viability and success of visitor attractions. However, identifying and managing the common features that unite visitors in enjoyment and appreciation of attractions, poses significant challenges for managers. While there is a growing literature on managing the visitor experience in attractions, methodological approaches to assessing visitor experiences are still at an early stage of development. This paper explores the nature and scope of the visitor experience within the context of gardens in Great Britain, drawing on the results of surveys of garden visitors and garden owners/managers. Comparisons of the perceptions of the importance of various elements of the visitor experience are made using structural equation modelling in order to identify differences between garden visitors (n = 593) and garden owners/managers (n = 546). The results indicate that there is reasonable consensus between the two groups, although implications for the future development of the garden visit experience exist for individual sites and the development of the garden attraction market.