Perspective analysis and implications of visitor management – experiences from the Whitechapel Gallery, London

Abstract

This qualitative research analyses visitor management issues of a trendy visitor attraction in East London, the Whitechapel Gallery. The “model of factors involved in the effective management of visitor attractions” proposed by Leask (2010) is applied in this given context. Results outline the urgency of an updated set of visitor management plans, both short term and long term. This also suggests a proper ground for applying the above-mentioned model. Programme and display diversities cannot be considered as the only inevitable actions; development of specific visitor management tools, multiple stakeholders' coordination with their clear engagement in policy planning, and identification of competitive advantage also need priorities in an effective visitor management plan.