Preferences for Heritage Tourism Development Using a Choice Modeling Approach

Abstract

Development and management of heritage tourism attractions pose several challenges, such as lack of financial resources and political support. heritage sites and attractions often include numerous attributes (e.g., education, guided tours, shopping for local products) that can be provided at various levels of involvement and interest. however, the financial constraints of heritage tourism sites inhibit the ability to improve programs and services. The purpose of this study is to identify and compare the preferences of consumers and ambassadors (i.e., local tourism and community leaders) for improving management programs and services of the South Carolina National heritage Corridor using a choice modeling method. Both groups were generally in favor of developing more opportunities for local shopping, education/interpretation, and enhancing the cultural experience when visiting the South Carolina National heritage Corridor. however, ambassadors were more in favor of developing education/interpretation and the cultural experience compared to consumers. As agencies develop programs and services designed to increase visitation, preference information from different constituent groups are valuable to effectively decide what programs and services to develop.