Value-Based Profiles of Visitors to a World Heritage Site: The Case of Suwon Hwaseong Fortress (in South Korea)

Hwasung Song,Hyun Kim

doi:10.3390/su11010132

Abstract

The aim of this study is to evaluate the place value of Suwon Hwaseong Fortress in Korea, a mountain fortress located in natural resources with UNESCO World Heritage Site status, in order to classify visitors according to place value and to establish marketing strategies based on the characteristics of each profile. In particular, for sustainable cultural heritage development, visitors were asked to evaluate the place value of the site from various perspectives, through a presentation of government policies and business based on both the world heritage value and the inherent attractiveness of the site. Utilizing a person-centered approach, a latent profile analysis (LPA) was applied to a sample of visitors to Hwaseong Fortress (N = 656), with visitors classified by place value into four profiles: Outing Seekers (OS), Tourism Seekers (TS), Heritage Seekers (HS), and Serious Travel Seekers (SS). These profiles differed in relation to distance from the study setting from travelers’ residence, recognition of the fortress as a World Heritage site, and the degree to which the World Heritage site status influenced the decision to visit. The profiles also showed differences in visit satisfaction and intent to revisit. This study contributes a better understanding of visitors’ evaluated value of heritage sites and corresponding behaviors, in order to provide sustainable management for the heritage tourism market.

Highlights

IntroductionMcKercher’s [1] classification of cultural tourists includes incidental cultural tourists and casual cultural tourists whose desire for experience is low and importance of cultural tourism is low
Why do people visit heritage sites? Is it that only people who are emotionally immersed in the charm of heritage and have a strong desire to gain intellectual richness visit heritage sites? McKercher’s [1] classification of cultural tourists includes incidental cultural tourists and casual cultural tourists whose desire for experience is low and importance of cultural tourism is low
Suwon Hwaseong Fortress located in Suwon City can be a tourist destination for outsiders as a UNESCO World Heritage site, and a place of leisure activities for Suwon residents

Summary

Introduction

McKercher’s [1] classification of cultural tourists includes incidental cultural tourists and casual cultural tourists whose desire for experience is low and importance of cultural tourism is low. This suggests that there are other types of people who visit heritage sites for various purposes besides interest in heritage. For people living in the vicinity of a cultural heritage, a heritage site can become a place for an outing or sightseeing, and not a heritage experience. Rather than the authenticity of a heritage experience, visitors may desire a tourist-merchandised heritage experience made available by policies and projects that develop and manage the heritage site. Cultural heritage is a place-specific asset as well as a key factor in sustainable local development

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