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Irreconcilability of heritage missions: Personalized and general tourism audiences

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  • Johnstone, Jane Hamilton
  • Bryce, Derek
  • Alexander, Matthew

Abstract

This paper explores the tensions between access to heritage as a social good, its commercialization and the subsequent impact this has on service delivery. Drawing on the context of ancestral tourism, a growing heritage tourism segment requiring a high level of personalization, it develops arguments about the structural irreconcilability implicit in contemporary museum service delivery when staff resources do not meet the individualized demands of specialist markets. Its findings reveal how challenges with delivering bespoke services drive tensions surrounding aspirations for greater public access and the commercialization of public heritage. Our focus contributes to debates around heritage missions and public heritage management, illuminating the importance of understanding provider perspectives as museums adapt to more visitor-centered service delivery modes.

Suggested Citation

  • Johnstone, Jane Hamilton & Bryce, Derek & Alexander, Matthew, 2023. "Irreconcilability of heritage missions: Personalized and general tourism audiences," Annals of Tourism Research, Elsevier, vol. 102(C).
    • Handle: RePEc:eee:anture:v:102:y:2023:i:c:s0160738323000944
    DOI: 10.1016/j.annals.2023.103621
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    References listed on IDEAS

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    1. Leask, Anna, 2016. "Visitor attraction management: A critical review of research 2009–2014," Tourism Management, Elsevier, vol. 57(C), pages 334-361.
    2. Calver, Stephen J. & Page, Stephen J., 2013. "Enlightened hedonism: Exploring the relationship of service value, visitor knowledge and interest, to visitor enjoyment at heritage attractions," Tourism Management, Elsevier, vol. 39(C), pages 23-36.
    3. Petr, Christine, 2015. "How heritage site tourists may become monument visitors," Tourism Management, Elsevier, vol. 51(C), pages 247-262.
    4. Wells, Victoria K. & Manika, Danae & Gregory-Smith, Diana & Taheri, Babak & McCowlen, Clair, 2015. "Heritage tourism, CSR and the role of employee environmental behaviour," Tourism Management, Elsevier, vol. 48(C), pages 399-413.
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    Cited by:

    1. Soulard, Joelle & Lundin, Emma, 2023. "Docents as transformative educators of travelers," Annals of Tourism Research, Elsevier, vol. 103(C).

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