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Marketing Cultural Attractions: Understanding Non-Attendance and Visitation Barriers

Kay, Pandora, Wong, Emma and Polonsky, Michael Jay (2009) Marketing Cultural Attractions: Understanding Non-Attendance and Visitation Barriers. Marketing Intelligence and Planning, 27 (6). pp. 833-854. ISSN 0263-4503

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Purpose – The purpose of this paper is to draw together the previous academic and industry research on non-attendance of cultural attractions, followed by qualitative in-depth interviews to identify commonalities or gaps in the previous research on barriers, constraints and inhibitors, as well as to propose linkages between these. Design/methodology/approach – A multi-method approach is used – where barriers, constraints and inhibitors are identified by means of thematic content analysis of the literature. A set of probing questions is developed based on these themes and is then examined in in-depth interviews with individuals that had not visited cultural attractions in the past two years, in an attempt to triangulate data, as well as to identify connections between barriers. Findings – From the literature, eight interconnected barriers to visitation are identified: physical access; personal access; cost; time and timing; product; personal interest and peer group; socialisation and understanding; and information. The in-depth interviews generally support these, although it is also identified that there are complex interrelationships between the issues. Originality/value – This paper addresses the neglected question of why people do not attend cultural attractions by triangulating thematic findings from the content analysis of diverse literature with in-depth interview responses from one non-visitor segment. This results in an interconnected model of barriers that can be used to assist managers to develop strategies addressing low visitation rates within targeted segments.

Item Type: Article
Uncontrolled Keywords: ResPubID17381. tourism development, marketing strategies, cultural attractions
Subjects: Historical > Faculty/School/Research Centre/Department > Centre for Tourism and Services Research (CTSR)
Historical > RFCD Classification > 350000 Commerce, Management, Tourism and Services
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Depositing User: VUIR
Date Deposited: 19 Aug 2010 00:44
Last Modified: 14 Jul 2020 04:35
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Citations in Scopus: 8 - View on Scopus

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