Title: Tourist motivations for visiting heritage attractions: new insights from a large US study

Authors: John M. McGrath; David Primm; William Lafe

Addresses: University of Pittsburgh at Johnstown, 133 D Biddle Hall, Johnstown, PA 15904, USA ' Primm Research LLC, 6512 Jackson Street, Pittsburgh, PA 15206, USA ' Lafe Consulting, 1160 Windermere Drive Pittsburgh, PA 15218, USA

Abstract: This article describes the results of a large study measuring tourist motivations for visiting heritage-related attractions in a major state in the US. The study used a quantitative survey method with a sample size of more than 3,500 collected at dozens of diverse heritage tourism attractions in a geography spanning hundreds of miles. The methodology used a blended paper and online technique using QR image technology to assist respondents in completing surveys on any mobile device. The study also used GIS software to map survey data points. 'Seeing heritage attractions' was the top motivation cited by respondents for their visit (39%) followed by 'outdoor recreation' (22%), 'visiting friends and family' (13%) and 'just passing through' (8%). Eighteen percent of visitors reported that they visited because the lived nearby. Conclusions and limitations of the study as well as implications for future research are also discussed.

Keywords: GIS software; heritage tourism; mobile and online questionnaires; QR images; visitor motivations.

DOI: 10.1504/IJLTM.2017.087497

International Journal of Leisure and Tourism Marketing, 2017 Vol.5 No.4, pp.298 - 318

Received: 25 Nov 2016
Accepted: 10 Jan 2017

Published online: 16 Oct 2017 *

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