How do Iconic heritage Tourist Attractions Remain Relevant to Their Audience?
1 Australian Innovation Research Centre, University of Tasmania, Australia
To cite this text:
Crozier, J. (2010), How do Iconic heritage Tourist Attractions Remain Relevant to Their Audience?, Percursos & Ideias, Vol. 2, pp. 61-70.
This paper suggests that iconic status heritage tourist attractions innovate using the inherent characteristics which are the core of their competitive advantage. This results in a pattern of innovation waves shaped by changes in social attitude, the distance of time and current trends. The main driver of innovation at heritage attractions is the necessity of remaining relevant to a constantly evolving audience. The determinants of innovation include the story of place and value placed on its intrinsic assets. A chronological case study at Port Arthur in Tasmania, Australia was conducted in order to identify the nature of each innovation wave and its triggers. The paper concludes that at heritage attractions the source of innovation lies in the internal values of place which in turn are the aspects of the story which are memorable, meaningful and personal to the visitor.
Heritage, Innovation wave, Relevance.