Adding Psychological Value to Heritage Tourism Experiences

ABSTRACT. This study employed an under-utilized methodology known as the Hierarchical Value Map (HVM) technique to explore the underlying motives and needs of visitors to a heritage site. Drawing from a small sample of visitors to a preserved 18th century plantation, the analysis revealed that most respondents were looking for a satisfying leisure experience where pleasure and learning are complementary. In addition the results support the notion that there is a specialized tourist segment (e.g., heritage tourists) that as a group has unique motives and needs. Implications for both optimizing the visitors experience as well as projecting an effective image and marketing communications are discussed