Adding psychological value to heritage tourism experiences revisted

In 2001 the authors explored the underlying motives and needs of visitors to a heritage site, employing a method known as the Hierarchical Value Map (HVM) technique. Drawing from a small sample of visitors to a preserved 18th century plantation via qualitative interviews, the analysis revealed that most respondents were looking for a satisfying leisure experience where pleasure and learning are complementary. Recently, as part of a PhD by Jewell, this site was revisited with the methodologies of the HVM technique and Associated Pattern Technique (APT) combined in order to conduct quantitative research on a larger sample size. Results validated the 2001 research but with some differences detected. When comparing the current study to the 2001 study, differences were found regarding the connections between attributes, consequences/benefits, and values. The main difference that occurred between the 2001 study and current study was that the end core value of “Stop Repeating Mistakes of the Past,” was not considered by either visitors to Drayton Hall or Control Group respondents as being an important end core value. The end core value for both groups was, overall, that heritage made for a satisfying experience which in itself was pleasurable