ARCHAEOTOURISM – THE PAST IS OUR FUTURE? Agnieszka Rozenkiewicz University of Wrocław Institute...

ARCHAEOTOURISM – ARCHAEOTOURISM – THE PAST IS OUR FUTURE?THE PAST IS OUR FUTURE?

Agnieszka RozenkiewiczUniversity of WrocławInstitute of Geography and Regional DevelopmentDepartment of Regional Geography and Tourism

Frances McGettigan Athlone Institute of Technology

Department of Hospitality, Tourism and Leisure Studies

PRESENTATION PLANPRESENTATION PLAN

1. Introduction to archaeotourism Archaeological resources of Ireland

2. Between culture, heritage and archaeology - the place of archaeological sites in the interests of tourism

3. Investigation into the visitor experience at archaeological sites - the case study of Newgrange

a. Aim and objectivesb. Methodologyc. Presentation of the results

4. Conclusions and recommendations for further research

1. INTRODUCTION TO ARCHAEOTOURISM1. INTRODUCTION TO ARCHAEOTOURISM

ArchaeotourismArchaeotourism

1. A tourism category that places emphasis on two critical issues, i.e. conservation of historical-archaeological sites as well as the propagation and dissemination of interest in the heritage of the past epochs (adapted after Baram 2008).

References:Baram, U. (2008) ‘Tourism and Archaeology’, in Pearsall, D. M., ed., Encyclopedia of Archaeology, Vol. 3, Amsterdam and London: Elsevier/Academic Press, 2131-2134.

Al-Busaidi, Y. S. A. (2008) Public Interpretation of Archaeological Heritage and Archaeotourism in the Sultanate of Oman, (PhD), Cardiff School of Management.

2. ‘A form of heritage-based tourism in which archaeological landscape represents a core-motivation or peripheral-motivation for on-site visits and/or off-site experience, e.g. museums, travelling exhibitions. It also includes all structural aspects (e.g. organizations and policies) as well as operational processes (e.g. marketing and tour guiding) which are relative to archaeological heritage in a particular area’ (Al-Busaidi 2008, p.53).

1. ARCHAEOLOGICAL RESOURCES OF IRELAND1. ARCHAEOLOGICAL RESOURCES OF IRELAND

rich supply of cultural and heritage attractions

an audit of the Irish national heritage in 1985 indicated the existence of 200,000 known archaeological sites and monuments, and 60,000 buildings of architectural or historic interest (Page 1994)

authenticity, uniqueness

Page , S. J. (1994) ‘Developing Heritage Tourism in Ireland in the 1990s’, Tourism Recreation Research, 19, 79-89.

NORTH-WESTNORTH-WESTCarrowmore Megalithic CemeteryCarrowmore Megalithic Cemetery

County SligoCounty Sligo

Source: Goireland.com (2011)

Source: Tripadvisor.com (2011)


WESTWESTCCééide Fieldside FieldsCounty MayoCounty Mayo

Source: Picasaweb.google.com (2011)

Source: Gaelsirishtravel.com (2008)


SHANNON REGIONSHANNON REGIONThe BurrenThe Burren

County ClareCounty Clare

Poulnabrone DolmenPoulnabrone DolmenSource: Globtroter.pl (2011)


SOUTH-WESTSOUTH-WESTSkellig MichaelSkellig MichaelCounty KerryCounty Kerry

Source: Sacredsites.com (2010)


Source: Ringofkerrytourism.com (2011)

SOUTH-EASTSOUTH-EASTRock of CashelRock of Cashel

County TipperaryCounty Tipperary

Source: National-geograpchic.pl (2011)


MIDLANDS & EAST COASTMIDLANDS & EAST COASTBrBrúú na Bóinne na BóinneCounty MeathCounty Meath

Source: Own collection (2011)


HERITAGE TOURISMHERITAGE TOURISM

• Protected heritage tourism

Archaeological tourism/archaeotourism

Tourism to historic objects and places

Museum tourism Thanatourism

• Ethnographic tourism

• Homeland tourism

• Sentimental/nostalgic tourism

CONTEMPORARY CULTURE CONTEMPORARY CULTURE TOURISMTOURISM

• Event tourism

• Contemporary arts tourism

• Tourism to objects of contemporary architecture

• Tourism to theme parks

• Clubbing tourism

CULTURAL TOURISMCULTURAL TOURISM

Source: adapted after Buczkowska (2008)

Buczkowska, K. (2008) Turystyka Kulturowa: Przewodnik Metodyczny, Poznań: Akademia Wychowania Fizycznego im. Eugeniusza Piaseckiego w Poznaniu.

2. BETWEEN CULTURE, HERITAGE AND ARCHAEOLOGY …2. BETWEEN CULTURE, HERITAGE AND ARCHAEOLOGY …

GENERAL TYPOLOGY OF CULTURAL TOURISM RESOURCESGENERAL TYPOLOGY OF CULTURAL TOURISM RESOURCES

1) Attractionsa) Monuments

Religious buildingsPublic buildingsHistoric housesCastles and palacesParks and gardensDefencesArchaeological sitesIndustrial-archaeological

buildings

b) MuseumsFolklore museumsArt museums

c) RoutesCultural-historic routesArt routes

d) Theme ParksCultural-historic parksArchaeological parksArchitecture parks

2) Eventsa) Cultural-historic events

Religious festivalsSecular festivalsFolk festivals

b) Art eventsArt exhibitionsArt festivals

c) Events and attractionsOpen Monument Days

Source: Munsters (1994 cited in Munsters 1996)

Munsters, W. (1996) ‘Cultural Tourism in Belgium’, in Richards, G., ed., Cultural Tourism in Europe, Wallingford: CABI (Re-issued in 2005 in electronic format by ATLAS), 80-92.

2. BETWEEN CULTURE, HERITAGE AND ARCHAEOLOGY …2. BETWEEN CULTURE, HERITAGE AND ARCHAEOLOGY …

3. INVESTIGATION INTO THE VISITOR EXPERIENCE AT 3. INVESTIGATION INTO THE VISITOR EXPERIENCE AT ARCHAEOLOGICAL SITES – THE CASE STUDY OF NEWGRANGEARCHAEOLOGICAL SITES – THE CASE STUDY OF NEWGRANGE

Research aim: To investigate the visitor experience at archaeological sites using the example of Newgrange

Methodology: Questionnaire-based quantitative research method Sample group = 50 (dictated by the requirements for the Honours Degree in Tourism and Hospitality Management at Athlone Institute of Technology) Research was conducted at Brú na Bóinne Visitor Centre on Sunday the 27th of February 2011 The overall number of visitors to Newgrange on that day was 263

Objective 1: To identify motivations behind the visit to Newgrange

Objective 2: To examine the visitor perception of archaeological sites as tourist attractions based on the example of Newgrange


Visitor Age

4% 6%

40%34%

10%2% 4% 14 or less

15 - 24

25 - 34

35 - 44

45 - 54

55- 64

65 or over

18%

2% 6% 4% 2% 4%

18%26%

2%

16%

2%0%

10%20%30%40%50%60%70%80%90%

100%

Visitors

American

Austrian

BritishCzech

FinnFrench

German

IrishItalian

PolishSlovene

Nationality

Visitor Nationality

Figure 1

Figure 2

Visitor profile

Gender ratio:50% females50% males

Visitor Nationality:Domestic visitors 60%(including Northern Ireland)the Irish and British 47% Poles 27%Germans 13%Czechs 7%Americans Italians 6%


Visitor Education

4% 10%

12%

36%

28%

10%

Primary school

Secondary school

Vocational education

Bachelor degree

Master degree

Doctoral degree

Figure 3

Visitor Occupation

14%

14%

18%8%

16%

30% Clerical/Administrative worker

Director/Manager

Doctor, lawyer, teacher

Manual worker

Service or sales worker

Other

Figure 4

Visitor profile


Figure 5

0%

48%

16% 16%

48%

4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Visitors

AloneWith a spouse/partner

With children

With other family members

With friendsWith an organised group

Sightseeing Group Types

Figure 6

38%

8%

30%

8%12%

4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

VIsitors

1 2 3 4 5 7

Number of companions

Size of Sightseeing Groups

Sightseeing group specifications


Figure 7Motivations behind the visit to Newgrange

38%

4%

36%

20%

30%

2% 0%8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Visitors

Sources of information

Sources of Information that Prompted the Visit

The main purpose for undertaking the trip to Newgrange visit to the archaeological site (82%) holiday (10%) visiting family and friends (6%) other (2%)


Figure 8

70%

28%

50%

16%

28%

2%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Visitors

Historicalsignificance

Authenticity Uniqueness Spiritualatmosphere

Naturalenvironment

Other

Features

Features of Newgrange that Encouraged the VisitMotivations behind the visit to Newgrange

Was the fact that Newgrange (as a part of the Archaeological Ensemble of the Bend of the Boyne) is designated a World Heritage Site by UNESCO one of the criteria of value and decisive factors behind your visit? Yes (36%) No (64%)

Taking into account your interests and motivations for today’s visit, does the term archaeological tourist suit you? Yes (64%) No (36%)


Figure 9

26%

0%4%

14%

24%

6%0%

10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Visitors

Burren Céide Fields Clonmacnoise Hill of Tara Rock ofCashel

SkelligMichael

Stone Forts ofAran Islands

Other

Archaeological sites

Archaeological Sites Visited within the Last YearMotivations behind the visit to Newgrange

Visitor profile ofArchaeotourists

Gender ratio: 38% females, 62% malesAge distribution: 15 – 24 9%25 – 34 47%35 - 44 28%45 or older 16%

Education:Doctoral degree 6%Master degree 31%Bachelor degree 41%Vocational education 13%Secondary school 9%


Figure 10

25%

3% 3% 6% 3% 3%

22%13%

3%

19%

0%10%20%30%40%50%60%70%80%90%

100%

Visitors

AmericanAustrian

BritishCzech

Finn FrenchGerman

Irish ItalianPolish

Nationality

Nationality of ArchaeotouristsVisitor profile ofArchaeotourists

Domestic visitors 53%Overseas visitors 47%Occupation:

24% Students19% Directors/Managers19% Doctors, lawyers, teachers16% Clerical/administrative workers16% Service or sales workers 6% Manual workers


access to the site length of stay evaluation of tourist facilities and services archaeological sites as tourist attractions assessment of the visitor experience

Visitor perception of archaeological sites as tourist attractions

Access to the site 92% of the surveyed visitors reached the site using a private mode of transport (a car, a motorcycle, etc.) and only 8% decided to visit Newgrange with the use of public transportation access to the site did not pose any difficulties for 82% of visitors 12% of visitors reported having problems reaching the site due to not adequate signage 6% of visitors were not sure how to rate it

Length of stayLess than 2 hours 62%From 2 to 3 hours 8%From 3 to 5 hours 30%


Evaluation of Tourist Facilities and Services in Newgrange

2%2% 2%6%4%

68%

2% 4%

44% 44%

64%

52%

70%

40%

48%

62%

36%

22%

14%

34%

44%

18%

34%30%

44%

36%

14%18%

42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Visitor Centre Exhibitions andReplicas

Guide Services TouristInformation

Office

Restaurant Gift shop DisabledFacilities

Parking Toilet Facilities

Facilities & Services

Vis

ito

rs

Very unsatisfactory

Unsatisfactory

Not sure

Satsfactory

Very satisfactory

Figure 11


Preferred ways of sightseeing archaeological sites

8% Individually

44 % With a guide

48% Partially individually and partially with a guide


Figure 12

70%

4%10% 6% 10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Visitors

Guide services Guidebooks Exhibitions andreplicas

Films andmultimedia

presentations

Informationboards

Importance of Elements Facilitating Understandingand Interpretation of Archaeological Heritage


Indicate the MAIN role of archaeologicalsites as tourist attractions Educational 56% Cultural 34% Recreational 10%

Tick ONE of the statements below that you agree the most with Protection of archaeological sites in Ireland should be increased and direct access for tourists

reduced (22%) Protection of archaeological sites in Ireland and promotion to the public are at an acceptable

level (56%) More tourists should gain direct access to archaeological sites in Ireland (22%)

Visitor experience Excellent 66% Good 32% Fair 2%

4. CONCLUSIONS AND RECOMMENDATIONS FOR FURTHER 4. CONCLUSIONS AND RECOMMENDATIONS FOR FURTHER RESEARCHRESEARCH

Archaeotourism is a separate and significant subcategory of tourism

High quantitative potential and outstanding features of the archaeological heritage of Ireland may play a pivotal role as the attracting force for future visitors

Further research including the detailed profile of archaeological tourists, in particular comprising their needs and expectations towards the Irish archaeological sites as tourist attractions should be undertaken

The existence of exceptionally well-preserved archaeological attractions, that in many cases provide high-class tourist facilities, should be promoted

‘Smart’ marketing campaigns raising the visitors’ awareness of this angle of the Irish tourism potential can be seen as one of the routes to the recovery of the tourism industry in Ireland

THANK YOU THANK YOU FOR YOUR ATTENTIONFOR YOUR ATTENTION

ARCHAEOTOURISM – THE PAST IS OUR FUTURE? Agnieszka Rozenkiewicz University of Wrocław Institute...

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