The Market for Visitor Attractions

This chapter gives a short history of visitor attractions, alongside a demonstration of the nature of competition, discusses motivators and determinants of demand, examines consumer behaviour, and introduces macro- and micro-environmental considerations introducing the PESTLE framework. Market conditions are a major determinant for visitor attraction performance; therefore, the nature of the market environment in which they operate is to be understood. Focus is on the growing ‘experience economy’ and addressing cross-cultural issues when understanding market conditions. The market for visitor attractions is demand-driven and highly dependent on its macro- and micro-environmental settings; this includes the attractiveness of the destination of which they are a part. It becomes clear that analyses have to be conducted in order to make relevant decisions in the management of the visitor attractions. Analyses should include a forecast of market development and climate as well as anticipating moves by the competition and consumer demand.