[Source: Arizona Humanities Council] -- From October 2004 through September 2005, the Arizona Office of Tourism commissioned research by Arizona State University West to conduct surveys at 18 cultural heritage attractions and three festivals in Arizona, resulting in a detailed profile of the typical Arizona cultural heritage tourist. The Arizona Humanities Council translated the information from the research into the Cultural Heritage Tourism Study, an appealing and practical marketing guide for Arizona’s cultural heritage sites seeking to attract and serve this growing segment of in-state and out-of-state visitors to their venues.
The Cultural Heritage Tourism Study divides the data from the surveys about cultural heritage travelers into ten key sections covering who they are, where they come from, where they get their information, how they plan, what they like to do, and other pertinent areas. Each section provides context for what the information means to a cultural heritage site seeking to attract these visitors, as well as listing specific questions for sites to consider when assessing their effectiveness in serving and marketing to the cultural heritage traveler. By providing the information in an easy-to-understand and easy-to-use format, the Cultural Heritage Tourism Study can help sites strengthen their exhibits and programs, and use simple, innovative techniques to focus their outreach to this growing market. [Note: To read the full article, click here.]