Managing Visitor Attractions

2nd Edition

New Directions

Editors: Alan Fyall Anna Leask Brian Garrod Stephen Wanhill
Paperback ISBN: 9780750685450
Imprint: Butterworth-Heinemann
Published Date: 29th January 2008
Page Count: 384


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Visitor attractions represent a complex sector of the tourism industry and are the catalytic focus for the development of tourism infrastructure and services. As this area grows, there are still many questions to be answered and issues to be understood – such as what visitor attractions actually are, what forces drive their development, who visits them and why, how they are funded, and what the numerous day-to-day challenges are in respect of their management and marketing. The second edition of this successful text investigates these issues further and provides more solutions and suggestions for the present and future.

Now in its 2nd edition, Managing Visitor Attractions: New Directions has been fully revised and updated to include new case studies on attractions in Singapore, seasonal variation, religion-based attractions, HRM issues and heritage tourism. It also includes five new chapters looking at attraction success and failure, interpretation, school excursions, managing gardens and brand management.

Divided into five parts, the book tackles the following core topics: the role and nature of visitor attractions the development of visitor attraction provision the management of visitor attractions the marketing of visitor attractions future issues and trends

With contributions from around the world, this is an essential text for undergraduate and postgraduate students of visitor attraction management, written by subject specialists with a wealth of experience in this field.

Key Features

  • Fully revised and updated throughout with five completely new chapters, including interpretation, attraction failure & success, and brand management.
  • Provides cutting-edge insight into the issues, principles and practices of visitor attractions.
  • World-renowned contributors with a wealth of experience in the field.
  • New and classic international case studies from the UK, USA, Singapore, Australia, New Zealand, Greece and Canada.


Undergraduate (levels 3 & 4) on tourism, hospitality and leisure management courses that take options in visitor attraction management and masters level courses in visitor attractions and tourism management.

Table of Contents

Introduction: The role and nature of visitor attractions: The Nature and Purpose of Visitor Attractions; Interpreting the Development of the Visitor Attraction Product; Developing visitor attraction provision : Economic Aspects of Developing Theme Parks; Creating Visitor Attractions in Peripheral Areas; Visitor Attraction Development in East Asia; Public Transport as a Visitor Attraction; The management of visitor attractions: Authenticating Visitor Attractions based upon Ethnicity; Managing Visitor Impacts; Seasonality: The Perennial Challenge for Visitor Attractions; Management Challenges for Religion-based Attractions; Visitor Attractions and Human Resource Management; Marketing visitor attractions: Marketing Challenges and Opportunities for Heritage Tourism; World Heritage Sites: Managing the Brand; Competitive Theme Park Strategies: Lessons from Central Florida; Marketing Visitor Attractions: A Collaborative Approach; Future trends: Rediscovering the Imagination: Meeting the Needs of the ?New? Visitor; A National Strategy for Visitor Attractions; The Future of Visitor Attractions


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About the Editor

Alan Fyall

Alan is Reader in Tourism Management in the International Centre for Tourism & Hospitality Research, and Head of Research for the School of Services Management at Bournemouth University, UK. Alan has published widely with his areas of expertise spanning the management of attractions, heritage tourism and destination management. Alan has co-edited Managing Visitor Attractions: New Directions (2003) published by Butterworth Heinemann, while he has co-authored Tourism Marketing: A Collaborative Approach (2005) and the third edition of Tourism Principles and Practice (2005) published by Channel View and Prentice Hall respectively. Alan has recently completed a number of projects for external clients in the South West of England exploring suitable structures for emerging Destination Management Organisations and has conducted work in the Caribbean and Southern Africa for the Commonwealth Secretariat.

Affiliations and Expertise

Reader in Tourism Management in the International Centre for Tourism & Hospitality Research, and Head of Research for the School of Services Management at Bournemouth University, UK

Anna Leask

Anna is Senior Lecturer in Tourism at Napier University, Edinburgh, UK. Her teaching and research interests combine and lie principally in the areas of heritage visitor attraction management, visitor attraction pricing and general conference management. She has also co-edited Managing Visitor Attractions: New Directions (2003) with Alan Fyall and Brian Garrod and Heritage Visitor Attractions: An Operations Management Perspective (1999) with Ian Yeoman. Anna has presented and published extensively in the field of visitor attraction management in both UK and international contexts. She is currently leading research in the School of Marketing & Tourism and the Centre for Festival and Event Management at Napier University.

Affiliations and Expertise

Senior Lecturer in Tourism at Napier University, Edinburgh, UK

Brian Garrod

Affiliations and Expertise

University of Wales Aberystwyth, UK

Stephen Wanhill

Affiliations and Expertise

Emeritus Professor of Tourism Research & Director of Global Tourism Solutions, Bournemouth University, UK