ABSTRACT

Heritage visitor attractions operate in a dynamic environment requiring them to respond to changing circumstances which they cannot control. This paper focuses on adaptation strategies adopted by one type of heritage resource: the seaside pier in the UK. As part of the heritage of mass tourism itself, piers were created in a specific context and, as that context has changed, they have needed to adapt to remain viable as attractions. A combination of observational field visits to all UK piers and in-depth interviews with selected pier owners was used to examine strategies of adaptation. Three pier categories were identified, characterised by different adaptation strategies and experiences offered to visitors. The Family Entertainment Pier has adopted a strategy of consolidation, offering a traditional product with some diversification to suit contemporary consumer tastes. The Twenty-first Century Innovator Pier has followed a strategy of differentiation, focussed on contemporary entertainments and catering. The Heritage Pier has differentiated by offering a nostalgic and uncommercialised experience of the traditional seaside holiday. These strategies enable individual piers to remain competitive as attractions but some have more robust business models and are in a stronger financial position to deal with ongoing and future challenges.

摘要

遗产旅游景点在一个动态的环境中运作，要求它们对无法控制的不断变化的环境做出反应。本文重点介绍一种遗产资源所采用的适应策略：英国的海滨码头。作为大众旅游本身遗产的一部分，码头是在特定环境中创建的，随着环境的变化，它们需要适应以保持作为景点的可行性。结合对所有英国码头的实地考察和对选定码头业主的深入采访，来研究适应策略。确定了三个码头类别，其特点是为游客提供了不同的适应策略和体验。家庭娱乐码头采取了整合策略，提供传统产品和多样化的产品，以适应当代消费者的口味。二十一世纪创新码头遵循差异化战略，专注于当代娱乐和餐饮。传统码头通过提供传统海滨假期的怀旧和非商业化体验而与众不同。这些策略使个别码头作为吸引力保持竞争力，但有些码头拥有更稳健的商业模式，并处于更强大的财务状况来应对当前和未来的挑战。