ABSTRACT

Information- and Communication Technologies (ICTs) play an increasingly important role in cultural and heritage tourism. Therefore, it is crucial for cultural institutions, and heritage sites as part of it, not only to understand what kind of ICTs their visitors actually use and why but also what kind of ICTs are used in what phase of the customer journey. However, there is still a lot of information missing on the demand side. This study attempts to close this research gap with a visitor survey at the Zollverein UNESCO World Heritage Site. Our results show that, currently, heritage visitors are using ICTs primarily to obtain information, to better plan their visit and to better understand the cultural offerings. At all stages, the website is by far the most frequently used ICT. By contrast, new technologies, such as augmented reality, are still barely used and to some extent even unknown. Our results permit important insights for a considerate use of scarce resources, especially in heritage tourism practice, particularly with regard to what kind of ICTs should be given priority. They confirm that different visitors segments have different preferences and they also show that it is highly necessary to communicate the availability of ICTs.

摘要

信息和通信技术 (ICT) 在文化和遗产旅游中发挥着越来越重要的作用。因此，对于文化机构和作为其中一部分的遗产地而言，至关重要的是不仅要了解他们的访客实际使用的是哪种 ICT 以及为什么要使用，还要了解在客户旅程的哪个阶段使用了哪种 ICT。但是，需求侧还缺少很多信息。本研究试图通过在关税同盟联合国教科文组织世界遗产地进行的游客调查来缩小这一研究差距。我们的结果表明，目前，遗产游客使用 ICT 主要是为了获取信息、更好地规划他们的访问并更好地了解文化产品。在所有阶段，该网站都是迄今为止最常用的 ICT。相比之下，增强现实等新技术，仍然很少使用，在某种程度上甚至不为人知。我们的结果为考虑利用稀缺资源提供了重要的见解，尤其是在遗产旅游实践中，尤其是在应该优先考虑什么样的 ICT 方面。他们确认不同的访客群体有不同的偏好，他们还表明非常有必要传达 ICT 的可用性。