The Visitor Experience: Adapting in Post-Covid World
Jan15

The Visitor Experience: Adapting in Post-Covid World

The heritage and tourism industry has suffered in numerous ways due to the Covid pandemic currently prevalent in our world. When we think about the relationship between heritage sites and consumers who are eager to explore history and heritage, this has naturally been subject to change during these challenging times. Ensuring that collections, artefacts and displays are appreciated, and that the heritage is valued by the visitor is key for a successful visitor experience (Wallace, 2017, p. 3) and this coupled with the new safety precautions, is what all heritage sites are attempting to balance. As a researcher, I have visited different heritage sites and experienced how they have adapted to the current circumstances where social distancing, improved hygiene practices and safety precautions have been put in place. One heritage site of note is New Lanark, where I have also had the privilege of working for the past year on a part-time basis. Awarded World Heritage Site (WHS) status in 2001, New Lanark celebrates the industrial history of Scotland through a Visitor Attraction Centre and various other tourist facilities such as a hotel, café and shop. It can be found alongside the River Clyde, between Glasgow and Edinburgh. The purposes of this WHS are summarised below (New Lanark, 2020): Conserve the site’s heritage, site and environs, Contribute socially and economically to the area, Evolve to stay relevant to our people and the world. As the Covid pandemic has swept through the country, New Lanark has attempted to balance the consumer needs and wants with government restrictions and guidelines to ensure a safe, enjoyable and informative visit to the site. Arguably, this is in keeping with the above purposes of the site. With the visitor experience already being widely recognised in literature as a ‘multidimensional and complex’ learning environment with varying perspectives (Packer and Ballantyne, 2016, p. 129), adding necessary safety precautions into the mix has created many challenges which have required urgent solutions. Using online platforms such as social media to further promote heritage and history has enabled New Lanark to reach various target audiences and promote the visibility of the site. A new socially-distanced exhibition entitled ‘A Tenement Through Time’ has also been opened to the public, where the consumer can learn how people lived through their words, lives and wallpapers. Despite these successful promotions of history and heritage, New Lanark has been unable to fully open its doors to tourists which is sadly the reality for a great number of heritage sites. Thus, we ask ourselves… How long can this be sustained? The temptation to think negatively of such circumstances is to be expected but perhaps when...

Read More

Content Wanted! Become a Part of Transformations

How much of the experience and results of our anthropological research reaches the public? Far too little in our eyes. We want to change the cycle of invisibility. Anthropologists do have a lot to offer. We have the expertise to engage in public discourse. Anthropology matters. Tell your stories, write for us.

Read More

Wanted: A Mother of Cultural Studies

As a cultural anthropologist with a historical perspective, I really wonder: where are all the women in the history of our critical, self-reflective discipline?

Read More

The rise of humanities in the new economy

Skills from human and social science are asked for because they produce value. Export companies ask for students with language skills and cultural knowledge, consulting companies ask for project managers with great communication skills, food producers hire cultural analysts that understand consumerism.

Read More