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...

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“At home, however, I only feel in the van.”* A Story about the Possibilities that a Change of Perspective Entails

„Home is where you feel secure and connected to something. That can be people, but also the landscape or mentality of a country.”*

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Lost in Malmö. Or: The Ever-changing Imaginations of a City
Jan30

Lost in Malmö. Or: The Ever-changing Imaginations of a City

There are different things you notice about a city. They depend on your starting point or your destination, on the purpose of you being there, and of course on yourself – your experiences and prehistory with and of the city itself and other places, your anticipations and imaginations.[1] Sometimes, we just like to dream of other places and try to imagine what it would be like to live or at least go there. The first time I ever went to Malmö was in 2015. I was visiting Sweden as a tourist and I was just amazed by how quiet this city was, how less traffic there seemed to be compared to what I’m used to. Malmö gave me the impression of a cosy, little city. Over the time, this perspective, the feeling of walking through the city, changed. Imagining cities Fantasy and imagination are important parts of every modern society and they have an even more significant effect in the present social life, because of the process of deterritorialization of persons and ideas. Mass media, for example, made it easier for people not only to look at different possible lifestyles, but also to imagine living somewhere else. Fantasy and imagination are social practice, they are an inspirational force for the social lives of people.[2] We make up our own imaginations of different places, and of course those imaginations are not static, they change overtime and through experiences. With each visit to Malmö, I started recognizing the size of the city: not as big as a metropolis like the nearby Copenhagen, but also not a small town. It felt like a middle-sized city. When I started to explore the whole city – by train, bus, and foot – I suddenly felt lost and not cosy at all. I did not feel the same way about Malmö as I did before. View over Malmö I always travel to Malmö via airplane to Copenhagen for certain reasons, one of them being the Öresund bridge; driving over the bridge from Copenhagen to Malmö is always a nice experience. During my last flight to Copenhagen, the wind and weather of that day forced the plane to fly over the coast of Malmö. The sky above the east sea was clear, so I was able to see what was going on at the ground. It took me a while to realize that the city I was looking at was Malmö – one can always identify the Turning Torso. As I was watching the city from above, it reminded me of Orvar Löfgren’s description of different perceptions of landscapes depending on the mode of transportation: from...

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Who actually benefits?

Backpacking in Mexico; volunteering in India; surfing in South Africa; relaxing in Thailand – the current generation is travelling a lot and preferably in regions far away, on the other side of the globe. You can learn languages, gain “intercultural competence“, meet interesting people. Back at home the travellers draw on the experiences they gained and tell their family and friends of the fantastic beaches and the great hospitality. But isn’t it weird to travel around the world while the majority of the global population isn’t able to get neither a flight ticket nor a visa? Doesn’t tourism in the Global South* rather stand for a neocolonial age than for liberty and borderless mobility?

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