Managing visitor flow on cultural sites : a systematic approach based on the Maltese experience

Abstract

This study develops a systematic approach to managing visitor flow on cultural sites, based on experiences on Maltese sites. The aim is to develop a manual for the site managers who are responsible for planning and managing visitor flow in small and medium-sized museums and sites. Qualitative and quantitative methods were used to understand the exigencies of both the site and the visitor. Different types of sites and the principal values related to them were examined. Inherent conservation issues concerning a site and its vulnerabilities to visitor access were analyzed through site conservation reports and dissertations on the Hal Saflieni Hypogeum. A carrying capacity study of two Maltese World Heritage sites, Ta' Hagrat and Skorba Temples, demonstrated how the physical constraints of the site and its 'Limit of Acceptable Change' could affect the visitor flow. Malta Tourism Authority visitor statistics concerning the 'tourist departures by air and sea' for the years 2004, 2005, 2006 and 2007 provided an insight on the number of tourists reaching the Maltese islands. Reference to Heritage Malta visitor statistics on the total number of visits offered an overview on the actual number of visitors registered on the Heritage Malta sites. The demography and expectations of the visitors on Maltese sites was identified through questionaires and interviews to visitors and site managers working on various sites. These surveys also exposed the visitors' requirements and recomendations to improve the site visit. Two visitor surveys conducted by the Malta Tourism Authority on visitors to the Hagar Qim and Mnajdra Temples (2003 - 2004) and to the Ggantija Temples (August 2005 - July 2006) and a visitor observational study carried out by the same authority at the Palace State Rooms (Septembe1 200.)) were thoroughly reviewed and compared to Lhe more recent survey by the author on visitors to the Tarxien Temples (August 2007) to identify factors affecting visitor flow and changes in the visitors' profile, their expectations and their requirements. It was demonstrated how data gathered from these surveys could be utilized to project the potential number, demography and expectations of visitors to the Maltese sites. Data gathered through surveys and interviews was used to expand on vanous issues concerning conflicts and opportunities arising from the need to conserve cultural resources and the need to make them accessible. This study has highlighted the importance of establishing a multi-disciplinary visitor management policy based on a consensual and iterative approach. Following an analysis of factors affecting visitor flow, the study concluded by proposing a sequential and systematic methodology to planning, managing and optimizing visitor flow.