Abstract:
Namibia has a significant amount of heritage resources due to its diversity of cultures. The
value of these heritage resources has been linked to the tourism sector in the form of cultural
tourism. Tourism is one of Namibia’s significant contributors to the Gross Domestic Product,
providing job opportunities to communities within the surrounding areas of tourism
destinations. Although in its infancy stage, the utilisation of heritage resources as a tourism
product is gradually growing. Heritage institutions have an obligation to create a balance
between the provision of recreation to visitors and preservation of a heritage site’s historical
significance. Effective planning, management and marketing of heritage sites and museums as
tourism destinations requires an understanding of the type of visitors that visit heritage sites
around the country and how the data collected is applied in management decision-making.
The study looks at how visitor feedback data is collected, stored and applied by the National
Heritage Council for planning, management and marketing of the heritage sites under its direct
management. The research method which was employed in the study is a qualitative method in
the form of an interview questionnaire for site managers and frontline staff at the heritage sites,
as well as Head Office staff of the National Heritage Council. Document analysis of the current
feedback form implemented at the heritage sites was also conducted to determine the type of
information requested.
Review of existing literature guided the research to identify which aspects to explore in aiming
to solve the research problem, which was found to be insufficient visitor data to guide planning,
management and marketing of heritage sites. Literature defined what the importance of
systematic collection of visitor feedback data is, which challenges are faced by heritage
managers and heritage site staff in collecting, analysing and storing data, and what they
understand as being the purpose of implementing visitor feedback forms at heritage sites.
The study identified which information should be sought through an accurate visitor feedback
form for implementation by heritage institutions that produces relevant data that should be
utilised for planning, resource allocation, and performance reporting and marketing of heritage
sites.
