Visitor feedback forms at heritage sites, perceptions and challenges: a case study of the Namibian national heritage sites

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.