Keep Vindolanda Digging Essay

3067 words - 12 pages

'Keep Vindolanda Digging' - Research ProposalLydia Fawcett- 12006801Vindolanda is an important and prestigious part of our country's archeological history, which since its establishment in the 1970s has been a place where students and visitors of all ages can come and actively participate in historical and archeological research. The purpose of this proposal is to develop a marketing campaign that will support the trusts long-term future specifically through the attraction and engagement of a new and important demographic (the 18-35 age group).Background and ContextHeritage Tourism is an industry worth 12.5 billion pounds per year to the UK, its estimated by the Historical Review Executive Committee, 2010 (25/10/10) that the Tourism economy will grow by 2.6% per year over the next 10 years. History is the strongest product driver and is the highest rated when perceiving Britain as a Tourist destination. In 2008, 38% of visitors to heritage sites were from outside of the locality, this will be important when considering the amenities offered and marketed for Vindolanda as a location.Having positioned the Vindolanda trust in the Heritage market place it is important to segment the market and to understand that whilst large and growing it is also extremely diverse and competitive in respect of capturing the potential consumers attention.In the UK, TGI data suggests that all categories of heritage attraction have enjoyed some modest increases in their visitor numbers over the past two years. That said however, a number have been more successful than others as a result of introducing new levers of attractiveness, an example being Stately Home and Castles who have seen a significant rise in visitor levels undoubtedly benefiting from stronger marketing, better promotion and the more effective commercialization of its offerings such as 'Kids go free' and 'open weekends ' both of which are usually guaranteed to add visitor numbers.In understanding how Vindolanda competes in the market it's important that we have evaluated the motivations of our visitors and when doing so we can analyze visitors likelihood to revisit Vindolanda. In doing this it's worth referring to a theoretical framework constructed upon the study by Hellström, Nordström and Martinez-Espineiraetal. This study hypothesized that an individual 'i 'allocates their time and income for a bundle of non-tradable goods and services in the market place, such as a visit to Vindolanda.This model can be included into the revealed preferences techniques, given by the direct observation of consumer behavior. Specifically, an individual 'i' whose aim is to maximize their utility, chooses to visit 'n' times a given site j (Vindolanda) (yij), and purchases a bundle of goods and services that include, amongst other items, transport- getting to the Vindolanda site, food and beverages from the Café or picnic area and accommodation if the sites locations makes it unrealistic to get there and...

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