Understanding Visitors’ Experiences at Religious Heritage Sites: A Case Study from Jordan

Abstract

This thesis aims to investigate the visitor experience at religious heritage sites, using case studies from Jordan. There is little empirical research on the nature of the visitor experience and the characteristics that distinguish secular visitors from faith-based ones. The study directs its attention to understanding the differences and similarities between the experiences of three motivational groups namely, pilgrims, religious tourists, and secular tourists. In addition, it attempts to identify the nature of the factor(s) affecting visitors’ experiences and accordingly suggests a practical management approach in order to manage the visitor experience better. Thus, three case study sites, Mt Nebo, Bethany, and the Cave of the Seven Sleepers were chosen for data collection. Both interviews and questionnaires were employed to gather data from the site visitors. Interviews were conducted with site managers to gain in- depth information about their management practices and their influence on the visitor experience. Site managers consist of the Franciscan Fathers at Mt Nebo, the Baptism Site Commission at Bethany and the Imam at the Cave of the Seven Sleepers. The sample population has been chosen randomly. It consisted of 1006 respondents (499 from Mt Nebo, 252 from Bethany, and 255 from the Cave of the Seven Sleepers) aged 18 years old and above. The research paradigm utilised a constructivist approach. Hence, after data collection and analysis, a model has been modified to conceptualise the visitor experience at religious heritage sites. This model was first introduced by Falassi (1987) and was later modified by Bond (2013). The research findings suggest that the sense of spirituality at religious heritage sites is the most influential factor affecting visitors’ experiences regardless of their motivations. In addition, the cultural attributes of the visitors at the case study sites have an influence on their experiences, especially for Jordanians who are culturally tied to the sites. The results also show that visitors in general are willing to interact with each other and to share the religious experiences at the case study sites. However, visitors’ engagement with the site’s spiritual and cultural values was highly influenced by the performance of the staff team, especially tour guides who played a crucial role in site interpretation. To provide practical methods in order to maximise the visitor experience at religious heritage sites, this thesis also examines the efficiency of a number of management models and approaches such as Recreation Opportunity Spectrum (ROS), Tourism Opportunity Spectrum (TOS), Visitor Impact Management Framework (VIM), Limits of Acceptable Change (LAC), Visitor Activity Management Plan (VAMP), Sustainable Tourism Development (STD), Visitor Experience and Resource Protection (VERP), and Tourism Optimisation Management Model (TOMM). These models and approaches are mainly concerned with site capacity issues as well as measurement of the physical impacts that visitors have on the site. They pay little attention to the staff team which has a focal influence on visitors’ experiences through site management and interpretation. In order to fill the gap of the efficiency of the abovementioned models and approaches, this research suggests Total Quality Management (TQM) as a potential management approach to manage the visitor experience in a better way. By applying TQM approach to religious heritage sites, site managers will be able to understand visitors’ motivations, improve the quality of their staff team in charge of the service delivery and sustain the integrity of the religious heritage sites themselves. This will also make visitors stay longer to generate more income for the religious heritage sites and the local communities at these sites and enhance the reputation of Jordan as a destination for religious tourism.