Evaluating the visitor experience: The case of Chester Cathedral

Abstract

Chester Cathedral has been a place of worship for 1100 years, although in comparative terms as a heritage visitor attraction it is not so established. Nonetheless it remains a focal point to the city no matter the purpose of visit. This enquiry focuses on the commercial aspects of the Cathedral and in particular the visitor experience. The purpose of the study was to evaluate the visitor experience so that the Chester Cathedral could further develop as a successful heritage attraction In addition the author endeavoured to add to the contemporary academic debate by interpreting the empirical evidence in a primarily post¬modern perspective. The scope of the research problem was refined by explicitly investigating a number of key research questions. These questions allowed the author to engage in a number of contemporary debates embedded around the heritage/ history battleground, further more the application of post-modern thought was a tool in understanding the social reality. The mixed methodology adopted reflected the complex environment in which the case-study operates, an initial exploratory qualitative phase (primary methodology) was adopted to familiarise the author with the social reality in order to improve validity in the form of semi-structured interviews with various stakeholders. This was then followed by a quantitative visitor questionnaire (secondary methodology), using findings from the interviews as a design structure. Whilst this approach had obvious paradigm implications it was deemed essential in providing well balanced empirical evidence for the post¬modern interpretation; multiple-ways to perceive multiple-realities. The evaluation of the visitor experience identified that there were a number of key synergies required to ensure further development of Chester Cathedral as a heritage attraction, with the interpretation raising some interesting discussions regarding postmodernism and the contemporary debate.