PDF: Managing for visitor experiences in Canada’s national heritage places
Citation
Jager, E., Sheedy, C., Gertsch, F., Phillips, T. and Danchuk, G. (2006). Managing for visitor experiences in Canada’s national heritage places. Parks 16(2):18-24.
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Summary
With increased urbanisation, an aging population and growing immigration, Canada is undergoing significant demographic
changes. As a result, the lifestyles and values of Canadians are changing, as are their attitudes towards travel and leisure.
Parks Canada is faced with the challenge of remaining relevant to and representative of Canadians in this dynamic context.
Memorable visitor experiences are a key medium through which Parks Canada can be relevant to Canadians and nurture
their interest and support. Offering opportunities for quality visitor experiences and being representative of and relevant to
Canadians, requires a continual focus on people and their experiences. Building on quality social science and a solid
understanding of visitors in a changing social context, Parks Canada needs to look comprehensively at the entire visitor
experience and work to ensure it is facilitating experiences that will be relevant to Canadians. This work must recognise that
the visitor experience is a shared outcome, involving the visitor, Parks Canada and its partners, and that each visitor brings
his or her personal perspective to the experience. All this work must be done in a continually evolving fashion that integrates
the protection, education and visitor experience elements of the mandate.
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