POTENTIAL BARRIERS TO VISITATION: A RURAL CULTURAL HERITAGE MUSEUM CASE

Clare M. Lade
La Trobe University

Abstract
The Swan Hill Pioneer Settlement Museum, located in north-west Victoria, Australia, has experienced a significant decrease in visitation in recent years and as a result, management are seeking to gain an understanding of potential visitation barriers in order to overcome future reduced visitation levels. This paper examines the perceived barriers identified by a potential day-tripper market from the surrounding regional centre of Bendigo, which is a new market for the Museum. Recommendations for future tourism and marketing related initiatives for the museum are also provided.

Keywords: Heritage, cultural tourism, marketing, motivations, perceptions

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