Guided discussion or immersive play? Influence of on-site presentation platform on visitor satisfaction in a heritage attraction

ABSTRACT Extensive research has been conducted on visitor experience and visitor satisfaction at tourist attractions. Few studies have addressed the influence of different types of on-site factors on visitor satisfaction at heritage sites. This study combined observation, in-depth interview, and a survey to examine the underlying factors of visitors’ perceptions of on-site attributes and their effects on overall visitor satisfaction while considering the influence of visitors’ interest and visitor type at Iron Age Farm in Stavanger, Norway. The findings suggest four sub-categories of visitors’ perceptions of the presentation platform (technology, immersive play, guided discussion, and autonomy), in addition to one support service platform category. Guided discussion, autonomy orientation, and support service platforms have a significant influence on visitor satisfaction. The findings suggest that visitors’ perceptions of the on-site factors do not differ significantly by visitors’ interest or type. The results only partly confirmed previous research and provided a different perspective on the role of on-site presentation attributes in heritage attractions. Knowledge of presentation platforms can function as a practical framework to analyze heritage sites based on visitors’ experiences and expectations.