Segmenting future visitors to heritage sites: perceptions, motivations and expectations

This study attempts to explore the significance of visitors' perceptions of a site in relation to their own heritage as an important factor for understanding tourist behaviour and for the management of heritage settings. The Anne Frank House in Amsterdam, The Netherlands was chosen as the focus of the current research, which is composed of two field studies. The first, relates to tourists who have already made a decision to visit and was conducted at the entrance line to the site. The second field study, conducted on different locations in Amsterdam, referred to potential visitors (has not yet decided to visit the site). The results indicate that the individual's perception of the site in relation to his/her own heritage is a key factor in understanding both motivation to visit and expectations of the interpretation provided. Implications of the findings for researchers and practice are presented. Key words: Anne Frank House, heritage, interpretation, motivation, peception