The Development and Management of Visitor Attractions (2nd Edition).

John Swarbrooke (2002) Butterworth-Heinemann: Oxford RRP US$39.99.ISBN 0-7506-5169-5

Since the inaugural publication of the first edition of this book back in 1995, it is with considerable amazement that there still remains such a paucity of serious publication in the field of visitor attractions.

Whereas there is an abundance of academic and practitioner-focused publications in other sectors of the tourism industry, visitor attractions continue to remain underrepresented in the wider tourism literature. Although there are some excellent books available which focus specifically on cultural and heritage attractions, national parks, historic cities, event management and the management of museums, sector-wide publications are few and far between. This point is acknowledged by the author (p. vii and p .xi) and serves as a valid rationale for this welcome second edition. Its timing is also highly appropriate in that many mature destination markets around the world are now seeing a gradual slowdown in growth in visitor numbers to conventional attractions while at the same time the supply of attractions continues to increase. The author acknowledges the concern shared by many that "the growth in the supply of attractions has created real concerns about the long-term ability of the market to keep pace with this growth" (p. xi). It is thus hoped that those already working in the sector and those who have future aspirations to do so, can learn from the many valuable insights provided in the book and the many lessons of good practice which can be gleaned from its pages. This said, it must be noted that the author does not provide an overly critical text for the reader. What the author presents is a highly organised and well-structured guide to the development and management of visitor attractions with a multitude of highly useful and student-friendly case examples from around the world. The format, style and depth of the book is such that although a valuable resource for undergraduate and professional markets, it is only really suitable as an introductory text for post-graduate students. In no way ought this to diminish the book's value as its overwhelming strength lies in its comprehensive coverage of the sector, unrivalled to date in any comparable text.

The structure of the book follows closely the successful formula adopted in the first edition. One useful addition, however, is the inclusion of optional discussion points, essay questions and short exercises at the end of each chapter. Part one introduces the necessary contextual background for readers with a useful typology and categorisation of attractions. A valuable contribution on the wider role of visitor attractions in tourism is then provided, followed by discussion on the nature of the visitor attraction product and composition of the market for visitor attractions across a number of countries. Although it only warrants minor attention in chapter 4, the issue of crosscultural differences in attraction visitation represents an increasingly important issue for managers and operators of attractions. Varying patterns of behaviour, levels of satisfaction and ability/willingness to pay across cultural groups provide some interesting conundrums for many attractions, especially large purpose-built attractions. Part one concludes with a look at the business environment for visitor attractions.

Part two explores five issues of fundamental importance to the development of visitor attractions, notably; the development process and role of feasibility studies, factors influencing visitor attraction success, issues relating to financing and design, and, finally, project management. With an acknowledged focus on purpose-built attractions, chapter 6 alerts the reader to the variety of development agents and motivations behind attraction development. These alone demonstrate clearly the multi-rationale, multi -objective and multi-stakeholder scenarios faced by many visitor attractions and highlight some of the barriers that often impinge on "success" and "profitability". After a rather thin and highly descriptive chapter on those factors influencing the success of visitor attractions in chapter 7, chapter 8 offers a useful overview of the variety of options available for capital funding. Although one could argue that more detail is necessary on such a fundamental issue as capital funding, the range of options provided by the author does serve as a useful foundation upon which to explore in more depth. Thereafter, chapter 9 looks at the process of designing visitor attractions. In addition to the expected list, it is commendable that access and visitors with special needs warrant inclusion. Part two closes with a somewhat limited and overly general discussion on project management.

The management of visitor attractions is discussed throughout part three of the book, whereby each chapter focuses on individual aspects of attraction management. As to be expected, these include the role of the manager (chapter 11), the marketing of visitor attractions (chapters 12, 13 and 14), the management of the human resource (chapter 15), financial and operational management (chapters 16 and 17), ethical challenges in attraction management (chapter 18) and the management of quality and change (chapters 19 and 20). The strength of part three is that each chapter provides a useful foundation of knowledge in each of the management "themes". Its weakness, however, is that each chapter is a little predictable and, in places, comes across as unnecessarily superficial. More discussion related specifically to visitor attractions would serve to provide the reader with even greater contextual understanding to these very significant themes of visitor attraction management. This said, chapter 18 is strong and provides a valuable insight into the ethical dilemmas faced by those developing and managing visitor attractions.

One of the strengths of this book does, I believe, exist in the variety and volume of case examples introduced by the author in part four. The only disappointment is that many of them are quite short and fail to develop some of the very interesting issues in greater depth. I am of the opinion that students and practitioners of tourism learn best from the discussion of good and bad practice, with a solid understanding of the reasons for such outcomes. Most of the 20 case studies provided offer examples of good practice. Perhaps more could be made in any future edition of not only examples of where things have not quite gone to plan, but the real reasons behind such negative outcomes. The book closes with a valuable discussion of the future of visitor attractions in part five. A broad range of issues is raised, including: the changing concept of heritage, lifestyle, computer-culture and virtual reality, and its link with the other sectors of the tourism industry

In conclusion, the Development and Management of Visitor Attractions serves as essential reading for any student or practitioner of visitor attractions. It remains unique in this field of tourism and, thus, remains a core text for any undergraduate program and introductory text for emerging postgraduate programs. Despite its limited depth and "quick-list" style of presentation in some chapters, it is well written, suitably organised and presents a structure upon which teachers of visitor attractions can plan and organise their programs. It is interesting to read, provides a good range of contemporary examples and is clear in its mission. This book still remains the definitive publication of its sort and the catalyst for further study in this field.

Alan Fyall
International Centre for Tourism & Hospitality Research
Bournemouth University, UK