Tourism donations in sacred settings: An exploratory study of visitor donations in an English cathedral

Gutic M, Jorge and Caie, Eliza (2016) Tourism donations in sacred settings: An exploratory study of visitor donations in an English cathedral. International Journal of Nonprofit and Voluntary Sector Marketing, 21 (4). pp. 242-252. ISSN 1479-103X

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Abstract

Cathedrals have become important visitor attractions, but sacred buildings are typically ancient structures with high conservation and maintenance running costs that their managers struggle to fund. Cathedrals remain underfunded visitor attractions due to the limited opportunities for revenue generation they present. Visitor donations can be an appropriate way to raise much-needed funding, but any commercial activity in a sacred setting must allow the site to maintain its spiritual character.

This paper explored visitor attitudes towards donations in Chichester Cathedral through the use of a self-administered questionnaire. It found that 94% of respondents were aware of the donation appeals and that 71% of them went on to make a donation, with the visitors aged 50 to 69 and living within 25 miles of the Cathedral being the most frequent and generous donors. When asked to suggest what they would consider an appropriate donation, 44% of respondents gave a figure between £1 and £2.

This paper suggest measures that Chichester Cathedral managers can implement to increase visitor donations and makes recommendations on how other similar heritage attractions and sacred sites can increase visitor donations. Among these recommendations, the most significant is the identification and targeting of donors’ personal meanings to give a donation and in the case of Chichester Cathedral, to specifically target these on their local, middle-aged visitors.

Item Type: Article
Additional Information: Pre- and post-peer reviewed versions available of the following article: Gutic M, Jorge and Caie, Eliza (2016) Tourism donations in sacred settings: An exploratory study of visitor donations in an English cathedral. International Journal of Nonprofit and Voluntary Sector Marketing, 21 (4). pp. 242-252, which has been published in final form at https://doi.org/10.1002/nvsm.1556. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.
Uncontrolled Keywords: cathedral tourism; visitor donations; income generation; heritage attractions; sacred buildings, Marketing, Strategy and Management, Economics and Econometrics
Subjects: G Geography. Anthropology. Recreation > G Geography (General) > G149 Travel. Voyages and travels > G154 Travel and state. Tourism
H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Departments > Business School
Related URLs:
Depositing User: Jorge Gutic
Date Deposited: 28 Jul 2016 08:10
Last Modified: 09 May 2019 08:52
URI: http://eprints.chi.ac.uk/id/eprint/1904

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