Masberg, Barbara A.Silverman, Lois H.2022-03-102022-03-101996Masberg, B. A., & Silverman, L. H. (1996). Visitor Experiences at Heritage Sites: A Phenomenological Approach. Journal of Travel Research, 34(4), 20–25. https://doi.org/10.1177/004728759603400403https://hdl.handle.net/1805/28109There is a surprising lack of understanding of visitors' perspective on the experience of visiting a heritage site. Previous studies used quantitative approaches that did not shed light on visitors' perspectives, terms, and meanings. Drawing upon the tradition of phenomenology, this exploratory study used qualitative research methods to examine college student visitors' perspectives on heritage sites they had visited. Respondents' experience was multidimensional: they emphasized activities in which they had engaged, their companions, site personnel they had encountered, and information learned during their visits. The results suggest a need for more careful site management (including the physical environment and site personnel) and changes in marketing, advertising, programming, and site missions. Further research on visitor experiences using phenomenological and qualitative approaches is needed.enHeritage SitesPhenomenologyVisitor ExperiencesArticle