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GL ASGOW

Thes i sPr oj ec tPor t f ol i o TANAPOLWONGWAI PANI CH M. SC.Des i gnI nnovat i onandI nt er nat i onalManagement20182019 I nnovat i onSc hool

MOTI VATI ON

Ihasl ongbeeni nt er es t edi nt r av el l i ng es pec i al l yher i t age.Howev er ,her i t agei sa br oad

c onc ept , mos t l y

means t o

s omet hi ngs t hat peopl e v al ue bey ond ut i l i t i es .I tc oul dbet angi bl et hi ngs ,s uc has s c ul pt ur e,orbui l di ng.Mor eov er ,Her i t age i nc l udes i nt angi bl et hi ngs ,f or i ns t anc e, l anguages ,c ul t ur e, and t r adi t i on. Thi s her i t age mak es pl ac es aut hent i c and di s t i nc t i v et o ot herpl ac es .So,Ial way s s i onat et o ex pl or e new pl ac est ov i s i t pas t hei rher i t age,f orex ampl e,ar c hi t ec t ur e, hi s t or i c bui l di ng, mus eum, f es t i v al and s oon.

Ii nt ended t oc r eat e an i nt egr at ed phy s i c al anddi gi t al s er v i c et oenr i c hv i s i t or s ex per i enc ei n her i t age.I t may i mpr ov e t ought hek nowl edgeoft hel oc al s . hr

I NTRODUCTI ON Thi sdes i gnr es ear c hpr oj ec tbegi nswi t hr ai s i ngques t i onsabouthow a c i t i z enc ani nv ol v eandenhanc et our i s t s ’ ex per i enc ei nher i t age.

I hav edec i ded Gl as gowasac as es t udyandmayhav et hepot ent i alt odev el opt oot herc i t i es .

Duet o,Gl as gow hashel dal onghi s t or ys i nc ees t abl i s hedi nt hel at es i x t h c ent ur y .Thec i t yhasc hanged ov ert i mewi t hmanyi nc i dent sand moder n ur bani s at i on s uc h asWWI ,WWI I ,f i r eand new dev el opmentf orr oad and or way .Asar es ul t , t hi sc oul dbeoppor t uni t i esf orGl as wegi anwhobet he mot hos toft he c i t y ,s har et hei rmemor i esoft he ar ea t ot he newc omerl i k e t our i s t s .

Myr es ear c hwasc onduc t edt hr oughami x t ur eofdes kr es ear c handac t i on r es ear c hi nt er v i ewi ngl oc al sandv i s i t or si nt hec i t y .

Thr oughengagi ngwi t hk ey s t ak ehol der ss uc h asGl as wegi ansand v i s i t or s .I tt hen goeson t o mak ea pr opos i t i on and t es tt hi sc onc eptt o det er mi ne t he v i abi l i t yf orf ur t her dev el opment .

Asades i gner , I t hi nkt es t i ngmyi deawi t ht hephy s i c al pr ot ot y pe asear l yonoft hepr oj ec twi l lhel pmet hi nkt hr oughi deabet t er .Howev er ,my pr ot ot y pewasmadewi t hl owf i del i t ybec aus ei twi l lhel pmet oc ommuni c at e wi t ht he k ey s t ak ehol der sand qui c k l y dev el op t hem.Then,us i ng t hos e f eedbac kt odev el opmyi deat or es pondt ot heneedsoft heus er .Thewor k ex ami nesand pr opos esan appr oac ht owar dsc r eat i ng amor ei nt egr at ed, c r os s di s c i pl i nar ymet hodt odes i gnf orv i s i t or sex per i enc ei nher i t aget our i s m t ought hel oc alk nowl edge. hr F i nal l y ,Ihope t hi spr oj ec twi l lhav et he pot ent i alt o enr i c ht our i s t s ex per i enc eandbenef i tt ot hel oc al saswel lasher i t agei t s el f .

HYPOTHESI S Thi spr oj ec ti ni t i al l ys t ar twi t ht her es ear c h ques t i on abouthow t oi mpr ov et our i s t ex per i enc ei nher i t ageandGl as gow asac as es t udy .Af t erdes kr es ear c hatear l ys t ageof engagementwi t hl oc al s , If oundt hatL oc al shav eapot ent i alt oenhanc et our i s t sex per i enc e i nher i t agei nGl as gow.

Asar es ul t , myhy pot hes i swoul dbe"L oc alasv i t ali ns us t ai ni ngt he her i t ageandmak i ngher i t aget our i s m ex per i enc esmor eengagi ngi nCi t yofGl as gow"

Loc alasvi t ali ns us t ai ni ngt heher i t ageandmaki ngher i t age t our i s m exper i enc esmor eengagi ngi nCi t yofGl as gow

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DESKRESEARCH KNOWL EDGEMAP

T obegi n, Is t ar t edt hi spr oj ec twi t hdes k r es ear c h.Thi spar ti st o ex pl or eher i t age, t our i s m and t he l oc al sf or t he deeper under s t andi ng oft he c ur r ents i t uat i on i n Gl as gow.

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DI SCOVER HERI TAGE DEFI NI TI ON “ Her i t agei sabr oad c onc eptand i nc l udest henat ur alaswel last hec ul t ur al env i r onment .I t enc ompas s es l ands c apes , hi s t or i c pl ac es ,s i t es and bui l t env i r onment s ,as wel las bi odi v er s i t y ,c ol l ec t i ons ,pas tand c ont i nui ng c ul t ur al pr ac t i c es ,k nowl edge and l i v i ng ex per i enc es .I tr ec or dsand ex pr es s est he l ong oc es s esofhi s t or i cdev el opment , f or mi ngt hees s enc eofdi v er s enat i onal , r egi onal , pr i ndi genousandl oc ali dent i t i esandi sani nt egr alpar tofmoder nl i f e.I ti sady nami c r ef er enc e poi ntand pos i t i v ei ns t r umentf orgr owt h and c hange.The par t i c ul ar her i t ageandc ol l ec t i v ememor yofeac hl oc al i t yorc ommuni t yi si r r epl ac eabl eandan i mpor t antf oundat i onf ordev el opment ,bot hnow andi nt ot hef ut ur e.”( I COMOS, 1999) “ Al li nher i t ed r es our c eswhi c h peopl ev al uef orr eas onsbey ond mer eut i l i t y . ” ( Engl i s hHer i t age, 2008)

HERI TAGETYPE Her i t agec andi v i dei nt ot wot y pes ; t angi bl eandi nt angi bl e.

T angi bl eher i t agec an bemov abl eobj ec t s ,f ori ns t anc e,pai nt i ngs ,s c ul pt ur es ,andar t ef ac t s ,ori mmov abl e t hi ngss uc hasbui l di ngs ,monument s ,andpar k.Wher eas ,i nt angi bl eher i t agei sa pr ac t i c e, r epr es ent at i on, ex pr es s i on, k nowl edge, ors k i l l .

LEVELOFHERI TAGETOURI SM EXPERI ENCES Ther es ear c h( Ti mot hy ,1997)not edi v i deher i t aget our i s m atf ourl ev el swhi c h r epr es entv ar y i ngdegr eesofper s onalat t ac hmentt ot hes i t eordes t i nat i onv i s i t ed.

Ther ear ef ourt y pesofher i t ageex per i enc e:wor l d,nat i onal ,l oc al ,and per s onal .

Howev er ,t hi st y pol ogy r ec ogni s est he pos s i bi l i t y ,ofov er l ap bet ween l ev el sof ex per i enc e,ors har edher i t age,f orwhati sv i ewedaswor l dher i t agebyoneper s on, maybec ons i der edv er yper s onalbyanot her .

SOCI AL& ECONOMI CI MPACTS Ther ear ebenef i t sf r om her i t agebot hdi r ec tandi ndi r ec tbenef i t st ot hec i t y ,f or ex ampl e,i tpr ov i desaut hent i c i t y ,di s t i nc t i v enes sandbr i ngsc r edi t abi l i t yt opl ac e ' s i dent i t i es ,c r eat eas ens eofpl ac eandengagi ngpeopl e( T ay l or ,2015) .Her i t ageal s o i ns pi r espr i de i nl oc al s .Apar tf r om t he s oc i alas pec t ,her i t age al s o benef i t st he ec onomyt oo.Gl as gow Ci t yCounc i l( 2018)r epor t ed t hatt henumberoft our i s t s i nc l i net o17perc entt o3.

2mi l l i onpeopl eands pendi ngupt oar oundquar t ert o2.

3 bi l l i onpounds .

DESKRESEARCH HERI T AGE/GL ASGOW

GLASGOW I nt hi spr oj ec t , Ihav edec i dedGl as gowasac as es t udy .

Duet o, Gl as gowhashel d al ong hi s t or y .Bes i des ,Gl as gow i soneoft hedes t i nat i onst hatt our i s t ss t op by her i t ages uc hashi s t or i c albui l di ngs , mus eums , andgal l er i es .

Gl as gow i st hel ar ges tc i t yi nSc ot l andandoneoft hel ar ges ti nt heUK,whi c h l oc at edont heRi v erCl y dei nSc ot l and' swes t er nL owl ands .

Gl as gow hashel dal onghi s t or ys i nc ees t abl i s hedi nt hel at es i x t hc ent ur y .The c i t yhasc hangedov ert i mewi t hmanyi nc i dent sandmoder nur bani s at i ons uc has WWI , WWI I , f i r eandnewdev el opmentf orr oadandmot or way .

Thear c hi t ec t ur aland hi s t or i c alher i t ageoft hec i t yhasbeendes t r oy edanddemol i s hed( Wor s dal l , 1982) .

Gl as gowhasal s or ec ei v eds ev er alawar dsandr ec ogni t i on, f ori ns t anc e, UNESCO eat i v eCi t yofMus i ci n2009andt heUKc i t yofAr c hi t ec t ur eandDes i gni n1999 Cr ( Bor c har dtetal . , 2015) .

Mor eov er , Ti meOutMagaz i ne( 2019)namedGl as gowasone oft het op10‘ Bes tCi t i esi nt heWor l d’ i n2019.

Wi t hf ameandnumer ousawar dst hat hav eat t r ac t edahugenumberoft our i s t sc omet ov i s i tGl as gow.

T our i s t sar eat t r ac t edbyev ent ,af es t i v als uc hasCel t i cConnec t i ons ,t heWor l d Pi peBandChampi ons hi psandt heWor l dI r i s hDanc i ngChampi ons hi ps .

Bes i des , t hey al s o dr op by hi s t or i c alar tand ar c hi t ec t ur e,f orex ampl e,Gl as gow Cat hedr al , Uni v er s i t yofGl as gow’ smai nbui l di ng, Kel v i ngr ov eMus eum ands oon.

I dec i ded t o f oc us on t angi bl eher i t ages uc h asbui l t env i r onment

bec aus e

I

i nt er es t ed i n pl ac e and s t or i es behi ndt hepl ac e.Thes t or i esof t hel oc al mayr equi r es omet ool s odel i v ermes s agest ov i s i t or s . t Mor eov er , t he di f f er ent c ondi t i on and f unc t i on oft he pl ac e wi l l mak e a di f f er ent ex per i enc e t o v i s i t or s . F or i ns t anc e,t he der el i c tbui l di ng mayneedv i s ualt omak eac l ear i mageoft hats i t e.

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L OCALS Gl as gow l aunc hed t he new c i t y br and " Peopl e Mak e Gl as gow" i n 2013.

Counc i ll eaderGor don Mat hes on s ai dt he new s l ogan " r ef l ec t st he Gl as wegi an c har ac t er " .

I ti sabs ol ut el ys howi ngt hatc i t i z ensar eaf or ef r ontt opr es entt hec i t y .

F ur t her mor e,ac c or di ngt ot hes t r at egi cdes t i nat i onmar k et i ngpl anf r om Peopl e Mak eGl as gow ai mst o di f f er ent i at eGl as gow t hr ough t hec i t ybr and byof f er i ng uni ques er v i c esandpr oduc t sateac hs t ageoft hev i s i t or s ' j our ney . “ Thek eyi shel pi ng peopl et el lt hei rs t or ybey ondGl as gow”( Gl as gow T our i s m andVi s i t orPl ant o2023, 2017) .Thus ,t hi sc oul d be an oppor t uni t yf orv i s i t or st o hears t or i esf r om t he Gl as wegi ansands har et hei rs t or i eswi t hot her s .

Thekeyi shel pi ngpeopl et el lt hei rs t or ybeyondGl as gow”

DESKRESEARCH L OCAL S/T OURI SM

TOURI SMS F r om t hek nowl edgemaps howi ng,myt ar getgr oupsar et heex pl or erandt he dr i f t erwhomaywi l l i ngt oc ont ac twi t hl oc al i ns omeway .

Theex pl or eri st hegr oupof peopl ewhok eent oex pl or et hewor l dandenj oyhol i day sof ft hebeat ent r ac kwher e t heyc andi s c ov ernewpl ac esandnewex per i enc es .

F ur t her mor e, wec al lpeopl ewho l i k et ot r av elt oes c apet hei rr out i nel i f e, t hedr i f t er .

Thedr i f t erwi l ll i v ewi t hl oc al sand i mmer s et hems el v est ot hel oc alc ul t ur es .

So, l oc al sk nowl edgeands t or i esmayhav et hepot ent i alt oat t r ac tt het r av el ert o enj oynew ex per i enc es .Cons equent l y ,Iwasal s ol ook i ngf orpl ac esandt i met hat v i s i t or smayhav ec omei nt oc ont ac twi t hhos tl i k esGl as wegi ans .Ther ear es ev er al pl ac est hatl oc al sandv i s i t or sc anc ont ac ts uc has ,l oc als hop,l oc alr es t aur antort he publ i ct r ans por ts uc hasbusandunder gr ound.

Ac c or di ngt oGl as gow T our i s m andVi s i t orPl ant o2023( 2017)Vi s i t or spr ef ert o wal k i ng ar ound t he c i t yc ent r e mor et han 92 perc ent .Theyal s o enj oyv i s i t i ng hi s t or i c alat t r ac t i ons ,mus eums ,andar tgal l er i es .F r om t her es ear c h,i tc anbes een t hatt hepeopl ewhoi nt er es tt oex pl or ei sf emal eagedmor et han35.Near l y100per c entar eonl i neandal s oi ns pi r eandr es ear c hf ort r av elonl i ne.Howev er ,i tdoesnot meant hi spr opos i t i onwi l l i gnor et hephy s i c al s er v i c est hatmayhav eanadv ant aget o t hev i s i t or s .

Regar di ng t het our i s t s 'mot i v at i on t ov i s i tt heher i t agear ea,t her ear emany f ac t or s ,f ori ns t anc e,enought i meav ai l abi l i t y ,des i r ef oreduc at i on,Sel f i mageas c ul t ur alv i s i t ornoi nt ent i ont os i mpl yhav eapl eas antwal k.

So,how t omak ev i s i t or smor ei nt er es t edi nv i s i t i ngt hec or emonumentatt he her i t agear e, r at hert hanj us ts i ght s eei ngandt ak ephot os( Pet r , 2015) .

Her i t ageand l oc al s 's t or i esmi ghtbet heuni quenes sofGl as gow t hatc oul d at t r ac tv i s i t or sl i k et heex pl or erandt hedr i f t erc omet ov i s i t .

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DESKRESEARCH ST AKEHOL DERSMAP

Thi ss t ak ehol der smapr ev eal speopl eoror gani s at i ont hati nv ol v ei nher i t ageand t our i s mi nGl as gow.

Thi smapi sdi v i dedi nt ot hr eegr oupsbyc ol ourwhi c har eL oc al s , T our i s t s ,and Her i t age.Thi s hel ps me t o under s t and who mi ghtbe my k ey s t ak ehol der sandneedt oengagewi t ht hem.

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Spot t edbyL oc al si sapubl i s herofa s er i esoft r av elgui deswi t hupt odat et i ps c ur at edbyhandpi c k edl oc al si nmor et han OorWul l i e’ sBI G Buc k etT r ai li st he

70 c i t i esi n Eur ope and Nor t h Amer i c a.

wor l d’ sf i r s tnat i onwi de publ i c ar tt r ai l .

Thec i t ygui desar ec ur at edby" Spot t er s "-

Thi sev enti nt er es tmeaboutus i ngpubl i c

peopl e who l i v ei nt he c i t yt hey wr i t e

ar tt r ai lmov i ng peopl ear ound t hec i t y ,

aboutands peakt hel oc all anguage.Thi s

enc our agi ng peopl et o go t os ee and

i he pl at f or m t hatl oc alc an of f era st

s har eaphot o.F i nal l y ,att heendoft he

uni que per s pec t i v et ot he v i s i t or s ,t hat

ev ent ,t hemoneyr ai s edwi l lbeus edt o

peopl ec ans ear c hf orbei ns pi r edandget

s uppor tt hewor kofSc ot l and’ sc hi l dr en’ s

t i pst ot r av eli nt he c i t y .Howev er ,t hey

hos pi t alc har i t i es .

mos t l ys ugges tt ot hec af éandr es t aur ant .

OORWULLI E’ S

SPOTTEDbyL OCALS

F r om t hec as es t udyabov e, Iqui t el i k et hei deaofOorWul l i e ' sBI GBuc k etT r ai lt hatmov epeopl e ar oundt hec i t ywi t henj oy mentands mal lbenef i tt hepeopl eandbi gi mpac tont hec har i t i es .

Spot t ed byL oc al sal s oi nt er es t smei nhow l oc al st el l i ngt hei rper s pec t i v eoft hec i t yt oot herpeopl e.Asa r es ul t ,mydes i gnpr opos i t i onmi ghtbes omet hi ngt hatmov i ngpeopl ear oundt hec i t yt os eet he her i t agei nl oc al sper s pec t i v e.

DESKRESEARCH CASESTUDY

Vi s i tAnt wer pi s an of f i c i alt our i s m or gani s at i onf ort hes ec ondl ar ges tc i t yi n When t hi nk i ng aboutt r av el i ng,one

Bel gi um.

Theyof f eras er i esofappl i c at i on

appl i c at i on t hatmany c an t hi nk of fi s

t oex per i enc ei nt hec i t ys uc has ,

Googl e Maps .Googl e Maps i s a web

-Thi si sAnt wer p: L oc alt i pst ot hebar s , r es t aur ant s ,

mappi ng s er v i c e. I t of f er s s at el l i t e

andev ent s .

i mager y ,aer i alphot ogr aphy ,s t r eetmaps ,

oAnt wer pen: Appl i c at i onf ort hepubl i cbi k e.

-Vel

360°panor ami cv i ewsofs t r eet s , r eal t i me

-S t r eetAr tCi t i es : Ex c l us i v ef ors t r eetar t .

t r af f i cc ondi t i ons ,andr out epl anni ngf or

-Ant wer pMus eum: Appl i c at i onf ort hemus eum i n

t r av el i ngbyf oot ,c ar ,bi c y c l e,andai r ,or

Ant wer p

publ i ct r ans por t at i on.Peopl ec an pl an

-As kAnt wer p: y ouc anas kques t i onst ot hel oc al s

t hei rr out ebyaddi ng s t op f r om ABC,

t hr oughF ac ebook ' sMes s enger

buti tpr ov i desf orus i ngt hec aronl y .

Soi f t our i s tus i ng publ i ct r ans por tt ot r av el

Mor eov er , t hey

al s o

pr ov i de

mor et hanonepl ac e,t heyhav et os ear c h

i nf or mat i on boar d i n mul t i l anguages

f orev er ypl ac eandev er yt i me.

wi t heas yt os eeas i gnpos t .

GOOGLEMAPS

VI SI TANTWERP

F r om t hel i mi t at i onofGoogl eMaps , Iment i onedabov e, i tmi ghtaf f ec tv i s i t or sus i ngami x t ur eof amodeoft r ans por tl i k ebywal k i ng,bus ,andt r ai n.Sot hi sonemayi mpr ov ebyr out epl anni ngf or publ i ct r ans por t .

Vi s i tAnt wer pi sanof f i c i al t our i s m or gani s at i on.

Theypr ov i deami x t ur eofpr oduc t sf ort het our i s t s t hatGl as gowc anbel i k e.

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REFLECTI ON Ic onduc t eddes kr es ear c ht ounder s t andt hec ur r ents i t uat i on.

If oundt hather i t ageandt our i s m ar ec ompl ex . It r yt odot he k nowl edgemapandIl ookf ormor ei nf or mat i on.

If oundt hatt her e i sal oadofi nf or mat i onc omet ome.

I ts eemsi nt er es t i ngt omeand mak esmewantt oex pl or emor e.

F orex ampl e, Iwass pendi ngt i me pr es ent i ngt hehi s t or yofGl as gow,butIdonotk nowwhatt hek ey poi ntofpr es ent i ng t hi s .So i nt henex tpr es ent at i on,Ihav et o c onc er nabouti t sr el ev anc eandt hepanpoi ntofs howi ngt hi s .

Is har e my s i t uat i on abouthow wasIent angl ed wi t ht he r es ear c hi nmyt ut or i nggr oup.

Oneofmyc ol l eaguess ugges t st hat Imi ghtc r eat es omec r i t er i aort hes c opeofmypr oj ec t .I fs ome ar t i c l el ooki nt er es t edt ome,buti ti snoti nmys c ope,Is houl d c ons i dert omov eon.

CHALLENGE Thec hal l engeoft hi sphas ei show t ok eepont r ac kwi t ht he t i mel i mi tandhow t ogets omei ns i ghtf r om t hedes kr es ear c hat t heendoft hepr oc es s .

Mor eov er , t her ear es ev er als er v i c esandpr oduc t ss i mi l art omy pr oj ec t .Cons equent l y ,Ihav et oc ons i dert heuni quenes si nt he des i gnpr opos i t i on.

ACTI ONRESEARCH DESKRESEARCHCHAL L ENGE/USERENGAGEMENT

USERENGAGEMENT Ir es ear c hed al ongs i de wi t ht he s t ak ehol der s engagement .Ibel i ev et hat engagewi t ht heus eratanear l ys t agemi ghtgi v es omei ns i ght st ome.

I nt hi sphas e,I tc an di v i de i nt ot wo par t ;l oc al sand v i s i t or sengagement .

F i r s t l y ,Ii nt er v i ewedl oc alpeopl ei nt hec i t yaboutt hei dent i t i esofGl as gow,s t or i es , andpl ac et hatt heywoul dl i k et os har e.

ThenI at t endedt hec r eat i v ewr i t i ngwor k s hop atAs y l onTheat r e, t hec ommuni t yl oc at edatt heeas tendofGl as gow.

Sec ondl y , Ii nt er v i ewedwi t ht our i s t si nt hepl ac et hatv i s i t or sus ual l yv i s i tandt he f i r s tar r i v alpl ac es uc hast het r ai ns t at i on.I naddi t i ont ot hat ,Ial s oobs er v et he behav i ouroft het our i s t s ,bec aus eIbel i ev et hats omet i mespeopl edonots aywhat t heyac t ual l yt hi nkanddo.

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I NTERVI EW01 The t ar get i nt er v i ewees i n t he f i r s t i nt er v i ew wer er andom ofl oc al sandt our i s t s .

The ques t i on was r ai s ed t of i nd outt he i dent i t y ofGl as gow t hatpeopl e per c ei v e.

MUSEUM

ARCHI TECTURE HI ST ORI CAL

Mor eov er ,t hei nt er v i ew al s oas k edques t i ons aboutt hepl ac eandmemor i esors t or i est hat t heywoul dl i k et os har e.

PUB/ BAR Res pondent s

ment i oned

about

NI GHTLI FE

ar c hi t ec t ur e,ni ght l i f e,weat her and l oc al s peopl easI dent i t i esofGl as gow.Manypeopl e per c ei v e t hat Gl as wegi ans ar e pr i de,

ARTI STI C

c omi ng,and f r i endl y .So,i tc oul d mean wel

DRUNK

t hatt our i s tf eel swar m wel c omi ng f r om t he l oc al ,or L oc al s pr oud oft hems el v es and wi l l i ngt ohel pt our i s t s .

I n pl ac es and memor i es par t ,peopl e ans wer edt ot hepopul arat t r ac t i onaswel las

WEL COMI NG

s omeuni quepl ac es uc h asT r amway ,Cel t i c k s . par

PEOPLE HUMOUR

WET

WEATHER RAI N

ACTI ONRESEARCH I NTERVI EW01/ASYL ONTHEATREWORKSHOP

ASYL ON THEATRE :Cr eat i veWr i t i ngWor ks hopf or Communi t yHer i t agePr oj ec t Thi swor k s hopai mt ol ooki nt ohi ddens t or i esoft hel oc al r oadof Haghi l l .wehadt heoppor t uni t yt odi s c us sours har edher i t ageand l ear nt heex c i t i ng bac k gr ound i nf or mat i on ofl oc albui l di ngsand l oc alhi s t or yc onnec t edt ot heWWIandt hel i f ei nGl as gow dur i ng t hos et i mes .I n ac r eat i v ewr i t i ng s es s i on,member swi l lhav et he oppor t uni t yt oputi nac t i onev er y t hi ngt heyhav el ear nedandwr i t e t hei rowns t or i esanddev el opt hei rc har ac t er s .Thewr i t i ngt hatwi l l bepr oduc edi nt hi swor k s hopwi l lhav et hec hanc et obes har edat t hemai nev ent( Pl ay s )whi c hwi l lt ak epl ac eont he28t hofJ unei n Haghi l l .

Thi sac t i v i t i esai mt obr i ngt hec ommuni t yt oget hert hr ought he hi ddens t or yort hei rher i t agememor y .

br i ng t he c ommuni t yt oget hert hr ough t he hi ddens t or yort hei rher i t agememor y .

I nt hi swor ks hopi sj us tt hebegi nni ngoft hewhol epr ogr amme.

Begi nwi t hc r eat i v ewr i t i ngandc r eat eac har ac t erbas edont hes t or y f r om ev er y onei nt hec ommuni t ywhopar t i c i pat edi n. af t ert hati twi l l bedev el opt obec omeac har ac t er si nt hec ommuni t ypl ay s .

Sopeopl ei nt hec ommuni t ywi l lhav eoppor t uni t yt ok eepi n t ouc h and mak ec ommuni t ys t r onger .Mor eov er ,i nt he pl ay s , ev er y onewi l l f eel c onnec tt ot hec har ac t er sbec aus et hos ec har ac t er s edont hei rdi s c us s i on. bas

F r om ani nt er v i ewwi t hpeopl eandwor k s hopwi t hAs y l onTheat r e, Ibel i ev et hatl oc al smi ghtc oc r eat et he s t or y wi t hi n pl ac esor her i t agei nt hei rc ommuni t y .

Thent hi ss t or yc ant r ans mi tt opeopl ei n F i gur e1: " Onel i v esi nt hehopeofbec omi ngamemor y � ( As y l onTheat r e, 2019)

Gl as gow aswel lasv i s i t or s .It hi nkt our i s t smayenj oyt heuni que s t or i esandGl as wegi anst hems el v eswi l lbepr oudt opr es entt hi s .

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I NTERVI EW02 Thi si nt er v i ewc onduc t edbyengagi ngwi t hv i s i t or sandf oc us i ng ont hef or ei gnerwhomaynotf ami l i ark nowl edgeofher i t agel i k e domes t i ct our i s t s .Ques t i onsi nv es t i gat edwhatt heydoandf eeli n eac hs t age ( Pr et r i p,Dur i ng t he t r i p,Pos t t r i p)oft hei rj our ney .

Mor eov er ,anengagementt oolal s oas k edabouther i t ageandhow aboutt heex per i enc ei nher i t age.

Res pons ef r om i nt er v i ews c ol l ec t i v el yr ev eal st hatt hey v i s i t Gl as gowaspar toft hei rUKt r i porSc ot l andt r i p.

Theymos t l ypr ef ert o s t ayi nGl as gow 35day sbef or egoi ngs omewher eel s e.Peopl ear e i ns pi r edbyt hei rf r i endsandf ami l yaswel lass oc i almedi a.Some peopl e us i ng gui debook and i nt er nett or es ear c h and pl anni ng bef or et heyar r i v ed.

Howev er , t her ear es omepeopl ej us tpl andur i ng t het r i pbyl ook i ngont hei nt er netands omel eaf l et . Â I nt er v i eweess ai dt hather i t agewi l lmak et hec i t yuni que.

Bes i des , her i t age s houl d educ at i onaland f un t o ex per i enc e.When as k ed aboutdi f f i c ul t i esorbadex per i enc ei nher i t agei nGl as gow,t heys ai d her i t agel i k emus eumsandhi s t or i c albui l di ngar et oomayandf ar apar t ,pl ust heunor gani s edt r ans por t .Asar es ul t ,t hes edi f f i c ul t i es wi l lmak ev i s i t or si nc onv eni entt ov i s i t .I naddi t i ont odi f f i c ul t i esi n ac c es s ,t hepr es ent at i onofi nf or mat i oni nher i t ages uc hasmus eum enotat t r ac t i v eandnotc omf or t abl ewi t hEngl i s hl anguages .

Aswe ar c ans eei ndes kr es ear c h, peopl ewhov i s i tGl as gowar ef r om Eur opean andot herc ount r i ess uc hasChi naandI ndi awhi c ht heymaynotus e Engl i s hf orf i r s tl anguagesandnotc omf or t abl et ous eEngl i s h.

F i r s t ,Iex pec t edt hatmanypeopl ewi l lt al kabouthow badand goodwhi l et heyex per i enc ei nher i t ageat t r ac t i ons ,butmanypeopl e addr es s edt onav i gat i ont ot heat t r ac t i ons .Thi spr obl em mayc aus e f r om i nef f i c i entt r ans por t at i on ort our i s t s do nothav e enough i nf or mat i on on how t oc ommut e ar ound Gl as gow.Some peopl e ment i oned aboutunat t r ac t i v e pr es ent at i on and l anguagesi s s ues .

Thi st opi cmays ol v ebyi nt er ac t i v epr es ent at i on, audi ogui dei not her l anguages .

ACTI ONRESEARCH I NTERVI EW02/OBSERVATI ON

OBSERVATI ON phy s i c alpr oduc t st ot r av elar oundt hec i t ys uc hasamap, l eaf l et ,and di r ec t or ys i gn.So,t he des i gn pr opos i t i on s houl dc ons i derpeopl ewhodonotus edi gi t als er v i c es .

Somepeopl epl ananddec i dewhi c hpl ac et ov i s i twhi l e t hey hav et i me s uc h as on t he bus orev en i nt he r es t aur ant .Thos e pl ac esc oul d be c ont ac tpoi ntt hat v i s i t or sc an geti nf or mat i on aboutget t i ng ar ound i n Gl as gow.

OnSac hi hal lS t r eet

I nf r ontofGl as gowCent r alS t at i on

I tc anbes eeni nt hephot o,manypeopl eal s ous e

Res t aur anti nWes tEnd

Whi l ef ol l owi ngt our i s t s , ast heys t ayi nGl as gow, t o under s t andt heenv i r onmentt heyar eapar tof .I tal s o al l owsmet oobs er v ef ormy s el ft hec ont ex t ualdet ai l s t hat c an i nf l uenc e a t our i s t ’ s behav i our and mot i v at i ons .

Ibel i ev et hats omet i mesobs er v i ngpeopl e c anr ev ealhi ddenas pec t st hatmi ghtbet hec or ei s s ue orev enpos s i bl es ol ut i on.Thes eobs er v at i onsc anac t notonl yasi ns pi r at i onbutal s oagui det ohel pr eac h t hec or eofhowy ourwor ki mpac t speopl e.

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TOUCHPOI NT

CURRENTSERVI CES

ACTI ONRESEARCH CURRENTSERVI CES

 Thi sf i gur er ev eal ss er v i c es bot h phy s i c aland di gi t alal ong t he v i s i t or s ' j our ney .Peopl emaypr ef ert hedi f f er ent s er v i c esi nadi f f er ents t ageoft hej our ney , s uc hast r av el ermi ghtr es ear c hbyus i nga s ear c h engi neand T r i pAdv i s or ,butt hey us i ngGoogl eMapswhi l et heyc ommut e i nt hec i t y .

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DI SCOVER USERJ OURNEYMAP

ACTI ONRESEARCH USERJ OURNEY

Thi sus erj our neyc r eat esf r om f i c t i onalc har ac t er bas edoni nt er v i ew 02,obs er v at i onanddes kr es ear c h.

Aswe c an s ee f r om t he c har t s ,we c an di v i de t he j our neyi nt ot hr eephas eswhi c har epr et r i p, dur i ngt he t r i p and pos t t r i p.I nt he f i r s tper i od ofex per i enc e, our i s t sar ei ns pi r edbyt hei rf r i ends ,f ami l y ,ands oc i al t medi a.Af t ert hat ,t heypl anwher et os t ayandv i s i tand book i ngi nadv anc ef orhot el sandf l i ght s .Then,t hey mi ghthav et opl andur i ngt het r i p.

Af t ert hatc ommut e t ot heat t r ac t i ons ,t heywoul dl i k et ov i s i tandbet her e.

Af t er war d,t heymi ghtt ak ephot osands har et os oc i al medi adur i ngt het r i porwhent heyal r eadybac khome.

Af t ert heywentbac khome, t heymi ghts har ewi t ht hei r f r i ends , f ami l y , ands oc i almedi a.

Thel as tpar toft hec har ti ndi c at est hepot ent i al t ouc hpoi nt s at eac hs t age,f or i ns t anc e,t hey us e appl i c at i ons ,s uc h asT r i pAdv i s orand t hei nt er nett o l ookf ori nf or mat i ont opl ant het r i p.Mor eov er ,when t heyar r i v eatGl as gowt hemi ghtc ont ac tICent r et oas k f ori nf or mat i on.

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ACTI ONRESEARCH USERJ OURNEY/ACTI ONRESEARCHCHAL L ENGE

USERJ OURNEYI NSI GHT POSSI BI LI TI ES Ret ent i onex i s t i ngc us t omer s/ Ev ok enewc us t omer s

MOTI VATI ON I NSPI RATI ON

SHARI NG

I mpr ov eex per i enc e/ I nc r eas enumberofv i s i t or s

ACCESSI BLE PLANNI NG

NAVI GATI ON Mor eeduc at i on/ Sat i s f ac t i on/ I mpr ov eex per i enc e

EDUCATI ON/ KNOWLEDGE I NSPI RATI ON/ PLANNI NG

EXPERI ENCE

REFLECTI ON I nt hi spar t ,Ihadt oi nt er v i ew peopl ei nGl as gow.Iam notc onf i denti nengagi ngwi t h peopl e, s oIt r i edmybes tt oc ommuni c at ewi t ht hem.

T omak ememor ec onf i dent , Ipr epar ed engagementt ool ss uc hasques t i ons c r i pt ,ques t i onnai r e,andpr ac t i c ebef or e.L uc k i l y ,peopl e her ees pec i al l yl oc al speopl ear er eal l yni c e,t heyar ewi l l i ngt oc ooper at ewi t hme.Theyhel p met hr oughans wer i ngques t i onswhi c hIr ec ei v eds omei ns i ght sf r om t hem.

Us erj our neymapmak esmehav eac l earpi c t ur eofhow v i s i t or sex per i enc e,f eel i ngand whatwec andof ort hem.

CHALLENGE Myc hal l engeswhi l ehav i ng t hei nt er v i ew pr oc es swasl anguagesbar r i er ,s o Ihav et o pr ac t i c et o gai n mor ec onf i denc ebef or et al kwi t ht hem.Mor eov er ,s omet our i s t sar enot c omf or t abl et ous eEngl i s h, t hust hi sgr oupi sdi f f i c ul tt ogetanans wer .

Howev er , t heyt r i edt o hel pandans wermyques t i onnai r e.Bes i des ,Ik eptas k i ngmy s el ft hatmyques t i onwer et oo s hal l ow t oc onduc tori tl eadi ng ques t i ons .T ot heques t i onnai r e,Ir ead t heques t i onand et endt obeas ubj ec t .

Then, i ft heques t i oni snotmak i ngs ens e, Iwi l lr ev i s ei t . pr

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DEFI NE RESEARCH QUESTI ON

HYPOTHESI S

How t oi mpr ovet our i s t exper i enc ei nher i t agei n Gl as gow?

Loc alasvi t ali ns us t ai ni ngt heher i t ageand maki ngher i t aget our i s m exper i enc esmor e engagi ngi nCi t yofGl as gow.

FI NDI NG

DESKRESEARCH

USERENGAGEMENT

Thedi f f er entc ondi t i onandf unc t i onoft hepl ac e wi l lmak eadi f f er entex per i enc et ov i s i t or s .F or i ns t anc e,t heder el i c tbui l di ngmayneedv i s ualt o mak eac l eari mageoft hats i t e.

Shoul dc ons i dert he uni que pr oduc t st hatwi l l s er v e at eac hs t age of t he t our i s t s 'j our ney ( Gl as gowT our i s m andVi s i t orPl ant o2023, 2017) .

L oc al smi ghtc oc r eat et hes t or ywi t hi npl ac esor her i t age i nt hei rc ommuni t y .Then t hi ss t or yc an t r ans mi tt opeopl ei nGl as gowaswel lasv i s i t or s .

T our i s t s may enj oy t he uni que s t or i es and Gl as wegi anst hems el v eswi l lbe pr oud t o pr es ent t hi s .

Unat t r ac t i v e pr es ent at i on and l anguages av ai l abi l i t y .

Peopl eal s ous ephy s i c alpr oduc t ss uc hasamap, l eaf l et , anddi r ec t or ys i gn.

I nt hei ns pi r at i on and s har i ng phas es ,wes houl d mot i v at ev i s i t or st ov i s i t .

Wes houl dgi v ei nf or mat i onori mpr ov es er v i c et hat hel pst our i s t seas yac c es st oher i t age.

Wes houl deduc at ev i s i t or sbef or eanddur i ngt he t r i p.

L oc alasak eyofv i s i t or s ’s at i s f ac t or y .

Her i t age and l oc al s 's t or i es mi ght be t he uni quenes sofGl as gow t hatc oul dat t r ac tv i s i t or s l i k et heex pl or erandt hedr i f t erc omet ov i s i t .

Manyv i s i t or sc omet o" amus t s ee "pl ac ef orj us t s i ght s eei ng.So how t o enc our aget hem t ov i s i t c or emonumentand/ orv i s i tot heruni quepl ac es .

Unor gani s ed t r ans por t ,t hi s pr obl em c an c aus e f r om t he l ac k of i nf or mat i on of t our i s t s or t r ans por t at i onpr ov i der .

I DEATE I NSI GHTOPPORTUNI TI ES

I NSI GHTOPPORTUNI TI ES

EDUCATE/ KNOWLEDGE

L OCAL CONTACT

ACCESSI BI LI TY

( STORI ES/ KNOWLEDGE)

 Af t erex ami nedwhatIhav ef oundf r om us erengagement anddes kr es ear c h, s oIdec i dedt of oc usoneduc at i ont our i s t s and enc our aget hem t oc ont ac twi t hl oc al s .Thi sc an c ome f r om t he l oc al s 's t or i esork nowl edge.Howev er ,t her e ar e unat t endedi ns i ghtemer geswhenIi nt er v i ewedwi t hv i s i t or s .

TARGET GROUP

Peopl ewhohav epr obl em wi t hac c es st oher i t age

TARGET GROUP

They ment i oned aboutdi f f i c ul t y ofget t i ng ac c es st ot he

POTENTI ALGROUP

Sowemi ghtgai nv i s i t or swhoi nt er es t edi nher i t agebuthav e

Hel pt hem t oac c es st o her i t age

her i t age.

Asar es ul t , Idec i dedt oc ons i derac c es s i bi l i t yaswel l . di f f i c ul t yi nac c es st ot hes i t e.

Bes i des ,Ial s ot hi nk abouts er v i ng bot h di gi t aland phy s i c als er v i c est ov i s i t or s .F i nal l y ,It hi nkt heout c omeof t hes es er v i c eswi l lbenef i tt our i s t s , l oc al s , andher i t agei t s el f .

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DEFI NE DESI GN PROPOSI TI ON Thei deahast wopar t s ; F i r s t l y , t hemai ndes i gnpr opos ali sat r eas ur ehuntbyus i ngl oc al s ' s t or i esasamot i v at or t oenc our agepeopl et omov ear oundt hec i t y .

Thes es t or i esc oul dbef r om c ommuni t ys hor t s t or i es ,s hor tmov i esc ont es t .Sot hes t or ywi l lbemor ei nt er es t i ng,meani ngf ulandhav e goodqual i t y . Â Sec ondl y , t hes ef unc t i onsemer gef r om i nt er v i ews ' i ns i ght s .

Peopl ear ef r us t r at edt ov i s i t her i t ages .Sot hes ef unc t i onswi l lhel ppeopl el ear nk nowl edgef r om her i t age,i nf or mat i on aboutt hepl ac e, andhowt onav i gat et ot hes i t e.

I DEASKETCH I NTERACTI ON PERI OD

I NSPI RATI ON

PLANNI NG

NAVI GATI ON

EXPERI ENCE

SHARI NG I NSPI RATI ON

PLANNI NG

NAVI GATI ON

EXPERI ENCE

SHARI NG

I DEATE DESI GNPROPOSI TI ON/SYSTEM MAP

Thes es er vi c esar ec al l ed " AROUND" .I ti sdes i gned t o enhanc e vi s i t or sexper i enc ei n her i t age t hr ough t he l oc al knowl edgeand t o hel p peopl eac c es st ot hes t or ybeyond Gl as gow.

01IInNspSiPriInRgEp/eIoNpFleOtoRMvisitheritageinGlasgowby pr ov i di ngt hem i nf or mat i on.

Bes i des , t hes er v i c e of f er sv i s i t or sr ev i ewsandl oc alt i ps .

02VPiLsiAtoNrsNplIaNnGth/eNirAroVuItGeAorTgEetsome s ugges t i onr out et onav i gat et o her i t age

03FAinPdPinRgICthIeAhTiEddenstoriesinthearea andenj oyt hes t or i esf r om l oc al s

SYSTEM MAP

04LSeHavAeRyEouropiniontoguestbook/eGuestbook, Shar ey ourex per i enc ei nGl as gowwi t hy our f r i endsandf ami l y .

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DEFI NE SERVI CEPOSI TI ONI NG

Thes es er v i c esai mt obemor ehol i s t i cands er v ebot h phy s i c alanddi gi t al .

Bes i des , t hes es er v i c eswi l lof f eruni que s er v i c esandpr oduc t sateac hs t ageoft hev i s i t or s 'j our ney .

I DEATE SERVI CESPOSI TI ONI NG

Thi sdes i gnpr opos ali sdes i gnedasapar t nerorbel ongst ot he Nat i onalt our i s tor gani s at i oni nSc ot l andl i k eVi s i tSc ot l and.F i r s t l y , Gl as gow i san i ni t i alpr oj ec tand wor kc l os el y wi t hl oc alof f i c i al t our i s m or gani s at i ons s uc h as Gl as gow L i f e,and Peopl e mak e Gl as gow.Then t hes es er v i c esc oul d dev el op t o ot herc i t i es ,f or i ns t anc e, Aber deen, Edi nbur gh, Hi ghl ands , I nv er nes s , ands oon.

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DEFI NE STAKEHOLDERSMAP

I DEATE ST AKEHOL DERSMAP

Thi smap i l l us t r at esk eys t ak ehol der swho wi l li nv ol v ei nt hi s s y s t em.F i r s t ,i nt er nals t ak ehol deri nc l udest our i s t swhoar et hemai n f oc us .Ci t i z enal s oi soneoft hek ey st hatc anat t r ac tv i s i t or sbyt hei r k nowl edge and s t or i es .Of f i c i al t our i s t or gani s at i ons l i k e Vi s i t Sc ot l and,Gl as gow L i f e,andPeopl emak eGl as gow wi l lbec onnec t ed s t ak ehol der s .Thes eor gani s at i onswi l lhel pv i s i t or s ,c i t i z enandl oc al par t neri nex t er nals t ak ehol der ss uc hasGl as gow Ci t yCounc i l ,l oc al s hopsher i t ages i t eandher i t ager el at edor gani s at i ons .

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DEFI NE I DEAEVAL UATI ON KNOWLEDGE SATI SF ACTI ON FUN SAVEMONEY( REWARD) FEELGOOD( DONATI ON)

TOURI ST

L OCAL PRI DE PROMOTE( SHOPS) GENERATEI NCOMES

HERI TAGE VI SI TORFL OW RENOWN MONEYSUPPORT ( DONATI ON)

BENEFI TFROM USI NG“ AROUND”

HOLI STI CSERVI CES Enc our agevi s i t or st oget i nt oc or emonument t hr ought r ai lort r eas ur e hunt( f un)

Appr ec i at el oc al s ’s t or i es i nt heher i t ages i t e

Loc als hop=I nf or mat i onc ent r e

COREOFFERI NG/ UNI QUENESS St r es s Fr ee:Eas yt onavi gat e t ot heher i t ages i t e Per s onal i s edmapf i tt hei rneedandval ues

I DEATE I DEAEVAL UATI ON/I DEATECHAL L ENGE

REFLECTI ON I al way sr ef l ec tmyt houghti ni deasi nev er ys t ageoft hedes i gn pr oc es s .F orex ampl e,whatIr ec ei v ef r om des kr es ear c h and engagementwi t ht heus er ,ar et hi spr opos alans werorc ont r adi c t wi t hmyhy pot hes i s .Af t ert hat ,t her ei sanac c es s i bi l i t yi s s uet hat emer geswhi l eIhav ei nt er v i ewedwi t ht our i s t .So,Iam awar et hat i nt hedes i gnpr opos i t i oni fIc andos omet hi ngt oi mpr ov et hi s pr obl em, i twi l li nc r eas et henumberofv i s i t or st ot heher i t ages i t e.

Is omet i mesf eell i k e Is pentt oo muc ht i me wi t hs omet hi ng i r el ev anc ewi t hmyf i r s thy pot hes i s .Howev er ,If eell i k et hi si s s ue r c oul dhav et hepot ent i alt odev el opi nt hef ut ur e.Att heendof I deat es es s i on, Ial s oev al uat emyi deaaboutt hebenef i tt ot our i s t , l oc alandher i t agei t s el f .Mor eov er ,Igots omef eedbac kf r om my pr es ent at i ont ut orandmyadv i s oraboutt hes er v i c es 'uni quenes s .

SoIal s oc ons i derhowt omak et hi spr oj ec tuni que.

CHALLENGE AsIment i onedbef or ei nr ef l ec t i onpar t ,t hec hal l engei show t o del i v eruni quepr oduc t sands er v i c es .SoIev al uat i ont hei deaand c ompar ewi t hot hers er v i c est hatal r eadyex i s t , s uc hasT r i pAdv i s or , Googl eMaps , Spot t edbyL oc al s .

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DEVEL OP PROTOTYPE01

 It es tbyus i ngt hel owf i del i t ypr ot ot y pe t oc ol l ec tf eedbac ki nt heear l ys t age.

Bec aus e ofl owf i del i t ypr oduc t ,s oi tl eav er oom f or t our i s tt ot hi nkwi t ht hei rper c ept i on.ThenI c an qui c k l yr ev i s et he ar t ef ac tf r om t he c omment si nr ealt i me.Howev er ,I nt hef i r s t pr ot ot y pe t es t i ng,Ibr i ng onl y pr ot ot y pe t ef ac t s and t el lt hem how t o us et hi s ar pr oduc t s .Asa r es ul t ,i ts eemsc onf us et o s ubj ec t s bec aus et hey as k ed me a l otof ques t i ons .So i nt henex tdayIex pl ai nt he pr oj ec tf i r s t ,t heni nt r oduc et hi ss er v i c ewi t h us erj our neymap.Af t ert hatIr ec ei v eus ef ul f eedbac ki ndev el opi ngt hi spr ot ot y pe.

PROT OTYPE PROT OTYPE01

L OWFI DELI TY

HI GHFI DELI TY

FEEDBACK “I si nf ormat i on t he s ameasi nt hei nf ormat i on board?”

“Whatdoest hi s ( col l ect )mean?”

“whati st hedi f f erent oft hes hapeofQR panel ?”

“Ii nt eres t ed i n new pl aces- notmas s t ouri s tat t ract i ons , t hi sl ocals t aorymay hel p mef i nd s ome hi dden gem”

WHATIHAVE RECEI VEDFROM THE FEEDBACK

“I ts eemst oomucht o s can and read”

“Ius ual l yvi s i tf amous heri t agef orj us tt ake api ct ure,s haret o s oci al ,and s omet i mes checki n”

s houl dhav e" howt ous e "t hi spr oduc t , s uc hasex pl ai ni ngt hedi f f er ents hape ofQRpanel i nt heQRpanels houl dhav es omei nf or mat i onorv i s ual , s opeopl ewhodonot us ephoneordonotwantt os c anc ans eewhati ns i det heQRandmay begi v e t hem s omec ur i os i t y . f unandi nc ent i v e( r ewar d) , ar et heyenought oenc our aget hem t of i ndt heQR panel ? c ons i dert hehi ddengem

DEVEL OPMENT DI RECTI ON

mak ei tmor ehi ghr es ol ut i onofdet ai landf unc t i onal i t y mak ei tmor ei nt er ac t i v et hatc l os et of i nalpr oduc t Pl anf orc ommuni c at i onbyex pl ai ni ngpr oj ec tatbr i eff i r s t , t heni nt r oduc i ngs er v i c e t hr oughus erj our neyt hatgi v eagl i mps eoft hepr oduc t s 41

DEVEL OP PROTOTYPE02

 I nt hes ec ondt es t ,Idev el opt heQRpanelt hat s howss omepi c t ur esoft hatpl ac easwel last hey c anl i nkt ot hec ont enti ns i de.

Soi tmor ei nt er ac t i v e wi t ht heus ert os c an.

Ac t ual l y , I gotagoodr es pons e f r om t he c ommentt hatc an dev el op and t hi nk abouti tf ur t hers uc haswhowi l lbet hes our c eof i nf or mat i onandhowt opr oduc et hem.

Al s o, t heQR c odet hatal l owspeopl et os c anbyonl yus i ngt he phone ' sc amer a,s ot heynoneedt odownl oadt he App.Ther ewar di ngs y s t em i sonei s s uet hatIhav e t oc ons i derbec aus eatt hemomentImanaget oput t heQRpaneli nt hec or emonument ,s oi ft hepl ac e l i k eHous eofanar tl ov erwher ey ouhav et opayf or anent r anc ef ee.SoI tc oul dbebet t ert ogets ome i nc ent i v el i k eadi s c ountf ort het i c k etbef or et he v i s i ti ns i de.

PROT OTYPE PROT OTYPE02

L OWFI DELI TY

HI GHFI DELI TY

FEEDBACK “Whoi st hes ource ofi nf ormat i on?”

“I t ’ sgood,butmy phonedon’ thave enoughs pacet o downl oad anew App”

“How t of i nd eachQR s pot ?”

“SoIhavet ogoi ns i de and s can,t hen Igot t hepoi nt ”

“Thi smap l ook mes s y- Idon’ tknow wheret os t artt ogo”

WHATIHAVE RECEI VEDFROM THE FEEDBACK

Shoul dc ons i derwhoar et hes our c eofi nf or mat i onandhowt opr oduc et hem t hi nkaboutr ewar di ngs y s t em s equent t r adeof fabouthav emaporway f i ndi ngt of i ndt heQRpanelorputt hem i ns i de t heher i t ages i deandl etpeopl eac c i dent al l yf i ndt hem

DEVEL OPMENT DI RECTI ON

Dev el opt hef l owofus i ngt hi spr oduc t Dev el ops omei nt er f ac e

43

DEVEL OP PROTOTYPE02 ANNI QUE( Seni orT our i s m Devel opmentManage,Gl as gow Li f e) MARTI N( Vi s i tSc ot l and)

Thi st i meIgotanoppor t uni t yf r om Anni que,as eni ort our i s m dev el opment managerf r om Gl as gowL i f eandMar t i nf r om Vi s i tSc ot l andt opr es entt hepr ot ot y pe t ot hem.

I nt hepi c t ur ei swhatI pr epar ebef or et hemeet i ng.

I pl annedt oex pl ai nmy pr oj ec tandobj ec t i v eofdoi ngt hi saf t ert hat , pr es entt hi spr opos al t hr ought heus er j our neyt hatwi l ls howmypr oduc ti neac hs t ageoft hev i s i t or s 'j our ney . Â T al k i ngwi t hanex per ti nt hi sar eahel pmeawar eoft heot heras pec t .

F orex ampl e, t heyment i onedaboutQRc odet hathasac apabi l i t yofmeas ur i nganumberof t hepopul ar i t yofc er t ai nl oc at i onwhi c hInev ert hi nkaboutt hi sbef or e.Sot hi s i ns i ghtwi l lex t endt hepr oj ec ti nt hef ut ur es uc hass t at i s t i cf oramar k et i ngpl anf or Gl as gow L i f e.Theyal s os ugges tmet oc onc er naboutc hal l engesofmai nt enanc e andupdat i ngt hec ont ent .

Andt hi ss er v i c es houl dbeeas yt ous e, hi ghqual i t y , and benef i tt ot heus er .

PROT OTYPE PROT OTYPE02

FEEDBACK

“Thecont ent s houl d behi gh val uef orpeopl et o l ookati t ” “Ournextyear t hemei s2020 Coat sand Wat er”

“Vi s i tnow,f reecof f ee orent rancef eedi s count mayencouragepeopl e t ous et hi sproduct ”

“how peopl ef ound i t ( QR panel ) ”

“Can i tbej us tone QR i ns t ead of4,i t s houl d beeas y,cheap and hi ghqual i t y”

WHATIHAVE RECEI VEDFROM THE FEEDBACK

“QR can bet rack and record vi s i t or number& can adj us t t omarket i ngpl an”

“Chal l engesi show t o mai nt enance& updat i ngt hecont ent ”

L oc al s ’s t or i esmaypr oduc eundert hes amet hemeasSc ot l and’ st hemedy ear Pot ent i alofQRt hatc ant r ac kandr ec or dt henumberofv i s i t or s Ther ewar di ngs y s t em andt heev ent Shoul dc onc er naboutt hec ont entandhowt omai nt enanc eandupdat i ngi t

DEVEL OPMENT DI RECTI ON

Dev el opt hef l owofus i ngt hi spr oduc tands omei nt er f ac et hatpeopl ec anus eateas e Coc r eat et hec ont entwi t hl oc al smays t ar twi t hac ommuni t ygr oup

I nt hi spar t ,If eelbot hner v ousands at i s f yatt he

CHALLENGE

REFLECTI ON

T es ti twi t ht our i s t , ar et heys at i s f ywi t ht hes t or i esf r om l oc al s

Communi c at i ngi deasanddi s c us show t hei deawor k ed

s amet i me.If eelner v ousbec aus ewor r y i ng about

wi t hk eys t ak ehol derwer ei mpor t ant .

Thec hal l engi ngpar tof

howt her es ul torf eedbac kwi l lbegoodorbad.

Thus ,

t hi si deat i onphas ewashowt oc ommuni c at emyi deat ot he

negat i v ef eedbac k orc ommentac t ual l y gav e me

us er .F i r s t ,Ipr es ent ed wi t h onl ypr ot ot y pe ar t ef ac t ,asa

us ef uli ns i ghtt odev el opi t .Whi l eIdi dt es t i ngt he pr ot ot y peIf eelhappybec aus eoft hes ubj ec ts how

r es ul t ,t hes ubj ec ts eemsqui t enotunder s t and.Af t ert hat ,I pl annedt opr es entt hr ought heus erj our neymapandgi v e

i er es tandenj oyt os c anandr eadt hei nf or mat i on nt

s omebac k gr ound and t hec ont ex toft hepr oj ec t .Af t erI

i ns i deandas kmeaques t i ont hats howsent hus i as m

c hanget hepl ant opr es entwi t hs t ak ehol der s ,I twaseas yt o

t ot hepr oj ec t .

c ommuni c at emyi deawi t hus erj our neyandpr oj ec tbr i ef .

F i nal l y , Ipr es ent edani deawi t hpeopl ef r om Vi s i t

Mor eov er ,t hec hal l engeoft es t i ng i show t or ef i net hep

Sc ot l andandGl as gowL i f e.

Thi sdi s c us s i ongav emea

r oj ec tf r om t he f eedbac k.Thi si s s ue qui t es i mi l art ot he

l otofi ns i ghtandIc ans ees omepot ent i alt oex t end

pr obl em whenI wasdoi ngr es ear c h, s oI s ett hec r i t er i aofmy

t hepr oj ec tt obef eas i bl e.

dec i s i onorev al uat i oni deabef or emak i ngt hedev el opment .

45

DELI VER PERSONA

AMY

AGED38 Mi s s our r i , USA Sc i enc e& Cons er v at i ons t af f T r av elwi t hHus band Pur pos e: L ei s ur e UKt r i p( 30day s ) , Gl as gow( 2day s ) I ns pi r edbyt al k i ngwi t hherf r i ends

I NTEREST

L oc al s ’s t or i es Cul t ur alher i t age Sus t ai nabl ei s s ue

NEEDS hel pmeac c es st ot hemeani ngf ul s t or i esf r om t hel oc al F i ndt hei nt er es t i ngpl ac esmay behi ddengem f r om t het our i s t

CHALLENGES Iam notus i ngt hephonemuc hwhi l et r av el l i ng

Res ear c handpl anmor et han15mont hs

“I ti si mport antnott o hi det heuns avorypart s ofourheri t age.

Weneed t ol earn f rom t hataswel l . ”

Amyi si ns pi r edbymyi nt er v i ews hehasbeenr es ear c heda l otbef or ec omi ngt oGl as gow.Shei nt er es t si nl oc al s 's t or i es andt hehi ddens t or i es .

Mor eov er , f r om t hes t at i s t i c , Amer i c ans v i s i tGl as gow mor et han 28% or218, 000 peopl el as ty ear ( 2018) .Bes i desf r om t heGl as gow T our i s m andVi s i t orPl ant o 2023 ( 2017)s t at ed t hatt hec ul t ur ed ex pl or ergr oup i st he peopl ewhoar ef emal eagedov er35.Sot hi sc oul dr epr es ent oneofourmai nt ar getgr oup.

DEL I VERY PERSONA

I NTEREST

Uni queandi nt er es t i ngpl ac es L ear ni ngnewt hi ng Ar t& Des i gn Hi s t or i c alpl ac es , Ant i ques

NEEDS

hel pmeac c es st ot hei nt er es t i ngpl ac esmay be hi ddengem f r om t het our i s t -Eas yandc onv eni ett ogot her e Ex pl or et hec i t ywi t hdi f f er entway F r eeordi s c ountent r anc ef ee

CHALLENGES Idonotl i k et or eadmuc ht ex t , Ipr ef erv i s ual

CHENG AGED22

Shanghai , Chi na Cur at i ngCont empor ar yDes i gn s t udenti nL ondon T r av elwi t hf r i ends Pur pos e: L ei s ur e Sc ot l and( 15day s ) , Gl as gow( 2day s ) I ns pi r edbyl ook i ngi ns oc i almedi a Res ear c handpl anr oughl ybef or e1 mont h

Chengal s oi saf i c t i onalc har ac t ert hati ns pi r edf r om t he i nt er v i ew.Cheng al s or epr es entt he i nt er nat i onals t udent whi c hmor et han450, 000nonUKs t udent ss t udy i ngi nt heUK (UKhi ghereduc at i on,2019) .Asar es ul t ,t hi sgr oupal s ohav e t hepot ent i alt ov i s i tGl as gow.

Theymayi ns pi r ef ort hi st r i pby l ook i ngi ns oc i almedi aandheac c ompl i s hesi nt ec hnol ogy andphone.Mor eov er ,hel i k est oex pl or enew t hi ngs ,s ot hi s s v i c ewi l lmak ehi m enj oy . er

“Ial waysl ovet ravel l i ng.

Il i ket hedi s coverypart ofi t . . .Il i ket oexpl ore new t hi ngs ,new pl aces , new vi ews ,new peopl e, new everyt hi ng. . . ” 47

DELI VER STORYBOARD

DEL I VERY ST ORYBOARD

49

DELI VER STORYBOARD

DEL I VERY ST ORYBOARD

51

DELI VER SERVI CEBL UEPRI NT

DEL I VERY SERVI CEBL UEPRI NT

Thi ss er v i c ebl uepr i ntr ev eal st heoper at i onoft hes er v i c ebehi ndt heus erj our ney .

Wehav et oc ons i derateac h s t ageoft heus erj our neyt ouc hpi nt st omak ev i s i t or smor es at i s f i edwi t hours er v i c es .

Somes er v i c emoments uc h ass ear c hi ngf ori nf or mat i onaboutat t r ac t i ons ,i tmays eem s i mpl et ot heus er ,butt heyneeds uppor tpr oc es sand bac k s t aget oupdat i ngal ldat aandi nf or mat i on.

Thec ont ent si nt heQRmedalal s oneedt omai nt ai nandupdat eas wel lt oat t r ac tpeopl eeac hy ear .

Sot heymayneedc oc r eat es t or yi nt hel oc alc ommuni t y .

53

DELI VER I NTERF ACE DEVI CES ACCOUNT L OGI N

I tc an be s een i nt he s t or i es f r om Cheng and Amy .Al ldev i c es c an l i nk ac c ount . s oi fAmypl anst he t r i p atherhome,s he c an l ook al li t i ner ar y pl an i n t r av elboot hand pr i ntout t hemapi ni Cent r eandl oc al par t ner ss uc hashot el sand

SMARTPHONE APP/ WEBSI TE

COMPUTER WEBSI TE

TRAVELBOOTH

r es t aur ant s .

FUNCTI ONS

ATTRACTI ONS

MYTRI P

COLLECT THEMEDAL

REWARDS

ASK!

L ookf ori nf or mat i on&

T os c anori ns er tc odet o

F AQ/

bac k gr ound/

s eet hes t or i esi ns i de

As kl oc al

Addpl ac e& dat et ov i s i t

t hemedal / Seet hemedalc ol l ec t i on t haty oual r eadyr ead

Managei t i ner ar ypl an/

Showy oupoi nt s /

Nav i gat et ot heat t r ac t i ons /

Canr edeem t ol oc al

Pr i ntt omap( athome,

s hop, ent r anc ef eeor

T r av elboot h)

donat et oher i t ages

DEL I VERY I NTERF ACE

ATTRACTI ONS

Thi sf unc t i onwi l ls howi nf or mat i on.

Vi s i t or sc anaddt ot hedat et hatt heywoul dl i k et ov i s i t .

Thi ss ec t i onwi l l s howhowmanymi nut ey ouhav et os pendf ort r av el l i ngt ot hatpl ac es .Then,t hi swi l ll i nkt o“ MyT r i p”f unc t i on.

MYTRI PS

Vi s i t orc anl ookandc hoos eot herpeopl er out et hatal r eadyc r eat ed.

Bes i des , t heyc anc r eat et hei rt r i paswel l .

Thi ss ec t i onwi l ls how t i mef ort r av el l i ngands ugges t i ont i met os pend.s oy ouwi l lmanagey ourt i meeas i l yi n Gl as gowandv i s i tt hepl ac et haty ouwoul dl ov et ov i s i t .

55

DELI VER I NTERF ACE

REWARDS

COLLECTTHEMEDAL

Whent our i s tc ol l ec t st hemedal ,t heywi l lr ec ei v e

Thi sf unc t i on v i s i t or sc an s c an f r om bot ht he

poi nt st hatc an r edeem t o di s c ountordonat et o

appl i c at i on and t hephone ' sc amer a.I n addi t i on t o

her i t ageoror gani s at i on.

s omeonewhoc annots c an, t heyal s oc ani ns er tt he

HOW TO

Thi ss er v i c emayc r eat es omec ampai gnt hatus et hi ss er v i c et ot r av el ar oundGl as gow,ori tc oul dbet hedi r ec t i ont ot el lpeopl ehowt ous ei t .

DEL I VERY

QRMedal

Of f i c i alf ac t s

I NTERF ACE

Loc al s ’St or i es

FunF ac t s

eGues t book

TheQRmedalwi l lc ons i s toft heQRc odeandt hedi gi tnumberc odef ors omeonewhoc annots c anQR. Theywi l l i nc l ude t he name oft he pl ac e and s ome v i s ual .Bes i des ,t hi ss houl di nc l ude s ome s ent enc et hatgi v esahi nt whatt hes t or i esi ns i det hemedal .

Of f i c i alf ac t s

Loc al s ’St or i es

Of f i c i alf ac t , Audi ogui dei n s el ec t edl anguages

Shor ts t or i es , or Shor tmov i es c r eat ebyl oc al s

FunF ac t s Ot heras pec tof t hepl ac et haty ou mayneedt ok now

eGues t book

L eav ec omment s &y ouropi ni on

57

DELI VER REFLECTI ON Thi si st hef i r s tandf i nali ndi v i dualpr oj ec ti nt hi s s c hool .Bef or et hatIus edt owor kwi t hot her s ,I fI hav es omet hi ngdonotunder s t andorc onf us eabout t hepr oj ec t ,t her ewi l lbes omeonehel pmet hr ough t hi s .

L uc k i l y , wear eas s i gnedt obei nat ut or i al gr oup.

Soev er y oneal s ohel psy oubyf eedbac kandopi ni on.

Wheny ouar enotdoi ngi ty ouwi l lhav eabi gger pi c t ur et hans omeonewhodi di t .

Asar es ul t , I andmy c ol l eaguesal way sdi s c us sourpr oj ec t sandhel peac h ot hert oex t endot herpeopl e 'pr oj ec t .I ndependent wor k i ng al s ol ety ou hav ey ourown dec i s i on,s o s omet i mesy ouhav et ober ec k l es s ,doi ngt het hi ng t hatr el ev anc et oy ourpr oj ec t .

Howev er , t her ear et het hi ngIneedt oi mpr ov ei n my pr oj ec twas doc ument at i on i nt he i nt er v i ew pr oc es s .It hi nknex tt i meIs houl dpr epar eandl ear n how t oi nt er v i ew wi t hs t ak ehol der sandgeti ns i ght s f r om t hem.Apar tf r om t hat ,Imus ts ay t hat I s uc c es s f ul l y managed t o f i ni s h my pr oj ec ti n s at i s f ac t or y and on t i me.Ihav et i me t ot es tmy ot ot y peanddev el opf r om f eedbac kwhi c hi sgood pr f orme bec aus ef r om t he i ns i ghtf eedbac k Ic an dev el opmypr oj ec tt obemor er eal .

EVAL UATI ON REF L ECTI ON/ F UTUREDI RECTI ON/ L I MI T ATI ON

LI MI TATI ON Iwasgi v ent i mef ort hi spr oj ec tonl y10week s .

Imanagedt os pendt i mef ordes kr es ear c h2week s , us erengagement3week s ,des i gnanddev el opf or2 week sandl eav et i mef or3week st opr ot ot y pet es t i ngi nc l udi ngdoi ngt hi sPP Jandpr es ent at i on.Ev en t houghI wasdoi ngt hi spr oj ec tundert hehy pot hes i s ,

USI NGST ATI STI CF ROM QR CODET OPL ANAND I MPL EMENTMARKETTI NGPL AN ORATTRACTI ONMANAGEMENT

buts omet i mest her ei ss ome i ns i ghtt hatoc c ur s whi l eIi nt er v i ewedpeopl e.SoIhav et odec i dewhat i el ev antt omypr oj ec t sandt hos ei s s ueswor t ht o sr ex pl or eandex t endmypr oj ec tornot .

FUTUREDI RECTI ON Nex t ,Iwoul dl i k et oor gani s et hewor k s hopt hat br i ngspeopl ei neac har ea( Ci t yc ent r e, Nor t h, Sout h Si de,Eas tEnd,and Wes tEnd)t oc oc r eat es t or i es underSc ot l and' st hemey ear" Sc ot l and,Coas t ,and

TESTWI THT OURI ST

Wat er .

Thi swor k s hopai mst oex ami net hepos s i bi l i t y ofc r eat i ngmeani ngf ul s t or i esbyc ol l abor at i oni nt he c ommuni t y .Af t er t he wor k s hop,peopl ei nt he c ommuni t ywi l lc r eat es hor ts t or i esors hor tmov i es oranyk i ndofmedi a.Then,Iwi l lt es tt ot our i s t sby i mpl ement i ngt her eals t or i esi nt her ealpl ac e. Â Af t er pr es ent i ng t he pr ot ot y pe wi t h Vi s i t Sc ot l and and Gl as gow L i f e, t her ei s al s o t he COCREATEST ORI ES

pos s i bi l i t yt oex t endmypr oj ec t .F i r s t ,t heQRc ode hast hepot ent i alt ot r ac kandr ec or dt henumberof v i s i t or si nac er t ai nl oc at i on.

Asar es ul t , wec oul dus e t hi ss t at i s t i ct ot hi nkaboutt hemar k et i ng pl an,or her i t agemanagementt omanaget hef l owofv i s i t or s .

59

CONCL USI ON Thi spr oj ec twant st oi nv es t i gat ehow l oc al sc an i nv ol v eandenhanc et our i s tex per i enc eher i t age,by Gl as gow asac as es t udy .Af t ert hat ,If oundl oc al s ' s t or i esmays at i s f yv i s i t or s .Asar es ul t ,mypr opos al of f er st he way f i ndi ng s er v i c et hatmov es peopl e ar oundt hec i t y .T our i s t shav et of i ndands c anQRt o s ee t he l oc al s 's t or i es .Thi si nt er ac t i v e way mi ght at t r ac tt hem t ov i s i tt hec or emonumentandl ookf or l oc al s 's t or i es .Bes i des ,Ial s o awar e aboutpeopl e whodonotus eas mar t phone, s oi nt heQRpanel wi l l hav es ome i nf or mat i on t hatt hey c an i magi ne or c ur i ousaboutwhats t or i esi ns i det heQR.Thent hey hav et ol ookont hei nt er netorl ookatt hei rf r i ends ' phoneorot her .Thi smay behel pst hem t oi nt er ac t wi t heac hot heraswel l .

ACKNOWLDGEMENT Abi gt hanky out oev er yper s ont hatgener ous l y c ont r i but edt hei rt i me,ener gy ,ex per t i s e,ex per i enc e, andi deast hr oughoutt hi spr oj ec t .Wi t houty ou,t hi s woul dnotex i s t .

Thanky ou. Â Iwoul dl i k et ot hankmys uper v i s orDr .Br i an Di x onf orhi ss uppor tandgui danc et hr oughoutt he pr oj ec t .Iwoul dal s ol i k et ot hankMaf al daMor ei r a whowasal way sbehi ndt hepr oc es sgi v i ngmeher f eedbac kands uppor t .

BI BLI OGRAPHY 1.

Bor c har dt , A. , Br umby , T . , Cawdr on, D. , Gi l mour , C. , J ej er , N. , & Rudok ai t e, L . ( 2015) .

The c r eat i v ec i t y( 2nded. ) .

MSAPubl i c at i ons .

2.

Cooper , C. , F l et c her , J . , F y al l , A. , Gi l ber t , D. & Wanhi l l , S. ( 2013) .

T our i s m: Pr i nc i pl esand Pr ac t i c e( 5t hed. ) .

Pear s onEduc at i onUK. 3.

Cul t ur edEx pl or er s|Gl as gowCi t yMar k et i ng|Gl as gowT our i s m andVi s i t orPl ant o2023. ( 2019) .

Ret r i ev ed30J une2019, f r om ht t ps : / / gl as gowt our i s mandv i s i t or pl an. c om/ i ns i ght s andt ool s / mar k et s egment at i on/ c ul t ur edex pl or er s / .

4.

Engl i s hHer i t age. ( 2008) .

Cons er v at i onPr i nc i pl esf ort heSus t ai nabl eManagementoft he Hi s t or i cEnv i r onment .

L ondon: Engl i s hHer i t age.

5.

Gl as gowT our i s m andVi s i t orPl ant o2023. ( 2017) .

Ret r i ev ed30J une2019, f r om ht t ps : / / gl as gowt our i s mandv i s i t or pl an. c om/ i ns i ght s andt ool s / mar k et s egment at i on/ c ul t ur edex pl or er s / .

6.

Hay den, D. ( 1997) .

Thepowerofpl ac e.

Cambr i dge, Mas s . : MI TPr es s .

7.

I COMOS. ( 1999) .

I NTERNATI ONALCUL TURALT OURI SM CHARTERManagi ngT our i s m at Pl ac esofHer i t ageSi gni f i c anc e( 1999) .

I n t he12t hGener alAs s embl y .

Mex i c o.

Ret r i ev edf r om ht t ps : / / www. i c omos . or g/ c har t er s / t our i s m_ e. pdf .

8.

Pet er , B. J . ( 1986) .

Bookr ev i ews : Ci t yv i s i on-c i t i esandpeopl e.

TheAr c hi t ec t s 'J our nal( Ar c hi v e: 19292005) ,

183( 21) , 80.

Ret r i ev edf r om ht t p: / / ez pr ox y . l i b. gl a. ac . uk / l ogi n? ur l =ht t ps : / / s ear c hpr oques t c om. ez pr ox y . l i b. gl a. ac . uk / doc v i ew/ 1427104936? ac c ount i d=14540 9.

Pet r , C. ( 2015) .

Howher i t ages i t et our i s t smaybec omemonumentv i s i t or s .

T our i s m Management ,

51, 247262. doi : 10.

1016/ j . t our man.

2015.

05.

018 10.

Rec or dY earf orI nt er nat i onalVi s i t or st oGl as gow-Gl as gowCi t yCounc i l . ( 2018, J anuar y 8) .

Ret r i ev edf r om ht t ps : / / www. gl as gow. gov . uk / ar t i c l e/ 23040/ Rec or dY ear f or I nt er nat i onal Vi s i t or s t oGl as gow.

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