Designing and managing interpretive experiences at religious sites: Visitors' perceptions of Canterbury Cathedral

Tourism to religious sites is growing worldwide, yet our understanding of the motives, interests and needs of tourists at these sites is limited. Research in British cathedrals suggests that many regard religious sites as leisure or recreational attractions and correspondingly, seek interpretation of the secular as well as spiritual aspects. This study surveyed 233 tourists at Canterbury Cathedral in the UK and found that tourists felt it was important to provide directional signage, displays and exhibits, value for money, attendants and equal access at the site. Overall, respondents rated their experiences positively, but wanted more information on the cathedral's history, architecture and artwork, as well as stories regarding people connected with the site. Recommendations for improving interpretation at Canterbury Cathedral are presented, and implications for the design of interpretive experiences at this and other religious sites discussed.

► Visitors to Canterbury Cathedral were surveyed on their preferences and perceptions of services, facilities and interpretation.
► An importance/performance matrix identifies areas that require attention.
► Suggestions for designing interpretation and experiences at religious sites are given.
► The importance of balancing religious and secular information is discussed.