Visitor Benefit Analysis at Longwood Gardens, Kennet Square, Pennsylvania

Abstract

This research investigated the impact of visitor benefits at Longwood Gardens, Kennett Square, Pennsylvania. Surveys were developed in three stages. An exploratory phase (February, 2002) in which employees and volunteers were polled was used to identify broad categories of visitor benefits and specific benefits fitting within the categories. This was followed by an initial (June, 2002) seven-day and a final (July, 2002) seven-day visitor survey. Results of the initial visitor survey showed visitor benefit importance ranked as: sensory perception > entertainment > safety > education > comfort and > social interaction. The final visitor survey examined subcategories within the highest ranking four categories from the initial visitor survey. The two most important subcategories in each tested category were as follows: color and design (sensory perception), fountains and fun (entertainment) access to drinking water and absence of fear (safety), and accessibility to staff and self-guided tours (education). The exit survey method used, successfully attributed relative importance of visitor benefits. The results of this survey or similar surveys at other public gardens would help professionals identify or enhance existing visitor benefits.