Heritage sites are seen as ideal visitor attractions because they encompass place uniqueness, explain the history of places, evoke past lifestyles, and provide an opportunity to experience the environment. The consumption of heritage tourism experiences occurs in a wide variety of settings and contexts. Thus, such sites are attractive to visitors from different cultural backgrounds, as well as to visitors who are part of the same cultural environment in which the site is located. Furthermore, while the importance of experiential facets of touristic activities at heritage sites is being increasingly recognised, not all experiences are alike. Research has progressively suggested that experiences within touristic settings are ‘co-created’, that is, there is an interaction between elements of the site and what visitors bring with them in terms of previous experiences, knowledge, and motives. Hence, the designs of experiences should respond to visitors’ preferences. The socio-demographic changes in various part of the globe enable more people to travel. This is reflected in the diversity of visitors’ cultural backgrounds at heritage sites. Nonetheless, the provision of interpretive experiences at heritage sites is predominantly based on understanding Western visitors’ interests, and perceptions, and such principles might not be appropriate for visitors from non-Western cultural backgrounds. In order to facilitate meaningful touristic experiences at heritage sites for a mixed audience, it is imperative that research explores the similarities and differences between cultural groups in terms of visitors’ reasons for visiting, expectations, preferences, perceptions of experiences and interpretation practices at heritage sites. This study was designed to address three aims: (1) explore similarities and differences between Arab and Western visitors’ reasons for visiting, expectations, preferences and perceptions in relation to on-site experiences and interpretation at an Arab heritage site; (2) identify the interpretive needs of the two cultural groups using Importance-Performance Analysis; and (3) develop guidelines for interpretive practices at Arab heritage sites. In order to address the study’s aims, this research adopted a survey research design. Visitors at Nizwa Fort in the Sultanate of Oman were invited to participate by completing a pre-visit questionnaire, and the same respondents were invited to participate in a post-visit survey. A total number of 612 completed questionnaires (matched pre and post) were collected from the two groups, that is, 304 questionnaire from Arabs and 308 from Westerners. The questionnaire comprised both close-ended and open-ended questions, and was administered in English and Arabic. Close-ended responses were subjected to statistical analysis to explore similarities and differences between visitors’ cultural groups reasons for visiting, expectations, preferences, and perceptions. Further, responses from each group were graphed on an importance-performance matrix to explore similarities and differences between Westerners and Arabs. Open-end responses were analysed using emergent themes procedure. The results suggest that visitors to Arab heritage sites were primarily driven to visit the site by learning and enjoyment reasons. The results also show that, prior to their visit, visitors had clear expectations in relation to on-site experiences, that is, they expected to have cognitive, affective, and sensory experiences. The post-visit survey shows that while visitors perceived that their experiences were informative, they suggested further enhancement of the current interpretive practices at the heritage site. The findings suggest that there are differences between the two groups in relation to reasons for visiting, expectations, preferences, and post-visit perceptions. Westerners, as outsiders, were primarily driven by learning and discovery; in addition, their expectations and preferences revolved around learning experiences. They also found their visit to be informative, with their comments directed toward enhancing the existing learning experiences at the site. The results suggest that while enjoyment was the main reason for Arab visitors to visit the site, they also attached high importance to other motivation factors. Further, open-ended responses reveal that Arab parents, as insiders, had a familial obligation to visit the heritage site to show and pass on ancestral achievement to the younger generations. Distinctively, the data suggests that Arabs sought experiences that promoted feelings of pride and belonging in their own heritage. In relation to methods of interpretation, the findings suggest that the Arab visitors preferred oral interpretation methods. Findings from close-ended and open-ended questions were synthesised and led to the development of eight guidelines to enhance interpretive experiences provision at Arab heritage sites.

Heritage sites are seen as ideal visitor attractions because they encompass place uniqueness, explain the history of places, evoke past lifestyles, and provide an opportunity to experience the environment. The consumption of heritage tourism experiences occurs in a wide variety of settings and conte...