Integrating User-Generated Content (UGC) with the Normative Approach to Define Indicators of Quality for Visitor Experience at Archaeodestinations

Various 'management-by-objectives' frameworks for visitor use management have evolved to balance enhancing visitor experiences with preserving heritage resources at archaeodestinations. These frameworks employ a normative approach, identifying specific indicators to assess visitor experience quality and resource conditions, along with associated thresholds that denote acceptable conditions. Traditionally, the normative approach for assessing visitor experience quality primarily relied on on-site questionnaires and face-to-face interviews. However, with the proliferation of online platforms like TripAdvisor, managers of archaeodestinations must adapt their strategies to leverage User-Generated Content (UGC) for evaluating visitor experiences. Embracing a novel methodology, this research integrates UGC with the normative approach to develop indicators for visitor experience at Petra World Heritage site in Jordan. A content analysis of 618 reviews posted on TripAdvisor was conducted, providing valuable insights into the visitor experience at Petra and assisting in developing potential indicators of quality for the site. Related methodological and managerial implications and recommendations are also discussed.