The role of cultural heritage in visitor narratives of peatlands: analysis of online user-generated reviews from three peatland sites in England

Abstract

User-generated reviews of visitor attractions, on publicly available websites, such as Tripadvisor, are frequently used in tourism research but feature less often in published cultural heritage research. In this paper, we describe a qualitative analysis of the text from user-generated reviews of three peatland heritage landscapes in the United Kingdom – Ilkley Moor, Thorne and Hatfield Moors, and Shapwick Heath – to better understand the role tangible and intangible cultural heritage play in visitor perceptions and narratives of these sites. Our analysis indicates that visitors tend to emphasise natural over cultural heritage of peatland landscapes and hold plural, highly contextual and sometimes dissonant perceptions; there is no single story of peatlands. This presents both challenges and opportunities for building public appreciation of peatland cultural heritage. User-generated reviews offer, as-yet under-explored, potential data for use by heritage researchers and managers who seek to explore how visitors understand and use sites, and may also contribute to the emerging intangible heritage of heritage landscapes.