Touchpoints - Robben Island Museum and Table Mountain

This study examines post-pandemic customer journeys at two World Heritage Sites (WHS) in developing countries: Robben Island Museum and Table Mountain, respectively, representing cultural and natural WHS. There is a lack of research focusing on developing countries, post-pandemic travel behaviours, and applying the experience economy theory to WHS contexts. Using data from 600 tourist questionnaires, two focus groups, and seventeen interviews with employees and management, the study explores relationships among WHS awareness, perceived COVID-19 risks, visitor experiences, self-brand concept, customer engagement, satisfaction, and loyalty.

Assessing visitor experience throughout the various interaction points at both WHS was crucial for this study. Data collection included participant observation, where the Researcher analysed customer experience at the various touch points at the two WHS. At Table Mountain, these included visitor experience at the bottom station waiting for the cable car, embarking the cable car, views from the cable car, experience at the top of the Mountain, and views from the top of the Mountain (including views of Robben Island Museum from Table Mountain). At the Robben Island Museum, the touch point included the boarding spaces at the Nelson Mandela Gateway, the ex-political prisoner Tour guides, the boat trip, the tour around the Island, highlighting critical areas of interest (such as the Leper Grave, the Lime quarry, the Sobukwe House, the World II guns) and the tour of the prison showcasing the various prison sections, including Section B with the prison cell where political prisoners like Nelson Mandela were held.