Transport and visitor segmentation
Most of the hidden cultural heritage sites we evaluated are in the north side of Thames River, but very few in the south.
We selected HMG (Heritage Museum and Gardens) for our project due to its unique combination of a museum and gardens. Although it requires a 40-minute journey, changing three metro lines (Northern, Jubilee, and Overground) from Euston station, HMG has the potential to attract domestic tourists, particularly Londoners, who seek an escape from central London and appreciate taxidermy animals and natural landscapes. We also anticipate that family groups and school visits would be the primary audience for HMG.
Visitor experience
In terms of the collections inside, HMG appears to be a smaller version of the Natural History Museum, with a variety of collections, exhibitions and galleries. The opportunity to have a quick lunch or coffee in the gardens adds to the appeal for Londoners and the local community, who value high-quality visiting experiences.
Similar to other museums in London, HMG has implemented a timed ticketing system, offering free admission to the museum, gardens, and nature trail. This system helps manage staff, volunteers, and tourist flow while adhering to social distancing rules.
An unanswered question remains: Is HMG attractive enough to appeal to international tourists? If so, what is the specific aspect that makes it appealing? Furthermore, does the location significantly influence tourists’ decision-making when considering a visit to HMG? If not, how does HMG differentiate itself from other natural and historical museums in London? If international tourists are not a primary target, what strategies has HMG implemented to mitigate the impact of the post-pandemic situation?
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