The National Trust strategy for 2020, "going local": evaluating the impact on properties and stakeholders

Tipler, Ceri (2011) The National Trust strategy for 2020, "going local": evaluating the impact on properties and stakeholders. MSc dissertation, University of Portsmouth.

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    This dissertation examines a National Trust strategy called Going Local. The aims of the dissertation are to analyse the impact of the strategy on National Trust stakeholders and to assess non-members’ attitudes towards the National Trust. The initial hypothesis that the objectives of Going Local are achievable, but that the Going Local vision – that by 2020 everybody feels like a member of the National Trust – is less attainable, has been proven through the achievement of the following four objectives: to analyse the background to Going Local, discover how National Trust stakeholders feel about the strategy, evaluate how two properties will be achieving the objectives of the strategy, and assess the achievability of the "vision".

    Case studies and visitor surveys were carried out at two National Trust properties and key personnel were interviewed. Focus groups of non-National Trust members were implemented in order to assess the achievability of the Going Local "vision".

    The case study findings suggested the objectives of the strategy are currently being met at the two properties evaluated. The outcomes of the focus groups reveal that despite being familiar with the Trust’s offer, non-members still do not visit the properties, highlighting a considerable challenge for the National Trust. Further results were also found regarding attitudes of current Trust visitors towards the Going Local strategy: although several of the changes proposed by the strategy are well received, not all of them are accepted unreservedly. This serves to accentuate the fact that although the Trust is keen to change its offer, these alterations could prove unpopular with traditional visitors.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Technology > School of Civil Engineering and Surveying
    Depositing User: Jane Polwin
    Date Deposited: 02 Feb 2012 14:43
    Last Modified: 28 Jan 2015 11:52

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