In order to better understand the feasibility of developing and sustaining potential projects at a series of sites in Jordan, in 2012 SPI partnered with Dartmouth’s Tuck Business School to conduct a comprehensive cultural heritage tourist market analysis.
The Tuck Business School team strove to illuminate major market trends and drivers including government and politics, regulatory environment, the competitive landscape, existing tourism establishment and drivers of potential visitors. After four weeks of background research in the USA the team spent three weeks in Jordan evaluating archaeological sites and interviewing more than 30 tour operators, NGOs, government officials, local community members and non-profits. They assessed potential investment opportunities through the lens of SPI’s mission statement, placing emphasis on an investment’s preservation potential, economic impact, and potential for self-sustainability. The Tuck team concentrated efforts on identifying the right archaeological site and community that would best fit with SPI’s model and that would have the best chances to become sustainable.
Download the Tuck Business School Team’s Project Report here