An Exploration to Heritage Tourism in Chester: The Curious ‗Deva‘

This paper deals with the heritage tourism management in Chester, a historic city in North West England. In spite of the Roman heritage of the Chester, the contemporary shopping facilities, and other modern amenities are criticised to evanescent the historical importance of the location. This qualitative research study focused on the visitor management, preferences, and tourism marketing criteria in the Chester to understand the current scenario of tourist's preference in the place. The results indicate that the glorious Roman history, as well as the variety of heritage attraction, are the leading pull factor for the rising demand for Chester. Many of the visitors selected Chester Cathedral, Shopping, Historic attraction, and Zoo as their preferred attractions. Moreover, both inbound and outbound tourists visit the location, in which specific heritage tourists are females than males with peculiar ardors in the history, high education, income in their middle ages.