Candace Bright

This paper examines owners of plantation heritage tourism sites as memorial entrepreneurs who control and negotiate the inclusion and specific treatment of the history of African enslavement. Interviews with owners of four South Louisiana plantations are used to document and analyse their complex relationship with the topic of slavery. Interviewed owners reveal varying understandings of tourist demand for the inclusion of slavery on tours and differences in their own personal desire to advertise and fully narrate enslaved heritage. Indeed, owners continue to propagate common myths surrounding the nature of slavery. Conceptualizing owners as memorial entrepreneurs has implications for understanding the interpretation and delivery of heritage tourism not only as a product but also a set of social values about the past.

This article examines the responses of 448 tourists to an exit survey at four Louisiana River Road tourist plantations. We investigate and discuss the relationships between the demographics of the tourists and their interests as they relate to tourist plantations. Cluster analysis of the visitors' interests indicates that visitors typically fall into one of four interest clusters: “Everything is great!”; “Culture and the Enslaved”; Culture without the Enslaved”; or “Everything is just Okay”. Several plantation managerial and theoretical implications are discussed, as well as suggestions for future research directions.