Remaining an attractive recreational option in a complex environment: the experiences of iconic establishments in a leading city destination

The study’s primary purpose is to illuminate the significance of a unique type of business, namely, iconic establishments, for heritage and cultural tourism in a leading visitor destination. While these businesses’ historic background and facilities, together with their business acumen, provide key experiential elements, they have remained under-researched in the broader literature. Drawing primarily on the dynamic capabilities framework, the study focuses on the key attractiveness factors of iconic establishments, including their perceived benefits, and how they evolve while providing leisure experiences. Semi-structured interviews were conducted with owners of mostly centenarian iconic establishments operating in Barcelona; subsequently, the data were analysed through qualitative content analysis and data structure methods. The analysis first reveals the importance of various forms of allure, for instance, tangible, perceptive or sentimental. Benefits accrued from their appeal include historical accomplishments and increased tourist flows, alongside extending the business’s life and the motivation to respond to product/service expectations proactively. To evolve in their changing business environment, the importance of external support in managing uncontrollable factors and self-initiated entrepreneurial actions emerged. Nine emerging conceptual dimensions and a model further highlight theoretical and practical implications for businesses, their city and tourism endeavours.