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Identify some of the earliest manifestations of heritage tourism Define context of cultural heritage and tourism Understand the meaning of heritage and what it entails Understand the characteristics of cultural tourism and heritage tourism Know the spatial perspectives of cultural heritage and tourism Learn 4 main underlying principles of cultural/heritage tourism and its key issues
Heritage Tourism Hanoi University Cultural heritage and tourism: An introduction Learning Objectives Identify some of the earliest manifestations of heritage tourism Define context of cultural heritage and tourism Understand the meaning of heritage and what it entails Understand the characteristics of cultural tourism and heritage tourism Know the spatial perspectives of cultural heritage and tourism Learn main underlying principles of cultural/heritage tourism and its key issues Gain knowledge about trend in Heritage Tourism Looking at the past … Pilgrimage: one of the earliest forms of heritage tourism Noble classes traveling to view sites that were already old Grand Tour (1600s – mid 1800s): important phase 1841: Experiences of Thomas Cook Nowadays: heritage properties and living cultures are among the most popular attractions Context for Cultural Heritage Tourism Tourism Commercial, profit making activity, private sector orientated Involves the consumption of experiences Entertainment Demand driven activity, difficult to control, for tourists from “away” International/National Political Bodies (WTO/WTTC/NTO’s) promote development of tourism Context for Cultural Heritage Tourism Heritage Not commercial, broad social goals, not for profit activity, public sector orientated Involves conservation and protection of cultural assets Promotes value of culture to communities, local residents as users International/National Political Bodies (ICOMOS/ICOM/UNESCO, National and Provincial Museums, Archives, Parks) promote conservation of culture Heritage tourism: what is it? Simply people visiting heritage places or viewing historical resources Personal connection to the objects or places being viewed Encompasses a multitude of motives, resources and experiences and is different for every individual and every place visited Heritage Tourism Intangible heritage Casual heritage visitors The built past Contemporary culture Urban settings Personal cultural growth Serious heritage visitors Rural settings All motives and experiences Tangible heritage Heritage Tourism Defining Cultural Heritage Tourism Wide variety of definitions of cultural tourism “Such is the range of possible uses of the term, that no single widely accepted definition of cultural tourism has yet emerged” (Richards, 1993) “Heritage tourism includes a variety of experiences focused on natural, cultural and historical resources” (CTC, 1997) “Cultural tourism can be defined as the art of participating in another culture, of relation to people and places which demonstrate a strong sense of their own identity (Derrett, 1999) Cultural tourism is “an immersion in the natural history, human heritage, the arts and philosophy, and the institutions of another region or country” (Koster, 1989) Visits by persons from outside the host community motivated wholly or in part by interest in the historic, artistic, scientific or lifestyle/heritage offerings of a community, region, group or institution (Lord, 1993) Heritage tourism is “tourism which is based on heritage where heritage is the core of the product that is offered and heritage is the main motivating factor for the consumer” (Swarbrooke, 1993) Common Elements in Definitions Four broad categories of definitions: tourism derived – places cultural tourism with broad tourism framework, i.e a form of special interest tourism, tourism experience motivated by heritage interests, motivational – idea that cultural tourists are motivated to travel for different reasons than other tourists experiential – element of experiencing or having contact with other cultures and heritage operational – defined by participation in or “visits” more than by motivations, purpose or depth of experience Heritage Sector Museums and galleries Historic parks and sites Historic buildings and houses Natural heritage and countryside Heritage attractions, centers Traditional festivals and events Language, literature, music and art Traditional lifestyles including food, drink and sport 10 Heritage tourism vs Cultural tourism Two separate but related phenomena Content is the same while the context is different None of these elements differs significantly from the meaning of heritage tourism Both terms will be used interchangeably 12 Spatial forms of heritage resources Heritage attractions can be divided into: Physical - spatial characteristics Scale Location setting Others 13 Spatial forms of heritage resources Physical - spatial characteristics Point resources: stand-alone, individual sites in small space Linear attractions: linear properties, link point resources and guide users along a specific path Areas: larger resources that usually encompass many smaller attractions 14 Spatial forms of heritage resources Scale World Personal Overlapping Heritage National Local 15 Spatial forms of heritage resources Scale Global: Sites and monuments that are well-known word wide Symbolize certain regions, countries, groups or a period of time that have impacted the entire world National: Sites associated with the development of nationstates Appeal primarily to citizens of the countries and foreign visitors as well 16 Spatial forms of heritage resources Scale Local/Regional Promoting regional/local buildings or marking locations as tourist attractions Little allure for outsiders but can be important places to visit for locals Potential to stir a sense of nostalgia or appreciation for the past in the local community Individual/personal Most meaningful personally to each individual 17 Spatial forms of heritage resources Location setting Urban Notion of “tourist-historic cities” Rural setting: setting: Natural heritage is a vital part of the rural product Notion of “countryside-idyll” Others Spatial distribution of different types of heritage attractions Age and antiquity Magnitude and reputation of heritage places Principle of clustering 18 Underlying principles of cultural tourism The nature of tourism Tourism is a commercial activity Tourism involves the consumption of experiences Tourism is entertainment Tourism is a demand-driven activity that is difficult to control 19 Underlying principles of cultural tourism Attractions drive tourism Not all tourism attractions are equal Cultural heritage attractions are part of tourism Not all cultural assets are cultural tourist attractions 20 Underlying principles of cultural tourism Factors influencing visitation levels Access and proximity dictate the potential number of visitors Time availability influences the quality and depth of experience sought 21 Underlying principles of cultural tourism Tourist behavior The tourist experience must be controlled to control the actions of the tourist Tourists want to controlled experiences The more mainstream the market, the greater the need for user-friendly tourism products 22 Underlying principles of cultural tourism Cultural tourist Not all cultural tourists are alike Cultural tourism products may be challenging and confronting but not intimidating or accusatory Tourists want “authenticity” but not necessarily reality 23 Key issues in Cultural Heritage Tourism Key issue as “finding a balance between tourism and cultural heritage management” Consumption of extrinsic values by tourists and conservation of intrinsic values by cultural heritage managers Stumbling block is operation in parallel of T & CHM rather than in partnership Potential for partnerships in overcoming conflicts between T and CHM 24 Key Issue Historic lack of understanding of the roles of each sector (T and CHM) – managers from differing academic backgrounds (tourism = business and marketing degrees, CHM = social science, arts, heritage management degrees) 25 Trends in Heritage and Tourism Heritage and culture as a resource for tourism development Heritage as a business Increased growth in cultural and heritage tourism Benefits of heritage experiences to tourism – contributes to the competitiveness of destinations, adds to visit satisfaction and value, adds to attractiveness of destinations, differentiates them from others 26 ... manifestations of heritage tourism Define context of cultural heritage and tourism Understand the meaning of heritage and what it entails Understand the characteristics of cultural tourism and. .. Historic parks and sites Historic buildings and houses Natural heritage and countryside Heritage attractions, centers Traditional festivals and events Language, literature, music and art Traditional... Trends in Heritage and Tourism Heritage and culture as a resource for tourism development Heritage as a business Increased growth in cultural and heritage tourism Benefits of heritage