Cultural Tourism: The Partnership Between Tourism and Cultural Heritage Management

280 Pages·2002·1.34 MB·English

Cultural Tourism
The Partnership Between
Tourism and Cultural Heritage
Management

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McKcrchcr,Boh.
Cultural tourism: thc pal1ncrship betwecn tourismand cultural heritage management/ Bob
McKercher, HilarydllCros.
p. cm.
Includeshibliographicalreferences(p. ).
ISBN-13:978-0-7890-1105-3(hc. :alk. paper)
ISBN-IO:0-7890-1105-0(he.:alk.paper)
ISBN-13:978-0-7890-1106-0(phk.:alk.paper)
ISBN-IO:0-7890-1106-9(phk. :alk.paper)
I.Heritagetourism.I.DuCros,Hilary.11.Title.
GI565,H47M352002
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2001039564
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To Eve-Louise
ABOUT THE AIJTHORS
Bob McKercher, PhD, is an Associate Professor in Tourism in the
Departnlent of Hotel and TourislTI Management at the Hong Kong
Polytechnic University. He has been a tourism acadelTIic since 1990,
working in both Australia and Hong Kong. Previously, he worked in
the Canadian tourism industry. His industryexperienceincludespoJ
icy and advocacy work as the executive director ofCanada's largest
regional nature-based tourislll association, as well as operational ex
perience in the nature-based touriSlTI sector.
Dr. McKercherhaspublishedmore than 100scholarlypapers andre
searchreports on avariety oftopics, including nature-based tourislTI,
regional tourisln development, tourislTI marketing, and touriSITI edu
cation. He received his PhD fro111 the University of Melbourne in
Australia, a l11aster's degree frolll Carleton University in Ottawa,
Canada, and his undergraduate degree fronl York University in To
ronto, Canada.
Hilarydueros,PhD,isaculturalheritageanalystandacadelTIicliv
ing in Hong Kong. She workedfor nearly 15 years as aheritagecon
sultant in Australia and owned one ofthe largestheritage consulting
firlTIS in that country.
Dr. du Cros is aInemberofthe International Council on MonUlnents
and Sites (ICOMOS) International ScientificCommitteeon Cultural
Tourislll. Between 1997 and 1999, she was an executive comlnittee
melnber of the ICOMOS Australian chapter. In 2000, Dr. du Cros
was engaged as a sociocultural analyst for a World Tourism Organi
zation tourism masterplan in Yunnan, China. Sheis currently assist
ing UNESCO as oneofitsculturalheritageexperts advisingontour
ism projects in the Asia region.
Dr.duerosreceivedherPhDfrom MonashUniversityinMelbourne,
Australia, and herundergraduate degree frolll the University ofSyd
ney. Her nearly 40 publications include Much More than Stone and
Bones:AustralianArchaeologyin the Late 20th Century and WOlnen
in Archaeology: A fenlinist Critique.
CONTENTS
Preface xi
Acknowledgments xiii
Chapter 1. Introduction 1
Defining Cultural Tourism 3
Conceptualizing Cultural Tourism-A Thetnatic Approach 6
The Key Issue: Linking Cultural Heritage Management
and Tourism Management 9
Chapter 2. Challenges in Achieving Sustainable Cultural
Tourism 11
Introduction 11
Culture and Tourisln-Collaborators orCompetitors? 11
The Independent Evolution ofTourism andCultural Heritage 13
Seven Possible Relationships Between Tourism and Cultural
Heritage Management 15
The Consequences 21
The Solution? 23
Chapter3. How Tourism Works 25
Introduction 25
The Nature ofTourisnl 26
Attractions Drive Tourism 31
Factors Influencing Visitation Levels 33
Tourist Behavior 36
CuItura) Tourism 39
Conclusion 42
Chapter4. Cultural Heritage Management 43
Introduction 43
Core Concepts 44
Cultural Heritage Management and Tourisnl 58
Negative and Positive Impacts ofTourisln 60
Conclusion 63
Chapter5. Tangible Heritage 65
Introduction 65
Process-Driven Conservation ofTangible Cultural Heritage 66
The Scope ofTangible Heritage Assets 67
Cultural Significance ofHeritage Assets 71
Authenticity 73
Tourisln, Authenticity, and Commodification 76
Visitor Accessibility to Tangible Heritage Assets 79
Consultation As an Important Elementofthe Management
Process 81
Chapter6. Intangible Heritage and Its Management 83
Introduction 83
Recognition ofIntangible Cultural Heritage Management 84
Intangible Heritage Assets-Managelnent and Tourism
Issues 88
Authenticity and Cultural Space 94
TourislTI and Changes to Intangible Heritage 96
Culturally Appropriate and Sustainable Use ofAssets 97
StakeholderConsultation in Setting Managenlent Priorities 98
Chapter7. Cultural Tourism Products-A Regional
Perspective 101
Introduction 101
Products 102
Benefits ofAdopting aMarketing Approach to Product
Development 107
Hierarchy ofAttractions 109
Developing Cultural TourislTI Attractions 110
Conclusions 114
Chapter8. Commodification, Environmental Bubbles,
and CulturallburismProducts 115
Introduction 115
Consulnption-Strangeness versus Familiarity
and the Environlnental Bubble 116
Creating Cultural TourisI11 Products or Attractions 122
Tactics 127
Conclusions 134
Chapter9. The Cultural TourismMarket: ACultural
Tourism Typology 135
Introduction 135
Who Are Cultural Tourists? 135
ATypology ofCultural Tourists: Recognizing Different
Shades ofCultural Tourists 139
Five Types ofCultural Tourists 144
Testing the Model: Hong Kong As a Case Study 147
Implications for Cultural TourislTI 150
Chapter 10. Gatekeepers 153
Introduction 153
Using Cultural and Heritage Assets to Branda Destination 155
The Role ofGatekeepers in Conveying Messages 162
Effect ofMany Gatekeepers on the Message Passed
to the Tourist 169
Chapter 11.Assessment 171
Introduction 171
Assessing the TourismPotential ofAssets 172
Considering the WiderContext 173
Understanding the Asset in Its Setting 176
Asset Specific Issues: "Place" and Cultural Spaces 177
Stakeholder and Consultation Issues 180
People, Skills, and Financial Resources 183
Conclusions 184
Chapter 12. Asset Auditing and Planning 185
Introduction 185
An Audit Model 185
An Audit Procedure 189
Testing the Procedure-Hong Kong 192
Planning 195