Cultural Tourism remains the only book to bridge the gap between cultural tourism and cultural and heritage management. The first edition illustrated how heritage and tourism goals can be integrated in a management and marketing framework to produce sustainable cultural tourism. The current edition takes this further to base the discussion of cultural tourism in the theory and practice of cultural and heritage management (CM and CHM), under the understanding that for tourism to thrive, a balanced approach to the resource base it uses must be maintained. An 'umbrella approach' to cultural tourism represents a unique feature of the book, proposing solutions to achieve an optimal outcome for all sectors.
Reflecting the many important developments in the field this new edition has been completely revised and updated in the following ways:
- New content on increasingly relevant topics including sustainability, climate change, the threat of de-globalization, overtourism and social media.
- New sections on experience creation, accessibility and inclusivity, as well as expanded material on creative industries and new management challenges.
- New international case studies and tried-and-tested assignment exercises have been added to every chapter.
Written by experts in both tourism and cultural heritage management, this book will enable professionals and students to gain a better understanding of their own and each other's roles in achieving sustainable cultural tourism. It provides a blueprint for producing top-quality, long-term cultural tourism products.
Hilary du Cros is an Honorary Research Fellow, University of New Brunswick, Canada. She has a unique perspective on tourism, heritage and arts management after 35 years as an academic and consultant in the Asia-Pacific Region. Books include The Arts and Events with Lee Jolliffe (2014) and Cultural Heritage Management in China with Y.S.F. Lee (2009).
Bob McKercher is a Professor of Tourism at The Hong Kong Polytechnic University. He has wide-ranging research interests focused around special interest tourism markets, product development and consumer behavior. He received his PhD from the University of Melbourne in Australia, a Master's degree from Carleton University in Ottawa, Canada, and his undergraduate degree from York University in Toronto, Canada. Prior to entering academia, he worked in a variety of operational and advocacy positions in the Canadian tourism industry.
List of plates
List of figures
List of tables & boxes
Part A Setting the context -
1 Introduction: defining cultural tourism
What is cultural tourism?
2 Challenges in achieving sustainable cultural tourism
The challenge of triple/quadruple bottom line sustainability
The challenge of climate change
Parallel evolution of tourism and cultural management
Collaborators or competitors?
Relationships between tourism and cultural management
3 Issues, benefits, risks and costs
Cultural tourism and enhanced quality of life
Costs associated with cultural tourism
Optimizing benefits and minimizing impacts?
Part B Cultural Assets
4 Cultural heritage management principles and practice (with special reference to World Heritage)
Cultural heritage management
5 Tangible cultural heritage
Conventions, codes, charters and declarations
A four stage planning process
6 Intangible cultural heritage and creative arts
Conventions, codes, charters and declarations
A three stage approach to safeguarding intangible cultural heritage
Contemporary culture and the advent of creative tourism
Part C Tourism, the tourist and stakeholders
7 How tourism works
The nature of tourism
8 The cultural tourism market: a cultural tourism typology
Segmenting the cultural tourism market
A cultural tourist typology - centrality of motive and depth of experience
Implications for cultural tourism
A few words of caution about numbers that appear too good to be true
9 Tourism attraction system, markers and gatekeepers
Tourist attraction systems
Gatekeepers and knowledge brokers
Effect of multiple gatekeepers on the message passed to the tourist
Part D Products
10 Cultural tourism products
Cultural assets as tourism products
Products as attractions
Strangeness vs. familiarity, the environmental bubble and the necessity of standardizing and commodifying products
11 Assessing product potential
Considering the wider context
Understanding the asset in its setting
Asset specific considerations: place and cultural spaces
Stakeholder and consultation issues
People, skills and financial resources
12 Market Appeal/Robusticity Matrix: a site specific auditing tool
The Market Appeal / Robusticity a site specific auditing tool
The market appeal/robusticity matrix
Operationalization - a two step process
Conclusion - a precursor to site and experience management
Part E Operationalization
13 Framework for understanding what is necessary for a successful attraction
Packaging and bundling
Clustering and precincts
Linear or circular routes and networks
Rebranding/creating a specific cultural tourism product area or network
Festivals and events
Creating memorable experiences
Tell a story
Make the asset come alive
Make it participatory
Focus on quality
Make it relevant to the tourist
14 Applying planning and management frameworks
Establishment of an overall mission of vision and goal getting
Creation of action plans
Planning for greater access
A world on demarketing
Evaluation and feedback mechanisms
15 Experience creation
What is interpretation and what are the benefits of good interpretation?
The ICOMOS interpretation charter
Goal of interpretation and success factors
The interpretation process
Tactics to create peak experiences
The medium is the message
Challenges still remain
Some general observations
A few possible research areas
'As they have done throughout their careers, Hilary du Cros and Bob McKercher once again help us think more clearly about cultural tourism. This well-written book provides coverage of a number of important issues in the field, captures its complexities and speaks to a broad audience of policymakers, administrators, students and teachers, who will find much to stimulate their thinking in this book.'
Dr. Vicky Katsoni, President of the International Association of Cultural and Digital Tourism (IACuDiT), Assoc. Professor, University of West Attica, Greece
'Cultural Tourism is essential reading for those involved in tourism and cultural heritage management, providing important new insights on visitor management, how to produce successful tourism products and how to evaluate products with the potential to deliver quality experiences.'
Prof. Claire Smith, Flinders University, South Australia