The Bigger They Are,the Harder They Fall! Sustainable Tourism Planning at Naracoorte Caves World Heritage Site,Australia

The Australian National Heritage and Tourism Thematic Interpretation Framework (NHTTIF) is an interpretive framework methodology that can be used to develop an enhanced visitor experience by integrating heritage more effectively in tourism. It was developed for the Australian Department for the Environment and Heritage in response to the ‘telling the story’ opportunity identified by the National Tourism and Heritage Taskforce. The NHTTIF is used to identify a site-specific interpretive theme through to a national or international interpretive theme, as part of an interconnected web of ‘stories’ about Australia. Sites used during the development of the NHTTIF included the World Heritage Australian Fossil Mammal Site at Naracoorte, South Australia, the Port Arthur Historic Site in Tasmania and the Brambuk Aboriginal Cultural Centre in Victoria. This paper demonstrates the development and application of the NHTTIF at the Naracoorte Caves World Heritage Site, with a site-specific story theme of ‘the bigger they are, the harder they fall!’, referring to the fossilised extinct Australian mega-fauna. Other themes are demonstrated at a local, regional, state, and national level with implications at the international level as a World Heritage Site. The integration of heritage more effectively in tourism planning, development and management, and the interpretation of heritage sites fosters an understanding and appreciation of heritage, resulting in conservation.     

Heritage tourism and livelihood sustainability of a resettled rural community: Mount Sanqingshan World Heritage Site,China

Tourism and related development can lead to the displacement and resettlement of communities, disrupting local livelihood systems, socio-political processes and organizations. However, limited attention has been paid to community resettlement in the tourism context. Taking Yinhuwan village at Mount Sanqingshan World Heritage Site in China as an example, this study examines the results of tourism and resettlement on the livelihoods of this rural community and the extent to which tourism-related livelihood strategies contribute to community livelihood sustainability. A sustainable livelihood framework is adopted to guide the analysis. Face-to-face in-depth interviews were conducted with management officials, community leaders and village residents through three field investigations in 2013. It was found that traditional livelihood methods have been largely replaced by tourism, which has become the primary livelihood strategy for the resettled community. Despite current economic benefits, high dependency on tourism-related opportunities as the single livelihood option may diminish the sustainability of local livelihoods. The current resettlement plan highlights short-term economic impacts on the affected community, overlooking their socio-cultural concerns and long-term livelihood sustainability. Possible measures are discussed to diversify livelihood options and mitigate potential challenges for the affected community so as to ensure their long-term benefits and increase future options.     

Innovation Management in Cultural Heritage Tourism: Experience from the Amphawa Waterfront Community,Thailand

This paper examines how innovation management could bring greater opportunities for cultural heritage tourism at the community level. A two-stage investigation using in-depth, semi-structured interviews with key informants and random, on-site, short, structured interviews with tourists was conducted to uncover the preconditions and categories of innovation that support cultural heritage tourism in the Amphawa Waterfront Community, a renowned tourist destination in Thailand. The results from the study suggest that the “willingness” and “capability” of those involved in a community-based cultural heritage initiative are key to fostering a multitude of innovations but may not guarantee its long-term success. A mind-set towards sustainability that considers economically, socially, and environmentally viable innovations is required for sustainable growth. A call for innovation management from this sustainable angle is proposed at the end.     

Local and public heritage at a World Heritage site

The World Heritage Rock Art of the Sierra de San Francisco site in Mexico maintains some of the oldest and largest prehistoric murals in North America. The local ranching community is the custodian of a double heritage, the UNESCO-sanctioned rock art and their own ranching heritage. The rock art heritage is both tangible and public, known to and authenticated by professional archaeologists, while the ranching heritage is largely intangible and private, a lived and remembered experience known within families. As economic conditions deteriorate, the ranchers seek to expand their tourism activities to include their ranching heritage. Understanding their double heritage along tangible/intangible and public/private axes clarifies the challenges they face.     

World Heritage Listing and the Evolving Issues Related to Tourism and Heritage: Cases from Australia and New Zealand

The relationship between heritage and tourism at Word Heritage Sites is thought to be particularly problematic. Yet, each year more heritage sites gain this status. This paper explores the issues that emerge between tourism and heritage at two heritage sites, one with World Heritage listing and the other embarking on the application process. Interview data were collected in relation to the Royal Exhibition Buildings and Carlton Gardens (REB), Australia and Oamaru's Historic Precinct, New Zealand; secondary data were used to contextualise the findings. The findings of the two case studies indicate that the process, and outcomes, of World Heritage (WH) status influence the nature of the relationship between heritage and tourism. The findings of this case study analysis indicated that prospect of WH listing seems to be a catalyst for decision-making and developing networks between the various stakeholders of heritage and tourism, but heritage stakeholders seem to be grappling for power at this time. Once the listing process is successful, heritage then seems to gain the balance of power, and tourism seems to be less successful in controlling the situation. Further research is warranted on this topic to explore whether the findings from two sites can be generalised to other heritage sites.     

Sustainable tourism and social value at World Heritage Sites: Towards a conservation plan for Altamira,Spain

This study aims to identify the factors that constitute the social value of heritage in relation to sustainable tourism. To do so, this paper provides a theoretical contribution by unifying the fields of heritage management and sustainable tourism through a mixed-method approach. It showcases the social dimension of the World Heritage Site of Altamira, Spain, combining qualitative and quantitative techniques. Research findings provide information about the multiple factors determining the social value of heritage, namely: existential, aesthetic, economic, and legacy values and the risks associated with underestimating the contemporary social value. Ultimately, this research paves the way for improving normative approaches toward sustainable tourism and, offers practical solutions to the challenges faced by the Altamira and other World Heritage Sites.     

Managing World Heritage Site stakeholders: a grounded theory paradigm model approach

The complex issues of conservation, politics, tourism development and governance have emerged as critical issues within sustainable tourism at World Heritage sites. This study analyzes divergent perspectives of multiple stakeholders toward sustainable tourism development in Masouleh, a tentatively listed UNESCO World Heritage location in northern Iran. The study uses a grounded theory approach for framing the case study and provides insights into understanding the obstacles of sustainable tourism in Masouleh in the context of the socioeconomic, political, and environmental dimensions of development. Drawing on in-depth interviews with key stakeholders, findings revealed that the village of Masouleh confronts numerous challenges that have implications for any listing as World Heritage. The study is significant because of the focus on a tentatively listed site, as well as acknowledging domestic opposition to heritage tourism despite the site’s potential international significance.     

Assessing the sustainability of tourism-related livelihoods in an urban World Heritage Site

The relationship between UNESCO World Heritage Sites and tourism has been described as a double-edged sword, with the benefits of tourism countered by its adverse impacts. To the extent that tourism-related livelihoods are dependent on World Heritage status, the loss of that status may have significant adverse effects, especially for poor people. The Sustainable Livelihood Framework has been used to analyse the development, or otherwise, of rural communities in poor regions of the world. This paper uses this approach to examine the urban poor of a World Heritage Site in Thailand, The Historic City of Ayutthaya. As a consequence of tourism and urban industrial development, not only has there been conflict between the urban poor and the Thai government within the designated heritage area, there is also conflict with the neighbouring industrial zones. This has resulted in fears that World Heritage status may be lost. Viewed within DFID’s Sustainable Livelihood Framework, lack of capital and little community participation are factors which contribute significantly to an unsustainable livelihood. However, this research concludes that using self-reliance as a measurement of people’s livelihood to determine ‘sustainability’ is inappropriate in an urban-tourism context because people living in urban areas rely heavily on external sources.     

The Influence of Visitors' Awareness of World Heritage Listings: A Case Study of Huangshan,Xidi and Hongcun in Southern Anhui,China

This research used Huangshan, Xidi and Hongcun in southern Anhui (China) as a case to study the impact of World Heritage List (WHL) status on international visitors. The study categorised all the visitors into two types – WHL aware and WHL unaware – based on awareness levels of the World Heritage status of the destination. The two groups were compared in terms of visit purposes, socio-demographics and other characteristics. The results showed that the World Heritage List status did have an impact on travellers' visit decisions. Additionally, the World Heritage List status proved to be related to tourists' visit purposes, activity patterns and socio-demographic characteristics. However, the World Heritage List status will be a more influential tool for destinations when marketers place emphasis on the underlying cultural contents of sites and make the cultural elements accessible and interpretable for international visitors.     

World Heritage Site selection in sensitive areas: Andaman and Nicobar Islands

The legacy of UNESCO World Heritage (WH) designation is renowned and for that reason is subject to increased visitor arrivals. This research-based article examines the issues associated with the selection of WH sites in one among the most remote and sensitive environments of the world, the Andaman and Nicobar Islands of India (ANI). It explores the benefits of sustainable tourism development and conservation measures that the designation could bring to the ANI. The appropriate research methods adopted to consult a wide range of stakeholders are discussed while addressing the challenges facing the potential properties. This article was written from outside of the official WH designation process.     

关于《保护世界文化和自然遗产公约》中"文化遗产"概念的若干问题

本文通过对联合国教科文组织大会于1972年颁布的<保护世界文化和自然遗产公约>英、中、日3种文本中"文化遗产"定义的比照分析,指出<公约>现行正式中译本的"文化遗产"定义中存在若干表述不当之处.     

Balancing Values of Outstanding Universality with Conservation and Management at Three United Kingdom Cultural World Heritage Sites

An analysis of three of the United Kingdom's cultural World Heritage Sites (WHS) illustrates, inter alia, the vigour and commitment of these sites in their application of the World Heritage Committee's recommendations. The cultural sites discussed in this case study include the Tower of London, Blenheim Palace and Maritime Greenwich. Attention is paid to the interrelationship between UK heritage legislation and UNESCO conventions and guidelines. The category of cultural landscape is analysed against the background of 20th century ideas concerning landscape. The concomitant consideration of the gradual impact of management plan requirements indicates the direction in which WHS will be aligned as the 21st century progresses. The 21st century developments also reinforce observations regarding the uniqueness of every aspect of each site, even when narrowed down to three sites of only one of the signatory nations to the World Heritage Convention.     

A Comparison of Tourists' and Residents' Uses of the Temple of Heaven World Heritage Site,China

World Heritage Sites are designated following evaluations of their universal values. However, their use is often shared by different user groups who may attach different meanings to the same heritage, leading to different interpretations and uses. This situation raises important questions for visitor management at World Heritage Sites, where a variety of users must be accommodated. Using Temple of Heaven as an example, the motivations, preferences and experiences are explored for three major user groups: residents, domestic and international tourists. Results show that residents and tourists exhibit different spatial and temporal patterns of use. Most local users are elderly and use the place regularly for exercise and social purposes. The historical and cultural values are widely recognized but tourists are motivated more strongly than local users to experience heritage values. Practical implications are generated to inform managers of the study site and other heritage sites shared by locals and tourists.     

World Heritage as a placebo brand: a comparative analysis of three sites and marketing implications

The UNESCO World Heritage (WH) List is often regarded as a successful tourism brand that motivates site nominations. However, there is relatively little research dealing specifically with WH brand attraction effects, and what does exist shows conflicting results. There is a significant research gap in terms of awareness of the WH brand and its potential impact on visitation, which this study seeks to fill through a comparative analysis of three diverse case studies: Independence Hall, USA; Studenica Monastery, Serbia; and the Archaeological Site of Volubilis, Morocco. Survey data (n = 771) from these three sites were collected and analyzed resulting in three distinct clusters of visitors. One of the clusters does exhibit higher levels of awareness of the WH brand, but members of this group were not motivated by this knowledge when planning their site visit. It is concluded that the WH brand may function as a placebo, and that its importance may be tied more to political interests than economic advancement. Thus, dependency on the WH List for tourism development may potentially be detrimental for locations in the long term. The WH brand's placebo effect could result in long-term problems for both the site and those whose livelihoods depend on tourism.     

Using a Delphi approach to identify managers' preferences for visitor interpretation at Canterbury Cathedral World Heritage Site

Religious heritage sites have seen a remarkable increase in tourist visitation. To cater for the changing, and sometimes conflicting needs of visitors, many religious sites are developing interpretive plans to enhance the provision of on-site experiences. Interpretive plans are normally negotiated between the owners/managers of a site and an interpretation team. This study uses a Delphi approach to ‘negotiate’ owner/management preferences regarding key interpretive topics and themes to inform the development of a visitor interpretive plan for the Canterbury Cathedral World Heritage Site. Sixty-eight interpretive topics were reduced to twenty-one grouped under three themes: past, present and future spiritual development; aesthetic and architectural features; and the cathedral as a working community. The usefulness of the Delphi approach as a means to negotiate a consensus view of owners/managers' interpretive priorities and preferences within a planning context is discussed. Methodological issues arising when using a Delphi approach are also addressed.     

The search for World Heritage brand awareness beyond the iconic heritage: a case study of the Historic Centre of Macao

The Historic Centre of Macao was declared a UNESCO World Heritage Site (WHS) in 2005. The question arises regarding the value of the designation ‘WHS’ and what it means to tourists who visit. The researchers used intercept surveys and participant observation to determine brand awareness among visitors. Regardless of how much the tourism industry and UNESCO promote the ‘brand’, if visitors are unaware of it and do not respond, the economic and cultural values may be negatively affected.

The results showed the average visitor had only a vague understanding of WHS and it was not a major motivator for their visit. However, the general theme of culture was of high interest, as was a visit to the must-see icon attraction of St Paul's Ruins (the highlight of the Historic Centre of Macao). That is, there appears to be a good level of cultural and heritage awareness but minimal WHS awareness.     

A Study of the Key Strategic Drivers of the Use of the World Heritage Site Designation as a Destination Brand

This article examines the emergence of the World Heritage Site (WHS) designation as a de facto brand. The study applies Balakrishnan’s (2009) strategic framework for destination branding to the demand for World Heritage Sites. A total of 72 countries currently applying for WHS status for national sites are examined. Previous studies in this area have been based mainly on case-study methodologies and/or are limited either to a single country or to a comparison among a small number of countries. The study finds, inter alia, that countries that have a large number of foreign arrivals but are not yet fully integrated into the global economy are particularly disposed to expanding the number of WHS on their national territories.     

Community participation in World Heritage Site conservation and tourism development

This study investigates the factors contributing to community participation in a World Heritage Site (WHS) using Motivation, Opportunity, and Ability (MOA) model. We examined the effects of these factors on three levels of community participation. The findings showed that motivation had the greatest positive effect on the low level of community participation. Opportunity had the greatest effect on the high level of community participation. Among the dimensions of ability, namely awareness and knowledge, the findings showed that more aware residents were more interested in low level of community participation, whereas residents with more knowledge were more interested in high level of community participation. This study contributes to the tourism development and WHS conservation and management literature by examining the effects of MOA factors on three levels of community participation. Moreover, this study has a number of practical implications for local authorities in terms of community participation.     

世界遗产地内索道乘客的特征、满意度及其影响 --武陵源案例研究

世界遗产地内是否有必要建设索道等现代化交通工具，是一个富有争议的话题，本文通过游客调查时索道等设施建设是否增加游客满意度的问题进行了实证研究。结果表明：①索道来客群体特征比较明显；②大部分游客时景区内索道等享受型交通工具持欢迎态度，但同时他们也认为索道、电梯等交通工具造成的排队等候增加了景区内拥挤感，影响了游览感受；③游客时索道、电梯等客运交通工具的满意度与游客时目的地总体满意度并无显著线性关系，索道等交通工具建设并不能直接增加游客总体满意度。