An environmental social marketing intervention in cultural heritage tourism: a realist evaluation

ABSTRACT

Following Pawson and Tilley's principles of realist evaluation and the context–mechanism–outcome (CMO) framework, this paper conducts a process evaluation of an environmental social marketing intervention in a heritage tourism organisation. Social marketing and employee environmental interventions have received relatively scant attention in tourism. Additionally, prior literature mostly focused on the evaluation of intervention outcomes (i.e. how far the intervention produces precise targeted outcomes) and ignores the importance of process evaluation (i.e. identifying what works, for whom, under which circumstances and how, plus issues of intervention maintenance). This paper fills this literature gap using realist evaluation theory and academic perspectives, as well as via the reflections of practitioners involved in intervention design and delivery. Findings suggest that a good understanding of the tourism and organisational context (regarding the dimensions of structure, culture, agency and relations) and the use of tailored, action-focused mechanisms (for each context dimension) are critical to achieving transformational outcomes in environmental interventions in cultural heritage organisations. Based on these findings, it is concluded that the CMO is a useful framework for assessing environmental social marketing interventions in tourism (both for heritage and other tourism organisations). Implications for tourism practice and further research directions are also discussed.     

Does living in the vicinity of heritage tourism sites influence residents’ perceptions and attitudes?

Abstract

This study investigates whether the perceptions and attitudes of residents living within the vicinity of heritage tourism sites differ from those living further afield. It examines residents’ attitudes toward tourism development; community attachment; environment and culture attitudes; economic gain; and involvement, alongside the moderating role of distance from heritage tourism sites. In doing so, it investigates how the aforementioned factors influence residents’ perceptions of tourism development in their city. Data was collected from inhabitants of Kashan and Tabriz, two historic cities couched within Iran’s growing heritage tourism sector, and analyzed using partial least squares - structural equation modeling. The findings demonstrate significant differences between the perceptions of tourism impacts, economic gain, environmental and cultural attitudes, and involvement between residents living within the vicinity of heritage tourism sites and those living further afield. However, these findings contradicted the hypotheses; identifying higher positive perceptions, environmental and cultural attitudes, economic gain, and involvement for residents living far from heritage tourism sites. Further, the findings did not support the moderating role of distance for the effects of influencing factors on residents’ perceptions. Therefore, this study proffers significant theoretical contributions and practical implications with regards to developing sustainable tourism in Iran.     

Sights of sites: picturing heritage,power and exclusion

This paper explores the visual representations used to illustrate, promote and communicate a particular idea of heritage in the tourism literature, which provides an instance within which to examine the material consequences of a dominant discourse. This examination takes place within the context of current New Labour policy initiatives, which have put forward a new role for heritage, both in terms of the touristic experiences it can provide and as an instrumental tool for social inclusion and civic engagement. It is argued in this paper that these consciously designed objectives have also opened up a conceptual space within which images of heritage are drawn upon to undertake a course of ideological work that affectively reaffirms and legitimizes the cultural symbols of an elite social group as a consensual representation of national heritage.     

Striking a Balance for Sustainable Tourism: Implications of the Discourse on Globalisation

Tourism, as a macro global force, is welcomed but often viewed with reticence as it can damage environments and bring about negative economic and sociocultural changes. For tourism to be sustainable, balance is integral. This paper questions the comprehension behind 'balance' using the discourse evident in globalisation studies. It argues that globalisation is not driven from 'out there'; external processes and activities interact with local conditions such that the outcomes of globalisation are moderated by processes that function at multiple layers. Understanding that power relationships interplay in a specific context and the organisational milieux in which the tourism experience is encountered help to elucidate the tensions that exist and throw light on the 'balance' that sustainable tourism aspires for. Whether the effects of tourism are expressed in terms of the economy, culture and heritage or the environment, understanding the global-local nexus credits local players with more control and enables a better understanding of the forces underpinning change and hence sustainability.     

Rock art tourism in the uKhahlamba/Drakensberg World Heritage Site: obstacles to the development of sustainable tourism

This paper focuses on rock art tourism, a highly vulnerable heritage of broad public interest, only sustainable within an effective management framework. The paper explores tourism management in South Africa's uKhahlamba-Drakensberg World Heritage Site, inscribed in 2000 for its natural landscapes and its exceptional rock art heritage. In practice, nature dominates the area's tourism and management dynamics. Current tourism patterns, markets and frequencies, together with rock art's low place within tourist agendas, are described. This situation is shown to be a legacy of European Alpine romanticism, and the political rejection of indigenous cultural heritage prior to 1994, still expressed through visitor patterns and marketing policies. Despite rock art needing tourism to valorise its conservation, and being recognised by commentators and the state as a viable route to tourism development, heritage conservation, socio-economic regeneration and cultural empowerment, the failure to reform entrenched and ineffective tourism/conservation governance and management systems is exposed. The problems affecting rock art tourism have allowed the retention of unwelcome values from South Africa's pre-democratic era, risk the loss of World Heritage site status, the destruction of globally outstanding art works and waste an important opportunity to expand and diversify sustainable tourism in South Africa.     

Sustainable tourism,justice and an ethic of care: toward the Just Destination

While a strong knowledge base has developed in sustainable tourism, theoretical links to justice and ethics have been slow to emerge at the destination level, especially about fairness, equity and justice for disadvantaged local groups, including poor, minority and indigenous populations. This paper draws upon, and justifies the use of several key philosophical traditions and social-political perspectives on justice to tackle this issue. A case study illustrates a range of justice issues experienced by local Mayan residents in Quintana Roo, Mexico, related to procedural and distributive justice, fairness and equity in the development and marketing of their natural and cultural heritage for tourism, as well as discriminatory and exclusionary practices toward that ethnic minority. Together, theoretical and empirical insights corroborate the need for a justice-oriented framework that addresses the social and cultural well-being of disadvantaged populations, and attempts to ensure that the poor are better off through tourism development and marketing. Following Rawls’ concept of justice, and linked to Fainstein's Just City, a preliminary framework, based on a joint ethic of justice and care, is outlined to guide tourism development, marketing and policy making in the Just Destination and to offer performative resistance to a globalized culture of consumption.     

Indigenous tourism in Australia: understanding the link between cultural heritage and intention to participate using the means-end chain theory

ABSTRACT

Tourism is often suggested as a development strategy for Indigenous people while protecting their cultural and natural heritage. However, without actual visitor participation, the good intentions of tourism cannot be achieved. By using the means-end chain theory and adopting a convergent mixed-methods approach using photographs, this study seeks to identify the link between visitor perceptions about Australian Indigenous tourism attributes and their intention to participate on this type of tourism. Two Australian Indigenous tourism activities (short tour and performance), portraying both traditional and contemporary culture, at Cairns, Queensland were tested with 209 visitors. The results reveal that the attributes ‘history/art/culture’ and ‘local’ are perceptions linked to Indigenous tourism. The findings support previous studies by identifying that some participants associated Indigenous tourism with a traditional past; however, the majority of participants expressed a contemporary perception of Indigenous culture. These findings highlight the need for Indigenous tourism stakeholders to monitor and protect their historical and evolving cultural heritage (in particular intangible heritage) when engaging in Indigenous tourism. Cultural heritage could be susceptible to commodification and loss of authenticity in order to accommodate visitor expectations.     

文化实践中非物质文化遗产的真实性:径山茶宴的再发明

文章通过对一名茶僧参与策划径山茶宴全过程的民族志研究,采用参与观察和深入访谈的研究方法,讨论和反思旅游文化背景下非物质文化遗产的再发明问题。文章从旅游文化和"真实性"的概念出发,讨论旅游研究领域对"光环"研究的缺失,提出关注文化实践中对光环的利用存在的问题,进一步探讨径山茶宴再发明过程中"谁需要真实性以及为什么"以及"如何使用真实性"两个核心问题,以期补充现有真实性讨论的局限性。笔者认为,遗产旅游文化是文化市场化的结果,具备其真实性,而遗产的光环促进着地方文化品牌的推广,径山茶宴在旅游发展背景下的遗产化过程呼吁我们反思非物质文化遗产认证存在的批量化、标准化以及文化多元性等问题。     

Industrial heritage tourism development and city image reconstruction in Chinese traditional industrial cities: a web content analysis

ABSTRACT

Studies on industrial heritage and industrial tourism development at the city level in China are limited. Through a web content analysis of the industrial components in cities’ images and tourism, this paper attempts to explore whether old industrial cities are promoting industrial heritage tourism and rebuilding postindustrial images. A total of 20 traditionally industrial cities were selected as samples for data collection based on the content of their official websites, and this study finds that industrial heritage and industrial tourism are rarely promoted or even mentioned on those websites, indicating that industrial culture is gradually being eroded in China. Traditional Chinese industrial cities tend to look for opportunities to participate in global competition rather than reflecting and preserving their past through the process of urban development. More attention should be paid in the future to integrating industrial culture into Chinese urban development, both in academic research and in practice.     

Implementing sustainable tourism in Scotland: an interview

In China, sites categorised as UNESCO World Heritage Sites are commonly used as a means of economic regeneration through tourism development. This study is of a recent addition to the list, the diaolou (fortified tower houses) of Kaiping, Guangdong, in South China. This rural zone, characterised by past emigration and farming, is in the early stages of tourism development. The study, based on interviews and a survey, permits findings to be compared with other rural areas in China such as Hungcun and the Tangyue Arches of Bao Village in Anhui, and thus while similarities in attitudes are found, in Kaiping differences exist whereby tourism has been found to permit entrepreneurial activities while retaining an agricultural base as the “new tourism rich” employ others to continue farming. The work is contextualised within a model of evolving literature related to tourism impacts on communities. The paper explores a range of issues in sustainable tourism, including the use of tourism as a tool for social, economic and cultural development, holistic approaches to heritage tourism, and the development of glocalisation as a response to globalisation. It discusses differences in approach to heritage tourism, cultural change and commodification between western and Chinese scholars and society.     

Developing creativity in tourist experiences: A solution to the serial reproduction of culture?

As culture is increasingly utilised as a means of social and economic development, the cultural tourism market is being flooded with new attractions, cultural routes and heritage centres. However, many consumers, tired of encountering the serial reproduction of culture in different destinations are searching for alternatives. The rise of skilled consumption, the importance of identity formation and the acquisition of cultural capital in (post)modern society point towards the use of creativity as an alternative to conventional cultural tourism. This paper considers the development of creative spaces, creative spectacles and creative tourism from the perspective of supply and demand. The need for creativity in developing new products and how to address the challenge of serial reproduction are discussed, and examples of creative tourism projects are examined and contrasted to traditional models of cultural tourism.     

Usage of the concept of culture and heritage in the United Arab Emirates – an analysis of Sharjah heritage area

Under the forces of an oil-based economy and the fast paced change, nationals in the United Arab Emirates (UAE) and other Gulf states are becoming very keen to preserve, represent and invent a distinct ‘national’ culture and heritage. Fears of ‘loss’ of identity and concerns about ‘global’ culture are powerful social forces. Heritage revival has become a significant social, cultural and political process in the UAE, the most public sign of this being the development of ‘Heritage Villages’. This analysis explores themes of heritage revival and the preservation, representation and construction of culture in the UAE with specific analysis of the Sharjah Heritage Area (SHA). It will be shown that heritage revival in the UAE is both a symbolic and practical negation of globalization. Heritage revival is also increasingly an affirmation of the fast paced development of international business and tourism in the Emirates which is the focus of economic diversification. SHA will first be examined as a museum exhibitionary complex combining museum, festival and shopping. The representation, performance, negotiation and interplay of local/global and old/new culture at the SHA will be outlined in the context of transnationalism and the oil-propelled modernization.     

Managing tourism and cultural heritage in historic towns: examples from Romania

Due to the impressive development of the cultural heritage tourism, there is an increasing need to investigate the relationship between tourism and cultural heritage management, in order to avoid conflicts that may occur from parallel, independent development of these activities. At present the Romanian historic towns face an increasing process of fast tourism development within many rehabilitation projects that take place on historic monuments. Assessing their tourism potential in a realistic way may help in developing sustainable tourism at cultural destinations. In this context, the assessment matrix method proposed by McKercher and du Cros is applied to 10 case studies of Romanian historic towns, as a first step in tourism development planning. A refinement of this method is proposed by considering the distribution of the qualifiers assigned to the indicators that are being assessed. The matrix method is shown to be a useful tool for a correlated approach to both tourism development and cultural heritage management.     

Migrant relationships and tourism employment

This paper examines how tourism employment and workplace experiences influence migrant workers’ adaptation in the host society. It is argued that tourism employment provides access to multiple social networks, which subsequently supports the improvement of foreign workers’ social and cultural competencies. Such networks also help to compensate for the negative aspects of tourism work and migration. In addition, the paper considers how relationships among international workers inform chain migration and influence subsequent recruitment practices and migration experiences. The findings stem from a wider study of the experiences of Polish migrant workers employed in the UK tourism sector using qualitative and quantitative data.     

Public–private partnerships and contested cultural heritage tourism in national parks: a case study of the stakeholder views of the North Head Quarantine Station (Sydney,Australia)

This paper examines the public perceptions of stakeholders towards a proposed cultural heritage public–private partnership (PPP) within a national park in Sydney, Australia. Governments in Australia are initiating PPPs for the purposes of designing, planning, constructing and operating projects that would traditionally be regarded as ‘public goods’. The North Head Quarantine Station (Sydney, Australia) was one of the first proposed PPPs in national parks that moved beyond the licensing of private sector operations within park boundaries. The Quarantine Station is used as a case study to offer insights into the PPP process because of its place in the cultural heritage of Australia, its prime a facie tourism position within Sydney Harbour and its prolonged history of development. The case study provides a mechanism for examining public opinion on cultural heritage tourism issues in national parks through understanding stakeholder perspectives presented in newspaper media accounts. The accounts are analysed on political and environmental considerations with implications drawn for future developments.     

Tourism,heritage and cultural performance: Developing a modality of heritage tourism

Research has shown that heritage is a contested concept which not only creates unnecessary binaries but also perpetuates essentialized First World imagery of Asian countries. To assist in its reframing, this paper proposes critical ethnography. It is argued that through it, a more nuanced and community-based understanding of cultural heritage can be developed, thus allowing the articulation of modalities of cultural heritage and the formation of alternative imaginaries. To develop this point, the essay problematizes the heritage concept, examines how governing policies and tourism frameworks define cultural heritage vis-àvis its use in the tourism industry, and discusses the theoretical sources and intellectual legacy of critical ethnography. Cases from Batanes and Marinduque provinces, the Philippines, are reviewed to serve as background. With critical ethnography as a strategic method, the essay suggests that the semiotics of heritage tourism can be broadened and possibilities for social change in Asian tourism and hospitality established.     

The modernities of heritage and tourism: interpretations of an Asian future

Recent years have seen the emergence of a number of regional-based charters and declarations; all of which attempt to address the Eurocentric biases of the global heritage movement. For example, the Nara Declaration, China Principles, Hoi An Protocols and Seoul Declaration all reflect a desire to develop heritage frameworks that are sensitive to, and in tune with, the complexities and socio-cultural specificities of the Asian region. With the primary concern of these initiatives being the development of more appropriate ‘conservation philosophies’ or notions of ‘authenticity’, they have given less attention to the interface between heritage sites and their consumers, or tourists, and the rapidly changing nature of tourism in Asia. Indeed, the vast majority of reports and studies produced by UNESCO, ICOMOS, IUCN and others continue to talk of ‘the tourist’ as a singular, homogenous construct. The rapid growth of travel for leisure and recreation within Asia today, however, demands a re-appraisal of how such terms are used and deployed within the heritage industry. Accordingly, this article examines why Asian tourism is presenting new and unfamiliar challenges for policy makers regarding the management and presentation of heritage sites in Asia. More specifically, it considers the industry familiar discourse of ‘site interpretation’ against a backdrop of Asian modernities in order to ask questions about aesthetics and the politics of heritage narration.     

旅游发展影响下农业文化遗产社区韧性感知研究——以河北宣化传统葡萄园为例

农业文化遗产作为重要的旅游资源之一,其动态保护关系到遗产地社区的生计选择、农民的生活改善和乡村的可持续发展。面对旅游活动所带来的一系列人为干扰,遗产地社区如何应对关系到农业文化遗产的可持续利用以及乡村振兴的实现。本文以河北宣化传统葡萄园为例,运用基于地方居民感知的指标测量法,针对社区居民进行旅游发展影响下农业文化遗产地社区韧性感知研究。研究结果显示：（1）旅游发展对于农业文化遗产地社区存在着较为积极的影响;（2）农业文化遗产地社区韧性各个子系统受旅游发展影响程度存在着一定的差别,由高到低分别为社会、生态、文化、经济、制度;（3）各旅游因子发挥了不同的作用,其作用程度由高到低分别为旅游设施因子、旅游形象因子、旅游产品因子和旅游规模因子。本文探究了农业文化遗产社区韧性在旅游发展中受到何种影响,分析其形成原因,以期实现农业文化遗产保护与可持续旅游的协调发展。     

Exploring the Sustainability of Mining Heritage Tourism

This paper considers the development of redundant coal mine sites into industrial heritage attractions as a process compatible with sustainable development objectives. An overview of literature in this field outlines existing social, environmental and economic perspectives on the sustainability of this form of tourism development. The economic aspect of the analysis includes an exploration of the sustainability of UK mining heritage attractions as viable tourism enterprises, using findings from a survey of UK mining heritage attractions undertaken in 2002.