Archaeological heritage tourism in China: the case of the Daming Palace from the tourists' perspective

Archaeological heritage tourism has been critical in historic cultural revival, archaeological knowledge dissemination, environment upgrading, and local community improvement. Little has been undertaken to evaluate the effectiveness and consequences of archaeological heritage projects in China from the tourist perspective. This study of the Daming Palace Heritage Site in Xi’an illustrates how archaeological and cultural resources have contributed to tourists' experiences. Through investigating an array of approaches that have been applied to advance tourists' understanding of archaeological and cultural resources, the paper proposes that more versatile methods and creative works are to be integrated to develop effective interpretative methods for both education and entertainment purposes. Local government needs to change its top-down approach to a more inclusive one, to establish strong networks among state and non-state stakeholders, and to promote their collective involvement in archaeological heritage tourism. Heritage site packaging strategies and partnerships among heritage resources citywide are advocated. More attention should be given to how to integrate various resources of local communities into heritage tourism. The current organization of government-run archaeological heritage in China calls for more opportunities for archaeologists to contribute actively with their expertise to enhance interpretive programmes and general tourist experience.     

The classification of heritage tourists: a case of Hue City,Vietnam

Heritage, especially with World Heritage status, is increasingly becoming the main attraction of many tourist destinations. Heritage tourism is also the major tourism product in Hue city, Vietnam. Hitherto, there are almost no official statistics and research pertaining to heritage tourism as well as heritage tourists in Hue. This study aims at providing a preliminary profile of heritage tourists to Hue city and identifying different categories of heritage tourists, with a special focus on package tourists. The international heritage tourists' profile seems to be similar to official statistics of international arrivals, indicating almost no difference in socio-demographic profile between heritage tourists and general tourists in the context of Hue. Various significant differences were found between international and domestic tourists in terms of tourist characteristics, trip profile and the perception of Hue. Adopting McKercher's [(2002) Towards a classification of cultural tourists. International Journal of Tourism Research, 4, 29–38] cultural tourist classification, five categories of heritage tourists were identified, including purposeful heritage tourists, sightseeing heritage tourists, casual heritage tourists, incidental heritage tourists and serendipitous heritage tourists. Among these, sightseeing heritage tourists and purposeful heritage tourists were dominant.     

Heritage Buildings and Tourism: An Experiential View

There has been a lack of attention in previous heritage tourism studies to the experiential relationship between heritage buildings and tourism. The aim of this paper is to explore the experiences gained by international tourists from heritage buildings in a particular region of New Zealand: Hawke's Bay. Specifically, the paper seeks insight into the specific attributes of heritage buildings that influenced the experiences of international tourists in the region. An increased understanding of the experiential relationship between heritage buildings and tourism is essential in strengthening support for preservation, for product development and promotion. Fifty semi-structured, and 66 photograph-supported, interviews conducted with international tourists visiting Hawke's Bay elicited three key experiential themes that emerged from respondents' narratives. These are ‘visual appeal’, ‘personal reflections’ and ‘engaging experiences’. Specifically, it was found that a tourism townscape is not a passive space. Heritage buildings render the townscape an experiential space filled with emotion, mindfulness, engagement and personal meaning. The paper concludes that this finding has important implications for destination promotion and product development and stresses the need for future research into the relationship between heritage buildings and tourism.     

Elucidating the relationships among destination images,recreation experience,and authenticity of the Shengxing Heritage Recreation Area in Taiwan

A destination's image and on-site recreation experience can be regarded as precedents of the authenticity perceived by heritage tourists. Historic images attract tourists to experience the authenticity of a heritage destination. This study examines the linear relationships among destination images, recreation experience, and the perceived authenticity experienced by tourists at the Shengxing Heritage Recreation Area in central Taiwan. In total, 536 usable questionnaires were collected. Analytical results indicate that the cognitive and affective images of a destination directly and significantly affect the recreation experience of tourists at a heritage recreation area. Additionally, recreation experience directly and significantly affects perceived authenticity. Moreover, recreation experience has a significant mediating effect on the relationship between cognitive image and perceived authenticity. We conclude that when tourists visit a heritage-based tourism destination, such as the destination under consideration, these tourists gain tourism image and recreation experiences, which strengthens their perceived authenticity of heritage tourism; as a result, these tourists are more likely to contribute to the development of heritage tourism. Applying this theoretical framework to research on heritage tourism further extends our understanding of the behavioural model of heritage tourists. Finally, this study provides a valuable reference for managers striving to develop heritage tourism.     

Exploring Critical Factors of Macau's Heritage Tourism: What Heritage Tourists are Looking for when Visiting the City's Iconic Heritage Sites

Although Macau is widely stigmatized as a gambling paradise, its colonial past has left the city with a wealth of heritage and cultural attractions that can be converted into priceless tourism resources. Macau's status as world heritage city further creates opportunities for the city to develop its heritage tourism business. This requires Macau to understand heritage tourists whose needs and wants may vary from ordinary travelers. A review of the literature, however, indicates that most academic discussions of Macau heritage are from a history or conservation perspective rather than from the prism of tourism; because of this, the present study aims to explore, from a tourism perspective, the critical factors that are essential to enhance tourist experience when visiting Macau's major heritage sites.     

Book Review

World Heritage Sites (WHSs) are motivated by such diverse reasons as heritage celebration, alarm calls, tourism branding and marketing and place making. Irrespective of the primary motivation for their creation, WHSs are often used to develop tourism based on cultural and natural resources of international significance. Heritage conservation may or may not be in agreement with what local populations perceive as desirable development paths. We conducted a survey among the island community of Vega in Norway that received WHS status in 2004 motivated by conservation alarm, tourism marketing and place making. We examined the local population's views of the key aspects of future development and how this related to WHS status. The islanders placed high value on social and community conditions as well as heritage linked to cultural and natural resources. While a majority supported tourism based on sustainable use of heritage they also felt that WH listing should not limit development opportunities. There were differences between younger people and adults. WHS may be an effective agent of sustainable tourism development if the main goals and strategies of the WHS are clearly understood and prioritized in the local community, leave room and perhaps link to other development opportunities.     

Religious heritage and emerging tourism in the Republic of Georgia

This brief research note describes the current situation regarding religiously based heritage tourism and pilgrimage in Georgia. Heritage in Georgia is almost synonymous with religious heritage. Few countries in the world possess such an intensity of built religious patrimony in a small territory as the foundations of their heritage tourism sector as Georgia does. Georgia is already an increasingly popular destination, but owing to its important religious history, the multitude of ancient churches and holy relics at home there, and the inseparable mix of religious and natural heritagescapes, the country has the potential to develop further in three areas of heritage tourism: domestic pilgrimage; international pilgrimage among Orthodox Christians from Eastern Europe and countries of the former USSR; and non-religious cultural tourists from all over the world.     

Exploring empowerment within the Gullah Geechee cultural heritage corridor: implications for heritage tourism development in the Lowcountry

While scholarship on the Gullah Geechee (GG) people has been extensive, little research has examined heritage tourism's potential to empower or disempower the GG. In an attempt to shed light on this, the Gullah Geechee Cultural Heritage Corridor (GGCHC) was chosen as a case-study site because of its 2006 designation by Congress to protect and promote the unique attributes of the GG's cultural heritage. Qualitative interviews were conducted to unearth how heritage tourism was psychologically, socially, politically and economically empowering or disempowering the GG. The interviews described heritage tourism as having both the potential to be a positive force for good, as well as destructive. Specific positive examples of empowerment discussed were increased pride in being GG, tourism providing opportunities for community members to come together around certain initiatives such as the Sweetgrass Basket Festival, tourism being a ‘carrot’ to clear heirs’ property issues, and the many economic opportunities associated with tourism in the Lowcountry. One example of disempowerment which transcended all four dimensions of empowerment was the claim that frauds were posing as GGs and attempting to benefit from the current renaissance surrounding the culture. Implications to the marketing and management of Lowcountry heritage tourism are discussed.     

The Potential for Developing Community-based Tourism among the Bedouins in the Badia of Jordan

Population displacement through desertification has affected the socioeconomic and cultural development of Jordan's Badia desert. To counterbalance this change, it is important to preserve and revitalise cultural heritage as a source of tourism development in the desert. One possible way of revitalising the Badia regions is to highlight their cultural resources for tourism. The goal of the study is to find alternative tourism resources based on understanding the potential tourism resources in the Badia and to attract tourists for cultural heritage experiences. The analysis suggests new opportunities for cultural heritage tourism with elements of Bedouin material and non-material culture. Solutions include establishing community-based Bedouin tourism that involves the local people in partnership with the BRDC,1 expanding the tourism network to include the Badia region using resources such as folkways and archaeology to enrich the experience, building a rest house; and erecting a Bedouin heritage village. This will generate income and give Badia indigenous communities additional revenue, thereby positively impacting the regional and national economy.     

Negotiating heritage and tradition: identity and cultural tourism in Ærø, Denmark

Ronström's tradition/heritage dichotomy is used to explore issues of cultural inheritance in the Danish island of Ærø. The 2006 publication of Carsten Jensen's best-selling historical novel We, the Drowned turned the Baltic Sea village of Marstal into Denmark's best-known maritime community. Locally, however, there had long been a tradition of Marstallers contrasting their community's seafaring past to the reputedly agrarian identity of the island's other main village, the former market town of Ærøskøbing. The community rivalry between industrial Marstal and tourist-friendly, half-timbered Ærøskøbing finds expression in the two villages’ various tourist attractions. Jensen's novel has been embraced by both Marstallers and Danes in general, renewing interest in local traditions and the encouraging Marstal's development as a heritage town. Although We, the Drowned has become a tool for constructing community solidarity, it has also introduced a mode of heritage tourism that may clash with elements of the local identity.     

The sanitization of colonial history: authenticity,heritage interpretation and the case of Macau's tour guides

Macau was founded by the Portuguese in the mid-sixteenth century. The centuries of colonial rule that preceded its recent return to China gave it a distinctive character unique in China. The tangible and intangible imprint of the colonial history of Macau is central to its attractiveness as a cultural tourism destination. A literature review reveals worldwide examples of the manipulation of history for both political and tourism purposes. This research uses in-depth thematic interviews with 14 local tour guides to show how Macau's colonial heritage is presented and interpreted to tourist groups by the local tour guides, as regards both what they are shown and what they are told. It is found that the guides adjust their interpretation to the geographical origin of the tourists in a significant way; in particular, they tend to almost totally eschew any reference to its colonial history when addressing a Chinese audience, in contrast to the interpretation presented to non-Chinese visitors. The use of Hall's three-fold interpretative message framework (dominant – hegemonic/negotiated/oppositional) is discussed, as is Langer's concept of mindless and mindful tourists. Some consequences for the sustainability of heritage tourism in Macau are also explored.     

Sculpture trails: investigating success factors

ABSTRACT

This paper examines a diverse range of sculpture trails/routes around the world in order to contribute to research currently being undertaken on linear heritage tourism spaces. This is achieved by investigating the scope and settings of sculpture trails and routes; their role in enhancing community heritage and tourism resources and how strong local partnerships are built and maintained. Two case studies from Australia and Canada, respectively, are presented in detail in order to explore these factors further in relation to how their popularity has grown with tourists and local residents.     

‘Awusai Atso’: community attachment to and use of transatlantic slave trade resources in Danish-Osu,Ghana

Although there is much literature on the Transatlantic Slave Trade (TAST) and those concerning residents' perceptions of tourism development, it can be suggested that there remains a significant knowledge gap regarding attitudes and perceptions of residents towards the history of the TAST and the possible use of such resources for tourism development. This study attempts to address this gap by investigating residents' knowledge and attitude of developing tourism based on slave heritage in Danish-Osu, Ghana. Using a multi-stage sampling technique, 200 questionnaires were returned by residents in six communities in Danish-Osu. In addition, in-depth interviews and focus group discussions were conducted with interest groups and opinion leaders. Results of the research suggest that residents have an appreciable level of knowledge on the slave trade and related relics in their community. Most respondents indicated that they are comfortable living in the community which has an image of a former slave site. Majority identified tourism as the preferred means of conserving the existing slave sites and relics. Perceptions regarding utilization of slave relics were also found to significantly differ across a variety of socio-demographic indices. The study concludes by examining implications for Ghana's Slave Route Project to carve a niche for itself.     

If you dig it, they will come!: Archaeology heritage sites and tourism development in Belize, Central America

Tapping into a growing global tourism market, in recent years the Government of Belize has been marketing and promoting tourism as its primary economic sector. The latest efforts have included the cruise ship sector and marketing Mayan cultural history for tourism. Three phases of Mayan excavation can be identified: (1) pre-mid-1990s when sites were scientific exercises with tourism following; (2) the 1990s to present with the archaeological digs such as at Caracol fostering tourism development as the project is undertaken; and, (3) future sites yet to be excavated. This paper explores the positive and negative impacts of developing Mayan sites for tourism in Belize. The results are based on a survey of face-to-face interviews conducted with tourists based in San Ignacio, a community in west-central Belize. San Ignacio is adjacent to the Cahal Pech archaeological site and within a short drive of the Xunantunich and Caracol sites. Caracol is only partially excavated with temporary infrastructure providing access to tourists. In fact, the income generated from this access pays for continued excavations. The findings indicate that while there are obvious educational and economic benefits for such development, there are also concerns about how much is too much.     

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.     

Activity Segmentation of the International Heritage Tourism Market to Taiwan

The heritage tourism market has developed from being regarded as a small niche segment to a mainstream market of considerable size. In Taiwan, diversified heritage resources hold considerable appeal to the international tourism market. Little research has been completed on international heritage tourists to Taiwan, so this study utilized Taiwan as a case study and examined international tourists to the destination. It first employed cluster analysis based on activity participation to segment the market and test for the existence of “heritage tourists”. Three groups of international tourists to Taiwan were identified and they were labelled as “heritage”, “shopping” and “non-specialists”. The heritage group had a high participation rate in visiting heritage relics (90.6%). The study also profiled tourists according to the reasons they travelled to Taiwan and socio-demographic variables. The heritage tourists and other activity participation groups were compared to reveal the major motivational and socio-demographic differences involved. The findings showed that “international heritage tourists to Taiwan” were a group of visitors with relatively younger ages, middle levels of income and higher educational levels. The study defined heritage tourists who indicated visiting heritage sites as part of their reason for visiting Taiwan as “motivated heritage visitors”. Other heritage tourists who participated in heritage activities, but did not list heritage tourism as a reason for visiting Taiwan, were defined as “heritage site visitors”. Finally, the study profiled the two groups of heritage tourists and compared them, with significant differences being found in ages and nationalities.     

Learning patterns of tourist movement and photography from geotagged photos at archaeological heritage sites in Cuzco,Peru

The popularity of media sharing platforms in recent decades has provided an abundance of open source data that remains underutilized by heritage scholars. By pairing geotagged internet photographs with machine learning and computer vision algorithms, we build upon the current theoretical discourse of anthropology associated with visuality and heritage tourism to identify travel patterns across a known archaeological heritage circuit, and quantify visual culture and experiences in Cuzco, Peru. Leveraging large-scale in-the-wild tourist photos, our goals are to (1) understand how the intensification of tourism intersects with heritage regulations and social media, aiding in the articulation of travel patterns across Cuzco's heritage landscape; and to (2) assess how aesthetic preferences and visuality become entangled with the rapidly evolving expectations of tourists, whose travel narratives are curated on social media and grounded in historic site representations.     

Comparing willingness-to-pay between residents and non-residents using a contingent valuation method: case of the Grand Canal in China

Cultural heritage is important in sustaining community identity and boosting local economies via tourism. Stakeholder theories suggest that residents and non-residents may have different perspectives on the values and meanings attached to cultural heritage. Focusing on the Grand Canal in China, designated as World Heritage Site in 2014, this study aims to estimate and compare residents and non-residents’ willingness-to-pay (WTP) for the preservation of the Canal. A field survey of tourists visiting the Grand Canal was conducted between 12 April and 2 May 2015. Logit models were estimated to compare factors influencing WTP between residents and non-residents. Similarities and differences between residents and non-residents were found. Main differences were the effect of place identity and revisit intention differed between residents and non-residents. WTPs for the preservation of the Canal were larger for residents than that for non-residents.     

Global–local relationships and governance issues at the Great Wall World Heritage Site,China

Heritage preservation and tourism use are inevitably intertwined at heritage sites and are characterized by both symbioses and tensions, particularly at World Heritage Sites, where international initiatives interact with local priorities. The international designation impacts heritage preservation, tourism development and community well-being at the local level, especially in developing countries. This paper examines global–local relationships, as well as involvement and governance at intermediate scales, and their implications for preservation and development at Badaling Great Wall World Heritage Site in Beijing, China, through examinations of its management structure, heritage preservation and development plans, and the opinions of the local business community. Interviews were conducted with key officials of the Management Office and questionnaire surveys were distributed with local business operators. It is shown that multiple stakeholders operate in a hierarchical, multi-departmental management structure. International linkages are weak and via central government. Positive economic impacts from tourism are highly valued. High awareness of heritage preservation and positive attitudes toward tourism are identified among local business operators with relatively high tolerance for negative environmental impacts. Potential conflicts between global priorities by World Heritage designation and local needs for tourism development are illustrated. Practical implications for heritage and tourism planning and management are discussed.