Development of intangible cultural heritage as a sustainable tourism resource: the intangible cultural heritage practitioners’ perspectives

ABSTRACT

Authentic intangible cultural heritage (ICH) provides a community with a unique selling point in the globally competitive tourism industry. The process of commodification of ICH, however, has threatened its authenticity and thus sustainable tourism approaches are required to achieve successful transmission and promotion of ICH as a sustainable tourism resource. This paper explores the priorities of ICH practitioners in relation to the development of ICH as a sustainable tourism resource, by utilising South Korea as a case study. The results revealed that from the ICH practitioners’ perspectives, authenticity is a holistic notion integrating the transmitted customs, inherited meanings and the practitioners’ identities. ICH practitioners agree with the potential positive symbiotic relationship between transmission of authentic ICH and promotion of ICH as a tourism resource. To achieve the positive symbiotic relationship, locals’ awareness of ICH, ICH practitioner empowerment and parallel development between tourism development and transmission of ICH are necessary. To date, the practitioner approach to the authenticity of ICH and ICH as a sustainable tourism resource is little explored in the literature, thus this paper makes a valuable addition to the area of sustainable heritage tourism.     

The sustainable integration of cultural heritage and tourism: a meta-study

This paper presents a cross-disciplinary thematic investigation into the relationship between cultural heritage and tourism. It systematizes evidence on concepts, policies and strategies and provides an interpretive synthesis illuminating the factors deemed critical by researchers for the sustainable integration of heritage and tourism. It seeks to find consilience to lead to a “new age of synthesis”. After an extensive literature review, 483 studies were selected and reviewed, assisted by a qualitative data analysis software (NVivo). The research followed the meta-synthesis approach, particularly meta-ethnography, of identifying findings, grouping findings into categories and grouping categories into synthesized findings, to produce a representative set of 15 synthesis factors. These include local involvement, education and training, authenticity and interpretation, sustainability-centered tourism management, integrated planning, incorporation into a wider sustainable development framework, controlled growth, governance and stakeholder participation, market and product diversification, suitable funding provision, international governance and support systems, a heritage capital approach, effective site management, destination management and a sound theoretical/methodological base. These 15 factors are suggested as the fundamental components of a more efficient theoretical frame and evidence-based policy in the fields of cultural heritage and tourism, aimed at achieving sustainability.     

Cultural heritage and Indigenous tourism

ABSTRACT

Tourism is acknowledged as a vehicle that can help sustain both tangible and intangible elements of Indigenous cultural heritage, including languages, stories, song, art, dance, hunting methods, rituals and customs. Often, cultural heritage products developed for tourism promise to provide many socio-economic opportunities for the communities involved, however, tourism can also present a challenge as the self-management of Indigenous cultural product and cultural identity can be problematic. Given the pivotal role culture plays in the sustainability of Indigenous tourism products, it is time for a twenty-first century examination of the nexus between cultural heritage and Indigenous tourism. This paper reflects upon tourism and contemporary Indigenous cultural heritage, both tangible and intangible. Through a review of the current literature on Indigenous tourism and cultural heritage, the authors identify key areas for future research and aim to stimulate further discussion around the ways Indigenous tourism may be developed to sustain Indigenous cultural heritage.     

Roles of intangible cultural heritage in tourism in natural protected areas

The ‘new paradigm’ for protected areas emphasizes communities and their cultural assets, including intangible cultural heritage, as critical and inseparable parts of these areas. As tourism can be a significant factor in the economic framework of natural protected areas (NPAs), the prominent role of the community can have important implications. This paper reports on one of the first empirical studies on the interaction between intangible cultural heritage and tourism in an NPA with a special focus on the role of intangible cultural heritage. It is based on six months of qualitative ethnographic fieldwork in Qeshm Geopark, in the South of Iran. Local intangible cultural heritage is found to manifest and be used in tourism in three distinct ways: First, as a source of attraction and addition to any tourism offerings; second, as conservation tool, especially where the natural environment has strong cultural meanings for the local community; and third, as a driver for facilitating culturally and naturally sensitive behaviour by visitors. Concluding statements address any conceptual and practical implications.     

Re-envisioning community-based heritage tourism in the old city of Nazareth

This study specifically examines the potential for heritage tourism development to promote cross-cultural dialog in the historic old city of Nazareth (Israel). The paper focuses on a case study of a small-scale heritage tourism venture that seeks to influence tourism development in Nazareth's old city. This is an exploratory case study that uses qualitative research methods including extensive participant observation and in-depth interviews with the venture's senior management group and selected employees. Study findings indicate a model of the relationship between community-based tourism development, heritage, and peace-building in a city that has experienced a wide range of cross-cultural conflicts. This model represents an alternative view to the notion that heritage serves to enhance differences and dissonance between different cultural groups. In contrast, findings from this study suggest that heritage in the form of tourism can help create shared interests between different communities in settings characterized by cross-cultural conflict.     

A social psychological approach to cultural heritage: memories of the elderly inhabitants of Rome

Elderly inhabitants' memories can be a valuable source of information about the intangible aspects of cultural heritage of interest to tourists. Using the theory of social representations, this research project focuses on the urban area of the former 17th Municipality of Rome (located on the right riverbank of the Tiber River and including the neighborhoods of Prati and Borgo close to the Vatican City). All three older people's centers of the municipality have participated on a voluntary basis. The total of 64 persons provided demographic information, took tests assessing cognitive skills and memory, attended focus groups and participated in in-depth interviews in order to produce a documentary for tourists. As a result, the four most significant social representations of the cultural heritage of the former 17th Municipality of Rome have been identified and described in relation to the predominant emotions evoked. The final product consists of a documentary that includes selected interviews with the elderly inhabitants, insights from an archeologist and art historian, as well as local administration and authorities, in order to enrich tourist experience. Practical implications of the research project are discussed in relation to urban tourism.     

The role of tourism in the conservation of cultural heritage in Kenya

Due to the declining fortunes in agriculture, mining and manufacturing sectors, many developing countries have turned to tourism as a panacea to the numerous economic problems facing them. However, emphasis in Kenya has been mainly on beach and wildlife tourism, to the total exclusion of cultural tourism.

This paper discusses critically the contribution of international tourism in the conservation of cultural heritage in Kenya. The cultural impacts of international tourism are found to be both positive and negative and much more pronounced at the coast and in Maasailand.

Doxey's irritation index (irridex) is used as the main theoretical framework in the paper. Although Doxey suggests that in the last stage of tourism development the local communities are likely to be antagonistic to the tourists, in the case of the Maasai, the relation between them and the tourists has been rather harmonious. This could be so because the local community is actively involved in tourism development and derives benefits from the industry. The issues discussed in the paper are relevant to other parts of the world including Asia Pacific region. The paper concludes by emphasizing the need for proper visitor management through planning to minimize negative cultural impacts on local communities.     

The theory of planned behaviour in the context of cultural heritage tourism

An emerging body of literature addresses multiple aspects of cultural heritage tourism in multiple environments worldwide. This study seeks to contribute to current knowledge, studying visitors to a heritage building in the UK through the lens of the theory of planned behaviour (TPB). A questionnaire based on the various predictors associated with the TPB was designed to gather participants' motivations to visit the heritage building, including visitation to sightsee, attend events, and experience gastronomy at the building's restaurant. The findings confirm the validity and impact of attitude towards the behaviour, subjective norms, and perceived behavioural control on behavioural intention, in this case, to become involved in heritage building visitation. In addition, it was noticed that respondents' level of agreement suggests their preparedness to invest in terms of travel, time, and financially spending when visiting heritage buildings. Implications of the findings will be discussed and future research avenues suggested.     

Protecting cultural heritage tourism sites with the ubiquitous sensor network

Cultural heritage tourism resources are vulnerable to natural and human disasters: once damaged or destroyed, it is hard to restore them to their original condition. This study examines an online and real-time early fire detection system, using advanced information technology and a ubiquitous sensor network to protect cultural heritage tourism resources. It notes the danger of accidental and deliberate fires being started by cultural site visitors, as well as natural fires from lightning strike or nearby forest fires. The system architecture, sensor and network design, and software design of the fire detection system are presented, based on experimental work at the Bulguksa temple in South Korea, a UNESCO World Heritage Site. Lessons learned from building and operating the Ubiquitous(U)-Bulguksa system are presented to provide guidelines for applying ubiquitous sensor networks to protect other cultural heritage tourism resources.     

Managing ghosts: exploring local government involvement in dark tourism

In the growing discussion of dark tourism, attention has focused on dark tourism theory, interpretation of tragic events, management of dark tourist sites, and visitor motivations. The local government component, however, has been overlooked in this field of study. Fame from notorious events often transfers to the city where it happened, sometimes sharing a name (the Amityville Horror, the Villisca Axe Murders, Auschwitz) whether the community likes it or not. This fame transfer creates a shared city ‘ghost’ lingering in its shadows, but draws curiosity seekers from around the globe. This study presents factors local governments should consider as they examine their role in dark tourism, including planning for site management, consideration of the safety of, and services provided to, their citizens, examination of potential economic benefits, and most importantly, to ensure that they have a voice in the stewardship of their history.     

Efficacy of public awareness strategies for promoting existing cultural heritage tourism assets in Dar es Salaam

Although Dar es Salaam City is endowed with numerous cultural heritage resources, it fails to exploit such potentials. While there were some initiatives to boost cultural heritage tourism in the city, their efficacy was unknown and they remain undocumented. This study was designed to assess public awareness means and their effectiveness in promoting cultural heritage tourism in Dar es Salaam City. Data collection was through questionnaires, focus group discussions, observations, and key informant interviews. Findings indicated that most of the existing potential sites were not known as cultural heritage tourism sites such that they were regarded like any other normal places in the city. Available public awareness strategies (except a few) were ineffective and inaccessible. One could then wonder how available cultural heritage assets may be made known and attract others to take part. The study calls for public awareness strategies to improve knowledge on available cultural heritage assets to the general public, a measure, which will positively enhance accessibility to cultural heritage assets, improve goodwill as well as cooperation to tourists and improve ethics of their care. Such undertakings eventually will lead to sustainable cultural heritage tourism growth.     

线性文化遗产的特征及其对旅游利用模式的影响——基于《世界遗产名录》的统计分析

线性文化遗产是一种特殊的遗产类型,随着人们对遗产完整性不断深入的理解以及遗产活化利用理念的发展,线性文化遗产旅游的重要性日益显现。因此,树立线性文化遗产意识,把握线性文化遗产特征,是推进线性文化遗产旅游利用和可持续发展的重要问题。本文以《世界遗产名录》中收录的线性文化遗产为基础数据,对线性文化遗产的类别与列入标准、资源组合模式和核心区与缓冲区等典型特征进行深入分析,并从旅游空间演化和旅游活化路径两方面总结其对旅游利用模式的影响,以期为线性文化遗产旅游的可持续发展提供科学参考。研究结果表明,线性文化遗产旅游空间结构发展过程遵循“增长极”演化规律,并在遗产文化分层上表现出不同的利用方式和活化路径。     

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.     

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.     

Managing for sustainable tourism: a review of six cultural World Heritage Sites

The paper reports findings derived from questioning 471 visitors to Katherine, Northern Territory. A questionnaire was constructed using Juster Scales and items based upon the items of the Beard and Ragheb Leisure Motivation Scale. Respondents were asked to rate existing and potential tourism products, among which were those based on Aboriginal culture. It was found that generally interest was higher in nature rather than culturally based tourism, but about a third of the total sample rated Aboriginal tourism products highly. However, it was also found that this sub-sample showed high rates of interest in natural and adventure based tourism and hence their interest is based upon ‘active information seeking’ that encompasses many needs. However, as the paper describes, Aboriginal entrepreneurs are already active in many different aspects of tourism. It is thus argued that while a demand for culturally based products exists, a wider market may be attracted by offering more mainstream products with Aboriginal culture representing, in marketing terms an added product value.     

An application of tourism carrying capacity assessment at two Italian cultural heritage sites

If not properly managed or organized, tourist flows can constitute a risk for conserving cultural heritage sites. It may therefore be important to estimate the maximum capacity a visitor site can receive without compromising its heritage integrity or visitors’ experiences. This research note formulates a comprehensive methodology to assess the carrying capacity of cultural heritage sites as a way of providing technical support for cultural development and tourism management policies. This approach proposes a combination of qualitative and quantitative indicators to assess tourist flows at a site, how tourists affect conservation and how the property itself shapes and conditions the visitor experience. This how-to study underscores the management system and suggests guidelines to improve the tourism product without generating negative impacts on the built heritage. Two museum case studies are highlighted – the National Museum of the arts of the XXI Century, in Rome and the National Gallery of Marche (Palazzo Ducale, in Urbino).     

Fairytale authenticity: historic city tourism,Harry Potter,medievalism and the magical gaze

ABSTRACT

This article makes an original contribution to debates about authenticity by asking how tourist experiences of the medieval historic environment are linked to fairytales, providing a new way for tourists to imaginatively authenticate heritage. The architecture of some historic cities is preponderantly medieval, an era which is strongly associated with fairytales. Magical-historical double affectiveness has been compounded in the collective imagination by modern fairytales such as the fantasy Harry Potter and Game of Thrones which employ historic city locations and faux-medieval settings, establishing a fluid magi-heritage simulacrum. This is concretised by the appearance in many historic cities of evidence of magical placemaking and staged magical authenticity, such as wizarding shops. The study used a visual methodology to examine 14 historic cities including Oxford, Cambridge, Bath, York, and Canterbury, demonstrating how the magical gaze employs fairytale schemata to imaginatively authenticate places. The findings illustrated how heritage tourists serendipitously encountered the medieval-fairytalesque, unfolding the agency of monumental cathedrals and castles and discovering stories and the historicisation of mythology within the extraordinary-ordinary streetscape. The research findings imply that in an era when the fantasy genre is increasingly popular, the experiential authenticity of heritage tourists may be enhanced by the ‘heritage marvellous.’     

Tea heritage tourism: evidence from Sri Lanka

Within the context of heritage tourism this article examines the supply components for the tea-related tourism in the tea-producing country of Sri Lanka, formerly Ceylon. The tourism context in Sri Lanka is assessed and despite impediments to tourism development some evidence is provided of an early stage of development of tea heritage tourism in the country. The benefits of this form of tourism to the Sri Lankan tea economy are explored and barriers and threats to its development are reviewed. This is mainly based on qualitative field studies of tea accommodations, tea factory access and tea centre operations in the tea-producing hill country of Sri Lanka. From this investigation of the tea-related tourism in Sri Lanka, themes for further research on the demand for this type of tourism are identified.     

Knowledge transfer processes in the authenticity of the intangible cultural heritage in tourism destination competitiveness

ABSTRACT

As tourism based on intangible cultural heritage usually encompasses a knowledge transfer process, the authenticity of the heritage (or its perception) can be affected by knowledge transfer. These knowledge transfers occur to present the heritage to the tourists (courses, tour guiding, etc.), but also in the destination itself when the heritage knowledge is codified in museums, tour guides are trained, or the heritage is transferred to newer generations. These situations present potential challenges where authenticity is distorted or even lost, and it affects the competitiveness of the destination. The work attempts to analyse those knowledge transfers and their challenges regarding authenticity to sustain the competitiveness of the destination.     

Negotiating authenticity: Cathar heritage tourism

This paper explores the negotiation of authenticity with the case of Cathar heritage tourism in southern France. Also known as the Albigensians, the Cathars were a medieval sect practicing in the Languedoc Region of southern France from the tenth to the fourteenth century. Cathar heritage tourism is based upon various museums, heritage centers, castles, and seasonal trading fairs or markets supplemented by the activities of Cathar re-enactment or ‘living history’ societies. This interest in Cathar heritage has led to a highly saturated calendar of events. In 2010, for example, the total number of all varieties of these events in France was 36, with over 4000 people actively participating and the events attracting upwards of about 3 million visitors annually.

Based on a case-study approach, the geographical breadth of Cathar heritage tourism in France is outlined, giving brief case studies of each of the main types of tourist experiences. This is followed with a discussion on how notions of authenticity and commodification are constructed by key participants through the staging of particular types of Cathar heritage tourism.