A model of tourism advertising effects

This study develops the AIEDA tourism advertising effects model and examines this model by tourism destination types and advertising formats in a field experiment. The AIEDA model extends the traditional AIDA model in the advertising field and additionally considers the unique features of tourism products. It includes five hierarchical stages: Attention→ Interest→Evaluation (Perceived Usefulness→ Perceived Credibility) → Desire →Action. Findings of experimental research indicate that destination type and advertising format have main effects and interaction effects on tourism advertising effects. In addition, this study discovered that, for natural and cultural destinations, video ads yielded similar or more positive advertising effects than virtual reality ads, whereas print was the least effective advertising format.     

Authentication as Institutional Maintenance Work

Institutional maintenance work refers to actors’ deliberate effort to maintain an institution. This paper examines how actors use authentication, i.e., the relational constitution of an artefact as original or as a genuine expression of a particular type, style or person, to accomplish institutional maintenance work. We investigated contemporary adjustments to six listed buildings. These works were undertaken to keep these buildings functional while at the same time protecting their listing; by doing so they contributed to maintain the institution of Architectural Heritage. Our analysis identifies three forms of authentication: material consolidation, crafts mobilization and character enhancement. We elaborate on each of them and explain their institutional underpinnings and outcomes. The paper concludes with an articulation of authentication as a potent form of institutional maintenance work. Taking its starting point in materiality, authentication is a relational practice that helps maintain institutions relying on irreplaceable artefacts for their maintenance.     

论遗产型目的地营销--以四川省乐山市为例

旅游目的地的营销在世界范围内已呈现出日益激烈的竞争格局，并逐渐形成多样化的专业细分市场。本文以乐山市为例，分析了该世界遗产地从落城市20年来的旅游营销策略和方式的变化过程的内在机制，指出了该遗产型目的的地营销的发展趋势。     

胶东地区非物质文化遗产的保护与利用

非物质文化遗产的保护与利用一直都是大家关注的热门话题。不少学者专家提出了很多保护民间传统文化遗产的方法措施。提出非物质文化遗产的概念，然后介绍胶东地区非物质文化遗产的主要内容，最后针对该地区的实际情况提出适合胶东非物质文化遗产保护和开发的出路一与休闲旅游市场开发相结合。     

关于文化遗产旅游研究的若干思考

文化遗产旅游在我国旅游业的发展体系中扮演着重要角色，作为其资源基础的文化遗产却缺乏一套完善的管理与开发体系。在理论上，文化遗产旅游也缺乏较为系统的论述分析了我国文化遗产旅游所存在的基本问题，同时对国内外的文化遗产旅游研究进行了回顾与评述，并以此为基础提出了文化遗产旅游研究的体系内容及其研究方法。     

多国联合申报世界文化遗产模式的引入--以丝绸之路为例

近年来,我国世界文化遗产的申报取得了很大的成绩,很多珍贵的自然、人文遗产被列入世界文化遗产名录,受到全世界的共同关注与保护。但迄今为止,申报工作都是局限于我国范围内申报,尚未开展多国联合申报的尝试,模式比较单一。文章以丝绸之路为例,通过分析丝绸之路自身的特点,提出了多国联合申报世界文化遗产的设想,并进一步对中国引入多国申报模式的必要性作以初步的论述,以供学术界参考。     

世界遗产:公共产权的转移与约束

世界遗产是具有公共产权性质的特殊资源，应由国家进行永久性保护。但由于目前我国文物保护经费的不足，以及现行体制把世界遗产的管理权分散到地方政府各部门，在获得保护经费及旅游利益的驱动下，部分遗产地出现了过度开发现象，导致世界遗产保护区的城市化与商业化．出现保护与开发矛盾的根本原因，在于世界遗产公共产权私人化趋向，导致其外部性的增强．可能的解决途径是世界遗产公共产权由中央或地方的国家单一部门管理，以实现产权的硬约束，并且建立旅游收益与保护资金之间，政府与旅游企业之间的平衡。     

“连接自然与文化” ① ：西方哲学背景下 的全球议题

文化遗产保护是动态发展的概念，总结了文化景观 的3类意义：1)文化景观作为物质实体；2)文化景观作为概念 和过程；3)文化景观作为方法和工具。指出当前世界遗产及 文化景观保护中存在的自然和文化分离现象，揭示了西方哲学 的二元两分法的背景根源。介绍了IUCN和ICOMOS为融合 自然与文化而进行的“连接实践项目”和“自然文化之旅”2 个项目，推广他们在不同地理和文化背景下，为更好地连接自 然与文化遗产的治理和管理实践所作出的杰出贡献和引领作 用，主张非西方原住民社区、地方社区应该在推进“自然文化 之旅”工作中占有核心地位。     

Tourism-based heritage conservation in Murshidabad: an appraisal

The article appraises the outcome of promoting tourism as a strategy for heritage conservation in the case of Murshidabad, an archetypal historic town in decline in India. A relational maturity-based framework has been used to examine the complementarities and conflicts between tourism and heritage conservation in the town. The prevailing nature of tourism conservation relationship in Murshidabad upholds the criticality characteristically observed in developing countries, where governments focus primarily on the revenue generating potential of built-heritage centric tourism ignoring the conservation attention necessary to retain authenticity and meaningful existence of historic structures. The overarching issues emerging from the current level of relational maturity in Murshidabad are identified with suggestions for possible policy implications of the study.     

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.