Course Information
RTM-413 (3 units): Cultural Tourism
Spring 2015
Schedule# 22856, Lecture + Activity
January 20 to May 5, 2016
Wednesday, 7:00 to 9:40 p.m.
HH-210
Instructor
Jessica Travis
Email: jtravis@mail.sdsu.edu
Office hours: By appointment only
Telephone: 619-977-9349
Prerequisites
Recreation and Tourism Management 470
Course Description
Concepts of cultural tourism and cultural heritage management. Strategies for planning of
cultural tourism resources and for development of cultural tourism initiatives. Evaluating tourism
potential of cultural or heritage assets. (SDSU General Catalog & Announcement of Courses,
2015-2016)
In order to accomplish its objectives, this course will involve reading, writing, classroom
activities, guest speakers, case studies, site visits and videos. This section of RTM 413 is offered
using a lecture and activity teaching format; class meetings will be supplemented with activities
in class, on the Internet and in the community.
Upper Division, Recreation and Tourism Management
This course is an upper division elective for the Recreation and Tourism Management major at
SDSU. The major offers a sufficiently wide range of courses for students who may wish to enter
diverse recreation, tourism, or human services fields. For students who have selected an
emphasis in Sustainable Tourism Management, this is a required course.
This course prepares students to work in tourism and cultural settings and involves an
interdisciplinary approach. Students learn about assessment, programming, and evaluation for
planning and management of cultural tourism businesses.
Add/Drop
The last day to:
 Drop the class is January 29, 2016
 Add the class or change grading basis is February 2, 2016
The University Registrar will not allow schedule adjustments after 11:59 p.m. on the above
dates.
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Student Learning Outcomes
Upon completion of this course, students will:
1. Formulate an understanding of the concepts and theories of cultural tourism including the
reciprocal impacts of culture heritage management and tourism. (Chapters 1-3)
2. Identify tangible and intangible cultural assets and interpret their relative contributions to
the tourism experience. (Chapters 4-6)
3. Measure the tourism consumption potential of cultural assets and evaluate the successful
development and sustainable management of cultural tourism programs and products
(Chapters 7-8, 13)
4. Differentiate tourist typology through the motivations for cultural tourism participation
and the information received by gatekeepers (Chapters 9-10)
5. Critically examine management approaches for the partnership of cultural heritage assets
and tourism (Chapters 11-12, 14)
Course Components
1. Reading assignments: Class discussion will be guided by the assigned readings from
Blackboard (https://blackboard.sdsu.edu) and the assigned course; however, other resource
materials may also be used to supplement lecture. Students’ ability to participate in class
discussions and complete assignments will depend upon completion of the readings.
-Assigned text for this class is Cultural Tourism: The Partnership Between Tourism
and Cultural Heritage Management (2002)
2. In-class videos and presentations: Video programs, exercises and guest speakers will be
introduced during class sessions, to enhance or supplement course material.
3. Activities: This course includes two hours of weekly activity. These activates might require
students to complete work on the internet or at cultural heritage sites. Interpretation of these
activities will be evaluated in part through online assignments.
4. Online Assignments (125 points, 25 points each): Class discussion and out-of-class activities
will be supplemented by online assignments that require students to work independently or in
groups to complete assigned exercises to demonstrate understanding of course content in real
world applications.
5. Module reflections (50 points; 10 points each): Students are expected to comprehend the
main concepts addressed in class and the course text to complete online reflections. Five online
reflections, one for each module, will be conducted during the course of the semester.
6. Evaluation of Balboa Park’s cultural tourism promotional strategies (150 points) Students
in the course will put together a paper of two components: First, students will provide a formal
evaluation of Balboa Park’s cultural tourism assets and commodification strategies, including a
SWOT analysis. Second, students will propose a new marketing strategy for a selected asset in
Balboa Park through the utilization of the of marketing mix. This is the final project for the
course and includes two components: A final paper (100 points) and a presentation (50 points).
This is a group activity; students will work in assigned groups of 2-3 students each. Further
information about this assignment will be made available on the Course Blackboard site, the
project brief and will be discussed in class.
Evaluation
Points
100
50
50
125
325
Balboa Park Cultural Tourism Evaluation
Final Presentation
Module Reflections (5)
Online Assessments (5)
Total
2
Percentage
~31%
~15.5%
~15.5%
~38%
Learning Environment
This course will involve lectures, discussion of assigned readings, in-class assignments, field
research and site visits, out-of-class exercises, group exercises, in-class videos. It is very
important that students attend class in order to learn. Students are responsible for the course
material covered in class. SDSU’s course management system, Blackboard, will be employed to
make all course-related communication, syllabus, lectures, and assignments available to students.
In addition, students will be utilizing Blackboard to post completed assignments and for
discussions with classmates and the instructor. In case of lack of familiarity with the Blackboard
system, please obtain immediate training through Student Computing Services.
Additional Information
Classroom conduct: Students are expected to arrive on time to class. Any student arriving later
than 10 minutes to class will not be allowed to participate in in-class bonus exercises assigned on
that particular day. When in class, students are expected to conduct themselves in a professional
manner, which includes refraining from eating food, chewing gum, using cell phones, reading
non-class materials, etc., when class is in session.
Attendance policy: Students are only permitted to make up graded course components missed
because of illness, mandatory religious obligations, certain University activities, or unavoidable
circumstances. Students are required to provide documentation for any absence before the
student is allowed to make up missed work. Students participating in University activities are
expected to give each instructor a statement before the absence signed by a responsible official
that specifies the dates and times the student will miss class. All planned absences should be
reported to the instructor, in writing, within the first two weeks of class.
Missed classes: Students are responsible for obtaining all course information and materials,
including online assignment instructions, missed as a result of absence from class. If the student
misses a class during which an in-class assignment or bonus in-class activity was conducted, no
make-up opportunities will be provided by the instructor.
Writing format: Since writing is an important component of this class, students are required to
spell-check their work before submitting it to the instructor. Assignments with spelling,
grammatical, and/or formatting errors will be penalized via point deductions.
Assignment submissions: All written assignments are to be submitted electronically via
Blackboard. Assignments should be posted by indicated time of the due-date. Assignments that
are late will incur a 20% deduction per day (including weekends) in overall grade for that
particular assignment. Assignments received by email will not be accepted unless otherwise
noted.
Draft submissions: The instructor is willing to look at your assignments and offer suggestions
within 72 hours if you submit a draft at least 96 hours (4 days) before the due date. The review
of any drafts submitted less than 96 hours (4 days) is not guaranteed. Students are instructed to
submit draft assignments via email to jtravis@mail.sdsu.edu.
Communication: The instructor will respond to student emails within 2 business days.
Attachments of assignments will not be accepted via email when prompted for Blackboard
submission.
Blackboard submissions: All assignments that require Blackboard submissions must be posted
by the time and date indicated on course materials. After the indicated time of the assignment
deadline, Blackboard may disable the electronic posting feature for the assignment due.
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Accommodations for Students with Disabilities
If you are a student with a disability and believe you will need accommodations for this class, it
is your responsibility to contact Student Disability Services at (619) 594-6473. To avoid any
delay in the receipt of your accommodations, you should contact Student Disability Services as
soon as possible. Please note that accommodations are not retroactive, and that I cannot
provide accommodations based upon disability until I have received an accommodation letter
from Student Disability Services. Your cooperation is appreciated.
Plagiarism
Plagiarism is simply the use of others’ words and/or ideas without clearly acknowledging their
source. As students, you are learning about other people’s ideas in your course texts, your
instructors’ lectures, in-class discussions, and when doing your own work. When you
incorporate those words and ideas into your own work, it is of the utmost importance that you
give credit where it is due. Plagiarism, intentional or unintentional, is considered academic
dishonesty and all instances will be reported to SDSU’s Office of Judicial Procedures. To avoid
plagiarism, you must give the original author credit whenever you use another person’s ideas,
opinions, drawings, or theories as well as any facts or any other pieces of information that are not
common knowledge. Additionally, quotations of another person’s actual spoken or written
words; or a close paraphrasing of another person’s spoken or written words must also be
referenced. Accurately citing all sources and putting direct quotations – of even a few key words
– in quotation marks are required. For further information on plagiarism and the policies
regarding academic dishonesty go to the Course Catalog section on Standards for Student
Conduct (41310).
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Learning modules and tentative course calendar for RTM413
Module 1: What is Cultural Tourism?
Student learning outcome Formulate an understanding of the concepts and theories of cultural
tourism including the reciprocal impacts of culture heritage management and tourism.
Dates
Topics
Exercises
Presentations
1/20
Ch. 1 & 2
*Explicate reciprocal
*Introduction to cultural
relationship of CHM and tourism tourism
with local examples
*Commission for Arts and
Culture introduction
1/27
Ch. 3
*Compare local attractions
and cultural tourism,
identifying tourist behavior
types
* Intrinsic value and
commercial value
Module 2: What is the relationship between cultural assets and the tourism experience?
Student learning outcome: Identify tangible and intangible cultural assets and interpret their
relative contributions to the tourism experience
Dates
Topics
Exercises
Presentations
2/3
Ch. 4
*Identify + and - impacts of
* Place making within
*Module 1
tourism on heritage assets
museums
Reflection
(10 pts.)
*CHM policy
* Museum registrar and
archivists
2/10
Ch. 5
*Analyze commodification and
accessibility
*Historic sites and landmarks in
San Diego
*Case study: Sainte Augustine,
FL
2/17
Ch. 6
*Explore authenticity in local
experiences
- Old Town San Diego
- International Cottages,
Balboa Park
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*Case study: Tiki Village,
Moorea, French Polynesia
*Video of Park Ranger, Kim
Duclo
Module 3: What is the distinction between cultural heritage asset and cultural tourism
product?
Student learning outcome: Measure the tourism consumption potential of cultural assets and
evaluate the successful development and sustainable management of cultural tourism programs
and products
Dates
Topics
Exercises
Presentations
2/24
Ch. 7
*Module 2
Reflection
(10 pts.)
*Conceptualize three levels of
products with examples
3/2
*Present a product for tourist
consumption
Ch. 8
*Assemble final project groups
*Strategies used to develop a
mix of products to provide
tourism experiences and
attractions
*Balboa Park Marketing
*Transformation techniques of
cultural assets into consumable
products
3/9
Ch. 13
*Practice using the marketing
matrix to structure a
marketing plan of a cultural
tourism asset
*Review section 9, Marketing
Plan of final project.
-Example of marketing plans
Module 4: Who is a cultural tourist?
Student learning outcome: Differentiate tourist typology through the motivations for cultural
tourism participation and the information received by gatekeepers
Dates
Topics
Exercises
Presentations
3/16
Ch. 9
*Identify a self typology from a *Five types of cultural tourists
*Module 3
recent trip
Reflection
*Cultural tourism statistics,
(10 pts.)
globally and locally
3/23
Ch. 10
3/30
Spring
Break,
Campus
Closed
*Role play types of
gatekeepers in Balboa Park
*Nine gatekeeper types
-Four features
-Effects of messaging
*Individual research on final
project
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Module 5: How do we achieve sustainability cultural tourism programs?
Student learning outcome: Critically examine management approaches in creating a partnership
between cultural heritage assets and tourism
Dates
Topics
Exercises
Presentations
4/6
Ch. 11 & 12 *Site Visit: Balboa Park
* Review final presentation
*Module 4
format and content
Reflection
(10 pts.)
*Information to assess
sustainable cultural tourism
-Tourism potential
-Asset setting
- Stakeholders
- Financial viability
4/13
Ch. 14
4/20
Final Project
*Module 5 review
Reflection
(10 pts.)
4/27
Final Project
presentations
*Site Visit: Balboa Park
*Finalize select of asset for
project
*Evaluate information
exchanges by joining a tour or
site interpretation
*Shared spaces for tourism and
local use
*Final Project review
*Group work on final project
*15-minute group presentations
to panel
NOTE: The instructor will notify students early with regards to guest speaker presentations.
Final Examination:
Final projets are due May 4, 2016 at 11 p.m.
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