In The End
Since the midterm
Talked more about the practices and concepts of the business of heritage, both in
the industry of commerce and the industry of resource managers
Assets and their management
Assessment
Partnerships
Commodities
Management
Where you stand on an issue depends upon where you sit. The alignment of
assumptions and assessment instruments in the discourse of heritage tourism
may be more influential on cooperative agreement than the procedures and
policies.
One analysis might suggest that government support of heritage, both in tangible
artifacts (preservation of standing structures and landscapes) and intangible art
forms (dance, narrative, music, as well as crafts) has produced a world where
the business of heritage and the business of tourism can use similar models of
production.
The Test
When: Thursday 15 December 2011 from 8:30 to 11:00 a.m.
What:
Twenty short answer questions (worth two points each) These are taken from
readings and other materials only since the midterm.
Two essay areas. Each area has choices.
1. First essay asks you to consider issues of heritage tourism from one or
two readings of the class, since the mid-term.
2. Second Essay asks to explore more broadly the concepts, conditions, and
implements used in heritage tourism today.
The topics
The National Parks Evolving Role of Conservator and Concessionaire--(NPS_Role.ppt)
Heritage Tourism and the Historic Preservation movement—
(Heritage_Tourism-Historic_Preservation.ppt)
The Regional model--(Regional_Model.ppt)
Heritage Areas--(National_Heritage_Areas.ppt)
Gatekeepers--(Gatekeepers.ppt)
The National Trust and Heritage Tourism--(five_principles.ppt)
The Cultural Tourism Market--(Cultural_Tourism_Market.ppt)
Tracking the Money--(Tracking the Money.ppt)
Management Planning for Heritage Tourism--(Notebook.pdf)
State Sponsored Heritage Tourism--(Alternatives.pptx)
Marketing Heritage Tourism--(Marketing.ppt)
World Heritage Assets--(World_Heritage_Cultural_Tourism.ppt)
Heritage Tourism and Geo-Tourism--(Geo-Tourism.pptx)
Stewarding the Future--(Stewarding_the_Future.pptx)
McKercher, Bob and Hilary duCros. The Partnership
Between Tourism and Cultural Heritage Management
Chapter 7 Cultural Tourism Products-A Regional Perspective
Chapter 9 Cultural Tourism Market: A Cultural Tourism Typology
Chapter 10 Gatekeepers
Chapter 11 Assessment
Chapter 12 Asset Auditing and Planning
Chapter 13 Marketing Heritage Tourism
Chapter 14 Presentation and Management
Readings
Mackintosh, Barry. The National Parks: Shaping the System.
[http://www.nps.gov/history/history/online_books/shaping/index.htm]
Peter H. Brink, “Heritage Tourism in the U.S.A.: Grassroots Efforts to Combine Preservation and
Tourism.” [JSTOR]
Christopher Koziol. “Historic Preservation Ideology: A Critical Mapping of Contemporary Heritage Policy
Discourse.” [Reserve]
Paul M. Bray. "The National Heritage Areas Phenomenon--Where it is Coming From."
[http://crm.cr.nps.gov/archive/17-8/17-8-1.pdf]
Heritage Areas Toolbox [http://www.nps.gov/history/heritageareas/HDI/toolbox.htm]
[http://www.nps.gov/history/heritageareas/REP/criteria.pdf]
Charting a Future for National Heritage Areas. [Reserve]
NPS Partnership Success Factors [http://www.nps.gov/partnerships/oneill.htm]
“Five Principles for Successful and Sustainable Cultural Heritage Tourism”
[http://www.culturalheritagetourism.org/fiveprinciples.htm]
Money Generation Model, Version 2 [http://web4.msue.msu.edu/mgm2/default.htm]
The Logic Model [http://www.uiweb.uidaho.edu/extension/LogicModel.pdf]
Components of a Successful National Heritage Area Management Plan
[http://www.nps.gov/history/heritageareas/rep/notebook.pdf]
The Crooked Road: Virginia’s Music Heritage Trail [http://www.thecrookedroad.org/]
Blue Ridge National Heritage Area http://www.blueridgeheritage.com/musicofthemountains/index.html
Tourism at World Heritage Cultural Sites: The Site Manager's Hand Book (1993)
[http://www.international.icomos.org/publications/93touris.htm]
Geo-Tourism [http://www.nationalgeographic.com/travel/sustainable/about_geotourism.html]
David Lowenthal, Stewarding the Future.” [http://crmjournal.cr.nps.gov/97_Archive.cfm]
Can The Marriage Survive?
The authors of our text state in the epilogue that resource management and tourism function
in parallel.
They ask: How can key stakeholders work together to blend the identification, development,
and promotion of cultural tourism into a seamless process?
Cultural heritage managers and asset owners provide the raw materials.
The tourism industry then transforms the raw asset (commodity) into a tourism product and
assumes the role of shaping the message communicated to the public to attract them to
consume it.
Benefits of tourism consumption (for asset managers):
Awareness of the value of the asset
Needs to conserve asset's unique attributes.
Financial wherewithal to conserve assets (direct and indirect)
A tool to achieve broader management objectives
Retain or regain control over their assets (by shaping experiences of tourists)
Cultural Tourist Typology
Five Types of Cultural Tourists
1. The purposeful cultural tourist-cultural tourism is the primary motive for
visiting a destination, and the individual has a deep cultural experience (see
Photo 9.1).
2. The sightseeing cultural tourist cultural tourism is a primary or major reason
for visiting a destination, but the experience is more shallow.
3. The serendipitous cultural tourist -a tourist who does not travel for cultural
tourism reasons, but who, after participating, ends up having a deep cultural
tourism experience.
4. The casual cultural tourist cultural tourism is a weak motive for visiting a
destination, and the resultant experience is shallow
5. The incidental cultural tourist this tourist does not travel for cultural tourism
reasons but nonetheless participates in some activities and has shallow
experiences.
Areas to consider
What are: Heritage(s) and Tourism as practiced?
Where you stand on an issue depends upon where you sit. The alignment of assumptions and
assessment instruments in the discourse of heritage tourism may be more influential on
cooperative agreement than the procedures and policies.
Tourism is seen as an active agent
Resource Managers are seen as acting in reaction (why?)
What is inevitable?
Who can foresee the future?
Emphasis on sustainable, a contested term (why is contested?)
In broad terms what is the present circumstance of heritage tourism?
In the United States
In countries outside the United States
What is truly international is the business of tourism, more than the stewardship of heritage.
In the present and the near future what is the most likely kind of elaboration of the current
circumstances?