Cultural Tourism

Bob McKercher

Contents



Preface
Acknowledgments
Chapter 1. Introduction
Defining Cultural Tourism
Conceptualizing Cultural Tourism--A Thematic Approach
The Key Issue: Linking Cultural Heritage Management and Tourism Management
Chapter 2. Challenges in Achieving Sustainable Cultural Tourism
Introduction
Culture and Tourism--Collaborators or Competitors?
The Independent Evolution of Tourism and Cultural Heritage
Seven Possible Relationships Between Tourism and Cultural Heritage Management
The Consequences
The Solution?
Chapter 3. How Tourism Works
Introduction
The Nature of Tourism
Attractions Drive Tourism
Factors Influencing Visitation Levels
Tourist Behavior
Cultural Tourism
Conclusion
Chapter 4. Cultural Heritage Management
Introduction
Core Concepts
Cultural Heritage Management and Tourism
Negative and Positive Impacts of Tourism
Conclusion
Chapter 5. Tangible Heritage
Introduction
Process-Driven Conservation of Tangible Cultural Heritage
The Scope of Tangible Heritage Assets
Cultural Significance of Heritage Assets
Authenticity
Tourism, Authenticity, and Commodification
Visitor Accessibility to Tangible Heritage Assets
Consultation As an Important Element of the Management Process
Chapter 6. Intangible Heritage and Its Management
Introduction
Recognition of Intangible Cultural Heritage Management
Intangible Heritage Assets--Management and Tourism Issues
Authenticity and Cultural Space
Tourism and Changes to Intangible Heritage
Culturally Appropriate and Sustainable Use of Assets
Stakeholder Consultation in Setting Management Priorities
Chapter 7. Cultural Tourism Products--A Regional Perspective
Introduction
Products
Benefits of Adopting a Marketing Approach to Product Development
Hierarchy of Attractions
Developing Cultural Tourism Attractions
Conclusions
Chapter 8. Commodification, Environmental Bubbles, and Cultural Tourism Products
Introduction
Consumption--Strangeness versus Familiarity and the Environmental Bubble
Creating Cultural Tourism Products or Attractions
Tactics
Conclusions
Chapter 9. The Cultural Tourism Market: A Cultural Tourism Typology
Introduction
Who Are Cultural Tourists?
A Typology of Cultural Tourists: Recognizing Different Shades of Cultural Tourists
Five Types of Cultural Tourists
Testing the Model: Hong Kong As a Case Study
Implications for Cultural Tourism
Chapter 10. Gatekeepers
Introduction
Using Cultural and Heritage Assets to Brand a Destination
The Role of Gatekeepers in Conveying Messages
Effect of Many Gatekeepers on the Message Passed to the Tourist
Chapter 11. Assessment
Introduction
Assessing the Tourism Potential of Assets
Considering the Wider Context
Understanding the Asset in Its Setting
Asset Specific Issues: “Place” and Cultural Spaces
Stakeholder and Consultation Issues
People, Skills, and Financial Resources
Conclusions
Chapter 12. Asset Auditing and Planning
Introduction
An Audit Model
An Audit Procedure
Testing the Procedure--Hong Kong
Planning
Chapter 13. Marketing
Introduction
Marketing As a Management Tool
Unique Features of Marketing in Cultural Tourism
Thinking Strategically
Sustainable Competitive Advantages
Role of Research
Putting It Together--The Marketing Plan
The Four Ps--The Marketing Mix
Conclusions
Chapter 14. Presentation and Management of Heritage Assets
Introduction
Reinvestment of Revenue in Conservation As One Benefit of Tourism
Fees and Levies Raised at the Source
Epilogue
References
Index