Cultural Tourism

; Bob McKercher

«<p>'As they have done throughout their careers, Hilary du Cros and Bob McKercher once again help us think more clearly about cultural tourism. This well-written book provides coverage of a number of important issues in the field, captures its complexities and speaks to a broad audience of policymakers, administrators, students and teachers, who will find much to stimulate their thinking in this book.'<br /><strong>Dr. Vicky Katsoni</strong>, <em>President of the International Association of Cultural and Digital Tourism (IACuDiT), Assoc. Professor, University of West Attica, Greece</em></p> <p> </p> <p>‘<em>Cultural Tourism</em> is essential reading for those involved in tourism and cultural heritage management, providing important new insights on visitor management, how to produce successful tourism products and how to evaluate products with the potential to deliver quality experiences.’</p> <p><b>Prof. Claire Smith</»

Cultural Tourism remains the only book to bridge the gap between cultural tourism and cultural and heritage management. The first edition illustrated how heritage and tourism goals can be integrated in a management and marketing framework to produce sustainable cultural tourism. Les mer
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Om boka

Cultural Tourism remains the only book to bridge the gap between cultural tourism and cultural and heritage management. The first edition illustrated how heritage and tourism goals can be integrated in a management and marketing framework to produce sustainable cultural tourism. The current edition takes this further to base the discussion of cultural tourism in the theory and practice of cultural and heritage management (CM and CHM), under the understanding that for tourism to thrive, a balanced approach to the resource base it uses must be maintained. An 'umbrella approach' to cultural tourism represents a unique feature of the book, proposing solutions to achieve an optimal outcome for all sectors.

Reflecting the many important developments in the field this new edition has been completely revised and updated in the following ways:

New content on increasingly relevant topics including sustainability, climate change, the threat of de-globalization, overtourism and social media.

New sections on experience creation, accessibility and inclusivity, as well as expanded material on creative industries and new management challenges.

New international case studies and tried-and-tested assignment exercises have been added to every chapter.

Written by experts in both tourism and cultural heritage management, this book will enable professionals and students to gain a better understanding of their own and each other's roles in achieving sustainable cultural tourism. It provides a blueprint for producing top-quality, long-term cultural tourism products.




List of plates

List of figures

List of tables & boxes



Part A Setting the context -

1 Introduction: defining cultural tourism

What is cultural tourism?

2 Challenges in achieving sustainable cultural tourism


The challenge of triple/quadruple bottom line sustainability

The challenge of climate change

Parallel evolution of tourism and cultural management

Collaborators or competitors?

Relationships between tourism and cultural management

The consequences

3 Issues, benefits, risks and costs



Cultural tourism and enhanced quality of life

Costs associated with cultural tourism

Optimizing benefits and minimizing impacts?

Part B Cultural Assets

4 Cultural heritage management principles and practice (with special reference to World Heritage)


Cultural heritage management

Management challenges

World Heritage


5 Tangible cultural heritage


Conventions, codes, charters and declarations

A four stage planning process

6 Intangible cultural heritage and creative arts


Conventions, codes, charters and declarations

A three stage approach to safeguarding intangible cultural heritage

Contemporary culture and the advent of creative tourism

Part C Tourism, the tourist and stakeholders

7 How tourism works


The nature of tourism


8 The cultural tourism market: a cultural tourism typology


Cultural tourists

Segmenting the cultural tourism market

A cultural tourist typology - centrality of motive and depth of experience

Implications for cultural tourism

A few words of caution about numbers that appear too good to be true

9 Tourism attraction system, markers and gatekeepers


Tourist attraction systems


Gatekeepers and knowledge brokers

Effect of multiple gatekeepers on the message passed to the tourist

Part D Products

10 Cultural tourism products


Cultural assets as tourism products

Products as attractions

Strangeness vs. familiarity, the environmental bubble and the necessity of standardizing and commodifying products


11 Assessing product potential


Considering the wider context

Understanding the asset in its setting

Asset specific considerations: place and cultural spaces

Stakeholder and consultation issues

People, skills and financial resources


12 Market Appeal/Robusticity Matrix: a site specific auditing tool


The Market Appeal / Robusticity a site specific auditing tool


The market appeal/robusticity matrix

Operationalization - a two step process

Conclusion - a precursor to site and experience management

Part E Operationalization

13 Framework for understanding what is necessary for a successful attraction


Success factors

Development options


Packaging and bundling

Clustering and precincts

Linear or circular routes and networks

Rebranding/creating a specific cultural tourism product area or network

Festivals and events

Creating memorable experiences

Tell a story

Make the asset come alive

Make it participatory

Focus on quality

Make it relevant to the tourist

14 Applying planning and management frameworks



Situation analysis

Establishment of an overall mission of vision and goal getting

Creation of action plans


Planning for greater access

A world on demarketing

Evaluation and feedback mechanisms

15 Experience creation


What is interpretation and what are the benefits of good interpretation?

The ICOMOS interpretation charter

Goal of interpretation and success factors

The interpretation process

Tactics to create peak experiences

The medium is the message



Improvements needed

Challenges still remain

Some general observations

A few possible research areas




Om forfatteren

Hilary du Cros is an Honorary Research Fellow, University of New Brunswick, Canada. She has a unique perspective on tourism, heritage and arts management after 35 years as an academic and consultant in the Asia-Pacific Region. Books include The Arts and Events with Lee Jolliffe (2014) and Cultural Heritage Management in China with Y.S.F. Lee (2009).

Bob McKercher is a Professor of Tourism at The Hong Kong Polytechnic University. He has wide-ranging research interests focused around special interest tourism markets, product development and consumer behavior. He received his PhD from the University of Melbourne in Australia, a Master's degree from Carleton University in Ottawa, Canada, and his undergraduate degree from York University in Toronto, Canada. Prior to entering academia, he worked in a variety of operational and advocacy positions in the Canadian tourism industry.