1. Trends in Cultural and Heritage Tourism and Research Chris Ryan The University of Waikato

2. What will this presentation cover? A definition of cultural and heritage tourism. Some personal experiences from which to ask questions about Cultural and Heritage Tourism. A definition of ‘culture’. Some frameworks of cultural/heritage tourism and the cultural/heritage tourist. Implications of the above for trends in cultural and heritage tourism research.

3. A definition Cultural tourism is travel that requires accommodation away from home and which is motivated by an interest in, and a desire to learn about the culture and heritage of societies, one’s own and others. BUT – PROBLEMS How strong does the motive have to be to qualify? How deep and profound the level of learning acquired? How is a ‘culture’ encountered, presented, interpreted? To what degree does ‘cultural tourism’ complement other forms of tourism in the travel experience?

4. Does the tourist understand what is gazed upon?

8. Questions? Do we add to the concept of ‘The Gaze’ – the concept of the ‘Uncomprehending Gaze’? How does the direct, emotional experience of one generation speak to subsequent generations, for whom the events being recalled may be as ‘ancient history’? How do we interpret these issues of the past in a contemporary age when our age is one of ‘instant’ communication? What are the implications of these and other questions for our understanding of, and research into cultural and heritage tourism?

9. Is there an interest?

10. Are we in danger of saying everything is ‘cultural’ and about ‘heritage? Tylor (1865) Culture is ‘all capabilities and habits learned by members of a society’ Kroeber and Kluckholn (1952/1963) Culture is identified in the patterns of, and for, behaviour acquired and transmitted by symbols and artefacts Hence: Representations of Culture Acts of Behaviour

11. The Culture of Being a Tourist Activities are the basis of distinction Tourists engage in cultural worlds Tourists distinguish between degrees of ‘otherness’ Do we belong? Are we ‘outside’ Are we invited in? What can we learn? What do we want to learn? Existential authenticity authentic emotions of pleasure or learning in places that lack historical authenticity

13. The Heritage Spectrum Source – Boyd, 2002

14. Successful Management of Heritage Sites Ensure authenticity and quality Provision of a learning environment through interaction and involvement Conserve and protect sources Build partnerships Boyd, 2002

15. BUT! What is authentic in the remains of a historic site? Maintain the current (decayed) state Restore to a given period – which period? How do we privilege on period of history over another? Rebuild and repair (replicate) – but if one replicate’s – what happens to authenticity? The role of re-enactment The emotional sharing (with predecessors) The role of regeneration The reduction of pressure on the unspoilt

16. Classification of Cultural and Heritage Tourists

17. Levels of Learning Repeat Visitation High Low Failed Learning Entertainment

18. Implications for Research The hybrid nature of the cultural and heritage site – The decayed site, the conserved site, the restored site, the replicated site? – The authentic site – as an original or constructed site – the role of emotion – The constructed site – learning, entertainment or both? – The significance of the location of the site – proximity to history/supplementary site/theme of experience

19. Implications for Research The hybrid nature of the cultural and heritage site Issues of Interpretation Selection of what to interpret The understandings brought to and derived from a visit to a heritage/tourism cultural place on the part of the tourists The need to change interpretation over time in the light of » New research » New generations grounded in different realities

20. Implications for Research The hybrid nature of the cultural and heritage site Issues of Interpretation The Management of the Site Carrying capacity Direction and management of visitor flow Access and exit points Facility provision – toilets, restaurants, accommodation Budgets – need for cost coverage/profit/price setting Markets

21. A New Hybrid Model of Tourism Research Diversification and niche development Diversification of method – use of mixed methods; ontological justifcation 1950s Descriptive 1960-70s Case Studies 1980-1995 Positivist- Growing stats sophistication 1995-2003 Ethnographic/ qualitative rediscovery The Mixed Method emergence - culture - AI

22. Conclusions Cultural and heritage tourism reflects not only past but present cultures and social realities. It represents a symbiotic relationship between the gazer and gazed upon – it legitimises both and this perhaps is a distinguishing feature as a form of tourism. It can be researched from many different perspectives, managerial, social, economic and economic.

24. So – what is cultural and heritage tourism? An entertainment – Is tourism really part of the entertainment industry? An education – But is an image or a ‘fact’? A economic resource for maintaining places of historic and heritage value – So it is little more that a commodity? An experience – But of what?

25. 结束！ 谢谢！