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?