Understanding Heritage Tourism

Heritage Tourism Introduction

• Encompasses traditions, monuments, objects, cultures, activities, meanings, and behaviors
• Preserving, excavating, displaying, and restoring collections
• Includes both tangible and intangible elements like songs, recipes, dances, etc
• These elements establish identity and importance to historical buildings and archaeological sites.

Heritage in the Philippines

• Aeta culture is disappearing due to modernization.
• Aeta people (also known as Agta, Ati, Ita, or Negrito) are primarily in the highlands of Pampanga, Zambales, Bataan, Nueva Ecija, Tarlac, and Panay Island.

Heritage in Australia

• Aggressively preserves aboriginal Australian culture (including Torres Strait Islanders) through legislation and government programs

Culture Defined

• Dictates what is acceptable/unacceptable, important/unimportant, right/wrong and workable/unworkable
• It includes all learned, shared explicit or tacit assumptions, beliefs, knowledge, norms, values, attitudes, behavior, dress, and language.

Anthropology Explained

• Studies humans, human behaviors, and societies in the past and present
• Concerned the application of knowledge to solve human problems.

Cultural Heritage Tourism

• Difficult to separate from other forms of tourism
• Every place or country has a heritage to offer tourists
• Is a branch of tourism oriented toward the cultural heritage of the location
• It includes experiencing authentic places, artifacts, and activities
• Encompasses cultural, historic, and natural resources
• Also referred to as diaspora tourism

World Heritage Site

• A landmark or area selected by UNESCO
• Selection is based on cultural, historical, scientific or other significance
• It is legally protected by international treaties.
• Important to the collective interests of humanity

Criteria for World Heritage Site Selection

• It must be an already classified landmark
• It also must be geographically and historically unique.
• Requires special cultural or physical significance ancient ruin or historical structure, building, city, complex, desert, forest, island, lake, monument, mountain, or wilderness area
• It indicates a remarkable human achievement that intellectually serves as reliable historical evidence

Relevance and Essence of Heritage Tourism

• Instills and reinforces national identity by connecting people to their heritage.
• Generates awareness, appreciation, and tolerance of other nationalities.
• Provides education about other cultures.
• Generates economic vitality through job creation and business activity.
• Increases productivity in tourism workforce.
• Revitalizes specific geographic location where government and private sectors takes initiative toward preservation
• Expands business & tax revenue & raises GDP
• Creates innovative habitats & attracts knowledge-based workers
• Imparts ownership & sense of pride on residents to preserve their culture

Components of Authentic Heritage Tourism

• Includes authentic, appealing, accessible, and affordable components
• Landmarks, monuments, and historical sites need beautiful structures
• Literature and folklore includes mythology, epics, legends, poetry, novels, presentations, and riddles
• Music and dance includes captivating tunes across cultures
• Religion and spiritual beliefs include pilgrimages and tours
• Language and communication helps business deals and relationships
• Manifest within literature, music, rituals, and artifacts
• Arts and crafts include paintings, sculptures, drawings, photographs, performing arts, handicrafts, fashion, and hieroglyphs.
• Relics, artifacts, and antiquities deal with ancient history and literature

Heritage Tourism: Sports and Games

• Includes traditional/indigenous games with contemporary sports that are played in communities or large sporting events

Heritage Tourism: Customs, Traditions, and Daily Life

• Includes rituals, values, habits, and norms (weddings, burial, dining, child-rearing, relaxation, courtship, bathing, selling, etc.)

Heritage Tourism: Livelihood and Industries

• Highlights the means of livelihood in various regions including interesting traditions practiced

Heritage Tourism: Festivals

• Celebrations are based on religion, art, livelihood, music, sports, literature, or personalities.

Heroes and Important Personalities in Heritage Tourism

• Explores the lives and contributions of historical figures, heroes, literary, professionals, leaders, artists, and celebrities

Cuisine and Beverages in Heritage Tourism

• Food and drinks fascinates tourists

Genealogy in Heritage Tourism

• Provides pursuit of tracing a person's family history

Biodiversity (Flora and Fauna) in Heritage Tourism

• Includes indigenous plants and animals with close livelihood connections

Parks and Gardens in Heritage Tourism

• Developed by local communities, artists, real estate developers, and horticulturists.

Technology and Transportation in Heritage Tourism

• Vehicles, tools, weapons, equipment, inventions, and gadgets representative of a period

Development of Heritage Tourism: Biblical Episodes

• Presence indicated in the Bible through:
• Constant wandering of the Israelites in the desert, conquests of the pharaohs,and elaborate burials of pharaohs

Development of Heritage Tourism: Barter Trade

• Started with Mesopotamian tribes and Phoenicians (6000 BC).
• Goods were exchanged from long distances

Development of Heritage Tourism: Silk Road Route

• A network connecting Asia, Middle East, and South Europe
• Played a central role for cultural interaction

Development of Heritage Tourism: Grand Tour

• A 17th-18th-century trip to Europe undertaken by upper-class European men

Development of Heritage Tourism: The Olympiad

• The first Olympic games in Athens paved the way for multicultural understanding

Development of Heritage Tourism: Royal Intermarriages

• Monarchies and elites sustained wealth through centuries.

Heritage Tourism: Colonization and Conquistadores

• Powerful nations conquered and colonized underdeveloped territories.
• New cultures and religions were indoctrinated

Pilgrimages Worldwide

• All religions have distinct religious pilgrimages, known as festivals
• They are characterized by organized convergence to holy places such as:
• Mecca & Medinah (Saudi Arabia), Jerusalem (Israel), and Fatima (France).

Touring Scholars and Students

• Schools facilitate student travel for cultural experience with field/educational activities

Migrant Workers

• Workers developing/underdeveloped countries seeking employment in:
• US, Canada, Australia, Singapore, Hongkong, Japan, Middle East, & Europe

Touring Artists

• Musicians have held concerts abroad.

Asylum Seeking Refugees

• Large populations displaced to conflict areas are accommodated with citizenship in final destinations

Events That Draw Visitors

• Biggest Music Concert - Danube Island Festival, Austria
• Biggest Religious Festival - Kumbh Mela, India
• Biggest Festival in the World - Carnival, Rio de Janeiro, Brazil
• Biggest Mass Wedding - Reunification Church, Seoul, South Korea
• Biggest Sporting Event - Beijing Olympics
• Oldest Film Festival - Venice Film Festival
• Largest Film Festival - Seattle Film Festival
• Biggest Church - St Peter's Basilica, Vatican City, Rome
• Biggest Museum - Louvre, Paris, France
• Biggest Castle - Malbork Castle, Poland
• Biggest City Park - Bosque de la Primavera, Guadalajara, Mexico
• Tallest Building - Burj Khalifa, Dubai

Stakeholders in Heritage Tourism

• Any entity (person, organization, community) with an interest in the heritage tourism product
• Perform functions and responsibilities to ensure success/sustainability

Heritage Sites and Atractions

• The entity that owns, manages, or organizes the heritage tourism product which may be a site or an attraction
• May include private entities, government agencies, local communities, or event organizers

Tourists/Visitors

• May be local or foreign tourists interested in experiencing heritage tourism.

Government Agencies

• Regulate, monitor, supervise, control, and support heritage sites/ attractions
• DEPARTMENT OF TOURISM (DOT) responsible for sites, activities, etc
• NATIONAL HISTORICAL INSTITUTE (NHI) responsible for preservation, restoration, and reconstruction
• NATIONAL COMMISSION FOR CULTURE AND ARTS (NCCA) formulates cultural policies
• TOURISM INFRASTRUCTURE AND ENTERPRISE ZONE AUTHORITY (TIEZA) manages tourism establishments
• DEPARTMENT OF PUBLIC WORKS AND HIGHWAYS (DPWH) provides land access
• DEPARTMENT OF INTERIOR AND LOCAL GOVERNMENT (DILG) supervises government units
• INTRAMUROS ADMINISTRATION (IA) preserves historical value
• NATIONAL PARKS AND DEVELOPMENT COMMITTEE (NPDC) preserves parks
• TOURISM PROMOTION BOARD (TPD) serves as marketing
• DEPARTMENT OF ENVIRONMENT AND NATURAL RESOURCES (DENR) conserves the environment
• DEPARTMENT OF TRADE AND INDUSTRY (DTI) promotes trade and industry
• BUREAU OF FOOD AND DRUG ADMINSTRATION (BFDA) issues licenses
• PHILIPPINE RETIREMENT AUTHORITY (PRA) addresses retiree issues
• BUREAU OF CUSTOMS power to assess and collect revenues

Additional Government Entities

• BUREAU OF IMMIGRATION serves as immigration regulator
• PHILIPPINE NATIONAL POLICE (PNP) maintain order
• PHILIPPINE COAST GUARD (PCG) assist enforcement of laws
• NATIONAL COMMISSION OF INDIGENOUS PEOPLE (NCIP) protects indigenous rights
• NATIONAL MUSEUM fosters scholarly study and appreciation

Host Communities

• Host areas include villages, provinces, and regions to experience heritage

NGO’s an Public Interest Groups

• All non-governmental organizations, advocacy groups, and media that look at heritage tourism prospects from the outside

Intermediaries

• Entities that Market, Advertise, and act as Agent between the Heritage tourism and its tourist customer segment

Suppliers and Service Providers

• A large group of individuals and organizations that

Culture Life Cycle

• Parallels other products, with stages of development, launch, growth, and decline.
• Each scenario has specific activities

Culture Life Cycle - Early Development/Concept

• Brainstorming Sessions/ Planning workshops with key interest holders

Culture Life Cycle - Launch and Inauguration

• Marketing that creates awareness

Culture Life Cycle - Growth

• Must be sustained and maintained by the owner

Culture Life Cycle - Maturity

• Reaches peak of constant Exposure

Culture Life Cycle - Innovation

• When specialists and administrators collaborate to establish new innovative strategies

Culture Life Cycle - Decline

• Leads to product closure and subsequent lack of popularity

Organizations Managing Heritage Tourism

• WORLD HERITAGE CENTER
• AYALA FOUNDATION
• CHINESE WORLD CULTURAL HERITAGE FOUNDATION
• SCANDINAVIAN HERITAGE ASSOCIATION

Accessibility of Heritage Sites

• A major selling point
• An important marketing technique which is also a driver for tourism
• Directly Drives a higher level of tourism for that site

Lodging and Accommodation

• Proximity and Transfer Availability to tourist Gateways
• Capacity costs and service quality standards
• Tourist capability tiers
• Tourist hotels

Visitor Interpretation of Heritage Attractions

• Gives insight to sites and event
• Vital Tourist experience

Essential Components of Visitor Interpretation

• Signage and Multimedia
• Marketing Collectibles
• Tour Guiding
• Story telling and Satire

What makes good presentation

• High Target market appeal mixed with real interaction between the exhibit and the customer

Important Points to Consider:

• Health, Safety, and Security along with economic capabilities.

Safety, Security, and Sanitation

• Main Priority: Touring visitor safety and security.

Basic Security Measures:

• Secure Accident prone Areas with first aid kits and highly trained staff:
• Disaster and emergency protocols.

Preventative Security:

• Updated infrastructure and technology to support modern security protocols and monitoring .
• CCTV monitoring

Skilled security Officers:

• Highly skilled staff that recognize and can handle suspicious activity

Policies and Documentation:

• Well prepared protocol documentation and constant departmental liaison
• Well maintained sanitation through housekeeping cleanliness

Enforce Hygiene on Staff:

• Well groomed staff with effective contamination and pollution protocols.

Management

• Need for strict management by setting strict visiting hours that conform.

Have Qualifications And Requirements:

• That the visitors meet.

Tour Capacity:

• Must be observed depending of the cultural event

Special Accommodations:

• Be able to conform to and give the best special accommodations

Visitor Itinerary and Safety:

• Itinerary is set sequentially to insure safety and maximize visitor time

Strict Safety and Security protocols

• Set on site

The Three P’s

• Provisions and protocols, meal and eatery facilities, merchandise and shopping convenience.

Exit Strategies

• Make the visitors feel safe and limit the amount of hassle

Heritage Production Qualities

• Must have: Story, Message and Information
• Need to be able to touch the tourist with an experience

Brand Equity

• A value that is generated from product with recognizable name

Heritage and Site Separation

• Separates heritage from others in order to define the qualities.

Effective Advertising Campaign:

• Must deliver a clear, targeted and consistent message to the client
• A good campaign should be diverse, have effective media coverage and be cost effective

Value Creation

• Unique promotional campaigns for tourism