Access Voice of Tourism 2nd Edition Access Voice of Tourism 2nd Edition | Page 5

Fourth is understanding the market better. We already know a lot about
the characteristics of general heritage consumers, but we know relatively little
about their deeper emotions and personal connections to place. Some of this can
be understood by realizing that different people have different experiences at the
same cultural sites. This brings into the equation the notion of authenticity, which
can be seen from many different perspectives. Some people argue that
authenticity can be objectively measured and assessed. Other observers suggest
that authenticity is subjective and lies in the eye of the beholder. For instance, a
Muslim visiting the tomb of a famous Imam or historic mosque would very likely
have a different experience than a non-Muslim would at the same location. For
the Muslim visitor, the experience might be deep, emotional and spiritual, while
for the non-Muslim, it might be an interesting place to visit because of unique architecture or its otherwise
historical importance. A related concept is scale. This is important in understanding both the supply and demand
sides of heritage tourism. Global heritage (e.g. UNESCO) might have significant international appeal, but places
associated with one’s own personal or familial heritage also draw significant tourist attention, particularly in
immigrant societies.
These are only a few of the many current trends beginning
to manifest in the research literature and in what the industry sells
to tourists. There are several more of significance, including
heritage and technology, the role of authenticity in selling heritage,
different modes of interpretation, appreciating non-traditional
heritage venues, and understanding how heritage tourism overlaps
with other forms of tourism. These are all important themes, and
there are many more questions to be raised and answered. It is up
to researchers to identify gaps and trends, and try to address them
through our research endeavors .
References
Chen, C-F. and Chen, F-S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1):
29-35.
Draper, J., Oh, C-O., and Harrill, R. (2012). Preferences for heritage tourism development using a choice modeling approach. Tourism Analysis, 17(6): 747-759.
Graham, B., Ashworth, G.J. and Tunbridge, J.E. (2000). A Geography of heritage: Power, Culture and Economy. London: Arnold.
Herbert, D.T., Prentice, R.C., and Thomas, C.J. (1989). Heritage sites: Strategies for marketing and development. Avebury: Aldershot.
Prentice, R.C. (1993). Tourism and heritage attractions. London: Routledge.
Timothy, D.J. (2011). Cultural heritage and tourism: An introduction. Bristol: Channel View.
Timothy, D.J. (2014a). Contemporary cultural heritage and tourism: Development issues and emerging trends. Public Archaeology, 13(1): 1-12.
Timothy, D.J. (2014b). Views of the vernacular: tourism and heritage of the ordinary. In J. Kaminski, A. Benson, and D. Arnold (eds) Contemporary issues in cultural
heritage tourism, pp. 32-44. London: Routledge.
Timothy, D.J. and Boyd, S.W. (2003). Heritage tourism. Harlow: Prentice Hall.
Wang, N. (1997) Vernacular house as an attraction: Illustration from hutong tourism in Beijing. Tourism Management, 18(8): 573-580.
ACCESS:
Voice Of Tourism Education
2nd Edition
Page 5
5