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Tourism, Cultures and Tourism, Cultures and HeritagesHeritages
Professor Alan ClarkeProfessor Alan Clarke
The Tourism SystemThe Tourism System
Tourism is not a simple industryTourism is not a simple industry Tourism as multi-core systemTourism as multi-core system Tangible and intangible Tangible and intangible Imagined, real and re-imaginedImagined, real and re-imagined
Cultures and HeritagesCultures and Heritages
Tourism offers cultures and Tourism offers cultures and heritages as part of the offerheritages as part of the offer
Tourism is a culture in its own Tourism is a culture in its own right with its own heritagesright with its own heritages
Offers need to recognise this Offers need to recognise this dynamic relationshipdynamic relationship
Heritages and CulturesHeritages and Cultures
Cultures and biographies add Cultures and biographies add meaning and depth to the sense meaning and depth to the sense of heritageof heritage
Understanding is shaped by Understanding is shaped by knowledge, experience and knowledge, experience and expectationexpectation
Meaning(s) in tourismMeaning(s) in tourism
Tourism experiences are shaped by Tourism experiences are shaped by the touristic expectationsthe touristic expectations
All tourists are different!All tourists are different! Meaning is generated by interaction Meaning is generated by interaction
with the sense of heritagewith the sense of heritage This is a complex interplay This is a complex interplay
generating different levels of generating different levels of understandingunderstanding
Cultures for Cultures for consumptionconsumption Cultures and re-presentations for Cultures and re-presentations for
touristic consumptiontouristic consumption What are you willing to sell?What are you willing to sell? What are local people willing to What are local people willing to
sell?sell? What are tourists interested in What are tourists interested in
buying?buying? Limits of Acceptable ChangeLimits of Acceptable Change
Contested HeritageContested Heritage
Robin HoodRobin Hood 1687 wood cut1687 wood cut Legend and Legend and
contested realitycontested reality Touristic politics Touristic politics
– Nottingham, – Nottingham, Derbyshire and Derbyshire and Yorkshire claimsYorkshire claims
Defining RobinDefining Robin
PreservingPreserving PositioningPositioning PrescribingPrescribing PuzzlingPuzzling
Heritages and MeaningHeritages and Meaning
Heritages are preciousHeritages are precious Heritages are publicHeritages are public Heritages are privateHeritages are private Heritages have value for many Heritages have value for many
audiences – tourism provides audiences – tourism provides many of thosemany of those
PartnershipsPartnerships
Complexity of tourism systemComplexity of tourism system Recognition of the role of cultures and Recognition of the role of cultures and
heritages in tourismheritages in tourism Recognition of the role of tourism in Recognition of the role of tourism in
cultures and heritagescultures and heritages From Competition through From Competition through
InterdependenceInterdependence CooperationCooperation Inclusive of all stakeholdersInclusive of all stakeholders
Celebrating Heritage Celebrating Heritage in the North Westin the North West Partnership developmentPartnership development Tourist boardsTourist boards English HeritageEnglish Heritage North West Development AgencyNorth West Development Agency Culture North West Culture North West
Partnerships and Partnerships and meaningsmeanings Culture North West as leaders Culture North West as leaders
with no specific vested interestwith no specific vested interest Expertise portfoliosExpertise portfolios Broadening accessibility to a Broadening accessibility to a
range of heritagesrange of heritages
Key success factorsKey success factors
Mission focusMission focus TrustTrust ChampionChampion AchievementAchievement
Mission focusMission focus
Destination wide Destination wide Not specific accomplishmentNot specific accomplishment All stakeholders commit because All stakeholders commit because
of the destination not only for of the destination not only for their own vested interesttheir own vested interest
TrustTrust
Stakeholders need to recognise Stakeholders need to recognise and respect each otherand respect each other
Multiple and diverse contributionsMultiple and diverse contributions Sources of trustSources of trust
ChampionChampion
Someone or group who will take Someone or group who will take on the challenge of fronting the on the challenge of fronting the partnership publiclypartnership publicly
The voice of the partnershipThe voice of the partnership Not necessarily the organiser or Not necessarily the organiser or
the leaderthe leader
AchievementAchievement
Something(s) to declareSomething(s) to declare More than a ‘talking shop’More than a ‘talking shop’ ‘‘We are better off now than we We are better off now than we
were a year ago’were a year ago’ Not the whole thing – task versus Not the whole thing – task versus
processprocess
Sustainable futuresSustainable futures
Formal and informal organisationFormal and informal organisation Shared sense of responsibility Shared sense of responsibility
(ownership)(ownership) Shared benefits from the Shared benefits from the
promotion of cultures and promotion of cultures and heritages within the tourism offer heritages within the tourism offer