CULTURAL
TOURISM
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www.unwto.org
CULTURAL TOURISM
• The United Nations World Tourism Organization (UNWTO) defines
cultural tourism as:
“A type of tourism activity in which the visitor’s essential
motivation is to learn, discover, experience and consume the
tangible and intangible cultural attractions/products in a tourism
destination.”
(UNWTO, 2017)
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CULTURAL TOURISM
• These attractions/products relate to a set of distinctive material,
intellectual, spiritual and emotional features of a society that
encompasses arts and architecture, historical and cultural heritage,
culinary heritage, literature, music, creative industries and the living
cultures with their lifestyles, value systems, beliefs and traditions.”
(UNWTO, 2017)
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CULTURAL TOURISM
“[T]he movement of persons to cultural attractions in cities in countries
other than their normal place of residence, with the intention to gather
new information and experiences to satisfy their cultural needs and all
movements of persons to specific cultural attractions, such as heritage
sites, artistic and cultural manifestations, arts and drama to cities
outside their normal country of residence.”
(Whyte, Hood and White 2012: 10)
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• Travel motive = desire to learn culture
• Expected result = meaningful experience with a cultural unique
group, heritage, place.
• It can be viewed as “travel directed toward experiencing the arts,
heritage and special character of a place.”
(Whyte, Hood and White 2012: 8)
•
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• Cultural tourism includes:
historical sites
cultural landmarks
museums and cultural centers
special events and festivals
performance (theatre, street, music, dance, etc.)
sites of arts and crafts (visual, architecture, sculpture, etc.)
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• “Indeed, it is common to define cultural tourism by activity, using
definitions that read something like ‘cultural tourism includes
visits to …’
(McKercher and du Cros, 2015: 5)
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• Cultural tourism can also be defined as:
“A form of tourism that relies on a destination’s cultural heritage assets
and transforms them into products that can be consumed by tourists.”
(McKercher and du Cros, 2005: 211-212)
• Cultural tourism consists of 4 elements
1. tourism
2. use of cultural assets
3. consumption of experiences and products
4. the tourists
(McKercher and du Cros, 2015: 6)
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A cultural asset/item represents the uncommodified or raw asset that
is identified for its intrinsic values.
A cultural tourism product, on the other hand, represents an asset that
has been transformed or commodified specifically for tourism
consumption.
(McKercher and du Cros, 2015: 7)
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• Cultural assets as tourism products
• A product can be defined as “anything that can be offered to a market
for attention, acquisition, use or consumption that might satisfy a
need or want”. (Kotler and Turner, 1989: 435)
• To succeed, a product must be seen to satisfy the core needs of its
target audience. Its success, therefore, depends on the ability of the
producers to understand the needs of the consumer and to shape the
product to suit those needs and then to convey the benefits of
consuming that product to the appropriate audience. (Failte Ireland,
2012)
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• The 5 groups of tourists
1. purposeful cultural tourist
2. sightseeing cultural tourist
3. serendipitous cultural tourist
4. casual cultural tourist
5. incidental cultural tourist
(McKercher and du Cros, 2015: 12)
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• Cultural tourism is a powerful economic development tool that can
create jobs, induce investment, and help revitalize communities in
decline.
(Gordon and Raber, 2000; Xie, 2006; Hall and Lew, 2009)
• Cultural tourism also enhances the national identity and the sense of
belonging to a community.
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Cultural Heritage
• Cultural heritage is “the cultural legacy which we received from the
past, which we live in the present and which we will pass on to future
generations.” (UNESCO)
• “Cultural heritage is not limited to monuments and collections of
objects. It is also comprised of living expressions inherited from our
ancestors, such as oral traditions, performing arts, social manners,
rituals, festive events, knowledge and techniques linked to traditional
crafts.” (UNESCO)
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Tangible Cultural Heritage
• Tangible Cultural Heritage includes all assets that have some physical
embodiment of cultural values such as heritage cities, historic towns,
buildings, archaeological sites, cultural landscapes, cultural objects,
collections, and museums.
(UNESCO WHC et al. 2013; ICOM 2014b)
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• Tangible Cultural Heritage includes
• buildings and archaeological sites: temples, shrines, palaces, ancient
houses, prisons, fortress, caves, mounds, ponds
• heritage cities, cultural routes and cultural landscapes
• movable cultural property and museum collections: accessories,
equipment, stone inscriptions, earthenware, ceramics
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SUKHOTHAI
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THE BUDDHA’S FOOTPRINT
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MUSEUM SIAM
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NATIONAL
MUSEUM
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THAI WICKER
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Intangible Cultural Heritage
Intangible Cultural Heritage “means the practices, representations,
expressions, knowledge, skills—as well as the instruments, objects,
artifacts and cultural spaces associated therewith—that communities,
groups, and in some cases, individuals recognize as part of their cultural
heritage. This intangible cultural heritage, transmitted from generation
to generation, is constantly recreated by communities as group in
response to their environment, their interaction with nature and their
history, and provides them with a sense of identity and continuity, thus
promoting respect for cultural diversity and human creativity.”
(UNESCO, 2014)
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5 Types of intangible cultural heritage (ICH)
1. Oral traditions and expressions
Ex. Proverbs, riddles, folktales, legends, myths, songs, poems, chants
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5 Types of intangible cultural heritage (ICH)
2. Performing arts
Ex. music, dance, theatre, pantomime, songs
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5 Types of intangible cultural heritage (ICH)
3. Social practices, rituals, and festive events
This group refers to the activities that structure the lives of
communities and are shared by members.
Ex. Etiquette, customs and traditions, religious ceremonies, festivals,
rites of passage, ways of life and living conditions
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5 Types of intangible cultural heritage (ICH)
4. Knowledge and practices concerning nature and the universe
This group refers to know-how and skills that communities have
developed by interacting with their natural environments.
Ex. traditional methos of architecture, agriculture, cattle-breeding,
cuisine, traditional medicine and folk medicine, astrology and
astronomy, natural resources management
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5 Types of intangible cultural heritage (ICH)
5. Traditional craftmanship
This group refers to the skills and knowledge involved in craftmanship
than the products themselves.
Ex. pottery, basketry, woodwork, metalwork, lacquerware, jewelry,
ornament, embroidery, weaving, textile production, musical
instrument production
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PHUK KHWAN
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THE FLORAL OFFERINGS (SARABURI)
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PHI TA KHON FESTIVAL
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NORA
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• The United Nations Educational, Scientific and Cultural Organization
(UNESCO) created the Convention for the Safeguarding of Intangible
Cultural Heritage in 2003.
• To date (2022), 140 countries have signed on to the Convention and
inscribed 631 elements on the lists of intangible Cultural Heritage.
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Safeguarding vs. Preserving
• In the field of ICH, the term “safeguarding” is used to characterize
efforts to protect elements of ICH without freezing them in authentic
form.
• The key for safeguarding is transmission in a way that allows space for
the natural evolution in our ways of doing and knowing.
• ICH is community-based. It is recognized by the communities that
create, maintain, and transmit it.
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• The 3 stages approach to safeguarding intangible cultural heritage
1. involvement of communities
2. documentation and developing an inventory
3. building capacity within communities to continue transmissions of
ICH
(McKercher and du Cros, 2015: 83)
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The Significance of cultural heritage
• Humanity’s history and civilization
• Community’s pride, identity, and unity of a group
• Maintaining cultural diversity in the face of growing globalization
• Education; learning the wisdom from the past to constitute the
“cultural potential” of contemporary societies
• Cultural assets for people in the community; a source of inspiration
for creativity and innovation that generate contemporary and future
cultural products; economically significant for the tourism sector
• Promoting enjoyment of cultural experiences
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• Cultural Management (CM)
• Cultural Heritage Management (CHM)
• Art Management (AM)
• Understand --- Value --- Care --- Enjoy
• Preserve heritage
• Make it cultural capital: sites, goods, souvenirs, services, etc.
• Highlight group identity
• Create memorable experiences: knowledge & pleasure
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• Adverse impacts of unsustainable cultural tourism development
• Over-use
• Under-use
• Misuse
• Loss of authenticity and diversity
• Impact from the glocal nature of tourism
• Short-term goals
• (McKercher and du Cros, 2015: 37)
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• Sustainable tourism is defined as “tourism that respects both local
people and the traveler, cultural heritage and environment. It seeks
to provide people with an exciting and educational holiday that is
also benefit to the people of the host country”.
(UNESCO)
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