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Heritage marketing: The role of information technology
Abstract
At first glance, heritage and information technology (IT) may seem an incongruous fit. Yet on closer exmination, it becomes apparent that IT has an increasingly important role to play in the marketing of heritage. Consideration of the characteristics of heritage highlight the challenge presented to heritage sites to become more marketing orientated than they have been in the past. IT provides a potent means by which heritage marketing can become more dynamic from the perspectives of management, presentation and distribution. This paper explores each of these areas in turn. In conclusion, it is found that IT is not a panacea but a tool which has the potential to add value to the product. For this to happen, IT in heritage sites must adhere to the first principles of marketing, namely the need to be consumer-driven not innovation-led.
... Heritage is also regarded as the most important and fast-growing item in tourism (Herbert, 1995). Hence, heritage requires management and special marketing (Bennett, 1995). ...
... Lo sviluppo di questa pratica turistica ha ottenuto una crescente attenzione nell'ambito degli studi sul turismo, generando una mole di contributi tra articoli (in particolare negli Annals of tourism research) e riviste specializzate sull'argomento (International study of heritage tourism, nata nel 1994). Numerosi sono stati i punti di vista scelti per lo studio dello heritage tourism: sul versante dell'offerta di turismo, gli studi si sono occupati del problema della gestione dei siti heritage (Cheung 1999;Crang 1999;Garrod e Fyall 2000) e delle attività di marketing ad essi connesse (Bennet 1995); sul versante della domanda (qui gli studi sono meno numerosi) l'interesse si è concentrato sugli aspetti della motivazione (Swarbrooke 1994 cit. in Poria et al. 2003) e caratteristiche dello heritage tourist (Richards 1996) e sulla percezione di un luogo/monumento come heritage (Poria et al. 2003). Una parte di contributi è poi rivolta a definire il rapporto tra esperienza turistica, heritage e autenticità (Cabra et al. 2003;Halewood e Hannam 2001;Robb 1998). ...
... Alzua, O'Leary and Morrison (1998), Herbert (1995) and Palmer (1999) notes that cultural heritage, is regarded as one of the most significant component and most rapidly developing into a tourism area. Cheung (1999) suggests that it is referred to as something that needs to be managed, and Bennett (1995) notes that can be marketed differently. Meanwhile, Hewison (1987) and Nuryanti (1996) argues that the subject of increased interest from a variety of disciplines and studies that are considered useful for understanding the social behavior of individuals and society as a whole. ...
Cirebon has an element of completeness in tourism management. Religious, heritage and tourism is a combination of three industry from the perspective of economics that play a role in the development of tourism and has the potential to encourage people's creativity in the economic sector. With a qualitative approach, this study confirms the religious heritage and the creative economy tourism the icon for Cirebon in developing the tourism industry, including travel and religious culture as well as a variety of culinary and crafts.
Keywords. Religious, Heritage, Tourism, Creative economy, Local tourism.
JEL. L67, L83, Q24, Q26, Z12.
... Alzua, O'Leary and Morrison (1998), Herbert (1995) and Palmer (1999) notes that cultural heritage, is regarded as one of the most significant component and most rapidly developing into a tourism area. Cheung (1999) suggests that it is referred to as something that needs to be managed, and Bennett (1995) notes that can be marketed differently. Meanwhile, Hewison (1987) and Nuryanti (1996) argues that the subject of increased interest from a variety of disciplines and studies that are considered useful for understanding the social behavior of individuals and society as a whole. ...
Cirebon has an element of completeness in tourism management. Religious, heritage and tourism is a combination of three industry from the perspective of economics that play a role in the development of tourism and has the potential to encourage people's creativity in the economic sector. With a qualitative approach, this study confirms the religious heritage and the creative economy tourism the icon for Cirebon in developing the tourism industry, including travel and religious culture as well as a variety of culinary and crafts.
... Alzua, O'Leary and Morrison (1998), Herbert (1995) and Palmer (1999) notes that cultural heritage, is regarded as one of the most significant component and most rapidly developing into a tourism area. Cheung (1999) suggests that it is referred to as something that needs to be managed, and Bennett (1995) notes that can be marketed differently. Meanwhile, Hewison (1987) and Nuryanti (1996) argues that the subject of increased interest from a variety of disciplines and studies that are considered useful for understanding the social behavior of individuals and society as a whole. ...
Cirebon has an element of completeness in tourism management. Religious, heritage and tourism is a combination of three industry from the perspective of economics that play a role in the development of tourism and has the potential to encourage people's creativity in the economic sector. With a qualitative approach, this study confirms the religious heritage and the creative economy tourism the icon for Cirebon in developing the tourism industry, including travel and religious culture as well as a variety of culinary and crafts.
... Alzua, O'Leary and Morrison (1998), Herbert (1995) and Palmer (1999) notes that cultural heritage, is regarded as one of the most significant component and most rapidly developing into a tourism area. Cheung (1999) suggests that it is referred to as something that needs to be managed, and Bennett (1995) notes that can be marketed differently. Meanwhile, Hewison (1987) and Nuryanti (1996) argues that the subject of increased interest from a variety of disciplines and studies that are considered useful for understanding the social behavior of individuals and society as a whole. ...
Cirebon has an element of completeness in tourism management. Religious, heritage and tourism is a combination of three industry from the perspective of economics that play a role in the development of tourism and has the potential to encourage people's creativity in the economic sector. With a qualitative approach, this study confirms the religious heritage and the creative economy tourism the icon for Cirebon in developing the tourism industry, including travel and religious culture as well as a variety of culinary and crafts
... Alzua, O'Leary and Morrison (1998), Herbert (1995) and Palmer (1999) notes that cultural heritage, is regarded as one of the most significant component and most rapidly developing into a tourism area. Cheung (1999) suggests that it is referred to as something that needs to be managed, and Bennett (1995) notes that can be marketed differently. Meanwhile, Hewison (1987) and Nuryanti (1996) argues that the subject of increased interest from a variety of disciplines and studies that are considered useful for understanding the social behavior of individuals and society as a whole. ...
Cirebon has an element of completeness in tourism management. Religious, heritage and tourism is a combination of three industry from the perspective of economics that play a role in the development of tourism and has the potential to encourage people's creativity in the economic sector. With a qualitative approach, this study confirms the religious heritage and the creative economy tourism the icon for Cirebon in developing the tourism industry, including travel and religious culture as well as a variety of culinary and crafts.
... Many destinations use their unique heritage and cultural resources to increase their competitive advantage (Munar & Ooi, 2012). However, a number of scholars and practitioners have noted a need to develop different management (Cheung, 1999) and marketing (Bennett, 1997) approaches for heritage tourism. According to Munar and Ooi (2012), social media has significant potential for developing heritage tourism marketing strategies as a growing number of travelers rely on the contents generated by other travelers for their heritage travel information. ...
Social media is often considered a potential marketing channel for heritage tourism. However, there is limited research addressing how heritage tourism providers employ social media for their marketing communication. The goal of this exploratory study is, therefore, to examine the use of Facebook among heritage accommodations. A content analysis of 549 Facebook messages from 6 heritage hotels in the USA was conducted. Facebook posts were analyzed in terms the message content type, message media type, and the overall engagement of users and hotels. The descriptive results show that the most posted Facebook message topic is general hotel information, and the media type is text. In terms of engagement, most hotels put more focus on delivering their messages to their fans rather than engaging in conversations with them. The theoretical and practical contributions of this study are discussed.
... Os usos do património foram analisados por Gregory Graham, Brian Ashworth e John Tunbridge (2000), bem como por Laurajane Smith (2006). O marketing do património foi estudado por Marion Bennett (1995), bem como por York Rowan e Uzi Baram (2004b). Já Bella Dicks (1999) e Emma Waterton e Laurajane Smith (2010) abordam o conceito de «comunidade» na área do património. ...
Este livro propõe-se discutir a problemática da ruralidade na sociedade portuguesa, mediante a compilação e análise de cinco estudos de caso desenvolvidos pelo autor em Portugal continental e insular na última década. Os estudos de caso etnográficos apresentados nas duas primeiras partes do livro (I – Teorias de património e impactos locais; II – Ecoturismo e governamentalidade nos Açores) descrevem e examinam o modo como a proteção e a comercialização, via turismo, de recursos culturais e naturais afetam as populações locais, privilegiando o ponto de vista dos residentes. O estudo de caso constante da terceira parte (III – A persistência do pastoralismo em Portugal) estabelece um paralelo entre a literatura de ficção do século XIX e as práticas de turismo rural do início do século XXI.
... The uses of heritage were scrutinized by Graham, Ashworth and Tunbridge (2000), as well as by Smith (2006). The marketing of heritage was studied by Bennett (1995) and Rowan and Baram (2004b), while the notion of 'community' within the field of heritage was studied by Dicks (1999) and Waterton and Smith (2010). Less attention has been paid to the impact of heritage making on local communities, and notably in Portugal. ...
This article examines the impact associated with the making of heritage and tourism at a destination. Special attention is paid to the residents’ perceptions of the impact. The examination is focused on the rural village of Sortelha, in Portugal, where, in recent decades, a state-led programme was implemented in order to renovate the historic buildings and built fabric and to generate benefits for the local community. Based on ethnographic materials collected in 2003, 2009 and 2013, the study demonstrates that the making of heritage may give rise to two opposing impacts simultaneously – increased social cohesion and place pride, on the one hand, and envy and competition (and, hence, social atomisation), on the other hand – and that residents are entirely cognisant of the tension between the two. The study has the potential to contribute to both the theoretical and the applied literature on heritage making.
... Heritage, "the 'buzz' word of the 1990s" (Palmer 1999:315), is regarded as one of the most significant and fastest growing components of tourism (Alzua, O'Leary and Morrison 1998;Herbert 1995). It is referred to as something which needs to be managed (Cheung 1999) and marketed (Bennett 1995) differently. The subject is of increasing interest from a range of disciplines and its study is perceived as useful for understanding social behavior of individuals and society as a whole (Hewison 1987;Nuryanti 1996). ...
The paper challenges the idea that heritage tourism is simply represented by tourists at heritage attractions and suggests rather that perceptions more properly lie at its core. Relationships among four groups of variables (personal characteristics, site attributes, awareness, perceptions) and behavior (before, during, and after) are investigated. The results indicate that the perception of a place as part of personal heritage is associated with the visitation patterns. In particular those who view a place as bound up with their own heritage are likely to behave significantly differently from others. Understanding this is useful for the study of tourists’ behavior and for the management of sites.RésuméL ‘article conteste l ‘idée que le tourisme patrimonial soit représenté simplement par les touristes aux sites patrimoniaux et suggère que les perceptions proviennent plutôt de son cœur. One examine les relations entre quatre groupes de variables (caractéristiques personnelles, attributs du site, conscience, perceptions) et de comportements (avant, pendant et après). Les résultats indiquent que la perception d ‘un endroit comme partie de l ‘héritage personnel est associée aux schémas des visites. En particulier, ceux qui considèrent que l ‘endroit est lié à leur propre héritage ont tendance à se comporter bien différemment des autres. Il serait utile de comprendre cela afin de mieux étudier le comportement des touristes et de bien gérer les sites.
Tourism can take many different forms and types but increasingly it is viewed as one of the most innovative industries. This book showcases the innovations in tourism through a creativity, sustainability and technology perspective.
Tourism Innovation: Technology, Sustainability and Creativity addresses the growing use and importance of tourism innovation in society. Readers of this book will gain a global perspective on how the tourism industry is changing and taking advantage of emerging technologies, which will help them to foresee potential changes in the industry and plan for the future. Tourism innovation is defined as innovating in a cost-efficient manner by taking into account the available resources. Most of the focus on tourism innovation has been on developing countries but it is also used by companies in other locations. This book explores the way in which tourism innovation differs from other types of innovation and offers a creative solution to issues about sustainability and the circular economy. In this vein, it includes chapters addressing issues related to the following but not limited subjects: co-creation in innovation, social issues in innovation, leadership and innovation, forms of innovation, government innovation and innovation research.
This book is suitable for tourism industry professionals, researchers and policy experts who are interested in how innovation is embedded in the tourism industry.
Table of Contents
1. Tourism innovation: The role of technology, sustainability and creativity
Vanessa Ratten, Vitor Braga, Jose Alvarez Garcia and Maria de la Cruz del Rio-Rama
2. Pro-environmental culture and behavior to promote sustainable golf courses: The case of ‘La Galiana’
Gema Albort-Morant and Antonio Luis Leal-Rodriguez
3. Challenges and dilemmas of tourist studies for the 21st century: Is tourism in bias of disappearance?
Seraphin Hugues and Maximiliano Korstanje
4. Understand the role of heritage tourist experience: A netnographic research in Italy
Massimiliano Matteo Pellegrini, Giacomo Marzi, LambertoZollo and Vanessa Ratten
5. Management of tourism innovation, music and nightlife: Case study
Jose Ramon Cardona, Maria del Carmen Azpelicueta-Criado, Maria Abril-Sellares and Maria Dolores Sanchez-Fernandez
6. Employees social capital, self-efficacy and turnover intention: A study in the context of tourism and hospitality
Dung Hoang, Masoud Karami and Sam Spector
7. Sustainability and tourism. Cluster analysis on the effectiveness of the Porter hypothesis in the European aeronautical sector
Esteban Perez-Calderon, Maria Pache-Duran and Alicia Galindo-Manrique
8. Tourism in low density areas: a review of coastal and rural development practices
Dina Ramos, Carlos Costa and Filipe Teles
9. Visiting gardens in Portugal: profiling the historic gardens visit and visitors
Susana Silva and Paulo Carvalho
10. Residents' perception of the impact of and support for three small and medium-scale sporting events as the basis for a tourism strategy
David Parra, Juan M. Núñez-Pomar, Ferrán Calabuig and Paloma Escamilla-Fajardo
11. Future trends in tourism innovation
Vanessa Ratten, Vitor Braga, Jose Alvarez Garcia and Maria de la Cruz del Rio-Rama
Cultural heritage tourism had become an important tourism type in 90's. The role of perceived authenticity in a destination now is as determinant of tourist experience on tour. Previous studies of tourism authenticity were mostly in the way of qualitative method to collect data; few were use different way to collect tourist's perception of authenticity. This study from tourist's demand side focus on how the perceived authenticity to influence tourist's tourism image, sense of place and intention behavior by using the case of Golden Ecological Park, Jinguashi, Taiwan. Therefore, the data collected by quantative method.Lisrel 8.52 software used to test the structure equation model, and a convenience sample of 384 visitors was selected for the survey. The perceived authenticity was rated for the museum environment and generalized activity of 7 items such as ”Benshan Tunnel No.5 tunnel experience”, ”Environmental Building”, ”Pan for gold experience”, ”Japanese style residence”, ”Atmosphere in the park”, ”Museum of Gold ”and ”Gold-refining building”. The tourism image was measured by three naming categories of ”Local resource”, ”Travel and impression” and ”Emotional image”. The ”Place identity”, ”Place attachment” and ”Place dependence” three concepts were indicated to sense of place. The behavioral intention after visiting divided as three measurement variables-revisiting, recommendation and willing to pay. The study results are as followed:1. The model revealed that perceived authenticity is significantly and positively related to the tourism image. ”Atmosphere in the park”, ”Environmental Building” and ”Museum of Gold” are the significant measurement variables to perceived authenticity.2. Authenticity perception has significantly positive related to sense of place, and tourism image is the important mediate variable between these two variables.The indirect relationship is stronger than the direct relationship.3. Authenticity perception does not simply influence the behavioral intention after visiting, but it is through tourism image and sense of place these two mediate variables to result the positive influence, and the mediated effect of sense of place is stronger than tourism image.4. Tourism image has significantly and positively related to sense of place, and the main effect measurement variable of tourism image is from ”Local mining and scenic resource”.5. Tourism image does not cause significantly positive influence to behavioral intention after visiting, it needs to through sense of place to be mediate then has positive influence.6. Sense of place has positive influence to behavioral intention after visiting, and the measurement variable of place attachment construct the sense of place.The authenticity perception of heritage can cause higher tourism image. Promotion of the tourism image by marketing, stretch the local characteristic, and connection of sense of place, all will promote the authenticity and make tourist deeper interaction between heritage.
随着旅游业的不断发展，旅游吸引物的种类在不断多样化。遗产作为一类重要的旅游吸引物，具有历史性、文化性、独特性、受保护性等特性。由此，遗产旅游成为国内外研究的热点问题，其研究内容也日渐丰富和多样化。本文基于ScienceDirect数据库文献，以“heritage tourism”为主题进行检索，选取了2012年1月至2016年5月的49篇相关性较大的文章进行了分析，同时综合考虑国内近年来的相关文献，将近5年来国外遗产旅游的主要研究内容划分为遗产旅游管理、遗产旅游的利益相关者、遗产地(遗产项目)、遗产旅游者等方面。初步梳理了近五年国外遗产旅游研究新进展，以期为我国遗产旅游的科学发展提供借鉴。 With the development of the tourism, the content of the tourism attraction became increasingly diversified. Heritage, one of the most important tourism attractions, is endowed with those char-acteristics such as historicality, culture, particularity, being protected. Thus, heritage tourism has become a hot topic of research both at home and abroad, and the content of heritage tourism re-search is becoming rich and diverse. This paper, based on ScienceDirect literature database, with “heritage tourism” as the theme to retrieve, selects 49 papers which are largely related to the her-itage tourism to analyze, from January 2012 to May 2016. Meanwhile, it refers to the recent do-mestic related literature. It divided the research content of heritage tourism into several categories such as management of heritage tourism, stakeholders, heritage sites, tourists and so on. Finally, it reviewed each category briefly in order to offer a reference for the scientific development of heritage tourism in China.
Lo scopo di questo articolo è di comprendere quali elementi intangibili del patrimonio culturale influenzino maggiormente la percezione di una destinazione turistica. La metodologia utilizzata è di natura qualitativa; in particolare sarà utilizzato il metodo netnografico per l’analisi dei racconti di viaggio concernenti quattro città italiane (Firenze, Napoli, Roma e Venezia) presenti in una comunità online di viaggiatori. I risultati mostrano una elevata quantità di citazioni riferite a prodotti enogastronomici tipici del luogo visitato, nonché a tradizioni legate al territorio, dimostrando la significatività che tali elementi intangibili rivestono nella esperienza turistica. Sotto il profilo delle implicazioni pratiche, emerge la possibilità di ampliare la consapevolezza afferente al ruolo degli elementi intangibili del patrimonio culturale nei responsabili di politiche di marketing turistico e territoriale.
The aim of the study is to investigate how intangible elements of cultural heritage influence visitors’ perception of a particular tourist destination. This study uses the qualitative research method of netnography, examining travel diaries from online communities in order to analyze the recorded perceptions of heterogeneous visitors of four different tourist destinations (Florence, Naples, Rome and Venice). Evidences show a high quantity of references related to local food and visited communities (everyday life, contact with locals, etc.) in the examined diary texts. Such a result indicates how these elements remain anchored in the mind of tourists and, therefore, may be interpreted as significant factors in the evaluation of holiday experiences. Regarding the practical implications, this study aims to improve the decision makers’ awareness about the importance of intangible heritage elements, specifically concerning heritage tourism.
When considering tourism as a way to build a culture of peace, there is a need to know how to deal with the presentation of the past.
The Middle East is presently engaged in an ongoing political process for peace. Peace would allow the opportunity for people who were injured (physically and/or emotionally) during the past conflicts to visit sites of the former enemies. The question that should be asked is how to present this shared heritage?
At present the use of heritage in tourism is a sensitive and dynamic area of development, and there is a critical need to know how to manage this phenomenon, especially in the context of communities which have moved from war to non-war and were involved in violent conflicts. In order to clarify and discuss the re-use of heritage in this context, there is first a need to understand the nature of heritage and heritage tourism (Poria et al., 2000), and then to clarify its relationship with the fact that the enemy of yesterday may be today's neighbour/tourist.
This paper contributes to this debate by clarifying heritage tourism, and emphasising different characteristics of heritage that are essential for the management (marketing, production, reuse etc) of heritage attractions, especially in the context of tourists visiting common areas of prior conflicts.
The paper presents different definitions and descriptions of the concept of heritage. Following this, issues relevant to the understanding of the nature of heritage and its characteristics are classified. In the second part of the paper, heritage is explored in the context of tourism. Finally, implications are suggested for sites presenting different aspects of a common previously violent heritage.
This paper is based on PhD research dealing with tourists' behaviour in heritage sites.
Spintronics is a new direction in electronics. It contains many applications, including spin valves, GMR devices, “spin batteries,” spin-controlled electronic devices, and even spin-controlled wide-bandgap compound semiconductors due to the development of rare-earth-doped nitrides with ferromagnetic properties. Spintronics allows for manipulation of both the spin transport and the charge transported by the electrons. It allows the downscaling to lower device sizes and extension of Moore's law to higher device densities, because it requires less energy to just control the spin of the electron, and the quantum 1/f noise associated with spin control is several orders of magnitude below that associated with conventional electronics. However, the injected spin-polarized current is subject to spin-flip due to various causes. The rate of each of these spin-flip currents is affected by quantum 1/f noise, because of the low-frequency photon emission amplitude that is associated with the elementary spin flip process, no matter what causes the spin flip. As a result, in a spin valve, the leakage current will show 1/f noise. In devices with injection and subsequent control of spin-polarized electrons, the effects obtained will also show this spintronic quantum 1/f noise. For instance, the light output of a spin-controlled LED will exhibit quantum 1/f intensity fluctuations. The present paper calculates the 1/f noise expected in spintronic currents. The spectral density of this fundamental 1/f noise is inherently proportional to the square of the current that is affected by it, but is also inversely proportional to the number of carriers defining this current. The latter dependence can cause the spectrum to be proportional to the first power of the current.
States that risk and risk management in general practice in the UK are now integral parts of the clinical effectiveness and clinical governance agenda, rather than being primarily concerned with negligence and malpractice. Notes that this has led to the introduction of a variety of technologies for improving care and thus reducing risk. Considers the frequency, nature and causes of adverse incidents in general practice, and the rise of evidence-based practice and clinical practice guidelines, and then looks at some of those technologies currently in use. Concludes that technology seems to have a growing impact on the practice of primary care medicine and the management of clinical risk.
A study was undertaken at the eight Parliament Houses of Australia in relation to tourism practices at the Parliaments and views of employees and policy makers to these practices. Specifically the concept of charging fees was addressed and differences were found between the views of the senior employees and those of the politicians with direct control over this policy. Evidence from other heritage sites indicates that the lack of fees is a justifiable position.
Museums and galleries benefit the community. However, with increased pressure on funding, galleries have to demonstrate that the benefits equal or preferably exceed the costs of providing them. This is not an easy task, given the nature of the benefits which galleries provide. This paper identifies four categories of beneficiary: the visitors; the users – those who may be researchers, or from the media or education, who seek information or assistance from a gallery, or look to it to provide research services; the stakeholders – groups or individuals with an interest in the gallery, including politicians, donors, artists and so on; and society at large, which generally thinks galleries and museums are a good thing, although not every member visits them. The paper goes on to consider how, in practice, Cost Benefit Analysis enables monetary values to be put on these benefits, with an example of how, for one proposed gallery, the social benefits to the visitors were valued.
