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 DOI: 10.1177/004728759002900212

1990 29: 54Journal of Travel ResearchC. Michael Hall and Heather Zeppel

History, Architecture, Environment: Cultural Heritage and Tourism  

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however, but will change in quality to reflect well-knowndemographic and lifestyle shifts. He warned delegates aboutother changes they will need to recognize: an increasinglynegative image of many Asia-Pacific destinations as over-crowded, expensive, and not hospitable; growing consumerfrustration with a sense of &dquo;sameness&dquo; in destinations; frus-trations with the hassles oftravel, particularly longwaits at allstages of air travel trip; and the trend towards more frequentbut shorter trips (a market that Asia-Pacific destinations willhave difficulty taping in North America).other speakers addressed methods for assessing the im-

pact of advertising, trends in product development, strategiesfor improving tourism’s political status, the effects of CRS onthe industry, out-bound Australian travel, labor supply issues,and the evolving structure of the industry.

I/’

As noted at the beginning of this report, the Canadianorganizers wanted this to be a different sort of PATA confer-ence. Ttie excitement, glamor, and good times were stillpresent, but PATA displayed a new maturity and sense ofpurpose that will serve it well in the coming decade. This wasCanada’s first time to host a PATA conference. In fact,Canada became a full member of PATA just four years ago.Although some delegates privately expressed the opinionbefore the conference (and the PATA trade show held inEdmonton) that Canada somehow was not a &dquo;real&dquo; Pacificcountry, this conference demonstrated that the Canadians areindeed full and very active members of the Pacific com-

munity. And further, they are among the leaders in raising andaddressing the issues tourism professionals will wrestle withwell into the next century.

Conference Report ...

History, Architecture, Environment:Cultural Heritage and Tourism

C. MICHAEL HALL AND HEATHER ZEPPEL

C. Michael Hall is at the School of Resource Science andManagement, University of New England, Northern Rivers,Australia. Heather Zeppel is at the University of Canberra,Australia.

The potential of cultural and heritage tourism as a source ofalternative and sustained tourism development has been thesubject of several recent publications and numerous nationaland international conferences (Butler 1990; Hall and Zeppel1990). In keeping with this interest, Australia held its firstconference devoted solely to the topic of cultural heritage andtourism from April 8-10 at the University of Adelaide,Adelaide, South Australia. Jointly organized by AustraliaICOMOS, Tourism South Australia, and the South Austra-lian Department of Environment and. Planning, the confer-ence presented case studies in cultural tourism and alsoexplored general issues related to heritage-based tourism.The 100 participants included state government tourism per-sonnel, historians, heritage planning consultants, architects,archaeologists, conservationists, tour operators, museumstaff, historical theme park managers, and academics, repre-senting environmental, history, tourism and leisure disci-

pines, and cultural’heritage management from Australia,Canada, and New Zealand. ,

.

CULTURALAND HER1TAGETOURISM

The term &dquo;cultural tourism&dquo; refers to historical and heri-tage sites; arts and craft fairs and festivals, museums, and theperforming arts and the visual arts which tourists visit inpursuit of cultural experiences (Tighe 1986). VisitingAborig-inal art sites, special events such as ethnic festivals, and re-enactment of historically significant moments are also part ofcultural and heritage tourism (Hall and Zeppel forthcoming).Cultural tourism includes &dquo;movements of persons for essen-tially cultural motivations such as study tours, performingarts and other cultural tours, travel to festivals and othercultural events, visits to sites and monuments, travel to studynature, folklore or art or pilgrimages&dquo; (World TourismOrganization 1985). Cultural tourism is experiential tourism

based on being involved in and stimulated by the performingarts, visual arts, and festivals. Heritage tourism, whether inthe form of visiting preferred landscapes; historic sites; build-ings or monuments, is also experiential tourism in the sense ofseeking an encounter with nature or feeling part of the historyof a place.

HISTORY, ARCHITECTURE, ENVIRONMENT

C LAUDE M OULIN, As soci ate Professor of Leisure Studiesat the University of Ottawa, was the keynote speaker at theconference. Professor Moulin highlighted the increasing eco-nomic importance of cultural tourism in the Canadian touristmarketplace and stressed the use of cultural tourism to offsetthe effects of economic restructuring. Moulin also notedincreasing concern for the social and cultural impacts oftourism on the host community, citing the changes made toBanff and Jasper to accommodate large numbers of Japanesetourists (signs, food, souvenir stores, services). Moulin’smain message was the need to plan and care for culturalresources, taking into consideration the physical impact ofvisitors on buildings and monuments and also the need toretain folklore and cultural traditions in local communities.

According to Moulin, the &dquo;new wave&dquo; of cultural tourismincludes &dquo;eco-museums&dquo; along with an increasing emphasison the provision of information and interpretation rather thanjust sites. I

The first general session of the conference examined theselected aspects of Australia’s history, culture and heritagewhich are utilized as assets for tourism. Papers in this areawere presented by SUSAN MARSDEN (&dquo;History through theRemains of the Past&dquo;), JIM RUSSELL(&dquo;The Cultural Dimen-sions of Australia’s Environment&dquo;), and PETER FOREST(&dquo;Cultural Heritage-Stereotypes and Realities&dquo;). Issuesraised at this session included the socially constructed natureof the heritage experience, the historical accuracy of what ispresented as heritage, and the need to cater for touristdeinands of the dominant culture group by presenting a sani-tized, comfortable, and saleable view of history.

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55

DEVELOPMENT OF CULTURAL SITESFOR TOUR1SM

.

The second session of the conference presented a varietyof different case studies on the development of diverse heri-tage resources for cultural tourism. Papers were presented byJOHNBRINE(&dquo;Willunga-Place, Time and Image&dquo;), DAVIDCARMENT(&dquo;Point Stuart-Strategies for Cultural Tourism&dquo;),GORDON GRIMWADE (&dquo;Pioneer Cemetries and Tourism&dquo;),JOSEPHINE FLOOD (&dquo;Tourism and the National Estate&dquo;),DAVID DUNSTAN (&dquo;Victc1Ían Wineries&dquo;), and BILLJEFFREY(&dquo;Shipwrecks and Tourism&dquo;). Developing such heritage re-sources for tourism relies on strategies such as compiling aheritage resources inventory, establishing heritage trails,regional interpretation centers, underwater heritage trails andin situ interpretation of shipwrecks, and the appropriateinterpretation and protection of Aboriginal sites. Informa-tion, communication, and education were recognized as im-portant elements contributing to visitor enjoyment and under-standing of heritage sites developed for cultural tourism,

The third session of the conference raised issues dealingwith the commercial aspects of tourism development relatedto museums, heritage sites, and national parks. Papers werepresented on this topic by JANE LENNON (&dquo;The Tensions ofMaking Use of Our Cultural Heritage&dquo;), JOHN SIBLY(&dquo;Con-servation and ..Tourist Development in Conflict&dquo;), andMICHAEL WILLIAMS and LYN BRAKE (&dquo;Wilpena Station-Planning for Cultural Tourism&dquo;). A major current concern ismaking heritage pay, as seen in the commercial approach nowincreasingly taken by heritage organizations to generate moretourist revenue (e.g., entrance fees, souvenir shops). MichaelWilliams presented several management techniques nowbeing applied in national parks to control visitor impacts,including demarcating cultural boundaries around historicalbuildings, limiting pedestrian access, and using &dquo;desire lines&dquo;in planning access to sites people wish to visit.

CULTURAL HERITAGE AND TOURISM

The concluding session of the conference examined thenature and structure of the growing links between culture,heritage, and tourism. Papers on this topic were presented byCLAUDE MOULIN (&dquo;Packaging and Marketing CulturalHeritage Resources&dquo;), MICHAEL HALL and HEATHERZE~PEL{&dquo;Cultural Heritage and Tourism-The New GrandTour?&dquo;), DAVID CRINION (&dquo;Development of a CulturalHeritage Precinct&dquo;), RAY TONKIN (&dquo;Cultural Tourism-Observations of a Bureaucratic Experience&dquo;), and JULIEHURLEY and TREVORB UDGE (&dquo;Cultural Heritage and Tour-ism for Small Entrepeneurs&dquo;). In addition, CHRISTINE

O’BRIEN presented a paper on interpretation. ProfessorMoulin highlighted the changing nature of tourism in Canadaand the recent linking of multiculturalism and tourism: Canadais increasingly promoting its cultural heritage along with’ itsspectacular scenery and landscapes, and a proposed nationalnetwork of designated heritage regions is being implementedas a cultural tourism strategy in Canada. In a similar vein,David Crinion outlined how Tourism SouthAustralia intendsto develop, promote and market North Terrace in the City ofAdelaide as a prime cultural tourism destination. MichaelHall and Heather Zeppel provided a review of cultural tour-ism in Australia, Canada, the United States, Britain, andEurope, linking the motives for cultural tourism to the needfor further research on the composition, characteristics, andmotivations of the cultural tourism market. Both Canada andAustralia lack detailed market research on the preferencesand participation by domestic tourists in cultural tourismactivities.

CONCLUSIONS

The large attendance at the conference and the multi-disciplinary nature of the participants highlighted the interestthat currently exists in Australia and throughout the world inthe field of cultural and heritage tourism. However, it wasapparent from the conference that major gaps exist in com-munication and understanding between industry, academics,and government agencies in providing the touristic experi-ence and in developing appropriate conservation strategiesfor cultural and heritage attractions. The conference revealedthe need for greater cooperation and involvement betweenheritage management agencies and tourist organizations, thedesign of educational courses which deal with cultural andheritage tourism issues, and the development of sustainablestrategies for the ongoing tourist use of cultural and heritagesites. Copies of the conference proceedings may be obtainedfrom the State Heritage Branch, Department of Environmentand Planning, GPO Box 667, Adelaide, South Australia, 5000.

REFERENCES

Butler, R W. (1990), "Alternative Tourism: Pious Hope or Trojan Horse?"Journal of Travel Research, 28, (Winter), 40-45.

Hall, C. M. and H. Zeppel (1990), "Cultural and Heritage Tourism: The NewGrand Tour?" Historic Environments, in press.

—(forthcoming), "Cultural and Heritage Tourism," in B. Weiler and C. M.Hall (eds.), Special Interest Tourism, London: Belhaven Press.

Tighe, A. J. (1986), "The Arts/Tourism Partnership," Journal of TravelResearch, 24, (Winter), 2-5.

World Tourism Organization (1986), The Role of Recreation Managementin the Development of Active Holidays and Special Interest Tourismand the Consequent Enrichment of the Holiday Experience, Madrid:World Tourism Organization.

Conference Report ...

Tourism, Technology and the EnvironmentPETER W. WILLIAMS

Peter W. Williams is in the Centre for Tourism Policy andResearch at Simon Fraser University.

Technology is affecting the way functions are being per-formed in almost every dimension of the tourism industry.Whether it be associated with planning and development,

manpower enhancement, marketing and sales, transportation,or on-site operations, technologies are influencing the verynature of doing business. Many organizations that have uti-lized these technologies have gained efficiencies in the man-agement of their operations and have leapt ahead of theircompetitors at unprecedented rates. Others that have soughtto adapt to the new technological environments have failed

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