introduction to cultural heritage tourism - letcher county ky

An Introduction to Cultural Heritage

Tourism

What is Heritage Tourism?

“Traveling to experiencethe places and activities that authentically represent the stories and people of the past and present.”

Cultural Heritage Tourism is “Place-Based”

Development“Creating a sense of place rooted in the local landscape, architecture, people, traditions, artifacts, and stories that make a place unique.”

Why is Cultural Heritage Tourism Important?

• Largest Growing Segment of the Tourism market (U.S. Department of Commerce/OTTI )

• #3 Top Tourism Activity in the USA - Shopping and Dining are #1 & #2 (U.S. Department of Commerce/OTTI Studies)

• $192.3+ Billion Industry (The Cultural Traveler Market Research Study)

Benefits of Heritage Tourism

Creates jobs Increases tax revenues

Diversifies local

economy

Source: 2015 “Good Travels” survey by Tourism Cares

Benefits of Heritage Tourism

Protects historic, natural

and cultural resources

Encourages entrepreneurship

and local ownership in

small businesses

Investments in historic

properties increases

property values

Source: 2015 “Good Travels” survey by Tourism Cares

Cultural Heritage Traveler Profile

Tend to be older (45 – 65)

& well educated

More inclined to stay overnight &

stay longer

More affluent, tend to spend more time &

money on trips.

Want to participate in cultural arts,

history & heritage

activities

Want unique experience combining education,

entertainment & authenticity

• Household annual income of $75K+

• Spend $3,000+/trip 4.2 Trips/Year

• Trip decisions 90–100 days in advance

Source. Research by Louis Harris, Inc., Decima Research, the Travel Industry of America, and the National Trust for Historic Preservation

• Book Trips Online

Cultural Heritage Traveler Profile

Cultural Heritage TravelerActivity Participation

• Shopping – 91% • Sightseeing – 87%• Art Gallery / Museum – 50%• Historical Locations – 46%• Experience Fine Dining – 44%• Small Towns – Countryside – 40%• Guided Tours – 32%• Cultural Heritage Sites – 28%• Concert / Play / Musical – 28%

Source. 2015 Industry Sector Profile: Cultural Heritage; National Travel & Tourism Office, International Trade Administration

KY Tourism Visitor Profile Growth Insights

• Sightseers & those interested in Arts & Culture present additional opportunities

• Entertainment/Amusement draws youngest visitors who tend to stay longer & may help sustain KY as travel destination

• Family Activities/Reunions is largest travel “niche” & will visit KY anyway but spend less.

Source: TravelsAmerica Visitor Profile Report (2014 KY)

5 Principles for Successful & Sustainable

Cultural Heritage Tourism

1. Collaborate with Partners

2. Find the Right Fit

3. Make Tourism Sites Come Alive

4. Focus on Authenticity and Quality

5. Preserve and Protect

Your Resources

Collaborate with Partners

1• Partnerships help

develop local support

• Strength in Numbers

• Participation by stakeholders essential for success.

Community Leaders

Attractions

Artists & Crafts

People

Lodging

Eateries

Benefits to Collaborating

• Enhance Marketing Programs

• Strengthen Advocacy Efforts

• Improve Community Image

• Stimulate Economic Growth

Source: Guide to Building Heritage, Arts and Tourism Partnerships, National Trust for Historic Preservation, SavingsPlaces.org

National, State & Regional Resources

KY

National, State & Regional Resources

Letcher County Historical and Genealogical

Society

West Letcher Oral History Society

Local Resources

Whitesburg DowntownRetail Association

Other Resources

Traveler servicesLodgingRestaurantsShoppingTransportationVisitor Info Centers

Find the Right Fitfor Your Cultural Heritage Tourism Program

• What is appropriate and sustainable?

• Does it have local acceptance and meet local needs?

• What about its impact on the local infrastructure?

Needs of Residents

Wants of Residents

Lodging Availability

Existing Infrastructure

2

3

Make Sites & Programs Come AliveInterpretation / Quality Experience

• Make sure the message is creative and exciting.

• Visitors are seeking to discover the story behind the history and to participate in an authentic experience.

What Visitors Remember . . .

90% of what they DO

50% of what they SEE

30% of what they READ

10% of what they HEAR

Focus on Quality & Authenticity

• Telling the real, authentic story ensures visitors will have a fuller understanding of your community.

• Unique, authentic experiences have special charm & will draw visitors.

Real Story

Real Appeal

Real Value

4

Preserve & ProtectCultural, Historic and Natural Resources

• Cultural, historic and natural assets need to be preserved and protected long term

Historic Sites

Natural Landscapes

Cultural Traditions

5

Successful & Sustainable Tourism

Tourism can only be sustainable and successful …long term, when it has the bare minimum impact on the natural and socio-cultural environment of the locality, while still adding to the local economy.

Source. Youth Thinkers Society

4 Steps to Successful & Sustainable Cultural Heritage

Tourism

Market for Success

Prepare, Protect

and Manage

Plan and Organize

Assess the

Potential

Assess the Potential

1

Steps to Successful & Sustainable Cultural Heritage

Tourism

Step 1: Assess the Potential

• Identify your assets & resources

• Determine if they are ready for tourism

Arts & Culture

History & Heritage

Nature / EcoTourism

ExperientialTourism

Cultural Heritage Tourism Resources

• Places, people and things important enough to be preserved and passed on to future generations.

• Focus on historical, artistic, and lifestyle heritage.

• Present opportunities to experience cultural environments, visual and performing arts, lifestyle, traditions and events

Cultural Heritage Resources

Physical evidence or place of past human activity: sites, objects, landscapes, structures or

natural features of significance to a group of people traditionally associated with it.

Source: National Park Service

Oven Fork Mercantile

J. D. Maggard’s Cash Store

Cultural Heritage Resources

• Festivals, Special Events & Community Celebrations

• Written Records, Documents & Oral Histories

• Traditional Music & Dance• Art Galleries, Music Venues & Theatres• Artists, Craftspeople & Storytellers• Traditions / Folkways

Tangible Cultural Heritage

Built Environment

Natural Environment

Artifacts

Natural Environment

Built Environment

Letcher County Coal Miners’ Memorial

Letcher County World War II

Memorial Monument

Monuments

“Brothers Once More” MemorialHistoric Pound Gap Battle Site

McRoberts War Memorial

David A. Zegeer Coal – Railroad Museum

(Jenkins)

Letcher County Veterans

Memorial Museum

Museums

Graham Memorial Presbyterian Church Kentucky Register of Historic PlacesJenkins School

National Historic Register

Jenkins School1926 Yearbook Photo

Historic Sites

C. B. Caudill’s GroceryNational Historic Register

Natural Environment

Natural Resources

• Scenic Vistas and Byways• Parks and gardens• Recreational Areas• Unique Rural Landscapes• Wildlife Habitat• Rivers & Lakes• Gorges

Nature / ECO Travel Responsible travel to

natural areas that conserves the

environment, sustains the well-being of the

local people, and involves interpretation

and education.Source: International EcoTourism Society

High Rock Vista

Letcher County Natural Assets

• Pine Mountain-Mullins Preserve

• Jefferson National Forest• Hensley-Pine

Mountain Wildlife Management Area / Corridor

• Lilley Cornett Woods Nature Preserve & State Wildlife Refuge

Bad Branch StateNature Preserve

Bad Branch Falls

Bad Branch Designed Kentucky Wild River


Little Shepherd Trail

North Fork Kentucky River

Lilley Cornett Woods


Pine Mountain Wildlife Corridor

Roger BreedingMemorial ATV Trail

Fish Pond Lake Loop

Recreational Sites

Pine Mountain Trail State ParkHighland Section

Recreational Events

Artifacts

Intangible Cultural Heritage

Traditions & Values

Storytelling / Oral History

Performing Arts & Crafts

Practices, expressions, knowledge and skills that have become a community’s living heritage and cultural legacy.

Major travel motivator for the Cultural Heritage Traveler.

Jenkins Homecoming Days

Blackey Days

Cowan CreekMountain Music School

Cultural Heritage Events

Cultural Heritage EventsThe Carcassonne

Square Dance Festival

Friday Nite Pickin’Bluegrass / Dancing

Hemphill Community Center

Appalshop Traditional Music Programs

Whitesburg Shapenote Singing

Saturday Open Mic Nights


Whitesburg Christmas Parade


Whitesburg 4th of JulyCelebration

Letcher County Farmers Market

Blackey Days Festival

Coal Miners Memorial Weekend


WhitesburgBike Night

Plan and Organize

2


Tourism

2. Plan & Organize• Define ways to connect similar attractions

and resources

• Are there themes that connect these experiences . . . how do we make them come to life?

• What condition are they in? What will it take to be market-ready?

Prepare, Protect and

Manage

3


Tourism

3. PREPARE, Protect & Manage

• Prepare for Visitors• Regular Posted Business Hours• Phone Answering / Closed Hours• Directions / Maps / Guidebooks• Brochures / Rack Cards• Websites, Mobile Apps & Social Sites• Adequate Parking / Restrooms• Nearby Lodging

3. Prepare, PROTECT & MANAGE

• Protecting the long-term quality and condition of heritage tourism resources requires• Local Ordinances, Covenants & Restrictions

• Managing a cultural heritage tourism program requires:• Long-Term Planning • Coordinating, Monitoring and Documenting the

activities of the various people and businesses involved.

Preserve, Protect & Manage

1931 Carcassonne School Building

Carcassonne Community Center

Carcassonne Community Center Square Dance

The Carcassonne Square Dance Festival

Cowan Community Action Group

Cowan Creek Mountain Music School

Cowan Creek Community Center

Preserve, Protect & Manage

Our Heritage – Their Future

Valuable Places & Activities TODAY Authentically Representing YESTERDAY

Preserved for TOMORROW

Preserves local traditions & folk arts

Community gathering place

Market for Success

4


Tourism

4. Market for Success• Who are our visitors? What are their

interests?• Find a pattern amongst your audience to define

a new marketing channel.• Why would they buy your experience?

• What makes your area stand out to travelers in particular?

• What motivates them?• Travelers buy based on emotion. Can you

provide an experience that will attract them?

Visitor Survey

4. Market for Success

• Define a target market(s) and focus on those markets.

• Continue visitor survey to monitor what motivates them to visit.

• Base promotions on audience needs / desires.

• Marketing strategies must be measured against goals.

Remember . . .

CULTURE is about the ways of life of past and present residents of Letcher County.

HERITAGE is the history of Letcher County.

TOURISM is traveling to and exploring Letcher County’s Cultural Heritage.

Source. Heritage Tourism presentation by Andrea Leone, Boston Language Institute

Good News. . .• Now, more than ever, rural communities can be

successful for being exactly what they are• Large numbers of travelers have lost interest in

cookie cutter restaurants, lodging and attractions

• Heritage tourists seek out places that have unique, authentic experiences

• They enjoy cultural and natural heritage, local food, place-based attractions, and connecting with local people.

Source. Rural Tourism: It’s Never Been a Better Time to be a Small Town by Joanne Steel, Rural Tourism Marketing Group