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
Letcher County Natural Assets
Little Shepherd Trail
North Fork Kentucky River
Lilley Cornett Woods
Letcher County Natural Assets
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
Cultural Heritage Events
Cultural Heritage Events
Whitesburg Christmas Parade
Cultural Heritage Events
Whitesburg 4th of JulyCelebration
Letcher County Farmers Market
Blackey Days Festival
Coal Miners Memorial Weekend
Cultural Heritage Events
WhitesburgBike Night
Plan and Organize
2
Steps to Successful & Sustainable Cultural Heritage
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
Steps to Successful & Sustainable Cultural Heritage
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
Steps to Successful & Sustainable Cultural Heritage
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
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