Cultural
Heritage Tourism
Roger Merchant, Extension Educator
University of Maine Cooperative Extension
Dover-Foxcroft, Maine
According to the Minnesota Extension Tourism Center, cultural heritage
tourism is one of the fastest-growing sectors in travel and tourism.
Culture and heritage is an opportunity for communities to discover,
honor and share what is unique about our rural culture and way of
life.
Heritage tourism is defined as, "the practice of people travelling
outside of their home community to visit historic sites, to participate
in local festivals, to enjoy local arts and crafts, sightseeing and
recreation". Cultural tourism is, "travel directed towards
experiencing the arts, the heritage, the special character of people
and place."
"Cultural heritage" conjures up many images. Consider culture
and heritage as the canoe builder, the snowshoe maker, specialty food
producers like blueberry pancakes and maple syrup, the candlestick
maker, the watercolorist or photographer, the potter and wood carver,
the side walk art show, the local poet or musician, the county fair.
These valued examples of people and places make up the fabric of our
rural culture, rural heritage, rural way of life.
Cultural Heritage Travelers and Visitors
Travel Industry Association of America (TIAA) research in 1997 and
2002 indicates that cultural heritage travelers have a particular
customer profile:
- They tend to be older, 48 years average age, are more
likely to be retired
- They are college educated and like to participate in
activities
- They tend to take long trips that include multiple destinations
in summer
- Often they travel as couples, some are likely to take
group tours
- They are less likely to have children at home
- 22% use air travel as a primary mode of travel
- They like to stay in B&B's, motels, and hotels, average
stay of 4-5 nights.
- 18% spent more than $1000 on cultural heritage travels
Community and Regional Participation with
Cultural Heritage
The key ingredients for cultural heritage tourism are authenticity,
quality, education, interpretation, planning, assessment, and public/private
partnerships. It takes organized effort to assess cultural heritage
assets and opportunities:
- Inventory and evaluate existing cultural heritage assets and
attractions
- Assess the draw power for each attraction and activities
- Research the networks and niche market for each attraction
- Decide short/long term priorities for existing and potential
attractions
- Address niche markets that fit with what a community wants to
attract
|
