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Skip to 0 minutes and 13 seconds Hello, everyone. My name is Rouran Zhang. It is my honor to talk about two chapters to all of you and the course is culture tourism. And I will talk about the heritage management and heritage tourism and will be illustrated by several very interesting topic and case studies. Well, let me discuss. What is a culture tourism? The culture has always been a major part of travel, as the development of the Grand Tour from the 16th century onwards attests. In the 20th century, some people have claimed, culture creased to be the objective of tourism; tourism is now culture. Cultural attractions play an important role in tourism at all levels, from the global highlights of world culture to attractions that underpin local identities.

Skip to 1 minute and 17 seconds According to Richards, culture, heritage and the arts have long contributed to appeal of tourist destination. However, in recent years ‘culture’ has been rediscovered as an important marketing tool to attract those travelers with special interests in heritage and arts. So what is cultural tourism? Cultural tourism defined by Robinson and Smith is explore the ways in which culture(s) is/are mobilized for tourists and read by tourists within particular settings. Cultural tourism is one of the oldest forms of travel and still continues to be a mainstay of the tourism industry in most parts of the world. According to the OECD (2009), cultural tourism accounted for around 40% of all international tourism, or 360 million arrivals in 2007.

Skip to 2 minutes and 33 seconds Although it is often difficult to distinguish these ‘culturally motivated tourists’ from other travelers because of the growing tendency towards mixed holiday motives, they are particularly desirable for destinations seeking to attract ‘high quality’ tourism and high value tourists. So well, what is the cultural heritage tourism? Well, Cultural Heritage Tourism is a branch of cultural tourism oriented towards the cultural heritage of the location where tourism is occurring.

Skip to 3 minutes and 17 seconds The National Trust for Historic Preservation in the United States defines heritage tourism as “travelling to experience the places and activities that authentically represent the stories and people of the past,” and cultural heritage tourism is defined as “travelling to experience the places and activities that authentically represent the stories and people of the past and present.” So, Cultural heritage tourism is important for various reasons; it has a positive economic and social impact, it establishes and reinforces identity, it helps preserve the cultural heritage, with culture as an instrument it facilitates harmony and understanding among people, it supports culture and helps renew tourism.

Skip to 4 minutes and 28 seconds So, Cultural heritage tourism has a number of objectives that must be met within the context of sustainable development such as, the conservation of cultural resources, accurate interpretation of resources, authentic visitors experience, and the stimulation of the earned revenues of cultural resources. We can see, therefore, that cultural heritage tourism is not only concerned with identification, management and protection of the heritage values but it must also be involved in understanding the impact of tourism on communities and regions, achieving economic and social benefits, providing financial resources for protection, as well as marketing and promotion. So this is the main concept of culture tourism and also the cultural heritage tourism. So I will talk about the structure of this course.

Skip to 5 minutes and 39 seconds So, chapter one will be illustrated by myself. Our first introduction the cultural tourism and the course outlines, as I already did, and currently do now. And second, I will introduce what is UNESCO World Heritage Program and identify the meaning of culture heritage and natural heritage. There are also several important issues. I will illustrated in chapter 2, which include the meaning of cultural landscape, cultural roots, industry heritage, intangible heritage, the transported heritage, and serious heritage. And also I will talk about UNESCO ongoing world heritage and sustainable tourism program and need to other experts will talk about these issues. The third chapters, many talks by Dr.

Skip to 6 minutes and 32 seconds Steve Brown and he will mainly talk about Australians heritage system and how to manage and safeguard world heritage sites. He will give some examples about Australian heritage sites and by introduction of Australian heritage system about the case study of the Sydney Opera house, rural landscape and heritage, and also a case study in Mongolian Altai, which linking to the ongoing project conducted by UNESCO ICOMOS and IUCN, and the culture and nature journey. The chapter 4 will be illustrated by Professor Ken Taylor, from Australian National University, and he will talk about the meaning of cultural landscape, which he will introduction the meaning of landscape, the landscape values, the reading, the landscape, identification and assessment.

Skip to 7 minutes and 38 seconds So, the landscape analysis and evaluation and also will give a particularly case studies. Well, chapter 5 will be illustrated by the Fergus. Chapter 5 will nurtured by Fergus Maclaren who is the president of ICOMOS ScientificCommittee on Cultural Tourism. And he will first talk about introduction of Indigenous Tourism background and then talk about the culture heritage and Indigenous people, and then talk about the culture heritage and Indigenous people, and then talk about tourism issues at Canadian Indigenous world heritage sites and provides several case studies and conclusions. So chapter 6 will be lectured by Professor Laurajane Smith.

Skip to 8 minutes and 30 seconds She will talk about the affect and emotion in herited tourism and Professor Laurajane Smith is a director in Museum and Heritage Center in Australian National University. And her major focus where we talk about two concepts. First, it is about heritage visiting with case study in Australia, UK and US and then she will talk about heritage is a performance which linking to the critical heritage studies. So these sixth chapters are the main content of this course. Everyone enjoy.

Introduction of culture and tourism course outline

Welcome! In this section, Dr. Rouran Zhang would like to hear some voices from the students. Dr. Zhang is a lecturer at College of Tourism and Service Management, Nankai University, Tianjin, China. Meanwhile, he is a member of ICOMOS (International Council On Monuments and Sites) International Scientific Committee on Cultural Tourism.

In the field of cultural tourism, understanding the story behind the cultural heritage resources is the first step to carry out tourism activities. In this section, he will introduce you the outline of Culture and Tourism course and a whole context of UNESCO World Heritage Program.

You are very welcome to talk about your understanding of World Heritage in the comment area. We’d like to hear from you.

Where are you from and why are you taking this course?

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Culture and Tourism

Nankai University