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Cultural Heritage

Tourism

UNESCO affirms that tourism has a significant role in reviving,


enhancing and nurturing cultural heritage.

Society can make their nostalgic longing


and to fulfill their sense of loss.
Sustainable cultural heritage tourism offers
both tangible and intangible benefits to both
tourists and host communities.

CULTURE
Culture may refer to the whole way of life, customs and habits of
certain groups of people who have distinct sets of social, artistic or
intellectual activities and expression performed both in the past and
present.

The survival of a particular culture depends on the ability of


its traditional owners to transmit the cultural elements of their
people to present and future generation.
Sustainable cultural tourism is a toll which can facilitate
this process.

Principles of Sustainable
Heritage Tourism

PRINCIPLE 1
Recognise the importance of
heritage places

PRINCIPLE 2
Look after
heritage places

PRINCIPLE 3
Develop mutually beneficial
partnerships

PRINCIPLE 4
Incorporate heritage issues
into business planning

PRINCIPLE 5
Invest in people and place

PRINCIPLE 6
Market and promote
products responsibly

PRINCIPLE 7
Provide high quality visitor experiences

PRINCIPLE 8
Respect Indigenous
rights and obligations

CULTURAL TOURISM
A tourism that focuses on culture as an
attraction or as a motivation to travel.

CULTURAL TOURISM
A passive, active and interactive engagement with culture and communities
whereby a visitor gains new experiences of an education creative and/or
entertaining nature.
Cultural tourism is diverse.

Heritage tourism is a subset or branch of cultural


tourism; it is largely concerned with the
interpretation and representation of the past.

Types of Cultural Tourism


TYPES

Examples of Attractions

Heritage Site

National parks, Archaeological sites,


Museums, Monuments, historic towns

Festivals and Special


Events

Town fiestas, sporting events, dance and


musical shows, parades

Religious sites

Temples, churches, cathedrals. Pilgrimage


sites

Indigenous traditions
and places

Tribal villages, farms, aboriginal arts and


cultures, native people

Arts and crafts

Pottery, paintings, fabrics, handicrafts,


performances

Gastronomy

Food, cookery, wine

Types of
Cultural
Tourist
(Motivatio
n)

Purposeful - Primary reason is culture,


looking for deep cultural experience.

Sightseeing - Primary reason is


culture; seeking only for
superficial/shallow cultural experience.

Serendipitous - Secondary reason is


culture; unintentionally felt deep
cultural experience

Casual - Secondary reason is culture;


seeking only for superficial shallow
cultural experience.

Incidental - No intended or expressed


motive but visits cultural attractions
anyway

Cultural Heritage and


Tourism

Culture heritage is traditionally referred to


as the sum of total traditions, beliefs, value
systems, and assets passed on the present
generation by their ancestors, and by the
present generation to their descendants.
Used in the presence to make the past
meaningful.

Cultural Heritage
Refers
to
the
cultural
aspect
like
heritage
sites,
monuments,
folklores,
traditional
activities
and
practices, language, ect. that is
considered vital to be preserved
for the future generation.

Monuments

Folklores

Traditional Activities & Practices

Cultural Heritage
Heritage is linking the past and present, and enlivening
history.
Heritage includes both tangible an intangible expressions
of culture as well as cultural landscapes.
Tangible: buildings, museums, built landscapes
Intangible: Ceremony, language, musical and artistic

performances, festivals, beliefs, way of life and rituals.

Tangible Heritage - Refers to those significant places


that advocates the country's culture and history.
Intangible Heritage - Refers to those aspect of a
country that cannot be touch.

Two Opposing
Concepts of
Heritage

Heritage is a political (ideological) tool because it is


inherently selective , and therefore, inherently political.
Heritage is an economical tool.
It is a flexible commodity which is managed to the
demand from tourists and the supplier available for tour
operators.

McMorran asserts that the two schools


of thought are complementary because the
economic value of heritage often stems
from its ideological importance and at the
same time heritage is an inherently flexible
and
reflexive
commodity,
continually
adjusting to suit the needs of the visitors.

Cultural heritage tourism often emphasizes


interpretation and representation of the past.

the

Not all aspects of the past are celebrated and


projected into the future.
Choosing only certain aspects of the past posses
issues of authenticity, interpretation, representation,
and power.
Only a subset of the past are chosen for inclusion in
the present for specific reasons or particular

Tangible
Heritage
Includes:

Monuments

Mosques

Shrines

Buildings

Museums

Landscapes

Intangible Heritage
Includes:

Traditional Music

Traditional Dance

Languages

Way of Life

Beliefs

Musical and Artistic Performances

Festivals

Ceremony

Cultural
Heritage
Attractions
It includes tangible and
intangible expressions of
culture.

Intangible Expressions of Culture.


The NCCA Intangible Heritage Committee (NCCA/ICH)
undertakes the inventory of Philippine forms of intangible
heritage; and the safeguarding of these.
5 CATEGORIES OF INTANGIBLE EXPRESSION OF
CULTURE:
1)oral traditions and expressions,
2)performing arts,
3)social practices and festive events
4)knowledge and practices concerning nature and the universe
5)traditional craftsmanship.

Oral Traditions
and Expressions
Itdomain encompasses an
enormous
variety
of
spoken forms including
proverbs, riddles, tales,
nursery rhymes, legends,
myths, epic songs and
poems, charms, prayers,
chants, songs, dramatic
performances and more.

Lord Rama

Performing Arts
It is range from vocal and
instrumental music, dance
and theatre to pantomime,
sung verse and beyond.

The Kwintangan

Social Practices
and Festive Events
They are habitual activities that
structure the lives of communities
and groups and that are shared by
and relevant to many of their
members. They are significant
because they reaffirm the identity
of those who practice them as a
group or a society and, whether
performed in public or private, are
closely linked to important events.

Daeboreum

Knowledge And
Practices Concerning
Nature And The
Universe
It
include
knowledge,
knowhow, skills, practices
and
representations
developed by communities
by interacting with the
natural environment.

Ifugao Rice tertaces

Traditional
Craftsmanship

Masikaka Weaving

It is perhaps the most tangible


manifestation of intangible
cultural heritage. Encouraging
artisans
to
continue
to
produce craft and to pass their
skills and knowledge onto
theirs, particularly within their
own communities.

Tangible Expressions of Culture


Tangible cultural heritage
includes
buildings
and
historic places, monuments,
artifacts, etc., which are
considered
worthy
of
preservation for the future.
These
include
objects
significant
to
the
archaeology,
architecture,
science or technology of a
specific culture.

One of the Changes that Emerge in the Last


Three Decades Regarding the Interface Between
Tourism and Culture
1.MORE IN-DEPTH -
a new traveling pattern, which combines thematic traveling
experience and personal knowledge.
2.BROADER UNDERSTANDING OF THE CONCEPT OF CULTURE
Developed within the individual as well as the outside environment
3.ITS IMPORTANCE TO THE CONSTRUCTION OF SOCIAL IDENTITY.
The earliest constructions of a social identity are traced in the
domain of gender because this is a common feature of social life.

Cultural heritage tourism is dynamic and perceptions and meanings


of a particular heritage attraction may change over time.
The tourism industry tends to select and package certain aspects of
culture in order to communicate to tourists the cultural assets of a
destination.
As a consequence, the original content, meanings, and expressions of
culture are modified and even corrupted.

Heritage Sites
Types

Examples

Natural Heritage

National parks, caves, forests, islands,


coastlines, protected landscapes/seascapes

Cultural Heritage

Museums, festivals, crafts, arts, performances

Built Heritage

Monuments, architecture, colonial/historic


buildings, old towns, archaeological sites

Industrial Heritage

Mines, factories, mills

Religious sites

Temples, churches, cathedrals, mosques,


shrines

Military Heritage

Battlefields, war hero cemeteries,


concentration camps

Literary or artistic
heritage

Gardens, houses and landscapes associated


with famous musicians, artists and writers

Natural
Heritage

Cultural
Heritage

Built Heritage

Industrial Heritage

Religious Sites

Military Heritage

Indigeno
us
Tourism

Indigenous cultural tourism also


referred to as ethnic tourism,
occurs
when
tourists
visit
local/native people in their natural
environment.
Ethnic tourism is marketed
to the public in terms of the quaint
customs of indigenous and often
exotic people.

Aboriginal tourism
refers
to
indigenous
people
while
ethnic
tourism pertains to other
ethnic groups who are not
necessarily indigenous.

Indigenous
people
become more exposed to
and involved in tourism.
They are often presented
as exotic tourist attraction
usually in conjunction with
cultural heritage tourism.