Tourism, Cultures and Heritages Professor Alan Clarke

The Tourism System Tourism is not a simple industry Tourism is not a simple industry Tourism as multi-core system Tourism as multi-core system Tangible and intangible Tangible and intangible Imagined, real and re-imagined Imagined, real and re-imagined

Cultures and Heritages Tourism offers cultures and heritages as part of the offer Tourism offers cultures and heritages as part of the offer Tourism is a culture in its own right with its own heritages Tourism is a culture in its own right with its own heritages Offers need to recognise this dynamic relationship Offers need to recognise this dynamic relationship

Heritages and Cultures Cultures and biographies add meaning and depth to the sense of heritage Cultures and biographies add meaning and depth to the sense of heritage Understanding is shaped by knowledge, experience and expectation Understanding is shaped by knowledge, experience and expectation

Cultures and Tourism Heritage cultures Touristic cultures Local cultures

Meaning(s) in tourism Tourism experiences are shaped by the touristic expectations Tourism experiences are shaped by the touristic expectations All tourists are different! All tourists are different! Meaning is generated by interaction with the sense of heritage Meaning is generated by interaction with the sense of heritage This is a complex interplay generating different levels of understanding This is a complex interplay generating different levels of understanding

Cultures for consumption Cultures and re-presentations for touristic consumption Cultures and re-presentations for touristic consumption What are you willing to sell? What are you willing to sell? What are local people willing to sell? What are local people willing to sell? What are tourists interested in buying? What are tourists interested in buying? Limits of Acceptable Change Limits of Acceptable Change

Contested Heritage Robin Hood Robin Hood 1687 wood cut 1687 wood cut Legend and contested reality Legend and contested reality Touristic politics – Nottingham, Derbyshire and Yorkshire claims Touristic politics – Nottingham, Derbyshire and Yorkshire claims

The Major Oak

The Tales of Robin Hood

Little John’s Grave

Robin Hood’s Grave

Robin Hood Airport

Biographies of Robin ness

Defining Robin Preserving Preserving Positioning Positioning Prescribing Prescribing Puzzling Puzzling

Thank you Mr. Disney

Heritages and Meaning Heritages are precious Heritages are precious Heritages are public Heritages are public Heritages are private Heritages are private Heritages have value for many audiences – tourism provides many of those Heritages have value for many audiences – tourism provides many of those

Partnerships Complexity of tourism system Complexity of tourism system Recognition of the role of cultures and heritages in tourism Recognition of the role of cultures and heritages in tourism Recognition of the role of tourism in cultures and heritages Recognition of the role of tourism in cultures and heritages From Competition through Interdependence From Competition through Interdependence Cooperation Cooperation Inclusive of all stakeholders Inclusive of all stakeholders

Celebrating Heritage in the North West Partnership development Partnership development Tourist boards Tourist boards English Heritage English Heritage North West Development Agency North West Development Agency Culture North West Culture North West

Partnerships and meanings Culture North West as leaders with no specific vested interest Culture North West as leaders with no specific vested interest Expertise portfolios Expertise portfolios Broadening accessibility to a range of heritages Broadening accessibility to a range of heritages

Key success factors Mission focus Mission focus Trust Trust Champion Champion Achievement Achievement

Mission focus Destination wide Destination wide Not specific accomplishment Not specific accomplishment All stakeholders commit because of the destination not only for their own vested interest All stakeholders commit because of the destination not only for their own vested interest

Trust Stakeholders need to recognise and respect each other Stakeholders need to recognise and respect each other Multiple and diverse contributions Multiple and diverse contributions Sources of trust Sources of trust

Champion Someone or group who will take on the challenge of fronting the partnership publicly Someone or group who will take on the challenge of fronting the partnership publicly The voice of the partnership The voice of the partnership Not necessarily the organiser or the leader Not necessarily the organiser or the leader

Achievement Something(s) to declare Something(s) to declare More than a ‘talking shop’ More than a ‘talking shop’ ‘We are better off now than we were a year ago’ ‘We are better off now than we were a year ago’ Not the whole thing – task versus process Not the whole thing – task versus process

Sustainable futures Formal and informal organisation Formal and informal organisation Shared sense of responsibility (ownership) Shared sense of responsibility (ownership) Shared benefits from the promotion of cultures and heritages within the tourism offer Shared benefits from the promotion of cultures and heritages within the tourism offer