Typology of

Heritage Tourism
 Outline
Heritage/Cultural tourist
Types of Heritage/Cultural
tourist
Characteristics of
Heritage/Cultural tourists
 Heritage Tourist
> 100 million American adults say they
included some heritage activities or events
while traveling in 2002
30% American adults say that a specific
arts, cultural or heritage event or activity
influenced their choice of destination

(Source: http://www.culturalheritagetourism.org/)
Types of Heritage Tourist
Those visiting what they
consider as a heritage site
though it is unconnected
with their own
Poria et al, 2001
Those visiting a site they
deem to be part of the
heritage
Those visiting a site
specifically classified as a
heritage site although
unaware of its designation
Types of Heritage Tourist
The Purposeful
 is the primary motive for visiting The Sightseeing
a destination and the tourist has a  is a primary reason for visiting a
very deep cultural experience destination, but the experience is
less deep
The Serendipitous
 a tourist who does not travel for The Incidental
cultural reasons but who, after  A tourist who does not travel for
participating, ends up having a cultural reasons but nonetheless
deep cultural tourism experience participates in some activities
and has shallow experiences
The Casual
 is a weak motive for travel and
UNWTO, 2005
the resulting experience is
shallow
Characteristics of Heritage Tourist
The Stereotypical
“Baedeker/ Michelin tourist”
 aged 45-65
 higher than average disposable income,
education, and travel experience
 holidaymaking independently in a
group of two
 staying in hotel

The Emerging
“Lonely Planet / Rough Guide tourist”
 young backpackers, aged 20-30
 different and lower patterns of expenditure
 staying in small, inexpensive bed and
breakfast

Ashworth, 2004
Characteristics of Heritage Tourist
American Tourists
Spend more: $623 vs. $457
Are older: 49 vs. 47
Are more likely to be retired - 20% vs. 16%
Are more likely having a graduate degree: 21% vs. 19%
Use a hotel, motel or B&B – 62% vs. 55%
Are more likely to spend $1,000+/-: 19% vs. 12%
Travel longer: 5.2 nights vs. 3.4 nights
Travel by air: 19% vs. 16%

http://www.culturalheritagetourism.org/
Characteristics of Heritage Tourist
Well educated
Older
Influenced by women
Cosmopolitan
Accountability driven
Generous in spending
More inclined to stay in hotels and B&B
More inclined to stay longer than the average traveler
More likely to visit diversity of sites, cities & region than the average traveler
Wants high quality of service
Interested in authenticity
Wants easy-to-do, accessible quality travel experiences
Research by Louis Harris, Inc., Decima Research, the Travel Industry of America, and the National
Trust for Historic Preservation
Case Study | Syracuse, Sicily, ITALY

Barbara Del Corpo, Elena

Bellini, Ugo Gasparino,
William Malizia
Luxembourg 21 | 09 | 2006
 Syracuse | Tourist Profile
The Cultural Tourist The Sun & Beach Tourist
is mobile: is not mobile:
short visits, in several different cities in the longer visits in one single destination
course of the same journey length of stay average 8d/7n
length of stay is on average 2 days and 1 is self-organized
night stays in tourist village
is self-organized its total direct impact on the economy is high,
stays in hotel but the daily expenditure is on the contrary low
has a very high daily expenditure, especially for
interested in holidaying and in general
accommodation and food
sightseeing; visiting cultural sites or
He visits at least 1 cultural site per day. Its interest
for the local culture involves also local handicraft discovering the local culture is incidental
and food (he usually buys souvenirs) - the specific is older (56-65 years old) or on the contrary
cultural tourist young (26-35 years old)
is middle-aged (46-65 years old), even though holds a secondary-school diploma or a degree
young cultural tourists represent an interesting part is employed
(26-35 years old) - the young backpacker has got an average income (25-35,000 €/year)
holds a degree or a PhD
is employed
has got an above-the-average income (>55,000
€/year)
Syracuse | Motivation

190 (89.6%) CULTURAL HERITAGE ATTRACTIONS

(i.e. visiting monuments, museums, historic
landmarks, cultural or religious events)

15 (7.1%)
7 (3.3%)
 Syracuse | Trip Characteristics

90%
Percentage of Tourists

80%
Cultural Sun&Beach
70%
60%
50%
40%
30%
20%
10%
0%
Y N
Tour
 Syracuse | Total Expenditure
crafts
shopping Direct impact of
entertainment one Cultural
culture
food tourist
accomodation
transport in
other financiary intermediation 483 €
other public administration
transports and communications
other retail trade
0 50 100 150 200

crafts
shopping
Direct impact of
entertainment one Sun&Beach
culture
food tourist
accomodation
transport in
other financiary… 586 €
other public administration
transports and…
other retail trade
0 50 100 150 200
13
 Syracuse | Daily Expenditure
crafts Direct impact of
shopping
entertainment one Cultural
culture
food tourist
accomodation
transport in
other financiary… 220 €
other public…
transports and…
other retail trade
0 20 40 60 80

crafts Direct impact of

shopping
entertainment
culture one Sun&Beach
food
accomodation
transport in
tourist
other financiary…
other public…
transports and… 74 €
other retail trade
0 20 40 60 80

14
Thank You