•

CHAPTER 5

CONCEPTUALISING CULTURAL TOURISM.

MAOMBE MM 2023
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CHAPTER OUTCOME

• Explain the differences between the market approach and

the tourism development approach to tourism
development.
• Explain the product-based approach to cultural tourism
development
• Explain the process-based approach to cultural tourism
development
• Explain the elements of cultural processes
• Explain the basic elements of the cultural tourism
structure.
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Introduction to the chapter

Cultural tourism is no different from any other form of

tourism as it includes (cultural) tourists , ( cultural)
destinations and ( cultural motivated) travel to and from
destinations.

Even though the elements that constitute cultural tourism

fall into well-known categories , they can be conceptualized
in different ways.
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One way of conceptualizing cultural tourism, the so-called thematic approach , was developed by McKercher & Du Cros ( 2002). This approach assumes four constituent elements:

• Tourism
• The use of cultural heritage assets
• Consumption of experiences and products
• Tourists
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The conceptualization of cultural tourism presented in this chapter is based

on the following two distinctive approaches to the development of tourism:

The market approach

• The market approach to the development of tourism is
essentially a product-based approach

The tourism development approach

• The tourism development approach to the development of
tourism consider the effects of cultural tourism processes
and the long-term sustainability of the constituent
elements of cultural tourism: elements that need to be
sustained for future generations.
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The Market and tourism development approaches to tourism development.

• The market approach has dominated tourism development since the

mergence of mass tourism. It perceive tourism as a profitable industry
driven by consumerism and profit margins.

• Tourism is undoubtedly big business but in exploiting tourism

resources for profit. , which in the final events should go to the
country , community or people at the destination visited , the tourism
industry causes many problems in a destination.

• With market approach , the starting point in developing any tourism

product is to define tourism demand through a process of market
segmentation.

• The product is created according to the needs , wants and

preferences of an identified market segment.
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The Market and tourism development approaches to tourism

development.
• From a market perspective , demand for a product creates a
supply and tourism is therefore considered as a demand-
driven industry.
• In the tourism development approach , supply in cultural
tourism creates a demand for specific cultural products.
• The tourism product is adjusted to match the preferences of
a target market , but this product is not moulded entirely
according to market research findings , as is the case with
consumable goods.
• Although the product in tourism is adjusted to suit the
demand , it cannot be significantly altered.
• The rationale behind the tourism development approach is
the cultural attractions form the core of the tourism product.
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The Market and tourism development approaches to tourism

development.

As they are considered to wield primary pulling power for a

cultural tourism destination , cultural attractions cannot:

• Be changed in shape , size and appearance

• Be transported or moved closer to main tourism routes
• Change their historical significance or originality
• Change traditions and beliefs
• Alter the symbolism of cultural artefacts

For these reasons cultural attractions have limited

freedom to adapt to certain elements of tourism
demand.
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The interplay between demand and supply in cultural tourism

Creates
Supply
Demand
Utilises

Figure 5.1. The interplay between demand and supply in

cultural tourism
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With the market approach to tourism development , profit-

driven mass tourism did not give due consideration to the
protection of resources of the well-being of communities ,
leaving behind a trail of social ills and irreversibly degraded
environments. Subsequently , tourism developers in
counterbalancing profitability against sustainability have
ensured environmentally friendly development.
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The tourism development approach

In tourism development the main concern is how to achieve

and maintain this balance between:
• Protection of irreplaceable cultural and natural resources
• Community interest
• Tourism use
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Cultural tourism processes ( The tourism development approach)

• The two elements to cultural tourism are cultural tourists

and host-communities ( the owners of cultural resources ).
• Tourists will travel to the destination best suited their
cultural needs. The travel distance that tourists are willing
to travel will depend on the pulling power of destination’s
cultural resources and the perceived cultural distance
between tourists and that of the host.
• Tourist motivation for cultural travel will depend on the
types of cultural activities offered in a destination , which
are consequently dependent on the type of cultural
resource base. In selecting a destination
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END OF THE CHAPTER