Heeding the call for heritage tourism: more visitors want an "experience" in their

vacations—something a historical park can provide

Parks & Recreation, Sept, 2004 by Sarah Nicholls, Christine Vogt, Soo Hyun Jun
Sarah Nicholls

Heritage tourism, a niche segment that first rose to prominence among researchers and the
tourism industry in the 1990s, remains one of the most significant, and fastest growing forms
of leisure travel within the American market. Recent various market analyses and academic
investigations have been conducted, that when combined, begin to demonstrate the many
potential benefits, as well as some of the more contentious issues, associated with the use of
heritage as a tourism attraction.

What is "Heritage Tourism"?

Heritage tourism involves travel to sites that in some way represent or celebrate an area,
community, or people's history; identity or inheritance. Heritage attractions are typically
divided into three categories: natural, cultural and built. Figure 1 on page 41 provides
examples of each. In academic writings as illustrated in Figure 2 on page 42, various other,
more specific types of heritage tourism have been identified.

Figure 1. The Three Categories of Heritage Attraction

NATURAL CULTURAL BUILT

Landforms, Festivals, Historic homes,

rural scenery, arts/crafts, monuments,
flora and fauna traditional practices/ industrial sites
products

Figure 2. Specific Types of Heritage Tourism

Type of Tourism/Attraction Description and Example(s)

Literary tourism Travel to "literary places," linked to

writers (e.g., their homes or birthplaces)
and/or the settings of their novels
(Herbert, 2001)
Legacy tourism Travel related to genealogical endeavors,
e.g., to search for information on, or to
feel more connected to, ancestors
and ancestral roots (McCain & Ray, 2003)
Historaunts/ Restaurants as heritage attractions,
eatertainment providing not just food and beverages, but
a complete tourist experience
(Josiam, Mattson, & Sullivan, 2004)
Dark tourism/ Travel to places associated with death,
thanotourism disaster or other tragic or gruesome
occurrences (Lennon & Foley, 2000;
Austin, 2002)
Industrial heritage Visits to unused industrial sites such as
tourism former collieries and factories (Prentice,
Witt & Hamer, 1998; Prideaux, 2002)

Heritage tourism can take place at individual sites, as well as, increasingly, in "heritage areas"
(e.g., the MotorCities--Automobile National Heritage Area in Michigan) and along "heritage
routes," "corridors" and "trails" (e.g., the Coal Mining Heritage Route in southern West
Virginia, South Carolina National Heritage Corridor, and Maine Maritime Heritage Trail). In
some cases, cities may promote themselves, or districts within them, as heritage destinations,
as discussed in Orba_li (2000), Russo (2002) and Litvin (in press).

Who Are "Heritage Tourists"?

The number of tourists seeking some kind of heritage experience during their vacation
continues to increase. The Travel Industry Association of America (TIA, 2003) estimates that
81 percent of the 146.4 million U.S. adults who took a trip (of 50 miles or more) in 2002 can
be considered cultural tourists (based on their participation in at least one of 15 arts,
humanities, historic or heritage events or activities). TIA estimates that historic/cultural travel
increased 13 percent between 1996 and 2000, with trips increasing from 192.4 million to
216.8 million, while Marjanaa and Quintos (2001) report an 18 percent increase in spending
on heritage travel between 1995 and 2000. Hargrove (2002) noted that one-third of
international visitors to the U.$. tour a historic or cultural attraction during their vacation.

According to numerous analyses (e.g., Herbert, 2001; Chhabra, Healy, & Sills, 2003; TIA,
2003), the typical heritage tourist is of middle age or older. and of above-average levels of
education and income. The heritage tourist tends to seek more in the type of experience and
benefits expected, than other types of tourists. Heritage tourists "usually seek an informed
visitor experience rather than merely gazing" (Prentice, Witt, & Hamer, 1998, p. 7).

They also expect outcomes that include learning about their destination and gaining an insight
into its past. While enjoyment is still crucial, the heritage tourist often expects a greater
degree of involvement with, or immersion into, the site(s), with a heavy educational
component. The heritage tourist may be described as a "thoughtful consumer," one who is of
above-average cultural competence and wary of the "dumbing down" so prevalent in today's
culture (Voase, 2002).

Of special interest to tourism providers, the heritage tourist also typically stays longer in an
area than the average tourist, as well as spends more money. The TIA study found that
cultural/heritage tourists spent all average of $623 per trip, compared to the typical American
tourist's expenditure of $457, and that a higher proportion were likely to spend in excess of
$1,000 (19 percent compared to 12 percent). While the typical tourist's trip lasted 3.4 nights,
the cultural/heritage tourist spent an average of 5.2 nights at the destination.

A recent study conducted by the TIA for" National Geographic Traveler magazine provides
further evidence of the heritage trend (Stueve, Cook, & Drew, 2002). A mail survey of 3,300
American travelers (defined as adults who had taken at least one trip away from home in the
preceding three years) identified more than one-third of the traveling public as geotourists.
Geotourism, a concept similar to sustainable tourism, has a primary concern of preserving a
destination's "geographic character," known as "the entire combination of natural and human
attributes that make one place distinct from another" (p. I). The researchers found these
geotourists were searching for travel experiences that were educational, focused on history,
nature, culture, and key elements of most heritage offerings.

In the study, the geotourism sector included three distinct market segments: geo savvys
(10.6 percent of the sample), urban sophisticates (13.8 percent), and good citizens (11.4
percent). Table 1 on page 42 presents a comparison among these three groups and the entire
sample in response to a series of statements concerning trip characteristics, motivations and
expectations. All three segments exhibited above-average levels of travel activity (as
measured by average number of trips taken per annum) as well as above-average levels of
household income, indicating not only the desire but also the means to engage in their desired
types of tourism on a relatively" frequent basis.
Strategic Marketing & Research, Inc. (SMRI, 2000) conducted a national telephone survey of
800 Americans, entitled The Image Study, for the National Scenic Byways Organization in the
summer of 2000. Of special interest to heritage route managers, they found that 76 percent of
respondents would rather take a more interesting travel route, even if it were longer,
compared to 24 percent who would always take the fastest option. Fourteen percent of those
surveyed indicated that they "often" went on driving tours of various areas and sites without
having a single destination in mind, while another 53 percent replied that they took such tours
"every once in a while." Increased domestic, and especially auto-based travel in the wake of
9/11, and a weak economy offer increased opportunities for heritage attraction providers to
capitalize on the convergence of heritage interests and pleasure/sightseeing driving trends.

What Are The Benefits of Heritage Tourism)?

Heritage-based travel, like all segments of the tourism industry, offers the potential for
numerous economic benefits in destination areas. The attraction of new visitors to a site or
area increases spending and may lead to the creation of new jobs and businesses, thereby
stimulating the local economy both directly and indirectly, through the multiplier or trickle-
down effect. Taxes on spending can be used to benefit all members of a community, not just
those directly involved in the tourism industry, through the improvement of physical
infrastructure.

In addition to the economic benefits that the attraction of tourists to a heritage site or area
can generate, the recognition of such locations may also bring with it a number of other
advantages. Identification of a site or area as of historic, cultural or natural importance should
promote greater awareness of, and appreciation for, its value, thereby increasing the chances
of its preservation in the future. Realization of the existence and significance of its unique
resources by local residents is likely to enhance community pride and help strengthen sense of
place and identity, as evidenced by Besculides, Lee, and McCormick (2002) in their analysis of
the perceptions of residents of the Los Caminos Antiguos Scenic and Historic Byway in
southwestern Colorado.

Heritage sites provide real-world classrooms where both children and adults--local and
visitors--can learn about the history, nature and/or culture of an area. Beyond these
opportunities for education regarding the site or wider vicinity, lies the additional potential for
increased awareness and understanding of resource preservation. Pretes (2003) describes the
more profound impact that heritage sites can have on the formation and maintenance of
national identity among domestic visitors. Heritage sites can offer nostalgic images of
traditional lifestyles, as well as of the progress of a region or country.

Heritage-based tourism can also be tied into the notion of sustainability. The creation of
tourism attractions using existing assets--whether natural, cultural, or built--negates the need
for the building of new facilities, allowing communities to "look to the past for a sustainable
future" (Hargrove, 2002, p. 10).

Other Issues

While offering many advantages to both local communities and the traveler, the development
and promotion of heritage tourism also presents a number of potentially problematic issues.
One topic that has received an immense amount of attention concerns the notions of
authenticity and commodification, in this case referring to the genuineness or legitimacy of a
site or story, and its alteration for commercial purposes. Seminal pieces by Boorstin (1991),
MacCannell (1976) and Urry (1992), have spawned a number of more recent, empirical
examinations of these issues in the context of heritage tourism. At issue is the degree to
which representations of the past are truly faithful to reality, and whether there is potential for
the alteration of portions, or even entire, pasts so as to increase market appeal by making
history more pleasant and rosy (Prentice, Witt, & Hamer, 1998; Goulding, 2002; du Cros,
2001; Austin, 2002; Chhabra, Healy, & Sills, 2003). Though problems are most commonly
seen at the more commercial end of the market, authenticity and commodification are of equal
concern at smaller sites.

In contrast, however, other sites have faced the opposite problem: the complete lack of any
consideration of the visitor's experience in favor of conservation and guardianship, a
"curatorial approach." This method sometimes resents the mere presence of tourists, and may
still be found in some muse urns and galleries where the emphasis remains on the
preservation of heritage rather than its everyday enjoyment (Garrod and Fyall, 2000).
Nevertheless, this attitude may well change as the need to retain financial solvency in the face
of declining governmental support becomes ever more pressing, and the economic benefits of
public access--at the market price--become more evident to heritage managers. Thus,
managers face the challenge of providing an experience that strikes a balance between
obvious simulation and sensationalism, and an overly dry, scholarly air. The heritage visitor
seeks an educational, yet equally enjoyable visit to a site that presents accurate information
yet in a stimulating manner (Goulding, 2002).

On a more practical level, as the tourism industry--heritage-related and otherwise--continues

to burgeon, and visitor expectations (both in terms of the quality and range of attractions
expected) continue to increase, competition between destinations becomes ever more fierce.
Heritage sites must compete for visitors not only within the heritage market, but also against
other forms of leisure activity (theme parks, shopping malls, entertainment complexes, etc.),
as suggested by Garrod and Fyall (2000) and Hargrove (2002).

As stated by Prideaux (2002, p. 380), "possession of an interesting landscape, old building,

unique event or historic site is no guarantee that tourism will flourish ... Success lies beyond
preservation of the past and construction of the new to celebrate the old. Success has much
more to do with the decidedly unnostalgic issues of marketing, pulling power, viability and
informed management." a clear vision of a site's purpose, of its potential visitors and their
experiences, is therefore essential, and should be outlined in the marketing plan for the area.
A cohesive plan is also more apt to encourage broad community support, and to attract
funding from relevant agencies, two other vital elements of a successful, tourism-based
development strategy.

Sarah Nicholls is an assistant professor, Christine Vogt is an associate professor, and Soo
Hyun Jun is a master's student, in the Department of Community, Agriculture, Recreation and
Resource Studies (formerly Park, Recreation and Tourism Resources) at Michigan State
University. The authors recently completed a marketing plan for the US-12 Heritage Route,
which passes through the southern portion of Michigan.

Table 1. Selected Results from TIA Geotourism Study

All Geo-
Characteristic Travelers Savvys

Percentage of American travelers (adults

who had taken at least one trip in the
preceding three years) 100 10.6
Average number of trips taken per year 5.2 7.6
Average annual household income
($,thousands) 62.7 68.2
Percent aged 35-54/55 and over 43/27 50/25
Percent holding college education
(at least one degree) 45 61

Statement Geo- Urban

(figures represent percent agreement) Travelers Savvys
My travel experience is better when my
destination preserves its natural, historic
and cultural sites and attractions 61 81
My travel experience is better when I'm
seeing or doing something authentic 40 60
My travel experience is better when I have
learned as much as possible about my
destination's customs, geography and culture 53 72
There should be more public and/or private
funding for preservation of our nation's
historic sites and monuments 59 76
Very/extremely important that trip provides
educational experiences for me/family 55 73
Very/extremely likely to visit historic
sites and/or museums in my local area 40 65
Very/extremely likely to take trips to
destinations that have authentic historic 52 83
or archeological buildings/sites

Urban Good
Characteristic Sophisticates Citizens

Percentage of American travelers (adults

who had taken at least one trip in the
preceding three years) 13.8 11.4
Average number of trips taken per year 6.4 5.8
Average annual household income
($,thousands) 76.6 70.6
Percent aged 35-54/55 and over 50/25 25/50
Percent holding college education
(at least one degree) 63 63

Statement Good
(figures represent percent agreement) Sophisticates Citizens

My travel experience is better when my

destination preserves its natural, historic
and cultural sites and attractions 77 63
My travel experience is better when I'm
seeing or doing something authentic 54 44
My travel experience is better when I have
learned as much as possible about my
destination's customs, geography and culture 74 61
There should be more public and/or private
funding for preservation of our nation's
historic sites and monuments 78 66
Very/extremely important that trip provides
educational experiences for me/family 61 66
Very/extremely likely to visit historic
sites and/or museums in my local area 57 75
Very/extremely likely to take trips to
destinations that have authentic historic 73 53
or archeological buildings/sites

Source: Stueve, Cook, & Drew (2002).

References
Andereck, K., & Vogt, C. (2003). Arizona Office of Tourism, Arizona Welcome (,'enter Study
Interim Report. Phoenix, AZ: Department of Recreation and Tourism Management, Arizona
State University West.

Austin, N.K. (2002). Managing heritage attractions: Marketing challenges at sensitive historical
sites. International Journal of Tourism Research, 4 (6), 447-457.

Besculides, A, Lee, M.E., & McCormick, P.J. (2002). Residents' perceptions of the cultural
benefits of tourism Annals of Tourism Research, 29(2), 303-319.

Boorstin, D (1991) The Image: A Guide to Pseudo-Events in America New York: Vintage.

Chhabra, D., Healy, R, & Sills, E. (2003). Staged authenticity and heritage tourism Annals of
Tourism Research, 30(3), 702-719

du Cros, H, (2001). A new model to assist in planning for sustainable cultural heritage
tourism. International Journal of Tourism Research, 3(2), 165-170.

Everett, G. (2001). Heritage tourism: Selling or celebrating our soul? Only in Butte. Available
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Garrod, B., & Fyall, A. (2000) Managing heritage tourism. Annals of Tourism Research, 27(3),
682-708.

Goulding, C. (2002). The commodification of the past, postmodern pastiche, and the search
for authentic experiences at contemporary heritage attractions. European Journal of
Marketing, 34(7), 835-853.

Hargrove, C. (2002). Heritage tourism Cultural Resource Management, 25(1), 10-11.

Herbert, D (2001) Literary places, tourism and the heritage experience Annals of Tourism
Research, 28(2), 312-333.

Josiam, B.M., Mattson, M., & Sullivan, P. (2004). The Historaunt: Heritage tourism at Mickey's
Dining Car. Tourism Management, 25(4), 453-461.

Lennon, J., & Foley, M. (2000) Dark Tourism: The Attraction of Death and Disaster. London:
Continuum.

Litvin, S.W. (in press) Streetscape improvements in an historic tourist city, A second visit to
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University Press.

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Marjanaa, L., & Quintos, N. (2091). Digging for roots National Geographic Traveler, 18, 28-29.

McCain, G., & Ray, N.M. (2003) Legacy tourism: The search for personal meaning in heritage
travel. Tourism Management, 24, 713-717.
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Labor Day, 1998 Report conducted for Travel Michigan, Michigan Jobs Commission, by
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Lansing, MI.

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RESEARCH INTO ACTION: HERITAGE TOURISM RESOURCES

The increasing interest in heritage and associated types of travel has resulted in a rapid rise in
the number of resources--at both the national and state level--available to help communities
and other entities establish, market and manage heritage-based attractions. A variety of these
national and state-based agencies and organizations are identified below, as is a list of
forthcoming conferences focusing on these issues.

NATIONAL RESOURCES

The National Trust for Historic Preservation

www.nationaltrust.org

* The Trust's Heritage Tourism Program offers a fee-for-service consultancy through support
from the National Endowment for the Arts. The program offers assistance at the heritage
tourism development process, from assessing the potential of a site, community, or larger
area, to planning, marketing, and managing attractions, and publicizing success stories.
* The Trust is also involved in the Share Your Heritage program, which has published two sets
of case studies highlighting successful heritage tourism development, "Share Your Heritage:
Cultural Heritage Tourism Success Stories" and "Stories Across America: Opportunities in
Rural Tourism."

U.S. Department of Transportation Federal Highway Administration's National Scenic Byways

Program

www.bywaysonline.org

* America's Byways[TM], has provided funding for approximately 1,500 projects since its
inception in 1991. Roads--recognized either as M-American Roads or National Scenic Byways--
are selected for inclusion based on one or more of their archeological, cultural, historic,
natural, recreational or scenic qualities. Funding for byway-related projects is awarded
annually on a merit basis through the National Scenic Byways Discretionary Grant program.

* Public visitors can also sign up to receive a quarterly e-newsletter as well as a free, hard
copy map of the 96 byways currently in the system.

National Heritage Areas

www.nationalheritageareas.org

* Only 24 such areas, which are established by Congress, currently exist, each exhibiting
physical landscapes and/or human traditions of national distinction.

* The Alliance of National Heritage Areas represents the NHAs, with the dual goals of
enhancing the quality of life of NHA citizens and communities end attracting national and
international visitors to the sites.

National Register of Historic Places

www.cr.nps.gov/nr/

* A listing of more than 77,000 districts, sites, buildings, structures and objects of national
historical, architectural, archeological, engineering, and cultural significance.

STATE RESOURCES

The range of resources available within individual states varies in size and diversity, and
readers are advised to search for specific agencies and organizations relevant to their
particular location and concerns. The examples given below are illustrative rather than
exhaustive. Resources listed pertain only to the state level; many more programs exist at the
county and local scales, e.g., through Downtown Development Associations (DDAs),
Convention and Visitors Bureaus (CVBs), Destination Marketing Organizations (DMOs) and
local historic preservation associations.

State Agency/Organization and Program Web Address

AK Alaska Department of Natural www.dnr.state.ak.us/parks/oha/

Resources, Office of History www.dnr.state.ak.us/parks/oha/
and Archaeology, Historic grant/akdev.htm
Preservation Fund,
Predevelopment and Development
Project Grants
AR Arkansas Historic Preservation
Program, Preservation Services
AZ Arizona Humanities Council
General Grants and We the
People Initiative
CO Colorado Community
Revitalization Association,
Colorado Heritage Area
Partnership
CT Connecticut Humanities Council
FL Florida Division of Historical
Resources
Visit Florida, New Product
Development
GA Governor's Commission on
Georgia History and Historical
Tourism
IL Illinois Department of
Commerce and Economic
Opportunity, Heritage Tourism
Program
KS Kansas Humanities Council
Heritage Program
Kansas Sampler Foundation,
Tourism Alliances
Kentucky Heritage Council/
Kentucky Department of Travel/
Kentucky Transportation
Cabinet, Kentucky Cultural and
Heritage
Driving Trails Signage Program
MD Maryland Department of Housing
and Community Development,
Division of Historical and
Cultural Programs, Heritage
Preservation and Tourism Areas
Program
ME Maine Arts Commission, Arts
and Heritage Tourism Program
MI Michigan Department of
Transportation, Heritage
Route Program
MS Mississippi Division of
Tourism, Heritage and
Cultural Program
MS Arts Commission, Heritage
Program Grants
MT Travel Montana, Tourism
Development and Education,
Cultural Tourism Program
NC North Carolina Department of
Commerce, Heritage Tourism
Program
ND North Dakota Department of
www.arkansaspreservation.org/
preservation/default.asp
www.azhumanities.org/
ggrants1.html
www.azhumanities.org/
wethepeople.html
www.ccraonline.org/CHAP/
www.ctheritage.com/
dhr.dos.state.fl.us/
www.visitflorida.org/index.
cfm?fla=web&webpageid=97
www.gahistory.uga.edu/
www.illinoistourism.org/
ind_heritage.html
www.kansashumanities.org/
grants/heritage/
heritage.html
www.kansassampler.org/wekan/
tourism.html
www.state.ky.us/agencies/khc/
khchome.htm
tourism.ky.gov/highway.asp
www.marylandhistoricaltrust.
net/hb-1.html
www.mainearts.com/
organizations/tourism/
index.shtml
www.michigan.gov/mdot/
0,1607,7-151-9621_
11041_11209--,00.html
www.visitmississippi.not/TIP/
TIPStaffDirectory.htm
www.arts.state.ms.us/
guidelines_msheritage.html
www.travelmontana.org/OUR-
PROGRAMS/TourismDevEd.htm
www.nccommerce.com/tourism/
heritage/
www.ndtourism.com/Resources/
 Commerce, Tourism Division, viewArticle.asp?choice=
Tourism Development Assistance &ID=185
NH New Hampshire Land & Community www.lchip.org/
Heritage Investment Program
NJ New Jersey Historic Trust www.njht.org/
NM New Mexico Heritage www.nmheritage.org/
Preservation Alliance
NY Heritage New York Program www.heritageny.state.ny.us/
index.htm
Arts & Business Council Inc. www.artsandbusiness.org/
and NY State Council on the culturaltourism/index.htm
Arts, Cultural Tourism
Initiative and Grant Program
OH Heritage Ohio www.heritageohio.org/
Ohio Department of www.odod.state.oh.us/
Development, Division of Travel.htm
Travel and Tourism, Ohio
Heritage Tourism Initiative
OK Preservation Oklahoma www.charityadvantage.com/POK/
Oklahoma Tourism and Home.asptourism.state.ok.us/
Recreation Department,
Divisions of Research
& Development, and Travel &
Tourism
OR Oregon Parks and Recreation hcd.state.or.us/
Department, Heritage
Conservation
PA Pennsylvania Bureau of www.dcnr.state.pa.us/brc/
Recreation and Conservation, heritageparks/
Department of Conservation and www.ruralpa.org/
Natural Resources, Heritage news0503.html#1
Parks Program Center for Rural
Pennsylvania, Framework for
Heritage Tourism Development
RI Rhode Island Historical www.rihphc.state.ri.us/
Preservation and Heritage
Commission
SC South Carolina Department of www.discoversouthcarolina.com/
Parks, Recreation and Tourism, agency/grantsheritage
Heritage Corridor Development corridor.asp
Grants
TX Texas Historical Commission, www.thc.state.tx.us/heritage
Heritage Trails Program tourism/htprogram.html
UT Department of Community and culturalheritage.utah.gov/
Economic Development,
Community Cultural Heritage
Coordinating Council
VT Vermont Arts Council, Vermont www.vermontartscouncil.org/
Cultural Heritage Tourism services/cultural_heritage.
Toolkit html
WY Wyoming Department of wydotweb.state.wy.us/web/
Transportation Scenic Byways business/sbw.html
and Backways Program

Forthcoming Events

The 2004 National Extension Tourism Conference

People, Places and Partnerships: Keys to Success,
Sept. 27-30, Kissimmee, Fla.
http://srdc.msstate.edu/04tourism/index.html

The 2005 International Heritage Development Conference

June 5-8, Nashville, Tenn.
http://www.cr.nps.gov/heritageareas/REP/IHDCProp.pdf.

The Second International Conference on Maritime Heritage

April 18-20, 2005, Barcelona, Spain
http://www.wessex.ac.uk/conferences/2005/mh05/index. html

COPYRIGHT 2004 National Recreation and Park Association

COPYRIGHT 2004 Gale Group