What is the distinction between the three conceptual heritage tourism product levels?
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What is the distinction between the three conceptual heritage tourism product levels?
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This chapter presents the marketing aspect of cultural tourism resources by taking evidence from Sidama, Southern Ethiopia. It identifies the major cultural tourism resources of Sidama, and assesses their market readiness state through the lenses of tourists. It also presents the profile of cultural tourists visiting endowments in Sidama using descriptive research approach. Brief introduction of marketing approaches to cultural tourism and a review of literature on cultural tourism products and cultural tourists is also provided. As to its significance, the chapter offers analysis of cultural tourism assets and their marketability as a tourism product in a developing destination context. Practical implications for sound cultural tourism marketing are also discussed in the chapter.
Tourism has experienced unprecedented growth over recent years and in 2020, international tourist arrivals are expected to exceed 1.6 billion [1]. Cultural Tourism’s popularity is continuously increasing on a faster pace than most of the other tourism segments, faster than the growth rate of tourism worldwide [2]. Because culture is a key tourism asset [3]; the unique cultural offer provided by destinations has become a major driver and motivation for visitors worldwide, inspiring millions of tourists to visit new destinations each year [4].
According to [5], cultural tourism includes the unique features of a place which reflect its culture, history, or environment, and by their experiential nature, promote the rich tapestry of cultural traditions, ethnic backgrounds and landscapes. A cultural resource can be defined as any cultural feature, tangible (material) or intangible (non-material), available within a country, region or area, which makes a positive contribution to cultural tourism [6]. These resources are not cultural tourism commodities unless they transform themselves into products that could be consumed by tourists [7] because, in a marketing concept, a product is considered as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need [8]. Hence when culture as a product is brought into transaction in the market, it therefore is useful to analyze what is transferred to the consumer by the seller [9].
Although cultures exist independently and for reasons other than tourism, there is a clear role for tourism in the process of expressing culture and cultural difference [10]. Because marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging the products of value with others [8]; the concept of product scope is extended to include anything, which is capable of satisfying a need. Culture as product would be consumed to satisfy the enhancement of knowledge need of tourists, who own the product culture during their experience of immersion in a cultural context [9].
Hence, cultural tourism product can be defined as anything that can be offered to tourists for participating in cultural tourism to satisfy their cultural needs and wants by using the cultural tourism resource as basis [5]. According to [11], the cultural tourism product can be defined as a composition of the core product and the additional product, being the general tourism product elements and the related tourist services (general tourist facilitates and services; and transportation infrastructure). In order to attract more tourists, cultural tourism providers always position their products uniquely by focusing on their core cultural element, whose elements include cultural tourism destination, cultural environment or cultural events which involve the special cultural themes and unique characteristics [7].
Though the emergence of cultural tourism as a social phenomenon and as an object of academic study can be traced back to the surge in post-World War 2 leisure travel, modern cultural tourism has only been studied in detail since the 1980s [12], after being recognized as a tourism category by the ICOMOS Charter of Cultural Tourism in 1976 [13]. Limited interest had been shown by academics, particularly in the social sciences, regarding the relationship between tourism and cultural heritage. However, over recent years, the inter-relationships between tourism and culture have attracted considerable scholarly attention [14].
Although the concept of culture appears to be complicated and multifaceted, it has been examined in a number of academic disciplines [9]. According to him, though such disciplines as anthropology, sociology, philosophy and management have analyzed the relationship between tourism and culture as a symbiotic combination generating cultural products or commoditized culture, little attention has been directed to the analysis of the characteristics of culture from a marketing view when culture becomes a product.
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