Heritage as Design

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Heritage and EconomicRegeneration Surveys of international tourist arrivalsshow heritage as a primary motive fortourism .

This has been embraced in policies; eg.the European Community's Action Planfor Tourism (1991) endorses theprinciple that Europe's competitive edgein the context of international tourismdevelopment will be founded upon thedistinctive heritage and culture inherentin the 12 member states.

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Heritage and EconomicRegeneration Similarly, the proposed United NationsDevelopment Programme of tourist

strategy initiatives in Lesotho, Ethiopiaand Nepal, together with countriescovered by the Lome IV Convention, allfeature heritage as a key element oftourism development.

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Heritage and EconomicRegenerationThe strategic interest in heritage attractions totourism and regional development is

based upon a number of factors:1. They are indigenous, distinct and unique in

their reflection of heritage.2. Being indigenous, heritage attractions

enliven, enhance and animate naturallyoccurring themes and storylines fromwhich much marketing imagery of touristdestinations is derived.

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Heritage and EconomicRegeneration3. It is recognized that heritage attractionsprovide a stable base of visitor activitysuffering less from the vagaries of marketdemand than other types of attractions(Stevens, 1992a).

5. Heritage attractions have innate appeal tooverseas markets (Scullion, 1990) whoserelatively high levels of spend helpscontribute significantly to regionaleconomies (Alberta Culture, 1989; Edwards,1989; Johnson and Thomas, 1990).

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Heritage and EconomicRegeneration5. There is growing acceptance that inthis context sustainable developmentand commensurate sustainabletourism policies, based upon heritageattractions, can make a positivecontribution to a broaderenvironmental strategy (RuralDevelopment Commission, 1991;Tourism Concern, 1992).

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The objective of those involved in thedesign of the heritage attraction is toutilize this diverse resource basethrough appropriate planning,development, management andmarketing, thus creating settings whichstimulate and satisfy the desires of amulti-segmented market (Gunn, 1972).

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The interventionist requirements toconvert a heritage feature into a visitorattraction include: strategic product identification anddevelopment; access and accessibility (at both themacro-and micro-levels); the marketing of the product to stimulatedemand; and appropriate operational management ofthe visitor experience.