Sustainable Heritage and Tourism Management based on ... · • Internet/Guidebook & Map • Event • Utilization of old houses for promotion Pillar 3: Marketing •Guidebook & Map/Internet/Event

Sustainable Heritage and Tourism Management based on Ecomuseum Concept

Kiho YaoitaAssociate Professor, Okayama University of Science

Noriaki NishiyamaProfessor, Hokkaido University

Contents and Key Words

• Ecomuseum as a system to manage heritage and tourism in a sustainable manner with community involvement• A case study on Hagi City (WH inscription: 2015)

• Destination Management Organization (DMO) as a heritage and tourism co-manager of the local government under public private partnership• A case study on Shirakawa-go (WH inscription: 1995)• A case study on Taketomi island (WH inscription: 2015)

• Current Situation of Levuka town (WH inscription: 2013)

ICOMOS International Cultural Tourism Charter• “A major reasons for undertaking the protection,

conservation and management of heritage places, the intangible heritage and collections is to make their significance physically and/or intellectually accessible to the host community and to visitors.”

• “Domestic and international tourism … can capture the economic benefits of cultural resources and is an important generator of economic development, when managed successfully.”

The question is “how??”

Ecomuseum can be an answer.

• Proposed by Georges Henri Rivière, the first director of ICOM (International Council of Museums), in 1970’s.• “A museum that aims to contribute a

local community through exploration, in-situ conservation, enhancement and exhibition of the historical evolution of the local life style and natural and social environment” (Georges Henri Rivière, translated by Arai)• However, there is no fixed definition

What is an Ecomusum?

© Mucem collection Leroux phw 1986-11-157

• 4 general characteristics based on the analysis of case studies:

• A local community plays an active role

• It is part of museological activities and treats resources and materials studied academically and scientifically

• In-situ exhibition and conservation

• It has a territory with a name that expresses a theme

8

What is Ecomuseum?Traditional museum and Ecomuseum

Traditional Museum Ecomuseum

Residents

Visitors

Satellite

CoreMuseum

SpecialistCurator

Collection

Building

Visitors

Satellite

Territory

Figure：Jyuzo Arai（1995）

Visitors see the treasure in the MUSEUM BUILDING.

Visitors see the treasure at the ORIGINAL PLACE.

Core MuseumTerritory

Core Museum

Satellites

Discovery Trails

• Not all of them but many employs “ecomuseumsystem”: Core museum / Satellites / Discovery trails

Advantage of Ecomuseum

• It can provide tourists with values of and access to heritage through integrated system of Core museum/ Satellites/ Discovery trails.• More importantly, it can protect sensitive heritage

from exploitative tourism development and increasing tourists, by separating heritage between those to exhibit and those to protect.• Most importantly, sensible tourists become aware

of the real importance of heritage and become willing to cooperate/contribute to the conservation.

EcomuseumHow does it work?

Example

‘Hagi Machijuu Museum’ in Japan

“Sites of Japan’s Meiji Industrial Revolution: Iron and Steel, Shipbuilding and Coal Mining”Inscribed on the W.H. List, 2015

HAGI City

Hagi is a quiet coastal city in the countryside, with the population of 60,000.

Hagi preserves traditional castle town of Edo (samurai) period (16-18C) almost intact.

Historic townscape

Cultural Resources of Hagi City (2004)

LegendHistoric buildingsCemeteriesGardens / OrchardRivers / PondsForestMud walls (plaster)Mud walls (rough)Mud walls (other)Wooden board wallsRound stone wallsStone wallsFoundation Hedges

Brick wallsDitch stone wallsSmall shrinesShrine gatesStone monumentsStone bridgesStone stepsGatesStone gatesStreetscape Project AreaWellsChimneys

Cultural Resources of Hagi City

Loss of Cultural Resources

1998 survey 2004 survey

・Historic Buildings 1,604 1,434（-10.6%）

・other historic elements 3,825 3,460（trees・walls・hedges・etc.）（-10.0%）

※文化庁・国交省・農水省「歴史まちづくり法パンフレット」より

Loss of Historical townscape

Open spaces after demolishion of historic buildings

New buildings destroying historical townscape

Kanazawa-City2,200 historical buildings (20%) were lost in 8 years

Hagi-City170 historical buildings (10.6%) were lost in 6 years

Daito-ku (Tokyo)168 of historical buildings (31.3%) were lost in 13 years

Hagi Machijuu (whole town) Museum

Territory

Trail: merchant town at the port

Trail: Hagi castle

Trail: castle town in the delta

Core Museum

Tourists first visit a core museum namely Hagi Museum to be informed of trails and satellites, rules of visit etc.

Then, tourists visit satellites through discovery trails.

With the warm hospitality of local community

Local volunteer guides

Interactions with local people give more satisfaction to tourists.

4 pillars of Hagi Machijuu Museum System

Rese

arch

/C

onse

rvat

ion

Site

De

velo

pmen

t

Hos

pita

lity

Mar

ketin

g

Hagi Machijuu Museum System(run by Public Sector and NGO)

The system is jointly run by Public sector (City govt. & Museum) and

NGO (Hagi Machijuu Museum)

• Research and documentation of cultural heritage

Pillar 1: Research & Conservation

Trust box

Pillar 1: Research & ConservationFund raising for restoration by ‘One Coin Trust’üTrust boxes installed at nine cultural heritage sitesüRequest donation of one coin (100JPY=2FJ$)üCollected 12million JPY(0.24million FJ$) in one and a half years

Before

Restoration of cultural heritage by ‘One Coin Trust’

After

Pillar 1: Research & Conservation

• Core museum

Pillar 2: Site Development

Core Museum

• Satellite: Identification and renovation of cultural heritage


Opening of satellite

• Satellite: Identification and renovation of cultural heritage


Discussion on how to utilize cultural heritages

• Internet/Guidebook & Map• Event• Utilization of old houses for promotion

Pillar 3: Marketing

• Guidebook & Map/Internet/Event

• Utilization of old houses for promotion

Pillar 3: Marketing

Candle light-up

Display in an old house

Music concert

• Volunteer guides• Restaurants and shops which serve local materials• Local people, including women, farmers and fishermen, are

involved

Pillar 4: Hospitality

Operation Body / System is the Key to success

4 pillars of Hagi Machijuu Museum System

Rese

arch

/C

onse

rvat

ion

Site

D

evel

opm

ent

Hos

pita

lity

Mar

ketin

g

Hagi Machijuu Museum System(run by Public Sector and NGO)

The system is jointly run by Public sector (City govt. & Museum) and

NGO (Hagi Machijuu Museum)

Heritage and Tourism Managementbased on PPP (Public Private Partnership)• PPP is to the relationship between a public sector

and a private sector which aims to implement public-purpose projects more reasonably and economically with better quality through synergistic effect gained by utilization of authority of the public sector and know-how of project management and funding ability.

Heritage and Tourism Managementbased on PPP (Public Private Partnership)• In the context of local heritage conservation and

tourism management, the concept of DMO (destination management organization) is attracting attentions from the world. • It has a public purpose of natural and cultural heritage

protection, social welfare, employment improvement, education, etc.

• It is a co-manager of a tourism destination together with a local government.

国宝・重要文化財「和田家住宅」

Shirakawa-go Gassho Foundation as a DMO

- Income generating system

Historic Villages of Shirakawa-go and Gokayama• The large houses with their steeply pitched thatched

roofs called Gassho-style houses subsisted on the cultivation of mulberry trees and the rearing of silkworms.• Inscribed on the World Heritage List in 1995• The number of tourists increased rapidly after WH

inscription and highway opening, from 0.6 million to 1.8 million.• Shirakawa gassho foundation was established in 1998,

lead by the local government• The foundation’s main income is a commission to

manage and operate a public parking.

Management of a public parking

39

Public parking

Protected Area

40

��

Parking fee

Standard sized cars: 5 USD（2FJD is heritage cooperation fee)

Trucks and Buses: 30USD（10USD is heritage cooperation fee)

Income for Conservation Projects

41

�Expense 2015

Projects by the Gassho Foundation 135,000UDSProjects by the local government 325,180UDS

Total 460,180USD

�Income

Public parkingHeritage cooperation fee 438,270USD

National government subsidyfor preservation districts 211,360USD

Total 649,630USD

Repair

Harmonization of Existing andnew buildings with the historic villagescape

PatrolAnniversary event

Monthly meeting

Site visitsActivities of the local conservation committee

45

Restoration of fallow rice fields

Taketomi Kominkan as a DMO

- A Body represents the local community benefit

Taketomi Kominkan (community center): Private / Public

üLocal self-governmentüIt functions as the local governmentüIts origin was the self government of the island to

conduct prayer’s festivals and any other social issues of the island

Public challenges in Taketomi

üDevelopment of heritage conservation experts üDevelopment of heritage guides üJob creation for young generation and lives worth

living for elder generation → Promotion of permanent residents

üEmployment of a conservation architectüRepair and harmonization of existing and new

houses → Promotion of permanent residentsüLands Buyback (1/3 of the island’s land is owned by

companies from the main land and was to be sold to a vulture fund.)

Resort development by Hoshino Resort GroupIn Taketomi

49

Resort promotion area

Hoshino resort

Hoshino Resort Group and Taketomi

Promises from Hoshino

・Only 6ha out of 130ha bought by the Hoshino resort group will be developed as resort and rest of the land will be kept untouched. The untouched land will be returned to the island after the resort recovered the capital for the investment.

・Hotel design will follow the design manual

・ Hotel staffs will join and contribute to island activities (festivals, cleanings, etc.)

51

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Building Repair/Design Manual

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Meaning to have a DMO through case studies

For government…ü They do not have to worry about equality issueü cost efficiencyü They can leave complicated and detailed works for

arrangementü They can increase community awareness thorough

involvementFor local community…

ü They can take active role in heritage and tourism management

ü They will have economical benefit through tourismü They have a representative body of local communityü They can get subsidy for heritage conservation where

the government fund can not cover including employment of a heritage officer

57

For visitors…ü They will receive genuine heritage experienceü They can visit like livingü They will have one stop tourism information center

58

Meaning to have a DMO through case studies

Functions of a DMO through case studies

üDeclaration of sustainable tourism and heritage managementüInterpretation�to provide authentic information and its significance to tourists, residents and all stakeholdersüMarketing�to develop an are as one tourism product and promote it as one destinationüConservation : to protect heritage elements that are not covered by the governmentüProtection of Residents�to protect residents from disorderly and unplanned developmentüReturn benefit�to develop a system to return benefit from tourism income to community development and heritage protectionüDistribution of benefit�to develop a system not to concentrate tourism development only in the World Heritage site but to increase benefit in the surrounding area as wellüPublic private partnership�to obtain the privileged right such as getting permission to collect conservation cooperation fee and fund a management body who can compete with and resistant outside capital59

How does this work in Levuka?

Levuka• Inscribed on the WH List in 2013• The island’s economy totally

depends on a tuna canning company in Levuka town

• Used to receive 2 cruise ships in a week in 90’s with involvement of villagers

• The number of local tourists including schools have been increased after the inscription. However, it has not boosted local economy nor bring back tourism business to the level when there were more tourists coming to the town. 61

0 500m

Levuka’s Status

EcomuseumüResearch

• All potential historic buildings (150) measured and recorded

• Other built elements including bridges, monuments and stone steps are mapped and documented

• Open spaces and large trees as natural elements in the townscape are recorded 62

11

Levuka’s Status

EcomuseumüResearch

• All potential historic buildings (150) measured and recorded

• Other built elements including bridges, monuments and stone steps are mapped and documented

• Open spaces and large trees as natural elements in the townscape are recorded 63

98

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THE MAP OF LEVUKA TOWN

- landscape components analysis -

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Fig. 3.25 Division D

Phenology Calendar �in Nauouo Village

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65

Ecomuseum

üSite development• Community center can be used as the core museum (would be

perfect if the whole compound is restored)• A trail to visit “Fiji’s firsts” is developed• Satellite development is needed (ex. Café, accommodation or

exhibition site on hill side)

Levuka’s Status

Ecomuseum

üMarketing• Tourist data collection sheet has been

developed.• Tourists analysis is to be revived.• Promotion materials are developed.

66

0

20

FijiAUS NZ UK Ge…

Fr…USA Ca… Ja…

Ot…

Nationality

5.09 4.91

5.18

4.68

4.38

Guidedheritage tour

Fijian villagetour

Eco tour Wreck divingtour

Local craftmaking

The interest in activities

Levuka’s Status

Ecomuseum

üMarketing• Tourist data collection sheet

has been developed.• Tourists analysis is to be

revived.• Promotion materials are

developed (a brochure, a trail map, and a promotion video).

67

Levuka’s Status

Levuka’s Status

Ecomuseum

üHospitality• Guides are trained not only in the town but in villages

68

Levuka’s Status

DMO• The system to use prepared tools and operate is not yet

developed.

69

Levuka’s Status

Challenges: Ecomuseum• Identify values of not only Levuka town but the whole

island to strengthen the attraction and to benefit each other

Challenges: DMO• Lack of involvement of the local community in decision

making for heritage management• Tourism marketing• The fund establishment through tourism

70

Sustainable Heritage and Tourism Management based on ... · • Internet/Guidebook & Map • Event • Utilization of old houses for promotion Pillar 3: Marketing •Guidebook & Map/Internet/Event

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