Cultural Tourism Name of the Student Name of the University Author

Running head: CULTURAL TOURISM
Cultural Tourism
Name of the Student
Name of the University
Author Note

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Introduction:
The modern business market is becoming significantly dynamic. The various
industries that are available is experiencing tremendous amount of competition. The local
market for several industries is observed to be notably congested due to the considerable
number of the competitors and new entries that the market is observed to have. On the other
hand, the business sector or the industries that are not so congested with the existence of the
local organizations are facing the impact of the globalization. The effect of the globalization
is approaching organization from different countries to enter a market and conduct their
business (Fang, Ye & Law, 2016). Thus, different business sectors are experiencing
significant amount of competition. Along with that, the strict rules and regulations of the
local and national governments adds extra amount of difficulty in conducting the business.
These are some reasons behind the emergence of the tourism industry as one of the booming
business opportunity for the modern day entrepreneurs. The significant amount of benefits
that the tourism industry provides in the form of the social development, the creation of the
employment, the development of the local economy, the increment in the rate of literacy of
the region, the exchange of the cultural and the societal values along with the development in
the way of living of the people of the region, triggered the local and the national government
to loosen up the strictness related with the implementation of the rules (Cook, Hsu & Marqua,
2014).
However, there is presence of the intense competition in the tourism industry as well
but the significant market that the tourism organizations are able to observe, is influencing
them to continue in this industry. The growth of the industry is pretty visible around the
world and in Australia, 6.1 GDP growth of the sector and8.12 million international visitors
arrival in the year 2017 are noteworthy in describing the growth of the industry (Statista.com,
2019).The paper is focused in the elaboration of cultural tourism. Along with this, the paper

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evaluates the impact of the external environment that surrounds the mentioned type of
tourism. Apart from that, the paper critically discusses three different aspects which are
technology, the tourism activities and market, of the cultural tourism. Along with the
discussion, the paper also recommends for those aspects of the cultural tourism.
Selection of the type of tourism:
The tourism business is providing significant opportunities to the modern day
business organizations to have a notable growth and an improved return of their investment.
The concept of tourism is mainly divided into three different types which are the cultural
tourism, eco-tourism and adventure tourism. However, the artificial tourism is also becoming
significantly popular. The definition of these types of tourism is unique. The eco-tourism is
based on the natural resources of a particular location and on the other hand, the adventure
tourism is mainly concentrated on the adventurous locations like hills or ocean (Najda-
Janoszka & Kopera, 2014). Apart from this, the artificial tourism is a concept where the
destination for the tourism is prepared with human efforts (Gretzelet al. 2015). The cultural
tourism is based on the culture of a particular region or a country. The engagement of the
tourists with the destinations of the culture tourism provides the base of the growth of the
mentioned type of tourism. Many researchers of the cultural tourism is able to portray it as
the movement of the tourists towards the cultural attractions from their residences in order to
collect new information and experiences so that they be able to meet the cultural demand
(Richards, 2016). The demand can be defined as the intention of the travellers to experience
the differences in the new culture compared to his or her own.
The cultural tourism is observed to be concerned with the traveller’s engagement with
the lifestyle of the people of the destination, the history of that region and the societal values
of people of that region. Along with that, the integration of the art, religion and architecture

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of that location with the travellers, play a crucial role in the intention of the tourists in
travelling there. The cultural tourism incorporates the tourism in the urban cities specifically
which are historical and associates a rich cultural heritage. The museums, theatres and the
historical buildings increase the craze for the mentioned form of tourism (Timothy & Boyd,
2014). Apart from the historical point of view, the cultural tourism depends significantly on
the culture and the social values of the people. The traditional songs, dances or the stunts that
the regional communities practice, produces the base for the cultural tourism. Apart from
that, the regional festivals and the traditional rituals play a significant role in attracting the
customers. The cultural tourism is becoming significantly popular across the globe and
several researches are able to find that the tourists of the cultural destinations spend more
compared to the tourists of the other forms of the tourism (Edgell Sr, 2016). Apart from that,
the market analysts of the tourism industry are seen to comment that the cultural tourism
plays the most important role in the regional development (Edgell Sr, 2016).
Environmental Analysis:
Australia is a significantly rich in the history and culture and that plays a crucial role
in the growth of the culture tourism in the country. The market analysis of the Australian
tourism ensures the fact that the major share of the international tourists entering the
Australian boundary is influenced with the potent history and tradition of the country. Apart
from that, the emergence of the country as a significant destination for the cultural tourism is
influenced by the simple management of the tourism from the part of the government
agencies (Mason, 2015). It is observed that the tourists are significantly impressed with the
ease of travelling across the nation. In addition to this, the infrastructural development in the
historical locations is a significant factor in the growth of the cultural tourism in the country.

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Political:
The Australian government and the other political parties create the absolute base for
the cultural tourism in the country. However the adventure and the natural tourism are
providing a significant competition to the cultural tourism in the country, the government is
seen to focus on the cultural tourism in a notable manner during the creation of Tourism
2020. Tourism 2020 is a planning for the increased amount of tourism activities and growth
of the tourism in Australia. The government has taken the responsibility to develop the local
historical destinations to increase the number of tourists and the plan is to develop the
traditional destinations in such a manner that it plays the most crucial role in the generation of
the 115 billion Australian dollars. 115 billion Australian dollars is the expected target that the
government of Australia wants to meet by the year 2020 and the plan Tourism 2020 is the
sketch work for that (Tourism.australia.com, 2019).
Apart from that, the government is observed to focus on providing encouragement to
the respective authority for producing high quality tourism experiences. The government is
seen to concentrate on reducing the tax and other regulatory burdens on the governing
agencies of the destinations belonging to the cultural tourism. In addition to this, the
government is keen to introduce the cultural tourism destinations of the country to the global
stage and that is triggering them to undertake significant amount of marketing campaigns of
those locations in order to increase the demand (Durovic & Loverentjev, 2014). Along with
that, the government initiated infrastructural developmental activities in order to make sure
that he connectivity in those destinations are is capable of matching the requirements for the
expected growth.

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Economic:
The cultural tourism of Australia has a major share in the revenue of 41.3 billion US
dollar in the year 2017 (Statista.com, 2019). Along with that, the country is able to observe a
significant share of the 8.2 million travellers into the Australian cultural tourism destinations
(Statista.com 2019). The economy is expected to be developed with the Tourism 2020 plan
where the major focus of the government is on the cultural tourism. The cultural tourism
destinations are also expected to cover a notable share of the desired growth of 115 billion
Australian dollars and that ensures the fact that the country Australia, has a significant future
in the cultural tourism.
Social:
The tourism destinations representing the culture of Australia is well distributed
among the various cities of the country and that is of great significance is developing each
and every corner of the society. The Sydney Opera House from Sydney, National gallery of
Victoria, Queensland Art Gallery, South Australian Meuseum, Art Gallery of Western
Australia, Tasmanian Museum and Art Gallery, museum of Australian Democracy and
Museum and Art Gallery of the Northern Territory are significant locations for the cultural
tourism in the country (Australiacouncil.gov.au, 2019). The locations are able to provide
important information regarding the old parliament house, the artistic creation of the
Australian artists, the collected arts of the 19thcentury and that will enable the tourists to have
the idea and knowledge of the Australian culture and the society (Page & Hall, 2014).
Technological:
The cultural tourism destinations are independent of considerable amount of
technological advancement as the authorities in power or the tourists want to show the actual
cultural representations. However the modern generation is notably tech-savvy and that

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forces the authorities to align the infrastructure of the destination to the presence of
technology. The introduction of the technology into the infrastructural development is seen to
be limited as the organizations responsible for the maintenance of the destinations fear the
fact that the forceful introduction of the technology into the old creations or the cultural signs
will have the potential to reduce the traditional value of the destinations.
Environmental:
The environmental impact on the cultural tourism in Australia is notably limited. The
government and the regulatory agencies of the cultural tourism are observed to conduct their
operations in an eco-friendly manner. The cultural tourism invites considerable number of
tourists and the leftover or used belongings of those tourists are treated efficiently to make
sure that the global value and the cultural beauty of the location remains intact
(Ecotourism.org, 2019).
Legal:
The government is observed to create several effective legislation for the
maintenance, collection and the protection of the existence of the cultural heritages. The
protection of the destinations and the elements that reflects the culture and the history of the
country are much needed (Lussetyowati, 2015). The government is observed to create the
Environmental Protection and Biodiversity Conservation Act 1999 to conduct the protection
of the heritage places. Along with that, Heritage Act of 1987, Heritage Act of 2017 by the
local Victoria government and Queensland Heritage Regulations 2015 are significant for the
protection of the heritage by the local governing body (Heritage.vic.gov.au. 2019). In the
national context, Australian Heritage Commission Act 1975, Protection of Movable Cultural
Heritage Act N. 11 1986, Act N. 33of 1965 to preserve the aboriginal and historic relics, the
protection of Movable Cultural Heritage regulations (Amendment) of 1991, Protection of

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Cultural Objects on Loan regulation 2014 and Protection of Cultural Objects on Loan Act
2013 are created by the government to make sure that the cultural and the historical objects,
inventories, areas and goods are protected (Whc.unesco.org., 2019).
Three Scenarios:
The aspects of the cultural tourism like the technology, tourism activities and the
market are expected to play a major role in the development of the mentioned type of
tourism. All of the mentioned aspects have the maximum potential among the other variables
to influence the business associated with the cultural tourism. Hence these are the aspects that
are chosen for the discussion.
Technology:
The advancement of the technology is pretty evident in the modern generation. The
impact of the advancement of the technology and the application of it in the business context
is pretty visible as well. However, the chosen type of tourism is not notably affected in the
actual operation, rather the business conduction associated with the cultural tourism is
affected by the technological advancement in the field of marketing (Du Cros & McKercher,
2014). As the societal and cultural values of the destinations are necessary to remain in its
actual position, the addition of the technology in those arts, goods or elements are not
appreciated by the authorities and the tourists. Hence the introduction of the technology in the
cultural tourism is limited. However the recommendation for the organizations managing the
cultural tourism, will be to introduce the technological advancement into the marketing and
promotional activities for these destinations. The organizations or the agencies managing the
operations of these destinations are required to effectively promote the destination through
the social media platforms like YouTube, Facebook or Twitter (Lehman, Wickham & Fillis,
2014). As mentioned earlier, the people of modern generation uses the technological gadgets

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in a notable manner and the usual promotional events will face difficulty to attract the
attention of these customers. Hence the social media promotions will be the best application
of the technology in the mentioned form of tourism.
10 Years: The advancement of the technology is notably visible and that makes sure that
within 10 years time from now, a major share of the culture tourists will operate through the
mobile phones and will book tickets online.
20 Years: Within 20 years time from now, it is expected that the promotional and marketing
events of the various cultural tourism destinations will only take part in the social media
platforms.
25 Years: After 25 years, the infrastructural development of the culture tourism destination,
will be notably conducted by the advancement of the technolohy to manage the supply chain
an efficient manner.
Tourism Activities:
The tourism activities that are associated with the cultural tourism are largely limited
to the visits of the art gallery or the museums. However, these galleries or the museums
produce the static form of the historical and cultural elements. As the cultural tourism is
significantly contributing to the educational purposes, the effective introduction of the flow
of history will be of great significance. The main activity that justifies the flow of history is
the video presentation of the historical and the cultural events that the particular museum or
art gallery offers. It is observed that the elements or art that are shown in the galleries or the
museums include limited information and the visitors face notable amount of difficulties in
knowing the background of the creations. The video presentation of those collections will be
significantly helpful for the visitors (Veal, 2017). Apart from that, the cultural tourism
activities practiced in various nations including Australia, lacks the presentation of the

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traditional dances and the songs or the poems, the recommendation in this case will be to
increase those practices of the tribal community for the visitors of the cultural tourism as that
will make sure that the visitors have a practical idea based on the knowledge that they acquire
from the books or arts.
10 Years: After 10 years, the customers are expected to book the tickets of the tourism
activities on their own through the smart phones.
20 Years: After 20 years from now, the cultural tourists are expected to get the replica
environment of the tribal and community dance and songs.
25 Years: After 25 years, the culture tourism activities and the destinations which are
surrounded by the activities, need to have a proper fit check up from the part of the
government in order to make sure that the destination is well protected from any sort of
impurity and variation in the culture and the history.
Market:
The market demand of the cultural tourism is observed to be significant. However, the
other forms of the tourism like the adventure or natural tourism has the potential to attract the
customers with the portrayal of natural resources. Hence the cultural tourism needs to
increase the activities that it offers to the customers for their lifetime experience. In addition
to this, the organizations managing the cultural tourism destinations needs to produce much
more than the just traditional form of experience to create the market demand. As it is pretty
evident that the customers will search for the optimum quality experience, the organizations
needs to align their business conduction in accordance to the needs of the customers. The
organizations are recommended to undertake search operations for the undiscovered natural
treasures that have the potential to attract more number of customers (Richards, 2016). The

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challenges in this will be the investment and the time for the researches, however it needs to
be managed for the achievement of attention of a larger number of customers.
10 Years: The market for the cultural heritage is expected to increase only in the coming 10
years time and the number of tourists entering the country is expected to increase at least 10%
by the time.
20 Years: In the coming twenty years time, the effective solution of the concerns portrayed in
the scenario, are expected to increase the market by at least a double digit growth.
25 Years: After 25 years from now on, the market is expected to have better techniques for
the evaluation of the customer preferences and can influence the generation of customer
loyalty for the organization.
Conclusion:
On a concluding note, the cultural tourism is considered to be the fundamental form
of the tourism. The mentioned form of tourism increases the knowledge of the tourists of
history, culture, societal values and beliefs of a particular community. The cultural tourism is
considered to be the most efficient form of tourism for purpose of education. However, the
chosen form of the tourism is observed to face some tough competition from the other forms
of the tourism in the aspect of consumption. The increment of the number of tourists under
such situation is pretty achievable with some restructuring in the applications of the
technology andin the tourism activities.

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