The Role of Cultural Heritage in Tourism Development

This assignment consists of various research papers and articles related to heritage tourism. The papers discuss the role of heritage tourism in different contexts, including the Shetland Islands and Vietnam. They also explore the relationship between cultural heritage, tourism, and development. Additionally, there are references to international cultural tourism, good governance principles for the cultural heritage sector, and the importance of preserving intangible cultural heritage. Furthermore, an online article about private ownership is included.

Heritage and Cultural
Tourism

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Assessing the growth and development which is being occurring in the given industry.1
1.2 Assessing the potential conflicts which will occur during the process of conserving the
natural and heritage places.....................................................................................................4
TASK 2............................................................................................................................................5
2.1 Assessing the purpose of heritage and cultural attraction................................................5
TASK 3..........................................................................................................................................10
3.1 Impact of different types of ownership on the management of heritage and cultural site10
3.2 Roles and Responsibilities of Organization within the context of Heritage and Cultural
Industry.................................................................................................................................12
TASK 4..........................................................................................................................................13
4.1 Media interpretation in heritage and cultural industry...................................................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

Illustration Index
Illustration 1: Museum Victoria and Albert, London .....................................................................8
Illustration 2: Museum Victoria and Albert library, London ..........................................................9
Illustration 3: Science Museum, London ......................................................................................10
Illustration 4:British Museum .......................................................................................................11
Illustration 5: Natural History Museum.........................................................................................12
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INTRODUCTION
Heritage and culture tourism is the practice whereby travelers explores the history and
culture of the specific country. In present scenario, the given form of travel has gained greater
importance (Trinh and Ryan, 2015). This is because, nowadays people do not want to perform
the traveling activity for leisure purpose but they also want to improve their knowledge and
understanding regarding the respective place too. It is the reason why the given form of tourism
has come into the existence in the present scenario. Furthermore, the given form of tourism also
helps in the overall development of individuals who live in the respective city in an effectual
way.
This report is based on the different type of case scenario. The report will showcase the
significant development which is occurring in the field of travel and tourism. In addition to this,
the study will also provide the detailed description regarding the roles and responsibilities which
is being played by the individual who are associated with the given industry. Furthermore, the
study will also depict about the methods which is being used for interpretation within the given
industry. Finally, at the end an effective conclusion based on the findings of this study will be
drawn.
TASK 1
1.1 Assessing the growth and development which is being occurring in the given industry
All the travel and tourism activity which is being carried out within the country possess
significant impact upon the economic activity of the nation. Thus, it is correct to said that the UK
heritage and culture sector is also playing very important role in terms of improving the situation
of nation in economic aspect (Lacher and et.al., 2013). Here, it is very essential for the
government that it must take measures for maintaining and conserving the natural and historical
monuments of country. However, if it is not done then the nation will lose its cultural ethnicity.
There is a significant growth and development is being seen in the heritage and culture industry
of UK. In order to explain the same following table is prepared:
Year Name of event Detailed Description
1940s It is the year in which Council
for the Encouragement of
Music and the Arts (CEMA)
was emerged.
This national body was
developed with an aim to
protect the historical museums,
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arts and libraries of country.
Here, in the specific year UK
government has established a
special fund. This fund will be
utilized for the protection of
culture, art and music of the
country.
1946 The Art Council of Great
Britain
This agency protects the art
and music of the country and
thus with an aim to perform
the same it makes use of
government of UK funds.
1980 During this period, UK
government had gone through
with number of problems.
However, still it has made
efforts with respect to review
the funding policy which is
being used by it in order to
protect the heritage and
cultural environment of nation.
In this year, government has
faced many violations from the
side of people who works for
the protection of natural and
cultural environment of the
country. Thus, due to the effect
of the same government has
launched Business
Sponsorship Incentive Scheme.
This scheme has played very
crucial role as it has helped in
terms of resolving the funding
related problem in an effective
manner (Ismagilova, Safiullin
and Bagautdinova, 2014).
1990 National Lottery In the heritage and culture
field, it can be consider as
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major development. It is due
to the fact that this system has
opened the new mean of
raising the funds for the
protection of heritage and
cultural tourism of country.
In addition to this, different heritage places in UK such as Buckingham palace and
Stonehenge etc is playing very significant role in terms of carrying out the development of travel
and tourism industry of country. Here, Stonehenge is the prehistoric monument which is located
2 miles west of Amesbury. This monument is famous for its ring of standing stone and it attracts
large from of tourist from around the world. Thus, it is correct to say that the given monument is
playing very significant role with respect to attract the large number of tourist in an effective
way. It has also being analyzed that there are several issues occur within the country which is
majorly related with the protection of heritage and cultural environment of country. Thus, with
an aim to resolve the given issues the government and private bodies of the country is playing
very important role (Hoffman, 2006).
The different type of sporting activity which is being organized by the government of
country also plays very critical role in the growth and development of heritage places. This type
of activity invites tourist from the other nation (AlSayyad, 2013). As a result of it government
tends to carry out their efforts in terms of renovating and maintaining the heritage places of the
country. This is done with an aim to attract the large number of tourist within the nation in an
effectual way. The development of tourism industry also depends upon the type of promotional
means which is being used by them. Here, by selecting suitable means of promotion nation can
attract large tourists. Due to this, positive benefits will be gain by the travel and tourism county
functioning within the country. On the other hand, there are some other tourist attraction points
in UK identified which are playing very important role in terms of attracting different tourist
from around the globe in an effectual way (Leslie and Sigala, 2012). It consists of Tower of
London, Warwick Castle and Hadrian's wall etc. In this regard, it is assessed that there are
around 30 million tourist from other nation visits the different destinations in UK. This
showcase that the tourist attracting points in UK is playing very important role in the
development of United Kingdom travel and tourism industry.
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1.2 Assessing the potential conflicts which will occur during the process of conserving the
natural and heritage places
Varied conflicts identified which will occur when efforts will be being made by the
government with respect to conserve the natural and heritage places of the country. In order to
assess the same the case study of Tibet is analyzed. Here, Tibet is known for its monasteries and
natural beauty. In accordance with the given context, The Tibet capital Lhasa is going through
with number of conflicts. In this regard, from the given case it is identified that a conflict is being
occurring between inhabitants of Lhasa and Chinese government. Here, it is assessed that China
government has taken the decision to open some new hotels within city. This decision is taken
after analyzing the potential of Lhasa. In order to perform the same China government has given
contract to one of the most recognized hotel in world which is named as InterContinental Hotels
Group (IHG). In the process of giving this contract, government is facing many conflicts from
the side of local citizens. Here, with an aim to showcase their resistance towards the given
project local citizens has launched the campaign (Rodzi, Zaki and Subli, 2013).
In addition to this, with an aim to attract the large number of tourist within city
government is also taking the measure for renovating the heritage monuments of country. In this
regard, government has planned to carry out renovation operation in the following areas such as
Jokhang Temple and Barkhor old town district etc. The government has also taken the decision
to open Tibetan theme park in Lhasa (Tomaselli, 2012).
Here, the government is facing conflict from the citizens of country because they are
complaining that the given type of project will lead to hamper or hinder the historical heritage of
city. Furthermore, if the given project will be organize at that time city can lose its USP. After
analyzing all the situation of given case, it can be said that researchers that if they will be put up
in the position of citizen at that time they would also have given their opposition with regard to
the given project. This is because, the given project is affecting the heritage history of country.
But, researchers cannot deny with the given aspect also that the given project will help in the
overall development of the citizen of city. This is because, the given project will play very
crucial role in terms of resolving the unemployment related condition of the country.
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TASK 2
2.1 Assessing the purpose of heritage and cultural attraction
Tourism industry is continuously expanding and providing great contribution to the
development of economy. Due to this aspect, it is beneficial for nation to enhance tourism by
implementation of effective strategies in order to attract tourist. Description of purpose of
heritage and cultural attractions in meeting the customer requirements is enumerated below:
Education
Various tourist visits historical places due to educational purposes,. By visiting this place,
they are able to enhance their knowledge regarding culture and historical background of the
country. Government of UK hosts various educational programs for the student of different
countries in order to enhance their tourism. With such programs and courses, people come to join
universities or for attending short term programs (Sweet and Wills, 2013). For this aspect,
example of Segovia can be considered. In this town knowledge authentic information is provided
regarding history of the country. The different heritage and culture attraction of the country
fulfills the education related demand of students. Here, it is with the help of different type of
heritage museums only students will be able to carry out their efforts with regard to get
information about the rich cultural heritage information of their country. Furthermore, the
attractions are also beneficial for the families with the children. Here, through different type of
cultural attraction families can enhance the general knowledge of their children regarding the
cultural history.
Research
UK is famous for its rich history and culture. There are various famous castles, churches
and museums which are current topic for the academic researchers. Due to this aspect, various
tourists visit UK. In addition to this, there are various libraries like Bodleian situated in Oxford,
UK. In addition to this, the heritage and cultural attraction provides direction to the scientific
with regard to select new topic for their study or experiment. Here, on the basis of heritage and
cultural data new phenomenon will be developed by the scientist.
Entertainment
Another purpose of heritage and cultural attractions in meeting the customer
requirements is entertainment. Every year British government held various events in order to
attract tourists. These programs provide great entertainment to the customers due to which they
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are attracted to visit to the country. For this aspect tourism of Blackpool can be considered. It is
one of the most famous cities of UK because local community of this city had arranged amazing
programs for the tourists (Lynch and et.al., 2011).
Income Generation
Heritage and cultural tourism attracts millions of tourist in each year in Britain due to
which this industry is able to generate high revenue and profitability. Funds generated from this
industry have been invested in development and promotion of tourist places. British government
had developed various theme parks and building to attract many people. This expenditure can be
considered as reinvestment done by the country for future profitability.
Heritage and cultural attractions of country requires meeting out the need of their customers in
order to go through the appropriate tourism development. For this, there are various tourist
attractions which are as follows:
Museum Victoria and Albert, London
It is one of the most attractive and largest museums of decorative arts and designs. These
arts are having approximately 4.5 million objects which are presented in a best attractive manner.
This museum was founded in the year of 1852 and named after Queen Victoria. It represents
different countries culture such as Europe, North and America etc. within its span of over 145
galleries. Here, this museum attracts large number of visitors towards its largest collection of
post classical monuments (Saretzki and May, 2012).
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Il
lustration 1: Museum Victoria and Albert, London
(Source: Museum Victoria and Albert, London, 2016)
This museum is having several artifacts which are the major attraction point for tourists.
It is one of the biggest Museums of London which is having different collections of textiles,
ironwork, jewelry, furniture, photographs as well as drawing etc. In order to attract more visitors
and make them aware about the beauty of Victoria and Albert there are several activities
conducted for children’s as well as adults. For this, various exhibitions takes place about all the
luxury item of Museum.
In addition to this, the world’s leading museum of art and design is also having their
online access to authoritative information and the knowledge of leading experts as well. There is
a huge collection of V&A books which includes all the books related to children’s, modern book
designs as well as graphic novels (Hoffman, 2006). Further, there is a V&A’s fashion collection
which is the largest and latest collection of dresses in the world. This museum is also designated
for the national collection of sculpture which concentrated on 4th to 19th century as well.
Most of the tourists like this museum for its educationists which they provide as well as
information about the museum which helps in the student’s degree level. In addition to this, there
are various study rooms which gives a silent ambience for students concentration.
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Illustration 2: Museum Victoria and Albert library, London
(Source: Museum Victoria and Albert library, London, 2016)
By taking part in different exhibitions people can easily aware about the arts and artifacts
of many great cultures in the world as well.
Science Museum, London
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This museum was founded in London in the year of 1857 which is highly recognized for
its historic collection. The library of science museum is world’s greatest libraries for the history
of science as well as technology. It is quite attractive and famous for its holdings of human
remains in which almost 900 mummies, slides with human tissues are placed as well. In addition
to this, the best part of this museum is all its activities which takes place for all the researchers as
well as scholars. Under this, several exhibitions as well as interactive shows and documentary
movies takes place (Leslie and Sigala, 2012).
This museum also holds over 300,000 items including famous items such as
Stephenson’s rocket, Puffing, Billy, first jet engine etc. For more attraction and increasing
number of tourists and visitors science night is organized there. It is totally organized for the
students and adults those who are invited to spend an evening performing science based
activities.
British Museum
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Illustration 3: Science Museum, London
(Source:Science Museum, London, 2016)

This museum is dedicated for human history, culture and art and is located at
Bloomsbury, London. It has around 8 million artifacts and articles that cater the attention of
different individual such as researcher, scientist, students and travelers. It was established in
1753 and is mainly based on the collection and work of scientist and physician named Sir Hans
Sloane.
Illustration 4:British Museum
(Source: British Museum, 2016)
It has expanded widely from the opening of museum into British colonial footprint and several
branch.
Natural History Museum
It is most prestigious museum of natural history located in London and is one of the key
point of attraction in the city. It exhibits large number of specimen within the context of natural
history and it includes almost 80 million item. It includes exhibits in five main stream i.e.
entomology, botany, paleontology, mineralogy and zoology. With this field, it attracts scientist
and researcher from the field of medical and science to collect key information of nature and
human being. Further, Natural History Museum is world renowned center for study and research
within the context of taxonomy, conservation and identification. Articles in this museum possess
great historical value and scientific importance such as sample obtained by famous scientist
Charles Darwin. In addition to it, another attraction in this museum is skeleton of dinosaur and
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ornate architecture. It even has variety of books, manuscripts, journals, artwork collection related
to the work of science.
Illustration 5: Natural History Museum
(Source:Natural History Museum, 2016)
TASK 3
3.1 Impact of different types of ownership on the management of heritage and cultural site
Recongnized as one of the prestigious tourist destination in the world UK is enriched
with the slew of places and the sites that capture the attention of the visitors from around the
Globe. To attract the larger stream of travelers there are many organisations working in the area
to upgrade the infrastructure and promote it on various grounds. It has the significant impact in
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the field of culture and heritage. There are fundamentally three types of ownership working in
this area.
 Public Ownership
Government plays the vital role in showcasing the country's offering on the international
platform. For that purpose the Government itself and many organizations under the control of it
functions to stimulate the demand of tourism in the nation and also improve the infrastructure.
These organizations operating under the control of Government in order to improve the tourism
condition in the country are referred to be known as the organization under the public ownership.
The most prominent organizations working in the field are Science Museum London and the
heritage lottery fund. For example, the public ownership organization like science museum
London functions with the aim to preserve the historical and cultural heritage by inculcation
various methods in their process (Mckercher and Cros, 2012). With the escalation of the demand
of tourism in nation the foreign exchange earnings of the country also increased. The
organizations such as Heritage Lottery Fund is made to provide the financial assistance to
improve their infrastructure and restore the depreciation occur in the monuments and sites.
 Private Ownership
Apart from the organizations working under the supervision of the government there are some
individuals privately owned companies which operates in the field for the welfare of tourism
(Private ownership, 2015). These organizations either individually or in collaboration with the
government bodies works in the field of culture and heritage. For instance, the private
organizations such as the TRAILFINDERS is operating to give the tourists of the nation the
memories by providing them the enjoyable and recreational experiences at the spectacular sights
and colossal monuments (Ismagilova, Safiullin and Bagautdinova, 2014). They help them to
explore the assets of nation. The organizations such as British Tours aims to provide their
travelers the comfortable and rejoice journey experience by giving them personalized and
thoughtful services (Richards, 2001). This works multidimensional way by increasing the
profitability of the companies and escalating the foreign exchange earnings and tourists visits to
the nation. It generates revenues to the nation and improves the balance of payment condition
due to the earnings in the form of taxes and tariffs and also promoting the nations treasure trove.
 Independent Charitable Ownership
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There are certain organizations termed as the independent charitable organization. These are
funded either by the individuals or by the Government bodies. Their aim is to preserve the
cultural heritages. Recognised organizations working in the area are NADFAS and VISIT
BRITAIN. They bring awareness among the people to preserve them and save them (Spake,
2008). With the help of various programs it attracts slew of tourist from around the globe.
3.2 Roles and Responsibilities of Organization within the context of Heritage and Cultural
Industry
For the purpose of safeguarding heritage and culture, there are different organizations
that are working in this context. Some of them along with the role and responsibilities have been
enumerated below:
UNESCO
UNESCO is United Nations Educational, Scientific and Cultural Organization which is
working within the field of peace and security. It aims to drive global collaboration with the help
of education, culture and science so that universal respect can be attained for human, law and
justice. This organization possesses 195 member states and 9 associate members. It has been
working for boosting literacy rate, conducting program for technical and teacher, prompting
independent media and other related activity. Within the context of heritage and culture,
UNESCO has colorations with varied film making and television schools through which
awareness is spread for safeguarding and promoting heritage and culture of different country.
Through this, support from local citizen is attained that helps in taking initiative for saving
world’s heritage and monuments (Sweet and Wills, 2013). In addition to it, varied set of training
and development session are conducted for organization that are working within the respect of
saving heritage. Beside this, travel cases are even developed and distributed by cited
organization which helps in enlighten about the history.
English Heritage
It is a non-departmental body of English Government that is sponsored from the
department of media, culture and sports. Main aim of this organization is to safeguard the natural
environment of UK so that more of tourism activities can be created. Act that governs this
organization is Heritage Terms of National Heritage Act 1983. Another concern of this
organization is to conduct maintenance activity of the ancient monuments so that it can last for
longer. In addition to it, the organization is also responsible for managing the domestic sites and
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monuments in order to attract more tourist. The establishment also grants funds for the purpose
of safeguarding the heritage buildings. Beside this, suggestion are been offered by the company
to government with respect to monuments which is of key importance and which is not of that
much important (Tomaselli, 2012). Through this, better strategies are developed for safeguarding
the monuments and hence budget is determined according to it. Additionally, it has a role of
advising local authority for managing the change at the location of heritage. Also, it supports in
saving other heritage sites with the knowledge and experiences.
International Council on Monuments and Sites
It is a professional establishment that operates within the context of safeguarding and
conserving cultural heritage sites across the globe. It is located in Paris and work for and
restoring cultural heritage of world. It operates as a commit in support with UNESCO so that
development and protection in every country can be done (Mckercher and Cros, 2012).
National Trust, UK
This establishment works for protecting places of historic interest and natural beauty so
that step towards sustainability can be leaded. It is basically a conservation organization in
England, Wales and Northern Ireland (Richards, 2001). Main concern for this organization is to
protect momentous landscapes such as lake, urban properties and natural reserves. It owns
different establishment such as historic house, social history sites, gardens and other related. It is
responsible saving scenic beauty of the country and to ensure sustainable development.
Heritage Lottery Fund
It is an organization that uses money that been raised by national Lottery players for the
purpose of protecting heritage of the country. It invest around £375million each year and
advocates for the value of heritage (Leask and Rihova, 2010).
TASK 4
4.1 Media interpretation in heritage and cultural industry
One of the most effective tasks is to make appropriate interpretation about the actual as
well as correct story about the historic place (Spake, 2008). Here, it can be stated that in order to
present and interpret the historical stories of heritage sites it is very much essential to be
15

selective. In this only appropriate parts need to be promoted which gives positive insights to the
customers. Interpretation requires being with effective tools so that various improvements in
cultural and heritage destinations can takes place.
Interpretation by media
The media is mainly used to interpret the story according to people only so that they can
easily understand the actual meaning of particular heritage (Shipley and Kovacs, 2008). Media
used for interpretation requires to very specific and includes clear notes as well as appropriate
guide books. There are mainly three periods where media used for interpretation within the
heritage and cultural industry for tourists:
Before arrival: In this stage, tourists can be shown various attractive things through the
help of social media as well as pictures, movies and video clips. It increases the interest of
visitors and attracts them towards the country. It should be presented in more appropriate form so
that more number of visitors can be attracted.
During the visit: At this stage, various copies of guide books can be distributed among
all the tourists so that all of them can easily aware about the place in a much effective way.
After the visit: In this case, all the tourists who have visited such places can be endowed
with the various monuments as well as artifacts. It helps people in making best memory of that
place and organizations can also improve themselves and become more efficient as well.
Interpretation in British Museum
It is one of the biggest museums of London and for them it is essential to interact with people
and enhance their knowledge about the museum. For this, they can do several things such as:
Guides: There are different people within this museum only who have assigned all the
responsibilities regarding enhanced understanding of people (Leask and Rihova, 2010). They
must have to provide them appropriate information regarding the history of this museum. This is
the best way to develop great relationship with visitors and make them relaxed and familiar with
the total history.
Movies: It is another best part of in which various documentaries are shown by the
museum time to time. Here, it can be define that through the help of these movies many scholars
and educationists can learn various things about the history in an interactive way.
Exhibitions: Cited museum organizes different activities time to time through which they
can display all the artifacts and materials. It is the best way to connect more number of tourists.
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Interpretation in Natural History Museum, London
It is also among one of the top museums so that they requires developing various
interactive sessions with visitors. There are some of the best and most effective ways used by
them such as:
Movies: The museum is already having IMAX theatre in which they use to show several
educational and science fiction movies. It is a great and fun way to learn new things in a very
interactive manner.
Activities: However, there are various activities which take place in museum. In this,
different groups and tourists come in the museum and learn about various arts and artifacts. It is
the best way through which children’s can learn more about this and feels connected with the
history.
Besides this, there are modern means of media such as social networking sites are also
playing very effective role in terms of spreading the information about the company natural and
heritage history of country among large number of customers. Here, the given media helps in
terms of attracting the large number of tourist within nation in an effective manner. Thus, it is
playing crucial role in the success of travel and tourism industry.
CONCLUSION
From the whole report it can be stated that it is very essential for the government that it
must take action towards protecting and preserving the heritage and cultural environment of
country. This is because, the given type of activity is directly linked with the economic growth of
nation. In addition to this, with the help of different type of medias nation can give information
about their heritage places among respective customers. Through this way, travel and tourism
company can perform significant improvement in their own sales and profits.
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REFERENCES
Books and journals
AlSayyad, N., 2013. Consuming tradition, manufacturing heritage: global norms and urban
forms in the age of tourism. Routledge.
Hoffman, B., 2006. Art and Cultural Heritage: Law, Policy, and Practice. Cambridge University
Press.
Ismagilova, G.N., Safiullin, L.N. and Bagautdinova, N.G., 2014. Tourism development in region
based on historical heritage. Life Science Journal. 11(6s). pp. 363-367.
Lacher, R.G. and et.al., 2013. The Role of Heritage and Cultural Elements in Coastal Tourism
Destination Preferences A Choice Modeling–Based Analysis. Journal of Travel Research.
52(4). pp. 534-546.
Leask, A. and Rihova, I., 2010. The role of heritage tourism in the Shetland Islands.
International Journal of Culture, Tourism and Hospitality Research. 4( 2). pp.118–129.
Leslie, D. and Sigala, M., 2012. International Cultural Tourism. Routledge.
Lynch, M. F. and et.al., 2011. The demand for Mi’kmaw cultural tourism: Tourist perspectives.
Tourism Management. 32(5). pp. 977-986.
Masip, D., 2006. Cultural heritage tourism — opportunities for product development. Tourism
Review. 61(1). pp.13 – 20.
Mckercher B. and Cros, H., 2012. Cultural Tourism: The Partnership between Tourism and
Cultural Heritage Management. Routledge.
Richards, G., 2001. Cultural Attractions and European Tourism. CABI.
Rodzi, N.I.M., Zaki, S.A. and Subli, S.M.H.S., 2013. Between Tourism and intangible cultural
heritage. Procedia-Social and Behavioral Sciences. 85. pp. 411-420.
Saretzki, A. and May, C., 2012. World Heritage Tourism-a cross-cultural medium. TW
Zeitschrift für Tourismuswissenschaft. 4(2). pp. 151-166.
Shipley, R. and Kovacs, J., 2008. Good governance principles for the cultural heritage sector:
lessons from international experience. Corporate Governance. 8(2). pp.214 – 228.
Spake, D., 2008. Decoding southern culture and hospitality. International Journal of Culture,
Tourism and Hospitality Research. 2(2). pp. 97 – 101.
Sweet, J. and Wills, J., 2013. Cultural heritage and development in South East Asia. Handbook
of research on development and religion. pp. 338-355.
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Tomaselli, K., 2012. Cultural tourism and identity: rethinking indigeneity. Martinus Nijhoff
Publishers.
Trinh, T.T. and Ryan, C., 2015. Heritage and cultural tourism: the role of the aesthetic when
visiting Mỹ Sơn and Cham Museum, Vietnam. Current Issues in Tourism. pp.1-26.
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December 2015].
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