engleski

Applying Cultural Tourism in the Revitalisation and Enhancement of Cultural Heritage: An Integrative Approach

This chapter focuses on cultural tourism as a means of cultural heritage revitalization representing specific soft models, which can help reviving heritage sites. The visible trends of increase of cultural tourism together with the new profile of tourists interested in cultural heritage go hand in hand with the revitalization needs in the cultural heritage sector. Still, neither all heritage sites are equally attractive nor they are successful in cultural tourism development. Current research has pointed out to leading principles of heritage revitalization based on cultural tourism development. These can be applied in order to increase attractiveness of a given site while maintaining its physical, economic and socio-cultural sustainability. The chapter discusses an integrated approach to revitalization which entails social, territorial, economic as well as knowledge/education component directly visible in the participatory governance, public management of heritage and gradual integration of sustainability aspects into heritage management. A strong involvement of the community in the revitalization process is the key principle. The accumulated body of knowledge has further detected several success factors linked to modern storytelling in heritage interpretation for the cultural tourism market ; these are the use of creative industries as bearers of symbolic cultural values, engaged activities through the participatory experience tourism, and creation of tourism offer based on experience economy design principles. The need to involve all five senses in experience creation and the intent to stir visitors’ emotions is emphasised.

cultural tourism ; integrated revitalisation ; participatory approach ; creative industries ; experience economy

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