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Contents Preface Acknowledgments Chapter 1. Introduction Defining Cultural Tourism Conceptualizing Cultural Tourism--A Thematic Approach The Key Issue: Linking Cultural Heritage Management and Tourism Management Chapter 2. Challenges in Achieving Sustainable Cultural Tourism Introduction Culture and Tourism--Collaborators or Competitors? The Independent Evolution of Tourism and Cultural Heritage Seven Possible Relationships Between Tourism and Cultural Heritage Management The Consequences The Solution? Chapter 3. How Tourism Works Introduction The Nature of Tourism Attractions Drive Tourism Factors Influencing Visitation Levels Tourist Behavior Cultural Tourism Conclusion Chapter 4. Cultural Heritage Management Introduction Core Concepts Cultural Heritage Management and Tourism Negative and Positive Impacts of Tourism Conclusion Chapter 5. Tangible Heritage Introduction Process-Driven Conservation of Tangible Cultural Heritage The Scope of Tangible Heritage Assets Cultural Significance of Heritage Assets Authenticity Tourism, Authenticity, and Commodification Visitor Accessibility to Tangible Heritage Assets Consultation As an Important Element of the Management Process Chapter 6. Intangible Heritage and Its Management Introduction Recognition of Intangible Cultural Heritage Management Intangible Heritage Assets--Management and Tourism Issues Authenticity and Cultural Space Tourism and Changes to Intangible Heritage Culturally Appropriate and Sustainable Use of Assets Stakeholder Consultation in Setting Management Priorities Chapter 7. Cultural Tourism Products--A Regional Perspective Introduction Products Benefits of Adopting a Marketing Approach to Product Development Hierarchy of Attractions Developing Cultural Tourism Attractions Conclusions Chapter 8. Commodification, Environmental Bubbles, and Cultural Tourism Products Introduction Consumption--Strangeness versus Familiarity and the Environmental Bubble Creating Cultural Tourism Products or Attractions Tactics Conclusions Chapter 9. The Cultural Tourism Market: A Cultural Tourism Typology Introduction Who Are Cultural Tourists? A Typology of Cultural Tourists: Recognizing Different Shades of Cultural Tourists Five Types of Cultural Tourists Testing the Model: Hong Kong As a Case Study Implications for Cultural Tourism Chapter 10. Gatekeepers Introduction Using Cultural and Heritage Assets to Brand a Destination The Role of Gatekeepers in Conveying Messages Effect of Many Gatekeepers on the Message Passed to the Tourist Chapter 11. Assessment Introduction Assessing the Tourism Potential of Assets Considering the Wider Context Understanding the Asset in Its Setting Asset Specific Issues: “Place” and Cultural Spaces Stakeholder and Consultation Issues People, Skills, and Financial Resources Conclusions Chapter 12. Asset Auditing and Planning Introduction An Audit Model An Audit Procedure Testing the Procedure--Hong Kong Planning Chapter 13. Marketing Introduction Marketing As a Management Tool Unique Features of Marketing in Cultural Tourism Thinking Strategically Sustainable Competitive Advantages Role of Research Putting It Together--The Marketing Plan The Four Ps--The Marketing Mix Conclusions Chapter 14. Presentation and Management of Heritage Assets Introduction Reinvestment of Revenue in Conservation As One Benefit of Tourism Fees and Levies Raised at the Source Epilogue References Index