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Cultural Heritage Tourism

Five Steps for Success and Sustainability

Cheryl M. Hargrove

Every place has a story to tell, often found in historic sites or cultural traditions of the people who settled or currently live in a community, city, region or state. When these stories and places are shared with visitors, this activity becomes what is known as cultural heritage tourism. Success and sustainability in this growing industry segment requires careful planning and adequate resources. Cultural Heritage Tourism: Five Steps for Success and Sustainability provides detailed instruction through a proven five-step process to help planners, managers and community leaders attract visitors and their spending to your cultural heritage site, attraction, event or destination. Learn how to assess, plan for, develop, market, fund, manage, and measure cultural heritage for growth and sustainability. Refer to the best practices and case studies from across the country as examples for replication and reference. Use the sample documents and resource lists to jumpstart your cultural heritage tourism program, and monitor and measure the efforts. This book walks you through every step, from inception to evaluation. « less more »
Rowman & Littlefield Publishers / AASLH
Pages: 404Size: 7 x 10
978-1-4422-7882-0 • Hardback • May 2017 • $120.00 • (£80.00)
978-1-4422-7883-7 • Paperback • May 2017 • $62.00 • (£42.95)
978-1-4422-7884-4 • eBook • May 2017 • $58.00 • (£39.95)
Cheryl Hargrove, the National Trust for Historic Preservation’s first director of heritage tourism, has consulted in all 50 states and more than 10 countries to help destinations and organizations plan for, develop, and market authentic experiences for visitors and residents alike. Frequently tapped to speak at conferences and workshops, Hargrove draws on more than 25 years experience in this industry segment. She holds a Masters in Tourism Administration from The George Washington University, a Bachelors of Arts in Journalism from the University of Georgia, and is an associate member of the Society of American Travel Writers.
List of Illustrations
List of Tables
Chapter 1: Cultural Heritage Tourism as a Sustainable Economic Development Strategy
Step 1: Analyze the Potential
Chapter 2: Identifying and Assessing Local Culture and Heritage
Chapter 3: Understanding Visitor Needs and Expectations
Chapter 4: Determining Visitor Readiness
Step 2: Plan and Engage
Chapter 5: Engaging Diverse Stakeholders
Chapter 6: Establishing a Vision and Plan for Sustainability
Chapter 7: Setting Policies and Procedures to Preserve and Protect Integrity
Step 3: Develop Authentically
Chapter 8: Developing and Enhancing Experiences
Chapter 9: Telling Your Story
Chapter 10: Funding Your Focus
Step 4: Market for Positive Impact
Chapter 11: Marketing to Visitors
Step 5: Manage for Growth and Sustainability
Chapter 12: Managing for Consistency, Quality, and Sustainability
Chapter 13: Delivering Valued Cultural Heritage Experiences
Chapter 14: Measuring the Impact of Cultural Heritage Tourism
Chapter 15: Collaborations for Success
Resources and References
Resources and References
Glossary of Terms and Acronyms
About the Author
Tourism is a major force on the planet. This thoroughly researched and timely book will help communities maximize the benefits of tourism while minimizing the burdens. Cheryl Hargrove is one of the nation’s leading experts in heritage tourism. She has written a comprehensive guide to developing, marketing and managing cultural and heritage assets for both economic and environmental gain. This is essential reading for anyone interested in using heritage tourism as a tool for sustainable economic development.
Ed McMahon, Senior Resident Fellow, The Urban Land Institute

This is a masterwork on cultural heritage tourism planning and management in the U.S. It is wise, comprehensive and solidly researched, brimming with inspirational examples from individual sites to rural and urban areas across the country. Ms. Hargrove puts place, distinctiveness and vision at the center of creating a holistic system for successful cultural heritage tourism.
Miriam Trementozzi, Former Co-Chair, Albany Heritage Tourism Advisory Council

Cheryl Hargrove’s new introductory guide to cultural heritage tourism is an excellent and practical introduction to the field, and a great starting point for building a local tourism strategy to connect historic places and cultural traditions with potential visitors who want to enjoy and learn from them. The well-worn cliché from the movie Field of Dreams, “if you build it, they will come,” is not necessarily so, and Hargrove shows what success can look like through a broad array of examples and case studies. Sustainable programs that emphasize significant and varied parts of the American story and showcase memorable visitor experiences are key. The book is helpfully pitched to local governments, community planners, heritage and tourism organizations, businesses, and others who want to develop the special tourism potential of their towns or regions. However, I would also recommend the book to government officials at all levels who need to know more about cultural heritage tourism as an excellent strategy for blending economic development and public education with preservation of America’s diverse cultural heritage.
Ronald D. Anzalone, Director, Office of Preservation Initiatives and Director, Preserve America Program, Advisory Council on Historic Preservation

Cheryl has produced a comprehensive guide to Cultural Heritage Tourism. This book covers the complete process of creating and delivering great cultural experiences. The many case studies included provide rich insight into creating high quality heritage experiences. Cultural Heritage Tourism will be a valuable tool for community leaders, tourism industry members and anyone interested in nurturing cultural tourism in their destination. It is also a great resource for students of tourism seeking to understand the unique role of culture and heritage in driving sustainable tourism development.
Dr. Jonathan Day, School of Hospitality and Tourism Management, Purdue Tourism and Hospitality Research Center

Cheryl Hargrove has compiled a comprehensive practical manual on cultural heritage tourism that will be on the desks of tourism officials, cultural institutions and preservation groups in every city and every state in the country. As the National Trust for Historic Preservation’s Director of Heritage Tourism from 1989 until 1995, Cheryl essentially invented heritage tourism as we know it today.
Barbara Pahl, Senior Vice President for the Western Field Services, National Trust at National Trust for Historic Preservation