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Heritage, Screen and Literary Tourism University of Plymouth PEARL https://pearl.plymouth.ac.uk Faculty of Arts and Humanities Plymouth Business School 2017-10-19 Heritage, Screen and Literary Tourism Agarwal, DS http://hdl.handle.net/10026.1/10401 10.21832/AGARWA6249 Channel View Publications All content in PEARL is protected by copyright law. Author manuscripts are made available in accordance with publisher policies. Please cite only the published version using the details provided on the item record or document. In the absence of an open licence (e.g. Creative Commons), permissions for further reuse of content should be sought from the publisher or author. HERITAGE, SCREEN AND LITERARY TOURISM “This is the author’s accepted manuscript. The final published version of this work (the version of record) is published by Channel View in Heritage, Screen and Literary Tourism, available at: DOI 10.21832/AGARWA6249. This work is made available in accordance with the publisher’s policies. Please refer to any applicable terms of use of the publisher.” By Sheela Agarwal and Gareth Shaw Contents Contents List of figures List of tables List of plates Preface and acknowledgments The authors 1 Heritage tourism: exploring the screen and literary nexus Introduction The meaning and nature of heritage, screen and literary tourism The growth of heritage, screen and literary tourism The significance of heritage, screen and literary tourism Heritage, screen and literary tourism products The heritage, screen and literary tourism nexus Conclusions and book structure 2 Demand and heritage, screen and literary tourism markets Introduction Demand for heritage, screen and literary tourism Motivations of heritage, screen and literary tourists Typologies of heritage, screen and literary tourists Experiences of heritage, screen and literary tourists Latent demand Conclusion Further questions to consider 3 The heritage, screen and literary tourism debate Introduction The heritage tourism debate Historical distortion and the nexus The politics of heritage, screen and literary tourism Implications of S-DL and co-creation Conclusion 4 Heritage, screen and literary tourism development Introduction 1 Heritage, screen and literary tourism development Heritage, screen and literary destination development Book towns Bookstore tourism Heritage, screen and literary tourist trails Heritage, screen and literary clusters Heritage, screen and literary tourism attraction development Funding heritage, screen and literary attraction development Conservation and business: opportunity or threat? Conclusion 5 Interpretation for heritage, screen and literary tourism Introduction Interpretation: meaning and principles Interpretive planning Interpretive techniques and media Interpretation and edutainment The challenges of interpretation Evaluating interpretation Conclusion 6 Heritage, screen and literary tourism consumption Introduction Heritage, screen and literary tourism consumption Marketing and branding practices Visitor cultural literacy and competency Heritage, screen and literary tourism and authenticity Tourism consumption and the marking of authenticity Factors influencing the authenticity of the experience Service experience, experience quality and satisfaction Conclusion 7 The heritage, screen and literary tourism nexus within tourism marketing Introduction Marketing and branding practices Trends in the marketing of the heritage, screen and literary tourism nexus The role of co-creation in the heritage, screen and literary tourism nexus and marketing process Integrated marketing communications and the heritage, screen and literary tourism nexus in the era of social media Conclusion 8 Visitor management for heritage, screen and literary tourism Introduction 2 Visitor management Challenges of visitor management Visitor management concepts and frameworks Specific management tools and techniques World heritage sites and visitor management Conclusions 9 Conclusion Key themes and management implications Future trends in heritage, screen and literary tourism Conclusion References 3 Illustrative Material Tables 1.1 Activities undertaken by visitors to Britain 1.2 Visits made in 2014 to the UKs tops ten Association of Leading Visitor Attractions 1.3 Impact of selected screen induced tourism on tourist destinations 1.4 Top five literary cities 1.5 Heritage, screen and literary tourism products 1.6 Heritage, screen and literary tourism products: examples of scales of significance 1.7 Foundational premises of S-DL 1.8 The axioms of S-DL 1.9 Common research themes 2.1 Forms of literary tourism 2.2 Forms and characteristics of movie tourism 3.1 Examples of historical movies 3.2 Examples of historical novels 3.3 Fact or fiction: examples from screen and literary tourism 3.4 Schools of historical thought as to the meaning of Eureka 3.5 List of World heritage in danger and political instability 3.6 Heritage Lottery Fund grant schemes 4.1 Examples of the International Organisation of Book Towns 6.1 Opportunities for heritage, screen and literary tourism performance and performativity 6.2 Examples of alternative forms and meanings of authenticity 6.3 Categories and meanings of authenticity 6.4 The staged authenticity continuum 6.5 Four cell model of tourist situations 7.1 Key stages in marketing and links with heritage, screen and literary tourism 7.2 Marketing literary based weekends by VisitEngland 7.3 Marketing campaign elements in heritage, screen and literary tourism examples in the UK 7.4 The potential influence of differing marketing components on visitor intentions 7.5 Key marketing aspects relating to screen tourism and destinations 7.6 Key marketing elements relating to DMO blogs 7.7 Social media platforms and holiday decision processes for international visitors to the UK 7.8 Advantages of social media as a marketing tool 8.1 Process, strengths and weaknesses of visitor management frameworks 8.2 Summary of approaches and associated visitor management tools and techniques 9.1 Examples of the applicability of S-DL foundational premises to HSLT 4 Figures 1.1 The heritage, screen and literary tourism nexus 1.2 Dimensions of co-creation 1.3 Circuits of culture 2.1 Dimensions of the co-creation of HSLT demand 3.1 Examples of value co-creation within the HSLT debate 3.2 Examples of value co-destruction within the HSLT debate 4.1 The process of designating a heritage conservation district 4.2 Dimensions of HSLT development and co-creation 5.1 The interpretive planning process 5.2 Design of city, town, village or regional interpretive strategies 5.3 Dimensions of HSLT interpretation and co-creation 6.1 Dimensions of HSLT marketing and co-creation 7.1 Heritage, literary and screen branding in England and Wales 7.2 Phases in the creation and marketing of the HSLT nexus 7.3 Dimensions of HSLT marketing and co-creation 8.1 Dimensions of HSLT visitor management and co-creation 9.1 Co-creation and new tendencies in the HSLT market Plates 1.1 Platform 9 ¾s at Kings Cross Station, London, UK 1.2 El Castillo, Chichen Itza, Mexico 1.3 Statues of Don Quixote and Sancho Panza at the Plaza de Espana, Madrid, Spain 1.4 Commemorative plague marking the location of the Juan de la Cuesta’s shop where Don Quixote was first printed, Calle Atocha, Madrid, Spain 1.5 Anne Frank’s House, Prisengracht, Amsterdam, The Netherlands 2.1 Matamata became the location of ‘Hobbiton’, New Zealand 2.2 The picturesque location of ‘Hobbiton’ at Matamata, New Zealand 2.3 The imposing Mount Ruapehu, New Zealand 3.1 Queen of Heaven Temple (Tianhou Temple), Kaohsiung, Taiwan 3.2 The Old British Consulate, Kaohsiung, Taiwan 3.3 The Lighthouse, Kaohsiung, Taiwan 3.4 Confucius Temple, Kaohsiung, Taiwan 3.5 Municipal History Museum, Kaohsiung, Taiwan 3.6 The Old Kaohsiung Train Station, Taiwan 3.7 Tangrong Brick Kiln, Kaohsiung, Taiwan 3.8 The river Salz at Rennes les-Bains, France 3.9 Bridge at Rennes-les-Bains, France 3.10 La Place des Deux Rennes, France 3.11 The fictitious village of Hogsmeade 3.12 Hogwarts Castle 3.13 The National Great Blacks in Wax Museum, Baltimore, US 5 3.14 African Meeting House, Boston: the oldest black church in the US 3.15 Monument commemorating the Massachusetts 54th Regiment, Boston, US 4.1 The Giant’s Causeway, County Antrim, Northern Ireland 4.2 The Titanic Signature Building, Belfast, Northern Ireland 4.3 The No. 1 Ladies Detective Agency, Gaborone, Botswana 4.4 Mma Ramotswe’s house on Zebra Drive, Gaborone, Botswana 4.5 The President’s Hotel, Gaborone, Botswana 4.6 The Riverwalk Mall, Gaborone, Botswana 4.7 Zebra Way – inspiration for Zebra Drive, Gaborone, Botswana 4.8 The Hay Cinema bookshop, Hay-on-Wye, UK 4.9 Wigtown’s old bookshop, UK 4.10 Scotland’s largest and oldest second-hand book shop 4.11 Sedbergh’s book centre, UK 4.12 Fort York, Toronto 4.13 Downtown Collingwood 4.14 Quotes by famous Spanish writers adorn the pavements of Madrid’s Barrios de las Letras 4.15 The former National Centre for Popular Music, Sheffield, UK 4.16 The infamous Bate’s Motel featuring in the film ‘Psycho’, Universal Studios, Los Angeles, USA 4.17 Wing Lee Street, Hong Kong 4.18 Clifford Tower, York 5.1 Interpretive writing techniques 5.2 The island of Anglesey, Wales 5.3 South Stack, Anglesey, Wales 5.4 Ynys Llanddwyn, Anglesey, Wales 5.5 Tutankharmum’s death mask 5.6 Guided walk around the former extermination camp, Auschwitz, Poland 5.7 An interpretive panel at Auschwitz, Poland 5.8 Storyeum: edutainment heritage tourist attraction, Vancouver, Canada 5.9 Accessible interpretive techniques 6.1 The Venetian Macao 6.2 The Grand Canal, Venetian Macao 6.3 Reproduction of St. Mark’s Square, Venetian Macao 6.4 Illuminated sky, Venetian Macao 6.5 Replica of frescoe, Venetian Macao 6.6 Artwork in the ‘Hall of Bulls’ 6.7 A decorated cave at Lascaux 6.8 The bridge over the River Kwai 6.9 Bruges: a Victorian pastiche? 7.1 Bran Castle, near Braşov, Romania 7.2 Chatsworth House (Derbyshire, UK) This was used as both exterior and interior locations of Pemberley Mansion for the 2005 film 6 7.3 The Shakespeare log advertising the new pocket guide and related App 7.4 The organisations collaborating in the new marketing strategy and destination management plan for Stratford-upon-Avon 8.1 A flooded St.
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