©2015 Amsterdam: CLUE+ Research Institute, Vrije Universiteit Amsterdam ISBN 978-90-9029477-3 Table of contents Authors Title Page Adam Abdullah The Fez Medina: Heritage, Tourism, and Resilience 1 Constantia Anastasiadou, Enhancing the Tourist Heritage Experience Through ‘In – Situ’, Customisable, 3D 11 Samantha Vettese Forster Printed Souvenirs and Lynsey Calder Begüm Aydın and Maria Sustainability in Cultural Tourism Destinations: A Demand-Based Perspective 21 D. Alvarez Nicola Bellini, Massimo Emerging Technologies for Cultural Heritage: The “Consumer’s” Perspective 23 Bergamasco, Marcello Carrozzino and Joelle Lagier Lingling Bi, Dominique Heritage Conservation, Urban Development and Tourism in China since 1949: A 33 Vanneste and Regime Approach Jan van der Borg Antonio Botti, Mara The Effect of Gastronomic Heritage on Visitors’ Decision-Making Process: Festivals- 47 Grimaldi, Aurelio Tomma- cape as an Antecedent of Attitude setti, Orlando Troisi and Massimiliano Vesci Antonio Botti, Antonella Appraisal Process, Emotional Reactions and Behavioural Intention for Heritage Tour- 63 Monda, Aurelio Tomma- ists: A Self-Regulation Approach setti, Orlando Troisi and Massimiliano Vesci Merijn den Boer Communication of Cycling Tourists: 75 In What Way are Bicycle Experiences Shared and What Role does Heritage have in These Experiences Maria Della Lucia and The Culture and Creative Industries and Tourism. How Intersectoral is Local Cultural 83 Giovanna Segre Development in Italy? Maria Della Lucia, Cultural Legacy and Urban Regeneration: Where are the Spaces for Heritage Hybrid- 93 Mariapina Trunfio and ization Through Stakeholder Engagement? Frank M. Go Mariangela Franch and War Tourism Product Development. Management of the Great War Heritage in Trenti- 103 Anna Irimias no, Italy Simona Franzoni Developing Sustainable Cultural Heritage Destinations: Which Tools and Governance 107 Model? Anne-Mara Gerrets, Communicate, Incorporate and Appreciate: The Role of Network Managers in Work- 115 Egbert van der Zee and ing Towards a Resilient Tourism Network Dominique Vanneste Thuy D. T. Hoang, Graham An Exploratory Study of Place Attachment From a Community Perspective in a World 129 Brown and Aise Kyoung- Heritage Tourist Context Preface jin Kim Ingeborg Matečić The Influence of Tangible Cultural Heritage on The Economic Sustainability of a 139 Tourism Destination – The Case of the Historical Complex of Split With the Palace of Diocletian III Authors Title Page Emanuele Mele, Localization of National Tourism Organizations’ websites: How are World Heritage 149 Silvia De Ascaniis and Sites portrayed online by European destinations for different markets? Lorenzo Cantoni Heba Sherif Mourad The Potential of the Intangible Attachment Between People and Places 159 Arja Lemmetyinen, Who Takes the Lead in Initiating Cooperation in a Cultural Network and Why? 169 Lenita Nieminen and A Case of a Rural Finnish Destination Johanna Aalto Tonino Pencarelli, Eman- The Museum Offering System from the Experiential Perspective: The National Gallery 179 uela Conti, of the Marche Case Study Simone Splendiani Zeliha Hale Tokay and A Conservation and Visiting Approach for The I. World War Heritage Around The Strait 191 Erdem Salcan of Dardanelles Kaori Yoshida, Huong Bui The ‘Edutainment’ of War Tourism in Hiroshima and Nagasaki 203 and Timothy Lee Tongqian Zou, Yulan Hao, Identifying Brand Genes in Tourism Branding Strategy: A Case Study of “Chang’an - 211 Luhong Jiang and Bai Xue Tianshan” Heritage Corridor Preface IV Foreword It is our pleasure to introduce this proceedings book that collects the papers presented at the international conference on Heritage, Tourism and Hospitality hosted by University of Amsterdam and Vrije Universiteit Am- sterdam and co-organized by Erasmus University and Elgin & Co. This event is to take place in Amsterdam, the Netherlands, between the 25th and 27th of November 2015. The conference aims at providing a forum for acade- micians and practitioners to share and discuss ideas and to identify the challenges that affect heritage tourism. Heritage tourism, including the conservation, management and communication of the tangible and intangible assets in a community, may result in both positive and negative impacts. On the one hand, it may represent an important source of income to the community while helping reinforce the cultural identity and preserve the existing heritage. On the other hand, heritage tourism may also result in conflictuous development of the desti- nations leading to the destruction of heritage sites, and in the loss or damage of existing values and traditions. In order to ensure that the positive impacts prevail, all stakeholders need to work together and address the chal- lenges that arise in the implementation of heritage tourism practices. The articles in this proceedings book include a wide collection of both research studies and conceptual papers that address the topic from multi-disciplinary perspectives. Some of the issues discussed include identity and branding, heritage in the context of sustainable tourism development, challenges concerning the preservation and communication of heritage sites, partnerships and governance in the creation of heritage tourism. It is our hope that during the conference many and interrelated issues are identified and sound solutions to the problems will be posed. We would like to express our gratitude to the members of the organizing committee, and particularly Karin El- gin- Nijhuis from Elgin & Co. who has spent countless hours putting this conference together. In her capacity as Chair of the Destination and Industry Committee, Karin has worked tirelessly to ensure that the conference is a practitioner-friendly event, in which scientific evidence is intermingled with best practices and experiences from around the world. We also thank the international scientific committee and the reviewers, who have worked to ensure the quality of the submitted papers. Additionally we would like to acknowledge the support of our spon- sor and partners in ensuring the success of the conference. This proceedings book contains high quality papers, research notes and abstracts from a cast of international re- searchers. We hope that you will enjoy and find this collection of use to broaden and deepen your understanding of the fascinating field of heritage tourism, concerned not only with the contemporary uses of our common past, but perhaps more importantly with making sense of where we are in an ever-changing world in which we must manage our interactions effectively. Frank Go Maria D. Avarez, Rob van der Laarse Linde Egberts Erasmus University Boğaziçi University University of Amsterdam Vrije Universiteit Amsterdam Conference Chair Conference Chair Conference Chair Conference Chair Foreword V The Fez Medina Heritage, Tourism, and Resilience Adam Abdullah ABSTRACT Morocco is geographically rather homogenous, but contains diverse cultural landscapes, including phys- ical heritage assets. There are a total of 31 documented Medinas, or traditional Arab settlements, within Morocco, including the Fez el-Bali Medina. Moroccan Medinas have retained an authentic physical and experiential ambience over the centuries, an identity distinct from the dense urbanscape that often sur- rounds many of them. Although in some places dilapidated housing stock has been replaced by new constructions, renovation measures take into consideration the centuries of continuity in building tech- niques and ornamental styles so as not to encroach upon the stylistic traditions of the ancient city. This authenticity of ambience, away from the mechanized, mass produced developed world, also resonates with the vibrant social life of the old city. Spatial arrangements within the Medina are not merely utili- tarian but shape personal and communal experience. The ever-eager locals look favorably upon foreign visitors, and tourists overcome linguistic obstacles in communication, bridging cultural inconsistencies, to the point that some of them even end up buying property within the Medina (Clarke, 2008). But globalization is a strong dictating force for tourism planning. The denotation of a site as a tourism hotspot is as much dependent, if not more, upon fluctuating foreign tastes, as the inherent value of the asset itself. Consumer choices do favor certain ambiences and physical settings, and a standardization of even vernacular environments (e.g. by the provision of Wi-Fi inside old towns) seems to dictate which direction tourist destinations will eventually maneuver towards. Due to the recent pressures of global tourism, including the purchase of property within the Medina by foreigners, gentrification is becoming a common issue. This paper will look at how the conservation of the Fez Medina has succeeded in maintaining an au- thentic physical, visual, and sensory ambience amidst these pressures, and how the inherent pluralism and traditional resilience of the Medina over the centuries can be extrapolated for sustainable tourism strategies for similar old cities. An exaggerated importance given to overtly physical monuments at the cost of local authenticity can rapidly transform a distinct local ambience into just another superficial Disneyfied resort city with a cos- metic Vegas luster. This paradoxically makes the city less attractive to foreign visitors and thus negates and Resilience Tourism, Heritage, Medina. The Fez the aim the city had set out to achieve, by making the city less representative of local culture