Sheffield Business School BSc (Honours) Tourism Management Title The development of heritage tourism in Macau: A Case Study Name YUNG KA WAI, VERA Student No 91204610 Month Year April 2010 1 Sheffield Hallam University Sheffield Business School Title The development of heritage tourism in Macau: A Case Study FULL NAME YUNG KA WAI, VERA STUDENT No 91204610 Supervisor: Dr. Connie Mok In partial fulfilment of the requirements for the degree of Bachelor of Science in Tourism Management. Month Year April 2010 2 Acknowledgements This study could not be completed without the assistance and support of many people, and I want to acknowledge them here. First, I would like to acknowledge my supervisor, Dr. Connie Mok. She is the person who pushes me to work by utilizing various ways to encourage me. She also stimulates me by giving suggestions and guidance to help me in the entire procedure of the study. Besides, she has provided me with valuable suggestions and ideas with her profound knowledge. Besides, I would like to thank my friends and classmates for their support and mutual help. Without their support and encouragement, this study could not be finished. At last, I want to acknowledge my mother for her love and patient. 3 Abstract In recent year, tourists are tend to seek for the authentic trip and experiencing more about the cultural and heritage in the destination. Heritage tourism, therefore, has a growth of the tourism Trend. Macau, a unique places that possesses array of valuable heritage sites with the mixture of Western countries and China. “The Historic centre of Macao” even approved to be the World Heritage Site in 2005. The purpose of this study is to find out the elements that influence the development of heritage tourism in Macau. Therefore, the result can point out the ways to develop its tourism well and get the good benefit of this tourism. In the conclusion and recommendation, the study is to attempting to point out the six influencing elements to heritage tourism in Macau and give the recommendation for the weakness when it is on the growing stage. 4 Contents Pages Cover page 1 Acknowledgements 3 Abstract 4 Contents 5 List of tables and figures 7 Chapter 1 Introduction 8 1.1 Background 8 1.2 Aim 10 1.3 Objectives of the research 10 1.4 Dissertation outline 11 Chapter 2 Literature Review 12 2.1 The concept of sustainability 12 2.2 Definition of cultural tourism 12 2.2.1 Definition of culture 14 2.3 Definition of heritage tourism 15 2.3.1 Definition of cultural heritage 17 2.3.2 The characteristics of heritage tourists 18 2.3.3 Heritage interpretation 19 2.3.4 Heritage management 20 2.3.5 Community involvement 21 2.3.6 Authenticity 22 2.4 Macau tourism industry 23 2.4.1 History of Macau 23 2.4.2 Tourism development in Macau 24 2.4.3 Heritage tourism in Macau 26 2.4.3.1 World Heritage Site 26 2.4.4 Cultural Identity of Macau 27 2.4.5 Macau’s Image 30 2.4.6 The heritage management in Macau 31 2.4.6.1 Conservation of heritage sites by government 34 2.4.6.2 National protection and international protection 35 2.4.6 Benefit of heritage tourism 35 2.47 Challenges for Heritage Tourism in Macau 36 5 Chapter 3 Methodology 38 3.1 Case study 38 3.2 Secondary research 39 3.3 Advantages 41 3.4 Limitation 40 Chapter 4 Findings 43 4.1 Conceptual framework 43 4.2 Government support 44 4.3 Community involvement 47 4.4 Heritage Interpretation 48 4.5 Conservation 51 4.6 Tourism trend 53 4.7 Gambling industry 55 4.8 Outcomes 57 4.8.1 Sustainability 57 4.8.2 Host-Community identity 58 4.8.3 Jobs opportunity 59 4.8.4 Heritage-related activities 60 Chapter 5 Conclusions and recommendations 63 Reference List 67 6 List of tables Table 1 33 Table 2 49 Table 3 54 Table 4 60 List of figures Conceptual framework of Macau’s heritage tourism development 43 7 Chapter 1 INTRODUCTION 1.1 Background Heritage is the inheritance to be passed down to current and future. Although it is selective, it also represents the sense of identity and belonging of local people. Heritage tourism has grown in recent years because of the higher level of education, income and technology. The globalization makes the world smaller, people get the information of the other place easier and the curiosities are grown. It is defined as the act of “traveling to experience the places and activities that authentically represent the stories and people of the past and present” (The National Trust for Historic Preservation, 2000) Macau, a tiny place of China, has her unique culture .Started from Ming Dynasty, Macau had been a colony of Portugal for nearly four hundred years where was also an important trading port between European countries and China .Meantime, the foreigners brought lots of featured architectures and their cultures to Macau. Therefore, Macau possesses array of unique heritages in colonial and Western color in this piece of Chinese soil as well as performs the coexistence of the Eastern and Western countries. 8 Although gambling is so popular and flourishing in Macau, the government has never ignored the preservation of their heritages. According to the Macao World heritage Information Kit, the Macau governor, Marques Esparteiro, had started to pay attention on preserving their heritage and established a committee in charge of these jobs since 1953. Today, Macau government still very concerns the protection of its heritages .We can prove it though the Cultural heritage Department of the Cultural Affairs Bureau established to responsible for all Macau heritages and they determine on educating the local and encourage them to get involve in the heritage tourism. On 15 July 2005,” The Historic Centre of Macao “was inscribed on the World Heritage List and became the 31 World Heritage Sites in China. It is the oldest, the most completed and concentrated heritage sites with mixture of western and traditional Chinese architectures in this tiny land which enables people to have deeper understanding of the spread of western religion .It contains about twenty valuable historical architectures. 9 1.2 Aim Mass tourism has been a main economic pillar in Macau since many years ago; however, heritage tourism is a new trend in recent years. The heritage sites are preserved and conserved well and there are distinctive advantages to promote heritage tourism in Macau .Therefore, I want to identify the progress of developing heritage tourism in Macau and the improvement they should do in this study. 1.3 Objectives of the research Based on the aim of the dissertation, here are the objectives I want to achieve and investigate: 1) To find out how Macau government preserves heritage sites; 2) To find out the destination image of Macau ; 3) To identify the elements influencing the heritage tourism development in Macau; and 4) To recommend the ways to improve heritage tourism in Macau. 10 1.4 Dissertation Outline Chapter one is an introduction of the heritage tourism and the distinctive advantages of Macau developing this kind of tourism. Aim and objectives are included in this part to show what the purpose of this study. Chapter two is a literature on reviewing the definitions of heritage tourism, images of Macau, legislations that Macau government would make to preserve heritages and the challenges would meet. Chapter three illustrates the method used in this study. It shows the research method I chose and describes the processes of carrying out the research. Chapter four presents the results of this project. The six elements that influence the heritage tourism development in Macau are identified and four outcomes are discussed. The last chapter is the conclusion and the recommendation of the project. It summarizes all the finding after analyzing and the suggestion for improving the heritage tourism in Macau 11 CHAPTER 2 LITERATURE REVIEW 2.1 The concept of sustainability World Commission on Environment and Development identified it is “forms of progress that meet the needs of the present without compromising the ability of future generations to meet their needs.” Richards (2007) noted that sustainability is about reaching a simultaneously increase of social, cultural, economic and environmental benefits in the development process. 2.2 Definition of Cultural tourism The definition of cultural tourism is arguably. The varied definitions are provided by different authors. It is not easy to set a universally valid definition of cultural tourism. It is relatively easy to fall into trap of using terms, such as heritage tourism, art tourism, ethnic tourism or indigenous tourism that is almost interchangeable. Richards (2001a, p7) suggested that cultural tourism should cover the consumption of cultural products of the past and contemporary culture or the 12 personal or regional ‘way of life’. Thus, cultural tourism can be seen as covering both heritage tourism and art tourism. Cultural tourism is as much based on experiencing as it is on seeing compare to the past definitions as previous definitions placed much more emphasis on cultural tourism as a in its narrow sense of arts and heritage tourism (Smith, 2003). In 1999, the European Association for Tourism and Leisure Education and Research (ATLAS) carried out a Cultural Tourism Research Project for which they defined cultural tourism as: “Technical Definition: All movements of persons to specific cultural attractions, such as museums, heritage sited, artistic performances and festivals outside their normal place of residence” (Richards, 1996, p24). “Conceptual Definition: The movement of persons to cultural manifestations away from their normal place of residence, with the intention to gather new information and experiences to satisfy their cultural needs” (Ibid.).