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Tourists' Perceptions of Heritage Tourism Development in Danish?

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Tourists' Perceptions of Heritage Tourism Development in Danish? INTERNATIONAL JOURNAL OF TOURISM RESEARCH Int. J. Tourism Res. 12, 603–616 (2010) Published online 27 April 2010 in Wiley InterScience (www.interscience.wiley.com) DOI: 10.1002/jtr.781 Tourists’ Perceptions of Heritage Tourism Development in Danish-Osu, Ghana Aaron K. B. Yankholmes1,* and Oheneba A. Akyeampong2 1Universidad de Deusto, Instituto de Estudios de Ocio, Bilbao, Bizkaia, Spain 2Department of Hospitality and Tourism Management, University of Cape Coast, P.M.B Cape Coast, Ghana ABSTRACT INTRODUCTION This paper examines the tourist perceptions eritage tourism is one of the most at Danish, Osu-Ghana within the dark rapidly growing segments of the tourism or slavery heritage contexts. Using Htourism industry and has generated a Cohen’s (1979) typology of tourist substantial body of literature (Garrod and experience, we differentiate between tourist Fyall, 1998; Herbert, 2001; Poria et al., 2001; knowledge of a heritage site relative to McKercher and du Cros, 2002; Chhabra et al., socio-demographic indices. The results 2003). Many travellers to historic and cultural indicate that tourists’ perception of Danish- sites consider their experiences at these attrac- Osu refl ect their knowledge of the site in tions as value-added, thereby increasing the relation to its cultural heritage attributes. chances of repeat visits. Most of such visitors In addition, it was found that tourists have are disenchanted with the traditional sea, dual experiences of the site: those that relate sun, sand (SSS) tourism products offered by to recreational pursuits of heritage sites and mass destinations around the world and they those that ascribe meanings based on their now seek the more authentic experiences background. The contemporary nature and offered by heritage attractions (Timothy, 1997; use of Transatlantic Slave Trade relics for McKercher, 2002). tourism development makes the case of the Many scholars now accept that, conceptu- Danish-Osu more delicate considering the ally, heritage tourism includes tourism-related ethical implications of interpreting the activities that have been inherited (Lowenthal, community’s past to tourists as the 1985; Yale, 1991). Timothy and Boyd (2006, p. borderlines are unclear. Copyright © 2010 4) stress that ‘heritage is not simply the past, John Wiley & Sons, Ltd. but the modern-day use of elements of the past’. On their part, Poria et al. (2006a, p. 1048) Received 23 September 2009; Revised 25 January 2010; emphasise the issue of motivation, and defi ne Accepted 1 March 2010 heritage tourism as ‘a sub-group of tourism, in which the main motivation for visiting a site is based on the place’s heritage characteristics Keywords: Transatlantic Slave Trade; according to the tourists’ perception of their heritage tourism; dark tourism; slavery own heritage’. Chhabra et al. (2003) take up the heritage; tourists; Danish-Osu. defi nition of heritage tourism from the demand and supply sides of the coin. They re-echo the sentiments of the foregoing authorities in an equally emphatic way, stressing that *Correspondence to: A. K. B. Yankholmes, Universidad in terms of demand, heritage tourism is a de Deusto, Instituto de Estudios de Ocio, Avda. de las Universidades 24, Bilbao, Bizkaia, Spain. representative of many contemporary E-mail: [email protected] visitors’ desire (hereafter, tourists) to Copyright © 2010 John Wiley & Sons, Ltd. 604 A. K. B. Yankholmes and O. A. Akyeampong directly experience and consume diverse munity support for tourism development in past and present cultural landscapes, per- former slave sites are properly done within the formances, foods, handicrafts, and par- overall framework of a long-term heritage ticipatory activities. On the supply side, tourism planning that ensures sustainability. heritage tourism is widely looked to as a To them, the use of TAST resources for tourism tool for community economic develop- promotion must take cognisance of the all- ment and is often actively promoted by pervasive infl uence of community attachment local governments and private busi- by residents. nesses. (Chhabra et al., 2003, p. 703) The scenario just outlined is especially con- tentious from a tourism perspective when ‘dif- Gauged by the above defi nitions, Transatlantic ferent groups of visitors assessing the same Slave Trade (TAST) relics and resources fi t into visitor site see themselves as being at confl ict the concept of heritage tourism. Some scholars as a result of historical events of the past asso- have also begun to explore the phenomenon of ciated with the site’ (Austin, 2002, p. 448). ‘dark tourism’ (Foley and Lennon, 1996), which According to Meyersohn (1981), an attraction provides a starting point for the study of assumes cultural signifi cance because it pro- tourism related to sites of death and tragedy. vokes a heightened awareness of a historical From the 1990s onwards the introduction of past and provides a connection with human concepts such as ‘thanatourism’, ‘black spot’ beings. Thus, in tune with the TAST debate tourism and ‘atrocity heritage’ led to more and the controversy over the use of heritage attention being paid to the packaging and con- resources, tourist visits to contested heritage sumption of sites associated with death or sites are now at a crossroads between disaster (Rojek, 1993; Seaton, 1996; Tunbridge heritage producers and consumers for several and Ashworth, 1996). Battle sites and death reasons. First, there has been signifi cant growth camps are among the most researched places in tourism associated with sites of death, disas- in this regard (Young 1993; Seaton 1999). ter and depravity (Lennon and Foley, 1999). Others are historical sites associated with Bruner (1996, p. 291) has observed that many former communist, fascist or apartheid regimes African-Americans come to Ghana to seek (Wight and Lennon, 2007), slavery heritage their ancestry, ‘to experience one of the very (Teye and Timothy, 2004), sites of confi nement sites from which their ancestors may have and punishment (Blackburn, 2000; Strange and begun the torturous journey to the New World’. Kemp, 2003) and those associated with the Second, there is still a need to understand assassination or death of famous personalities better the supply side of heritage tourism, such as President John F. Kennedy and Diana, including how resources are ‘marked’ as heri- Princess of Wales (Walter, 2001). In recent tage sites in different cultures and the unique times, Bremer (2004) has focused on drawing management challenges and solutions in dif- the borderline between religion and tourism at ferent heritage settings (Timothy and Boyd, the site of the fallen World Trade Center 2006). While for some, interpreting the inhuman Towers in New York. tragedy of TAST is a means of preserving and On the other hand, some writers have ques- conserving not just history but also heritage, tioned the utility of using TAST or slavery others see it as reinforcing personal and collec- resources for purposes of tourism promotion tive identity. For Swarbrooke (1993), the reality (Austin, 2000, 2002; Teye and Timothy, 2004). of a product or experience is probably less For example, Boakye and Dei (2007) argue that important than the consumer’s perception of the issue is more delicate given that most it. Poria et al. (2001) go as far as to suggest that former slave sites must still overcome the understanding tourists’ perception of heritage apprehension of a tourism product that sites would help in the management of such reminds residents of their unfortunate ances- (heritage) sites with respect to pricing policy, tors and continuously challenges their dignity. the mission of heritage attractions and under- These sentiments are also reiterated by Yank- standing visitor profi les, as well as public holmes et al. (2009) who maintain that any funding and sustainable management. There- attempts to make sense of or understand com- fore, exploring the values attributed to dark Copyright © 2010 John Wiley & Sons, Ltd. Int. J. Tourism Res. 12, 603–616 (2010) DOI: 10.1002/jtr Tourists’ Perceptions of Heritage Tourism in Danish-Osu 605 tourism sites by tourists and the management tive or restorative power of a tourist trip; it is of those sites are critical to destinations that a secular rational belief in the value of leisure possess such resources. activities. Second and closely linked to the rec- Closely associated with the above is the rela- reational type of tourist experiences is the tionship between the tourist and the space diversionary — a mere escape from the boredom visited in terms of identifying the value sought and meaninglessness of routine everyday exis- and gained from visiting heritage attractions tence — into the ‘forgetfulness of vacation’. (Poria et al., 2006a, 2006b). According to The experiential stresses the quest for meaning Timothy and Boyd (2006), two views serve to outside the confi nes of one’s own society, the highlight the differences in the approaches and search for authentic experiences. The fourth is conception of heritage tourism in the academic the experimental — a quest for an alternative in community. The more common one empha- many different directions. Finally, existential sises the heritage presented at the site, i.e. the tourists are fully committed to an elective spir- object as the core of the phenomenon (Peleggi, itual centre, external to their mainstream native 1996; Garrod and Fyall, 2001). The second society and which is epitomised in some sites approach provides the links between the of death and tragedy. Cohen opines that exis- subject — the tourist — and the object — the tential experiences of tourists are similar to historic artefact(s) — presented (Poria et al., those experienced at pilgrimage sites because 2001). This refl ects the dichotomy between ‘real’ life is at the centre. Thus, Cohen’s (1979) the ‘uses’ and ‘users’ of heritage as well as tourist typology of experiences is used in this ‘producers’ and ‘consumers’ (Tunbridge and paper in understanding experiences of tourists Ashworth, 1996). to contested heritage sites.
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