CHAPTER-V

CULTURAL - HERITAGE TOURISM

“ARCHAEO - HERITAGE TOURISM”

5.1 INTRODUCTION

The important role of tourism industry in transforming eeonomic-social-cultural

agenda of a region has prompted nations to search for new unique selling propositions
(USP) for marketing tourism with an integrated approach. Cultural-heritage tourism
appears to be an answer to the host of agencies striving to serve something unique to
satisfy the palate of tourists. It is now felt beyond doubt that Historical/
Archaeological sites, past relics in the form of forts/monuments, museums, customs,
traditions, dance, music and values are all serious reflection of cultural-heritage of the
land, which in turn, has become important components of the tourism product.

Cultural-heritage tourism falls in the special class of tourism based on the search for
new, deep and fulfilling cultural experiences, which may be aesthetic, intellectual or
psychological. Cultural-heritage tourism is recognized as a potent force for
preserving, maintaining and conserving the aboriginality of the place. The conference
on Cultural-Heritage Tourism and Regional Development, 1991 emphasised that
cultural-heritage tourism means enrichment of esthetic and affective experiences or
the quality of life. It enhances the cultural-heritage itself—the enrichment manifesting
itself in the form of enhancement of the resources, total physical setting, preservation
of monuments of cultural importance, expansion of museums and galleries,
development of heritage hotels and revitalization of local music, dance and festivals
(Conference Report 1991).

According to James D. Wolfensohn, president of World Bank, “Culture-Heritage can

be justified for tourism, for industry and for employment, but it must also be seen as
an essential element in preserving and enhancing national pride and sprit.” Today, 157
countries have ratified the World Heritage Convention of 1972 (Protecting the
World’s Cultural and Natural Heritage) and almost 590 sites are inscribed on the
UNESCO World Heritage List (Jaura 2000).
The Director General of UNESCO, General F. Mayor, says, “The potential benefits of
World Heritage extend far beyond the sites which have been listed, since these areas
as a whole can bring resources for training which will be of wider application and can
be “flagships” in terms of raising public awareness of conservation issues”. World
Heritage sites have no doubt become tourist attractions and form the backbone of the
tourism industry. Inclusion of the site in World-Heritage list can quickly cause the
place to become a major tourist attraction (Jaura 2000).

Nevertheless, if cultural-heritage tourism has to grant befitting returns to the tourists

and the host community, it calls for sound management practices. It presents
opportunities, but also demands dexterous handling. Although, India is one of the
most attractive destinations for cultural-heritage tourists, on the more practical level,
tourists feel constrained to visit India due to the absence of right management
practices and policies of the concerned authorities.

There is a need to study and explore the prospects of linking cultural-heritage with
tourism and the inherent aspects of managing both of these, which requires a deep
insight into various aspects of developing cultural-heritage tourism in India in the
context of the global scenario of tourism. Cultural-heritage tourism in India can be
developed as one of the most powerful engines of economic growth, employment
generation, community development, preservation and conservation of cultural-
heritage. There is a need to accord the highest priority by the policy makers of India
as well as all other agencies involved in cultural-heritage and tourism.

5.2 CULTURE

Culture has no boundaries. It exists in its very nascent form in the way we live, the
way we attire ourselves, the way we eat, and the way we celebrate. Culture is one of
the most important media that brings together people of different castes, creeds and
status as well as different countries of the world, on one platform. It unites people
with invisible strings. Culture is represented in the form of social life as an apparatus
of collective activity evolved by man amongst human realities.

Various scholars have defined culture differently; A. L. Kroeber and C. Kluekhohn

have listed over 160 different definitions of culture, still there is lot of confusion in

90
the various shades of meaning that are spoken for culture. This is apparently
happening because culture is a broad concept and different elements of culture are
brought forth in such a manner that various meanings of culture relate to different
features. Nevertheless, since elements of culture are found in every sphere of human
life, it becomes pertinent to determine what culture is, despite ideological differences
as referred to in different streams of social sciences like history, philosophy,
sociology, ethnography, anthropology and psychology, etc (Kroeber and Kluckhohn
1952: 1-223).

T. S. Eliot in his book, Notes towards Definition of Culture mentions, “It (culture) is
the product of a variety of more or less harmonious activities each pursued for its own
sake” (Goel 1967: 50). This is the functional approach or field view of culture, in
which it has been presumed that culture is an external combination of independent
activities. In contrast, the architects of perspective view of culture claim that culture is
an enterprise of higher dimension expressing one’s creative potential and not merely a
simple aggregation of different activities of social adjustments.

Most of the scholars are of the view that culture is the learned portion of Human
behaviour. According to them, culture is an adapted or modified behaviour of
civilized man, which emanates from techniques being unfolded by man for better
physical and social adjustments that cannot be brought down to the level of instincts
(Marx 1967: 621-676; 1984). It has also been pointed out that culture is different from
mere physical culture equilibrium. Culture is the innate effort of the sprit of man at
self-expression (Goel 1976: 53). According to Toynbee, culture does not denote
supremacy of techniques, which ought to be kept at a subordinate level in order to
allow culture to grow and develop (Toynbee 1951:183; 215-16).

It can be seen that the significance of culture in human life is profoundly touching
almost all aspects of human life. Culture exists in the society as a definite realm of
material and spiritual values existing in an environment where man lives and acts.
Infact, culture is a concept that originated with the interaction human activity with the
pristine nature, which gives rise to natural, conscious, creative and spontaneous
process, resulting into the division of every thing into two classes—natural
phenomenon and cultural phenomenon. In other words, nature is the gift Supreme
Being whereas culture is bom out of man’s interaction with nature.

91
Keeping in view man’s productive relationship with nature, culture can be defined as
an expression of the elemental spirit or the pure inner potential of man’s creativity
interacting with nature through his awesome mental and physical attributes and
altruistic activities reflected in the form of ideas, ideals, knowledge, beliefs, morals,
sanctions, customs, laws, taboos, art, science, language, tools, behavioral patterns as
well as material objects passed on from one generation to another, as a treasure-trove
providing abiding perpetual happiness, delightful charm, aesthetic satisfaction and
fulfillment to all human beings determining the course of human life (Mehta 2000: 8)

The anatomy of the above definition of culture comprises the following

characteristics:

1. Culture is an expression of the elemental spirit of man;

2. Culture emanates from the unity of mankind in the nature, bom out of
interaction of human activities with pristine nature;

3. Culture emanates from the altruistic and creative activities of human beings;

4. Culture is dynamic phenomenon—its manifestation is a continuous process;

5. Culture fills and largely determines the course of human life;

6. Culture provides happiness, charm, delight, aesthetic satisfaction and

fulfillment;

7. Culture is an universal phenomenon with regional peculiarities;

8. Culture provides a moral imperative; by internalizing culture, people learn

ideas of right and wrong.

5.3 HERITAGE
The term “Heritage” is relatively recent invention and began to be used commonly in
Europe in 1970’s. Whatever we inherit from the past can be termed as heritage.
Essentially, in tourism, the term heritage has come to mean landscapes, natural
history, buildings, artifacts, and cultural traditions that- are either literally or

92
metaphorically passed on from one generation to the other. It includes both tangible
and intangible elements and therefore includes the following:

1. Archaeological sites

2. Historic buildings and monuments

3. Traditional landscapes

4. Language, literature, music and art

5. Traditional events and folklore practices

6. Traditional lifestyles (sports, food, drink etc.)

Heritage is not homogeneous. It exists at different levels, namely—global, national,

regional and local. Because it is personal, subjective and emotional concept as well as
an objective and functional one, each individual views heritage in a different way.
Heritage also means different things to the various sectors of the tourism industry. For
many attractions, it is the core product while many destinations have developed on the
basis of their historical and cultural appeal. To tour operators it is a commodity that
helps to sell tourism.

Heritage tourism as a recognized industry is modem development. Unfortunately, due

to the attractiveness of heritage as a commodity, increasing number of areas are being
promoted as “heritage” destinations (Herbert 1995).

Millar (1989) and other (Hardy 1988; Tighe 1986) suggests that heritage tourism is all
about the cultural traditions, place and values that groups through out the world are
proud to conserve. Cultural traditions, such as family patterns, religious practices,
folklore traditions and social customs attract individuals interested in heritage historic
structures (Weller and Hail 1992) as do monuments museums, battlefields, historic
structures and landmarks (Bryan 1977). According to Tassel (1990), heritage tourism
also includes natural heritage sites, gardens, wilderness areas of scenic beauty and
valued cultural landscapes of the heritage attractions. Hargrove (1995) argues that
heritage tourism is about searching for something that links the past and it is integrally
tied to nostalgia.

93
5.4 CULTURAL-HERITAGE TOURISM: CONCEPT AND
SIGNIFICANCE

The curiosity to know about the others, understand the nuances of their culture and
heritage and appreciate the differences, are the main reasons for the growth and
development of cultural-heritage tourism. Technological and communication
developments today have made possible for man-kind to see, read and hear about the
life-styles of different places or countries, more than ever before.

Cultural-heritage tourism is relatively a new concept in the system of modem tourism.

It emerged in the 1970’s and was recognized by UNESCO in the year 1976. Some
scholars feel that even though cultural-heritage tourism is a relatively new concept,
yet it is not a new phenomenon in itself. Carrol Van West is of the opinion that
cultural-heritage tourism did not spring up as a new concept in the last decade; rather,
there already existed three main types of cultural-heritage tourism projects. Three
projects being:

1. The Williamsburg’s living history type,

2. The old town recreation with buildings brought in form of a variety of

locations and restored to create a new sort of history theme-park towns and

3. The retention and preservation of existing structures in a town, by using the

historical district ordinances used in New Orleans to maintain that city’s
historical character. Citing the example of the late 1870’s, Van West mentions
that about 130 years ago, Crow Indians were already guiding visitors to
regional battlefields where bones and other evidences of the battle were still
lying on the ground (West 1998:15).

Notwithstanding the above views, Ted Silberberg opines that cultural-heritage tourism
emerged due to the need-want situation of both cultural heritage institutions and tour
operators. He explains that because of the challenges in tourism, hotels, travel
agencies and tour operators, others had to take notice of cultural-heritage attractions
and events as worthy partners in packaging tourism. Similarly, challenging economic
circumstances compelled museums and cultural-heritage site managers to explore
ways and means to increase revenues by increasing attendance levels of visitors, who

94
were fed up of seeing these dead places only as relics of past. These circumstances
made it necessary for both the tour operators as well as cultural site managers to look
carefully at their operating policies and management practices with focus on the
issues in respect of customer’s service, partnership and packaging opportunities,
which eventuated in the form of cultural-heritage tourism (Silberberg 1995: 361-365).

The findings of the ‘Cultural Tourism Strategy’, a project for the Province of Ontario
in the year 1993, suggest that there is a need for heritage organizations to
communicate to their existing and potential supports, the important role played by
them in helping to meet the preservations and educational needs of the community
(Conference Report 1993: 42).

Studies carried out by various agencies have confirmed that there is a definite
inclination and demand among tourists for understanding and experiencing various
nuances of cultural-heritage. It was found that 44 % of all Northern Territory (NT)
visitors and 58 per cent of international visitors in Australia wanted to experience
Aboriginal Art and Culture (Schimiechen 1994: 103-106). The fact that culture is the
biggest draw in attracting tourists has also been verified by a survey undertaken by the
Pacific Asia Travel Association (PATA) way back in 1968. The Tourist Reaction
Pattern and Reaction Surveys conducted in 1968-69 and in 1972-73, by the
Department of Tourism, Government of India, have placed curiosity at 42 % and
Indian Art and Civilization at 34 %, as the major factors influencing travel to India
(Gill 1997: 30).

E. R. Allchins discovered that 54% of the tourists who visited India enjoyed their stay
because of beautiful creations of manmade buildings, temples, churches, mosques and
places, besides places of natural heritage as well as traditional Indian arts, crafts,
music and dance, etc., as major attraction (Bezbaruah 1999: 39).

These findings are also corroborated by the findings of the survey conducted by the
author, wherein it was found that tourists have definite preferences and strong
inclination to visit destinations with strong cultural linkages. The cultural-heritage and
its components transformed as tourism products, serve as important motivation to
tourists visiting such destinations.

95
It was seen that majority of the tourists in the age group of 15-30 years and belonging
to highly educated groups were interested in more than one site as the purpose of the
trip. A majority of domestic tourists travelled along with their families, whereas,
foreign travellers mostly comprising of unmarried students preferred to travel alone.
Foreign tourists preferred July to December season for travelling and had a keen
interest in experiencing different facets of cultural-heritage with intentions to visit as
many number of places as possible during the course of their trip.

It is quite interesting to notice the changes in the likings of tourists after having
visited the tourist attractions when compared to the purpose of their visit originally set
by them before commencing the trip. Significantly, the likings of tourists for
attractions with strong cultural representation have increased substantially after
having visited the site. The survey proves that tourists, by and large, have a great
liking for both tangible as well as intangible components of cultural-heritage
transformed as tourism products.

As per the declaration made in the International Cultural Tourism Charter, which
was accepted in 1999 by the 12th General Assembly of ICOMOS (International

Council On Monuments and Sites), it is a fact that the natural and cultural heritage,
diversities and living cultures are major tourist attractions, and tourism continues to
be among the foremost vehicle for cultural exchange, providing a personal experience
of all that, which has survived from the past as well as that exists in contemporary
life.

Different scholars have defined cultural heritage tourism differently, in view of

cultural heritage attractions emerging as a major motivational factor for tourists to
visit destinations. It has been described as a tourist activity, which helps in
overcoming social isolation and in sharing culture through tourism (Bargif: Internet,
1-4). According to Ramesh Raj Kunwar, “Cultural Tourism is a force for cultural
preservation, which is considered to cover all those aspects of travel, whereby people
learn each other’s ways of life and thoughts” (Kunwar 1997: 45), Valence L. Smith
has defined cultural-heritage tourism as, “the absorption by tourists of features
resembling the vanishing lifestyles of past societies, observed through such
phenomena as house styles, crafts, farming equipments and dress” (Smith 1989: 2-3).
Ritchie and Zins consider cultural-heritage tourism as “an element in the

96
attractiveness of tourism regions” (Ritchie and Zins 1978: 257), Howard, L. Hughes
observes, “Cultural-Heritage Tourism may be said as visit to experience culture in the
sense of a distinct way of life” (Hughes 1995: 707).

“Cultural-Heritage Tourism”, according to Ted Silberberg comprises of “Visits by

persons from outside the host community motivated wholly or in part by interest in
the historical, artistic, scientific, or lifestyle offerings of a community, region, group
or institution “(Silberberg 1945: 361-365).” Y. Reisinger opines, “Cultural-Heritage
Tourism includes visits to historic buildings, sites, museums, art galleries, etc., and
also to view contemporary paintings or sculpture or to attend the performing arts”
(Reisinger 1994: 366-376).

As per the report of the European Conference on Cultural Tourism and Regional
Development, 1991, “Cultural-heritage tourism means enrichment. It enhances the
culture itself, its resources and its total setting gives ‘reasons for reflection’ for both
the resident and visitors alike. It improves the quality of life for the host and improves
cultural-exposure and enjoyment for the tourists” (Jafari 1992: 576). Y. Reisinger has
defined cultural-heritage tourism as a genre of special interest tourism based on the
search for and participation in new and deep cultural experiences, whether aesthetic,
intellectual, emotional or psychological” (Reisinger 1994: 24).

The definitions given above indicate that cultural-heritage tourism itself is becoming
an independent academic discipline. However, the fact also remains that complete and
concrete substance of cultural-heritage tourism is yet to be understood clearly, leave
alone defining it as a concept.

In the light of different definitions given so far, cultural-heritage tourism could be

defined as a delightful leisure-time special-interest activity of people, who
purposefully visit different lands with insightful curiosity and the thirst to know and
comprehend the present and past lifestyles relating to articles of faith and places,
monuments, sites, objects, things, and common as well as occasional occurrences in
the community of the place or country visited. Cultural-heritage tourism entails
purposeful visit involving a deliberate, serious and cognitive pursuit with desire to
learn and spread ideas, thoughts and facts of different cultures sagaciously.

97
The following distinct characteristics of cultural-heritage tourism emerge:

1) Cultural-heritage tourism is a delightful special interest activity of

travelling,

2) Curiosity and thirst for knowledge are crucial in cultural-heritage tourism,

travelling without which can never be accounted for cultural tourism.

3) Not only past, but contemporary lifestyle etc., are also important
components of cultural-heritage tourism.

4) Cultural-heritage tourism is a deliberate, serious and systematic cognitive

pursuit.

5) In cultural-heritage tourism, visit to a tourist destination attraction is not en

passant, the visit is always purposeful.

6) There is an extra pull in cultural-heritage tourism to entice tourists to make

the most of their leisure time.

7) Cultural-heritage tourism is a measure to learn and spread ideas, thoughts

and facts about different cultures with sagacity.

8) Cultural-heritage tourism is connected with articles of faith and places and

common or occasional occurrences.

5.5 CULTURAL-HERITAGE AND TOURISM: RELATIONSHIP

Cultural-heritage tourism is relatively a new concept, and therefore, it is important to

first understand the vital link between cultural-heritage and tourism.

In earlier times because of limited communications and slow modes of travel, people
lived relatively in isolation. James M. Hensline writes, “For most human history,
cultures had little contact with one another. Consequently, in their relative isolation,
groups of people developed highly distinctive ways of life in response to the
particular situations they faced. The characteristics they developed, that distinguished
one culture from another tended to change little over time” (Hensline 1996:47).

98
However, with the passage of time, contact was established between different
cultures, during which varying groups learnt, from one another adopting some part of
the other’s way of life by ‘cultural diffusion’. Groups are more open to adapting
‘material’ part of the culture, whereas the ‘non-material’ part took some time to adopt.

Today, revolutionary changes in travel and communication have ensured that cultural
diffusion takes place rapidly across the world, motivating the behaviour, the
perceptions and the activities of millions of people (Seth 1997: 60-64). Infact, now the
world is being united by travel and communication to such an extent that there is
almost no other side of the world anymore (Hensline 1996: 48).

Cultural diffusion is one of the most important factors that favoured the rapid growth
of the development of tourism around the world broadening the horizons of tourists
and tourism related activities. Today, the cultural heritage, regional diversities, natural
and living cultures have become major tourism attractions (Eighth Draft of the
International Cultural Tourism Charter; ICOMS, International Committee, 1999: 2).

Relationship between tourism and cultural-heritage is not a newly formulated concept,

but a newly advocated one (Bushel and Jafari 1995: 955). Cultural heritage has been
regarded as one of the oldest and most important generators of tourism, which retains
its central role in tourism industry to this day (Reisinger 1994: 23).

The relationship between cultural-heritage and tourism must also be examined in the
light of the questions as to why people want to travel and what initiates travel
demand. While answering the question Cooper et. al. have mentioned that travel is
initially need-related, which manifests itself later in terms of motivational or push
factor prompted by sociological and psychological norms, attitudes, culture,
perceptions and so on (Cooper et. al. 1993: 23). Scholars like G.M.S. Dann (1981), R.
W. McIntosh (1986), S. C. Plog (1972), S. L. J. Smith (1998), Peters (1969), H.
Robinson (1979), etc., have emphasized the significance of culture as one of the most
important motivational factors for travelling.

In the Seminar on Tourism and Culture, held in the year 1999 in Uzbekistan under the
aegis of WTO and UNESCO, it was concluded that tourism, which is based on
authentic cultural resources and cultural heritage is one of the main motivating factors

99
for tourists, the world over (Seminar Report 1999). In the report of Indonesian-Swiss
forum on Culture and International Tourism, which was held at Gadgah Mada
University, Yogyarkarta, Indonesia, during August 22-25, 1995, it was advocated that
tourism and culture should not be treated as two independent entities, but rather two
interacting realms, wherein, ‘culturalisation’ of tourism and ‘touristification’ of
culture takes place in a fine balance (Jafari and Carlsen 1995: 959).

The relationship between tourism and cultural-heritage could also be determined by

the tourist intent, which was examined by the author himself through a questionnaire
administered to 100 tourists. It was found that 63 respondents/tourists (all ranks
combined together) of both categories, foreign and domestic, described sight seeing
and leisure and recreation as the major purpose of their visit, which included historical
places and monuments, archaeological sites, cultural fairs and festivals and dance and
music programmes combined together in the category of cultural components.

It was clearly established that visiting historical places and monuments,

archaeological sites, cultural fairs and festivals and dance and music programmes
combined together in the category of cultural components were the main purpose of
trips of tourists. The number of people citing conferences/seminars/meetings in the
business category and sports/health/climate change, etc., as motivation to visit was
insignificant.

It is significant to note that the preferences and priorities of all categories of tourists
are positively inclined to cultural-heritage and cultural products transformed for
tourism, and are an important motivation to travel and visit tourist destinations,
preferably with cultural linkages. On the basis of these findings and also the statement
of DG, UNESCO, “World Heritage sites have no doubt become tourist attractions
and form the backbone of the tourism industry” could be endorsed well that without
cultural-heritage there would be no tourism, as it is intrinsically linked to the cultural-
heritage of the humanity and the future of each depends on the other (Jaura: 2000)

The relationship between cultural-heritage and tourism is nowhere better defined than
in the India’s context. One of the most mystical attractions of India is its ancient
civilization and culture, with a history of more than 5000 years. Like Egypt and
China, India is one of the earliest cradles of civilization and certainly the fountainhead

100
 // V*
" '*9 _

/A
//<?.. , .. \P
of religion and philosophy. Karl Max called it “the source of our languages,/our
religion.” In the modem world of material advancement and resultant tenJfphS,
has much to offer by way of spiritual and mental rejuvenation. Thus, ptf
medication, yoga, ayurveda, physical and mental healing and contact with ancTSnF
traditions and systems, make India an outstandingly attractive destination. The main
pull of India is mysticism and history, which will always fascinate serious minded
tourists rather than luxury or leisure traveller (WTTC Report 2001). The prosperous
future of cultural-heritage and tourism depends on each other only when the
management aspect of both is well taken care of.

5.6 CULTURAL-HERITAGE TOURISM: THE ESSENCE

Change is perhaps the only phenomenon in the world which does not change.
However, changes inevitable and its challenge can be felt everywhere. Societies,
culture, organizations, families and individuals - all encounter challenges of change,
and their response to change determines whether they continue to survive or meet the
fate of “dinosaurs”. Those who chose to ignore the need for change may ultimately
become the victims of change. The challenges of cultural-heritage tourism are no
exception to this phenomenon.

In the process of continuous change, nations today are witnessing a different kind of
war - trade wars; which do not kill humanity but kill economies, which are fragile and
weak. Today, even in the field of tourism, no nation can boast that it is self-sufficient
and economically independent and therefore, in order to survive, most countries have
decided and developed strategies to complement each other rather than competing
with their neighbours in order to share the large size of cake that tourism offers.
Countries like Singapore have joined hands with Malaysia to offer a comprehensive
package to attract tourists. The management strategies of highlighting, whatever
tourist attractions that is available with them and projecting these beyond the frontiers
have prompted countries like Malaysia to coin phrases like “Malaysia is truly Asia”.

Strategies like this in the field of tourism have led to the emergence of the concept of
cultural-heritage tourism management in line with the fast changing scenario at the
global as well as regional levels. Cultural-heritage Tourism Management deals with
the challenges in the field of culture, heritage and tourism and integration of these as a

101
concept of Cultural-Heritage Tourism Management. The concept of linking tourism
with cultural-heritage and vice-versa with tourism is part of the overall change taking
place in the society in general and tourism sector in particular.

Cultural-heritage tourism management has not been described much in the

contemporary literature, leave alone using it. It is therefore imperative to first
comprehend the term “cultural-heritage tourism” before we go into different aspects
of cultural-heritage tourism management.

5.7 PRINCIPLES GOVERNING CULTURAL TOURISM

The International Cultural Tourism Charter (8th Draft ICOMOS, 12th General

Assembly, Mexico: October, 1999) has outlined principles governing international

cultural tourism, some of which are reproduced below to provide a valuable insight
into the various aspects of cultural-heritage tourism.

1. The programmes for the promotions and conservation of the physical

attributes, intangible aspects, contemporary cultural expressions and broad
context, should facilitate an understanding and appreciation of the significance
of heritage by the host community and the visitor in an equitable and
affordable manner.
i

2. Individual aspects of natural and cultural heritage have differing levels of

significance, some with universal values, others of national, regional or local
importance. Interpretation programmes should present that significance in a
relevant and accessible manner to the host community and the visitor, with
appropriate, stimulating and personal explanation of historical, environmental
and cultural information.

3. Interpretation and presentation programmes should facilitate and encourage

the high level of public awareness and necessary support for the long-term
survival of the natural and cultural heritage.

4. Interpretation programmes should present the significance of heritage places,

traditions and cultural practices within the past experience and present
diversities of the area and the host community, including that of minority

102
 cultural or linguistic groups. The visitor should always be informed of the
differing cultural values that may be ascribed to a particular heritage resource.

5. The long term protection and conservation of living cultures, heritage, places,
collections, their physical and ecological integrity and their environmental
context, should be an essential component of social, economic, political,
legislative, cultural and tourism development policies.

6. Tourism projects, activities and developments should achieve positive

outcome and minimize adverse impacts on the heritage and lifestyle of the
host community, while responding to the needs and aspirations of the visitor.

7. Conservation, interpretation and tourism development programmes should be

based on a comprehensive understanding of the specific, but often complex or
conflicting aspects of heritage significance of the particular place.

8. The retention of the authenticity of heritage, places and collections is

important. It is an essential element of their cultural significance, as expressed
in the physical material, collected memory and intangible traditions that
remain from the past. Programmes should present and interpret the
authenticity of places and cultural experiences to enhance the appreciation and
understanding of that cultural heritage.

9. Tourism development and infrastructure projects should take account of the

aesthetic, social and cultural dimensions, natural and cultural landscape,
biodiversity, characteristics and the broader visual context of heritage places.
Preference should be given to using local materials and take account of local
architectural styles or vernacular traditions.

10. Before heritage places are promoted or developed for increased tourism,
management plans should assess the natural and cultural values of the
resources. They should then establish appropriate limits of acceptable change,
particularly in relation to the impact of visitor numbers on the physical
characteristic, integrity, ecology and biodiversity of the place, local access and
transport systems and the social, economic and cultural well being of the host

103
 community. If the likely level of change is unacceptable the development
proposal should be modified.

11. Visitors should be able to experience the heritage place at their own pace.
Specific circulation routes may be necessary to minimize impacts on the
integrity and physical fabric of a place—it’s natural and cultural
characteristics.

12. Respect for the sanctity of spiritual places, practices and traditions are an
important consideration for site managers, visitors, policy makers, planners
and tourism operators. Visitors should be encouraged to behave as welcomed
guests, respecting the values and lifestyles of the host community, rejecting
possible theft or illicit trade in cultural property and conducting themselves in
a responsible manner, which would generate a renewed welcome.

13. Planning for tourism activities should provide appropriate facilities for the
comfort, safety and well being of the visitor that enhance the enjoyment of the
visit but do not have adverse impact on the significant features of ecological
characteristics.

14. The rights and interests of the host community, at regional and local levels,
property owners and relevant indigenous people who may exercise traditional
rights or responsibilities over their own land and its significant sites, should be
respected. They should be involved in establishing goals, strategies, policies
and protocols for the identification, conservation, management, presentation
and interpretation of their heritage resources, cultural practices and
contemporary cultural expressions in the tourism context.

15. While the heritage of any specific place or region may have a universal
dimension, the needs and wishes of some communities or indigenous people to
restrict or mange physical, spiritual or intellectual access to certain cultural
practices, knowledge, beliefs, activities, artifacts or sites should be respected.

16. Conservation, management and tourism activities should provide equitable

economic, social and cultural benefits to the men and women of the host or

104
 local community, at all levels, through educations, training and the creation of
Ml-time employment opportunities.

17. Tourism programmes should encourage the training and employment of

guides and sites interpreters from the host community to enhance the skills of
local people in the presentation and interpretation of their cultural values.

18. Conservation, management and tourism programmes should include the

education and training opportunities for policy makers, planners, researchers,
designers, architects, interpreters, conservators and tourism operators.
Participants should be encouraged to understand and helped to resolve the
conflicting issues, opportunities and problems, encountered by their
colleagues.

19. Tourism promotion programmes should create realistic expectations and

responsibly inform potential visitors of the specific heritage characteristics of
a place or host community, thereby encouraging them to behave appropriately.

20. Places and collections of heritage significance should be promoted and

managed in ways, which protect their authenticity and enhance the visitors
experience by minimizing fluctuations in arrivals and avoiding numbers of
visitors at any one time,

21. Tourism promotion programmes should provide a wider distribution of

benefits, and relieve the pressures on more popular places by encouraging
visitors to experience the wider cultural and natural heritage characteristics of
the region or locality.

22. The promotion, distribution and sale of local crafts and other products should
provide a reasonable social and economic return to the host community, while
ensuring that their cultural integrity is not degraded.

The concept of cultural-heritage tourism is thus evolved mainly out of the demands of
the majority of tourists due to their cultural inclinations, which in turn was utilized by
tour operators and cultural heritage institutions to generate income because of the
challenges posed by the demand of new products and competition in tourism. It is

105
very important that visitors are presented with interactive modules, live performances
and vivid recreation of past and present lifestyles, culture, history etc., in an authentic
manner so as to satisfy their palate of curiosity for the destination visited and provide
them with unique experience much beyond their expectations.

Majority of tourists are not only interested in the beach, the beer and the bowling, but
in being aware of the political, social and cultural features of the country they visit.
They are willing to even reduce their wants for comfort and luxury accommodation in
favour of more intensive contact with the indigenous people and nature. Tourists in
general want to be closer to the country and its people; they want to live in it and not
besides it.

The principles of cultural-heritage tourism adequately highlight the importance of

cultural heritage, host community, expectations of visitors and their code of conduct,
responsibilities of travel and tourism agencies to operate within the socio-cultural
sensitivities of the destinations, thereby providing valuable insights into the various
aspects of cultural-heritage tourism management.

5.8 CULTURAL-HERITAGE TOURISM MANAGEMENT

Application of management techniques to link cultural-heritage and tourism and to

obtain the desired results of cultural-heritage tourism is ‘cultural-heritage tourism
management’. In simple words, those processes, functions and activities, which
establish a link between culture and tourism to achieve the desired objectives of
satisfying the cultural curiosity of a tourist with interest in present and past lifestyles,
places, objects and activities of the host country, region or community together
constitute Cultural-Heritage Tourism Management. It deals with setting, seeking and
reaching objectives of cultural-heritage tourism through the application of right
management practices with effective use of natural and human resources.

Cultural-Heritage Tourism Management cannot emerge without integrating all aspects

of management with basic components of culture and tourism. All essential elements
and forms of culture and heritage, appropriately interlinked with the essential
elements and forms of tourism together with the application of right kind of
management practices to satisfy the aspiration and demands of the tourists besides

106
taking care of the interests and needs of the host community together constitute the
basic tenets of Cultural-Heritage Tourism Management. Cultural-Heritage Tourism
Management can play an important role in the development of better understanding
between the nations of the world. In the Manila Declaration of World Tourism, 1980,
it was emphasized that, “Cultural-Heritage Tourism can be a vital force for world
peace and can provide the moral and intellectual basis for international understanding
and independence” (Manila Conference Report 1980).

It is important to understand that elements or forms of cultural-heritage tourism

cannot last without taking care of the aspects of conservations and preservation,
which is an obligation of the society, sociologists and historians in respect of
perceivable aspects and the artists and archaeologists in relation to the physical
aspects of culture. However, for cultural-heritage tourism only conservation and
preservation of different aspects of cultural-heritage and tourism is not adequate. To
fulfill the demands of cultural-heritage tourism, it is essential to skillfully change the
intellectual appearance of cultural-heritage and tourism, which could only be
accomplished by ‘cultural-heritage tourism management’, i.e., managing cultural-
heritage for tourism and vice-versa, with the active involvement of all agencies -
government as well as private, working in the field of cultural-heritage tourism and
travel industry.

In the private sector some big business houses and owners of heritage properties,
mansions, etc., are making efforts to earn money without any systematic and
standardized frame of reference or clarity about the concept of cultural-heritage
tourism. A lot of agencies and individuals involved in the tourism, travel and cultural-
heritage are not even aware of the fact that the tourists throughout the world in
general and India in particular are attracted most to the cultural aspects.

The concept of cultural-heritage tourism management can help evolve systematic

approach and strategy to develop cultural-heritage tourism in India, because India’s
cultural-heritage and its components, such as archaeological and historical
monuments, sculptures and paintings, customs and beliefs, fairs and festivals,
classical and folk arts, colours and costumes, contemporary urban and rural lifestyles,
philosophy and spirituality, religion and rituals, yoga and ayurveda, etc., continues to
be the greatest attractions for the international tourists visiting India.

107
Cultural-heritage tourism management has to develop systems of keeping close
liaison with different governmental and private agencies working in the field of
cultural-heritage and tourism. The role of the government in propagation and
preservation of cultural heritage while promoting tourism cannot be undermined.
However, this role should be limited to providing the basic infrastructure like
development of roads and rail transport, clean water supply, hygienic surroundings,
tourism friendly facilities, public amenities and a national network of connecting
places of tourists interest, etc. this will facilitate the development and promotion of
tourism and cultural-heritage in a region encouraging private entrepreneurships and
partnerships, wherever possible.

Thus, cultural-heritage tourism management, provides a system to develop, design,

plan and execute various processes, methods and strategies to transform all
components of cultural heritage by effectively managing information, publicity,
promotion, marketing and channelisation of resources to conserve, protect, rejuvenate
and enhance the cultural heritage of a place, region or country. In addition, it creates
opportunities for socio-cultural interaction and economic returns to the host
community, besides satisfying specific demands of tourists providing them with
unique experiences, which ultimately helps in developing better understanding
between the nations of the world.

From what has been stated above, the following characteristics of cultural-heritage
tourism management can be observed:

1. Cultural-heritage tourism management is a system of designing and

implementing plans, methods and strategies of tourism related to cultural
heritage.

2. The focal point of cultural-heritage tourism management is the transformation

of the cultural heritage into a product to satisfy the cultural-heritage demands
of tourists.

3. Cultural-heritage tourism management helps to channelise resources to

preserve, conserve, protect, rejuvenate and enhance the cultural heritage of a
place, region or country.

108
 4. Cultural-heritage tourism management also helps to develop better
understanding between the nations of the world through cultural exchange.

5. Cultural-heritage tourism management while transforming cultural heritage for

tourism provides a reasonable social, cultural and economic return to the host
community.

6. Cultural-heritage tourism management outlines tourism with the ability to

respond to and adapt to appropriate changes while retaining essential elements
and values of culture with its unique sense of historical and traditional
identity.

7. Cultural-heritage tourism management simultaneously brings forth the

glorious past and delightful present of the cultural-heritage through its
standardized marketing strategies.

8. Cultural-heritage tourism management suggests objective methods of

exploring and showcasing authentic cultural-heritage components as tourism
products to satiate the cultural-heritage demands of the tourists.

9. Cultural-heritage tourism management employs effective management

practices by providing adequate information, publicity and various tools for
marketing by making the resources accessible to tourists.

10. Cultural-heritage tourism management provides a new, unique and specific

experience to the tourists, which is different from their normal environment.

In short, it can be said that cultural-heritage tourism management commands and

manages different aspects of cultural-heritage products transformed for tourism, as
per the requirements of a place, region or country in order to meet the expectations
and aspirations of tourists visiting it and those of the community responsible for
hosting it.

5.9 CULTURAL-HERITAGE TOURISM IN INDIA

India - much beyond the perception of being mystic land of snake charmers - offers a
dazzling array of destinations and experiences in the realm of cultural heritage. It is a

109
huge country of crowded millions comprising one-fifth of the world-population,
making India the seventh largest country in the world occupying 2.3 percent of the
earth’s land surface, stretching across 3000 Kms. approximately east to west and
north to south. Bounded in the north by the majestic Himalayan ranges to the
spectacular coastline in the south washed by three seas, India is a vivid kaleidoscope
of lucid landscapes, splendorous historical and architectural monuments,
archaeological wonders, golden beaches, colourful people, fairs and festivities.

Today, it is a land relatively untouched by the vagaries of modem developed world

and lies largely unexplored by travellers from around the globe. Yet, it is ironical that
not long ago, its glory, fame, cultural heritage and wealth attracted invaders from all
over the world. From Alexander onwards, the Parthians, the Kushanas, the Turks, the
Mughals, the Portuguese, the French the Dutch and the British, all of them came to
this country, captured our lands but could not conquer the minds or alter the cultural
fabric and social ethos of the people of this country.

Why is it then, very few people visiting India, the land of one billion people, despite
its rich cultural heritage of ancient civilization? The figure of 2.6 million people
comprising 0.38 percent of the international travellers, visiting this country has
become stagnant in the last one decade. In fact, what is not known to a large number
of people is that 3.8 million visitors go abroad every year, which far exceeds than
visitors to this country. Foreign tourist arrivals to India, if increased tenfold to even
3.8 percent of the international tourist arrivals, which is equivalent to 27 million
people visiting China every year, can virtually help in wiping out the entire budgetary
deficit of the country besides financing the entire budget of the Government of India.
Alas! The fact remains that this is a far cry, since even the target of achieving one
percent of international tourist arrivals is nowhere in sight.

Despite tremendous potential and cascading effect of tourism on economic growth

and community development, is it not surprising that the first ten years of India’s
Five-year Plans did not even mention tourism among the sectors of economic
priority? Is it because of the misplaced priorities and general apathy of the Indian
policy makers and agencies that even today, tourism has had no patron even in the
Constitution of India, where it is neither listed as a central nor as a state or concurring
subject? According to World Travel and Tourism Council (WTTC) reports India

110
ranks 153rd out of 160 countries in terms of government expenditure on tourism. An

analysis of Five-Year Plans reveals that tourism accounts for less than 0.2 percent of
the total plan layout of Government of India.

Even at the conceptual level, there is no bigger dilemma in government where both at
the central and state government levels (with few exceptions like Rajasthan), tourism
and culture are separate departments, chalking out their individual pathways on to old
beaten tracks and policies eventually leading to a situation where the left hand does
not know what the right hand is doing. The strategy so far of developing tourism, not
to speak of cultural-heritage tourism, if any, has been like running around in a circle,
which has no beginning or end. The real essence of Indian culture as reflected in our
lifestyles, customs, traditions, performing arts, spiritualism, glories of the past,
historical monuments, archaeological sites and ancient ruins, are what actually
fascinates and attracts visitors from all over the world. Unfortunately, this essence of
linking culture with tourism presenting India - that really is, has always been
confined to fringes with marginal importance.

A first time visitor to Delhi, Kolkata, Mumbai, Bangalore, Pune or Ahmedabad may
be appalled by the overcrowded cities, filth and garbage on the roads and stray cattle
on the streets. However, with longer stay, repeated visits, and a closer interaction with
locals, a foreign visitor with discerning eyes is able to fathom the “Real India”, which
exists beyond the filth and garbage, perceiving the spiritual values, human bondage,
family ties, non-materialistic attitude of people and the underlying love for tolerance,
peace, religious harmony, which is the real ethos of India. The tourist can perceive
better, why for centuries, the Indians have not enforced Indian way of life on others.
Indians have not conquered anyone, except hearts through spiritualism, ethnic values,
beliefs, customs, traditions and their way of life.

It has to be clearly understood, that foreigner tourists do not come to India for
entertainment, since we cannot show them Casinos of Las Yegas, the Joyrides of
Disneyland, the Samba Dances of Rio De Janeiro, the Skyline of London and Paris or
even the Nightlife of Bangkok. But most of the foreigners come to India to know
about the cultural-heritage of this ancient land, which means visiting monuments,
palaces, forts, temples, fairs, festivals, experiencing the cuisine, traditions, rituals, folk
art, dance, music, handicrafts or simply to experience the mystic land.

Ill
5.10 CULTURAL-HERITAGE TOURISM “ARCHAEO-
HERITAGE TOURISM”

Cultural-heritage tourism has gained special place in India because of its past
civilization. Among the various motivating factors governing travel to India,
‘Cultural-Heritage Tourism’ (along with tourism on archaeological sites) is
undoubtedly the most important. For any foreigner, a visit to India must have a
profound cultural impact and in its broader sense, tourism in India involves quite a
large cultural contact. Our historical and archaeological monuments continue to be the
biggest draw in attracting international tourists. This fact has been confirmed by a
survey taken by the Pacific Area Travel Association in 1968, as also by the Tourist
Reaction Pattern and Reaction Surveys conducted by the Department of Tourism in
1968-69 and in 1972-73. The latter survey placed ‘curiosity’ (42%), and ‘Indian Art
and Civilization’ (34%) as the major factors influencing travel to India (Gill 1997:
30).

Cultural-heritage tourism plays a major part in increasing national as well as

international goodwill and understanding. Thousands of archaeological and historical
monuments scattered throughout the country provide opportunities to leam about the
ancient history and culture. In order to harness the rich potential that the monumental
heritage holds for tourism development, the government of India obtained the services
of an expert through the UNESCO in 1968 to advise the Department of Tourism on
organisation of ‘Cultural Tourism’. A UNESCO expert, Dr. E.R. Allchin was invited
to India in January 1969 to study certain aspects of cultural-heritage tourism. Dr.
Allchin’s work concentrated specifically upon the monumental aspects of cultural-
heritage tourism. The aim of his study was to define the various aspects of cultural-
heritage tourism in India and to review them in the light of prevailing conditions.
Besides, the expert was also to consider the best way in which various monuments
might be visited and particularly whether it was feasible to organize specials tours
based upon specific themes.

In his report, the UNESCO expert Dr. E.R. Allchin observed, “India is large populous
country with a great past and great tradition. It can boast of some four thousand years
of civilized life (whereas, Latest excavations . and explorations have revealed the
Indian past can be dated back to some five thousand years back), and as such it must

112
be ranked as one of the great civilizations whose traditions arise directly from its past.
For these reasons, for any foreigner, a visit to India must have a profound cultural
impact and in its broadest sense, all tourism in India involves atleast an aspect of
cultural-heritage tourism”. Dr. Allchin further adds “The most numerous foreign
visitors, particularly from Europe and America, visit India with what we may broadly
call culture-historical interest. In view of India’s rich and varied monuments and the
fact that they offer much that is unique, this class of tourism has clearly a great
potential for development and can be exploited to a far greater extent than at present
time”. Subsequent high-level team of United Nation’s experts on Tourism, which
visited the country, confirmed Dr. Allchin’s views (Gill 1997: 32).

5.11 ARCHAEO-HERITAGE TOURISM

In the context of a cultural-heritage tourism market, Archaeo-Heritage tourism can be

described as visiting archaeological sites and landscapes—the material remains left by
past cultures. Travel and viewing are acts of cultural understanding that attribute
meanings and values to sites. It is widely recognized that a knowledge and
understanding of the origins and development of human societies is of fundamental
importance to humanity in identifying its cultural and social roots. The archaeological
heritage constitutes the basic record of past human activities.

Archaeological heritage can be seen as an asset, both, in terms of representational

value and as a source of revenue. Indeed, tourism can be the most effective vehicle for
archaeology’s ethical obligation to public education and outreach. Similarly, through
tourist’s interest in archaeological sites and the income it generates, local
communities can appreciate the symbolic and economic values of archaeological sites
and participate in their protection and conservation.

5.12 WHY TOURISM ON ARCHAEOLOGICAL SITES?

1) Archaeo-heritage tourism has positive economic and social impact on country,
region and destination.

2) Archaeological Heritage and Cultural features are essential in building a

country’s image. It establishes and reinforces identity of a country, region and
destination.

113
 3) It helps to preserve the cultural and archaeological heritage.

4) With culture as an instrument it facilitates harmony and understanding among

people.

5) Archaeo-heritage tourism supports culture and helps renew tourism.

Archaeological-heritage resources have specific characteristics, which can act as a

positive element in the developing countries, especially India, which is a reservoir of
a great culture, unique in the world. Those developing countries that possess an
ancient civilization can benefit greatly from tourism, as many people would like to
enjoy the exotic. There will be greater urge on the part of the tourists to visit and
become acquainted with the ancient civilizations. The greater part if not the totality,
of the developing countries possess clearly determined and original characteristics
capable of attracting flows of tourists from developed countries who are in quest of
novel human knowledge. The main justification for Archaeological-Heritage tourism
is in fact not solely the cultural heritage alone but it also means the prospect of contact
with other civilizations. This entire process creates a powerful lever of motivation
towards travel.

The importance of research as a necessary condition of tourism development is far

from fully being appreciated. Tourism is no longer an activity of adventure restricted
to a few rich affluent and aggressive persons. It has assumed the status of a service of
mass acceptance. The importance of tourism in relation to its Archaeological-Heritage
needs special emphasis. It is rightly felt that a competitive tourist industry opens up
vistas to earn foreign exchange, also creates additional employment and raises
income.

5.13 ARCHAEOLOGICAL HERITAGE - AN APPRAISAL

Archaeological heritage is a part of the material heritage of which archaeological
methods provide primary information. It consists of all vestiges of human existence
and places relating to all manifestations of human activity, abandoned structures,
extensive cultural landscapes, all kinds of remains including subterranean and
underwater sites together with all portable cultural material associated with them.

114
The knowledge and understanding of the origin and development of human societies
is of fundamental importance to humanity in identifying its cultural and social roots.
Archaeology carries a significant value and archaeological heritage/remains have a
great potentiality to foster and attract a number of tourists.

The benefits of the archaeological heritage sites can be viewed and understood in
broader perspectives. They are educative in value and cater to the knowledge of
history, art, architecture, cultural expression, social development etc. Further benefits
of the same are:

1. Increasing awareness of the site or areas significance.

2. Building community pride in heritage.

3. Attracting visitors interested in history and preservation; generating local

investment in historic resources.

4. Increasing historic attraction revenues diversifying the local economy.

5. Creating new employment avenues and businesses.

As the fastest and one of the most profitable industries of the world, tourism offers
unparallel opportunities of the economic development of the local communities living
near the archaeological-heritage sites. Many of the archaeological-heritage sites have
become economic resources in many parts of the world and their economic
potentiality is realized through tourism.

In India, the mutual dependence of “Cultural-Heritage” including “Archaeo-Heritage”

and “Tourism” has to be understood and absorbed very clearly by all those involved
with archaeological studies, development of tourism, conservation of cultural-heritage
and management of all these. Cultural-heritage tourism as well as archaeo-heritage
tourism helps keep traditions alive, widens social opportunities, stirs up the nation’s
ethnic life, awakens feelings of national entity, identity and integration, improves
inter-regional understanding, helps in revival, strengthening, protection of cultural-
heritage (including archaeological-heritage) and enlightenment of individuals by
increasing visitor’s appreciation of that cultural-heritage.

115