Cultural Heritage boosts up Tourism Industry?

Introduction
Heritage management is essential for making historical tourist worthy resorts viable and attractive to current and future generation of tourists. Tourism is a major industry and strong economic vehicle that makes a significant contribution to overall national economy (Nicolette de Sausmarez, 2007). Heritage management for many individuals is about enjoyment and having fun, for governments resulting tourism is a generator of important foreign exchange and job creator for allied industries. Reaping rewards of tourist dollars require management of countrys assets resulting in economic benefits and influencing of the local residents in many other ways as well (Oui, 2005). Political regimes are indirectly bolstered by heritage management, therefore end result of tourism not only aids in economic development but works for international support of governmental policies (Oui, 2005). In case of a crisis or disaster, economy is disturbed and livelihood of many may be affected. Crisis indicators may be useful in highlighting areas of concern and minimize affects on tourism. The damage to tourist destinations may be substantial and heritage management and recovery from crisis, as in the case of SARS outbreak or Bali bombings and full recovery may take a significant time and effort. Crisis management requires intervention to manage the situation from deteriorating and to minimize damage caused. (Nicolette de Sausmarez, 2007)

Heritage tourism UK
As Emma (2006) reports tourists are drawn to Britain because of its rich and varied heritage and by preserving and maintaining tourism industry in UK could be improved further. British governments have been using tourism as a political and social leverage an instrument of leisure as well as a political instrument. Leisure and recreational policies were employed to mitigate the effects of large scale unemployment and other problems in UK during the 1980s. Thatch eristic policies used tourism for regeneration of cities and towns. Such socio economic changes may not be highly welcome in a developed city as stakeholders are not very open to encroachment of aliens on their ways of living and working. Influence of men with vision can transform towns into tourist industries. Kriyaki mentions new tourism trends as a function of the increasing aging population and the prevalent consumer segments (Kriyaki, 2004).

Liverpool has been awarded World heritage city in 2004, hence the judges have been convinced of outstanding heritage value and universal appeal of this city. The major points in the citys favour have been its Grecian architecture and contribution to world history (Andy Kelly, 2004). As heritage in Liverpool gets an accreditation, tourism here is likely to grow along with allied businesses. Liverpool is now in the same status as Bath and Edinburgh, and primarily Liverpools role in world history is now certified. Historic Buildings and archeological sites are now heritage sites, and this will encourage residents to take more pride and ownership of maintaining the city with status quo. Citys regeneration will be aided and with historical status people will be more encouraged to live and work in this city. Historic buildings have character, power to attract visitors and better investments than new buildings. With the new heritage status reputation, more people will find out about the city and possibly want to visit or know more information about it- world heritage status automatically gives the city prominence. The caveat is that development should cater to current needs of the residents as well as providing growth path for tomorrow (Andy Kelly, 2004). Historical sites by their very nature and labeling such as World heritage sites have become a marketable product that could be packaged, branded and sold to local as well as foreign visitors.

Sustainable Tourism
`Sustainable tourism' refers to the improved social and environmental impact of all forms of tourism including mass tourism (Timothy, 1997). Some of the principles of sustainable tourism include: Conservation of resources including social and cultural resources; reducing excessive consumption and ensuing waste, thus minimizing long term damages of over consumption; diversity is essential for producing a strong base; tourism should be intermixed with planning, both national and local strategic level; supporting local economic initiatives and incorporates environmental costs and values; involvement of local communities in the tourism sector, cross benefiting both the communities and environment; stakeholders and public are to be kept apprised at all times to foster long term cooperation and reduce conflicts; appropriate training by using local staff at all levels to improve the deliverable product; marketing responsibly to end users to enhance customer satisfaction and increase respect for socio cultural environment and finally undertaking continual research and data analysis to resolve problems and to bring benefits to end tourist destinations and overall tourist industry. (Timothy, 1997)

Managing heritage
Heritage management and regulation of tourism industry is difficult because of inherent complex nature of the industry tourism is a combination of activities from transport to hotel management with each activity having a different business objective. UK tourism market is extremely price competitive and suffers from decreasing margins as competition becomes intense, so the focus is on short term profit taking rather than long term sustainability. Thus heritage development may be cyclical climbing rapidly and then declining at the same time shows virtual incapacity of individual companies to make or introduce change by themselves.

Consumer perceptions
Survey to identify tourism industrys own perceptions about sustainable tourism and self regulation about environment responsibility identified practices like cost cutting, value adding, long term investment and governmental legislation. These practices were selectively followed with tour operators restricting themselves to offering environment friendly or green holidays, hotel industry opting for cost cutting measures and travel agents avoiding most of the practices. It was generally believed that legislation would be necessary to produce long lasting changes. A 1993 survey indicated willingness of almost half of local consumers to pay extra premium for guaranteed clean beach and sand, hence what tourists perceive to be desirable is of paramount importance in any form of sustainable self or governmental legislation. Hence quality parameter may be added to qualify sustainable practices and make sustainable practice more attractive to commercial interests of the companies. Heritage has a significant impact on environment, however effective regulation in this industry may be difficult because of inherent complex nature of this industry and the very fact that its main end product, recreation is perceived and experienced differently by each customer. Thus sustainable tourism may require change in current practices of both marketers and the incumbents for better identification of common ground and for making sure that customers get this message more effectively. (Timothy, 1997) Tourism visits to UK tourist attractions have been dominated by domestic tourists, who at times make up to 65% of the total tourists. Disabled persons are very small percentage of the total visitors to historical environments. There have been major initiatives on inclusions in the historic environments so that more disabled people could access these resources. Disabled people still face restrictive choices in comparison, compromise solutions include service provisioning to disabled in an alternative manner. However social policies for

inclusion may need to be examined in more detail so that increased access to disabled is provisioned. (Brian et al, 2004) Internet by its very nature has changed the traditional paradigm of doing business. Internet allows for rapid dissemination of quality information, universal accessibility and minimal cost for deliverance. (L. Rayman & A. Molina, 2001)

Europes age old heritage

European economic dominion may have changed significantly since the turn of the century as concept of individual entities, as country, have shifted to single EU umbrella, leading to globalization of trade practices and significant changes in multiple allied economic sectors. ICT is considered one main reason for this restructuring, and ICT has been one of the major factors which have impacted on the service areas and enterprises as ICT practices are assimilated and incorporated. Newer ways of competing and cooperating are slowly becoming accepted and changing face of business competition have allowed introduction of more individualistic form of holidays which could be better fine tuned to individual customer. The global market advantage is also driven by access of services like transnational banking and enquiry systems, single currency across EU and interactive internet based booking systems. European tourism accounts for almost 50% of global tourism and is thus a major generator of business. It has become much easier for customer to find specific right deals through customized and most economical package. Priceline.com and Travelocity are but small examples of tailored services available at no extra cost to savvy customer and internet based travel transactions have become a significant portion of travel sales.

Preserving heritage
Heritage has been preserved and commercialized well through internet based commerce and resultant increasing competition for end users and evolving models of online tourism has given end consumer additional advantage in accessing services and getting full sensory experiences of distant lands without leaving the computer and possibly without ever visiting. (L. Rayman & A. Molina, 2001) Northern Irelands Rathlin Island represents positive developments in the sustainable tourism genre. This area is one of the most scenic bird and marine life sanctuaries and has been being designated as special conservation area. Heritage preservation has taken on increasing role in the islands development, a sustainable tourism strategy is important to

enhance the visitor experience. A study was conducted involving local residents and stakeholders to compare tourism resources with other comparable destinations so that this resort could be developed to attract more visitors while conserving the natural beauty and scenery of the resort. This vision for Rathlin island can later be replicated all across UK, mentioned David Erwin, chairman of Causeway Coast and Glens Heritage Trust. (The Newsletter, 2005)

Disabled tourists
UK tourist attractions have been dominated by domestic tourists, who at times make up to 65% of the total tourists. Heritage sites have only a small percentage of disabled persons of the total visitors to historical environments. There have been major initiatives on inclusions in the historic environments so that more disabled people could access these resources. Disabled people still face restrictive choices in comparison, compromise solutions include service provisioning to disabled in an alternative manner. However social policies for inclusion may need to be examined in more detail so that increased access to disabled is provisioned for the disabled. Furthermore by providing initial investment, government may soon be able to recover its investment as increased number of disabled start visiting historic resorts. (Brian et al, 2004)

Organic Images
Whenever a potential tourist thinks of a place he or she has an image, be it perceived or real and similarly the tourist would respond better if the marketing image corresponds to the image he already has in his mind. According to Graham Hickinson (2004) these images have been formed over a long period of time and marketing may or may not change perceptions about these core images. These core organic images that are derived from attributes of heritage, culture and history are useful for promoting embodiment of these very values for managing heritage (Graham, 2004). If the destination has long political historical base then the organic image may be strongly positive and therefore the image needs to be nurtured by maintaining the respective site and its environment. Industrial decline, if over a long period, may mar the organic image. Negative images cannot be changed through marketing alone, but may require refurbishment of the end product itself. Image attributes are also dependent on history, heritage and cultural elements, so image building and brand equity measures should partake of wide ranging attributes that constitute the brand images, and narrow focused images may

veer off the mark. Advertising should support the core image to be more effective and message should be balanced with a place with not so strongly positive image. Organic image may be central to success of theme, especially if it is tied in with other aspects of marketing. (Graham, 2004)

Marketing Heritage Sites

Cities that have not been traditionally seen as tourist destinations are becoming tourist favorites, but to make it so involves differentiated marketing. The marketers need to broaden their approach target various strengths rather than focus on one unique selling proposition (USP). The quality of visitor services and resultant experience is quite significant rather than availability of multiple services and visitor attractions. Development as a cultural tourist attraction requires host of interrelated factors, many of which may be specific to that place USP, like the study in Glasgow suggests. (Clare Murphy & Emily Boyle, 2005). Sustainable tourism involves more accountability at the management level while it also increases the onus on tourists, who largely show resistance to messages of sustainability, and help of NGO might be required to effectuate tourists mind set change (Kristen et. al, 2007)

Conclusion
Sustainable tourism may allow redefining heritage management from its traditional image that is not very helpful for equitable development. Market demands may push otherwise however sustainable tourism and require changes in campaigns of both marketers and industry (Timothy, 1997)

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