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TSM11604 Managing Heritage Tourism

School of Marketing, Tourism and Languages
Module Title              Managing Heritage Tourism
Module Number       TSM11604 Level 11 20 credit module
Delivery Session      May 2012
Module Leader
Craiglockhart 4/21 tel. 455 4382 a.leask@napier.ac.uk
The Managing Heritage Tourism module runs as a compulsory module developed specifically for the MSc in International Hospitality and Tourism Management (Malta). The module focuses on the concepts of heritage tourism and how to manage the visitor in the variety of natural and built heritage sites around the world. The programme considers the full range of heritage resources, from small, individually-owned properties to large- scale national buildings to sites that ‘belong’ to no-one, but are still described as ‘our heritage’. The module seeks to identify ways in which these sites can be made available to visitors, without damaging the resource itself and to explore examples of visitor management best practice in a variety of heritage tourism properties.
Grand Canyon, USA                  Culzean Castle, Scotland           Angkor, Cambodia
Yorvik, England                                       Leaning Tower Pisa, Italy        Great Barrier Reef, Australia

Learning outcomes
The learning outcomes for the module should be self-explanatory and by the end of the module you should be able to achieve them all. These will be achieved through the module programme of classes, guest speakers and site visits, plus students will participate in the delivery of the programme through class preparation and discussion.
LO1: Define and critically appraise the definition and concepts of heritage tourism
LO2: Examine the composition and development of heritage tourism
LO3: Demonstrate a critical understanding of the managerial and operational issues in heritage visitor attraction management
LO4: Identify and evaluate the application of management techniques in the effective management of World Heritage Sites
LO5: Demonstrate the ability to select appropriate management techniques to enhance the management of visitor and resource management at heritage visitor attractions.
Delivery & Communication
Timetabled classes are as follows:
Wed    9th May         Sighthill Campus Room 6.B.16     9am- 4.30pm
Thu     10th May         Sighthill Campus Room 6.B.16     9am- 4.30pm
Fri       11th May         Sighthill Campus Room 6.B.16     9am-12.30pm
Class visit to Edinburgh Castle     12.30- 4.30pm
Sat      12th May         Sighthill Campus Room 6.B.16     9am- 4.30pm
Sun    13th May         Craiglockhart Campus Rm 2/47    9am – 4.30pm
The classes will be split into a mix of lecture and tutorial style delivery and may require advance reading, for example, the preparation of a case study or article. Case studies will form a major part of the classes, providing information on the real life heritage management issues.
Anna is the Module Leader so please contact her in the first instance if you have any queries regarding the delivery of the module. Please contact her during class time or email. WebCT will be used for communicating module information throughout the delivery of the module. Please note that Anna only works in Edinburgh Napier Monday-Thursday and is not available on Fridays.
The rest of this module pack contains the details of the module; its content, programme, learning resources and assessment. These will all be fully explained in class, but please contact me if you do not understand any of the material. I hope you enjoy the module!
Dr Anna Leask, May 2012
Module Programme


Wedn am
Introduction to module & Heritage Tourism
The Nature of Heritage Tourism
Definitions of Heritage Tourism

Wedn pm
Supply & Demand in Heritage Tourism
Supply and demand case study – Scotch Whisky Experience

Thur am
Thurs pm
Factors in Managing Heritage Tourism
Visitor Management at Heritage Sites
Visitor Management Case Study – Uluru, Australia (preparation required)
Interpretation at Heritage Sites
Interpretation case study
Assessment workshop

Friday am
Revenue Generation and Management
Case Study – revenue generation
Visit preparation

Friday pm
Visit to Edinburgh Castle

Sat am
Feedback on visit

Sat pm
World Heritage Sites (1) Designation
World Heritage case study – New Lanark (preparation required)
World Heritage Sites (2) Managing Sites
Class discussion – Edinburgh (preparation required)
Assessment preparation workshop

Sun am
Sun pm
Marketing Heritage Tourism and Gen Y
Case study – War Poets Collection
Future Challenges in Heritage Tourism
Resources session
Malta temples case study (preparation required)
Module summary

Module Resources

The following provides a selection of texts and other sources of information that should guide you in your studies for successful completion of this module. This is not an exhaustive list and you are required to source material specific to your needs as you develop your knowledge.
Key text for purchase
Leask, A. & Fyall, A. (2006) Managing World Heritage Sites, Oxford. Elsevier* (also available as an e-book via the library website)
Key reference texts (*denotes copy in Craiglockhart Reserved Collection)
Drummond, S. et al (2000) Quality Issues in Heritage Visitor Attractions. Oxford, Butterworth Heinemann.*
Fyall, A. Garrod, B., Leask, A. and Wanhill, S. (2008) Managing Visitor Attractions: New Directions (2nd edition). Oxford, Butterworth Heinemann*
Hall, C. M. & McArthur, S. (1996) Heritage Management in Australia & New Zealand. Oxford, Oxford University Press.*
Leask, A. & Yeoman, I. (1999) Heritage Visitor Attractions – An Operations Management Perspective. London, Continuum. *
Shackley, M. (1998) Visitor Management – Case Studies from World Heritage Sites. Oxford, Butterworth Heinemann.*
Smith, M. (2003) Issues in Cultural Tourism Studies. London, Routledge. *
Timothy, D. & Boyd, S. (2003) Heritage Tourism. Pearson Education Ltd, Harlow.*
Timothy, D. & Nyaupane, G. (2009) Cultural Heritage and Tourism in the Developing World: a Regional perspective. Abingdon: Routledge
Indicative texts
Ashworth, G. & Howard, P. (1999) European Heritage Planning and Management, Oxford, Intellect.
Chitty, G & Baker, D, (1999) Managing Historic Sites and Buildings London, Routledge.
Feilden, B. & Jokilehto, J. (1998) Management Guidelines for World Cultural Heritage Sites, Paris, ICCROM, 2nd edition.
Harrison, D. & Hitchcock, M. (2004) The politics of World Heritage: negotiating tourism and conservation. Clevedon, Channel View Publications.
Howard, P. (2003) Heritage: Management, Interpretation and Identity, London, Continuum.
McKercher, R. & du Cros, H. (2002) Cultural Tourism the partnership between tourism and cultural heritage, Haworth Hospitality Press.
Page, S. & Hall, C.M. (2003) Managing Urban Tourism. Harlow, Prentice Hall
Richards, G. (1996) Cultural Tourism in Europe, CAB International.
Robinson, M. et al (2000) Tourism and Heritage Relationships, Northumbria, Business Education Publishers (Tourism 2000 conference papers).
Sigala, M. & Leslie, D. (2005) International Cultural Tourism – management, implications and cases. Elsevier
Reports & other publications (many of these have links on the WebCT page)
Edinburgh Tourism Action Group (2012) Edinburgh 2020 The Edinburgh Tourism Strategy, http://www.etag.org.uk/assets/edinburgh%202020%20the%20edinburgh%20tourism%20strategy%20pdf.pdf
Historic Properties Group (2008) Future Trends for Growth in the Historic Properties Sector, March, Rob Robinson Heritage Consulting
Mintel (2004) Cultural and Heritage Tourism – International, TTA No. 20, London (in Library Reference section)
VisitScotland (2010) Visitor Attractions Monitor, 2009 via http://www.visitscotland.org/research_and_statistics/tourism_statistics/latest_tourism_figures/visitor_attractions/visitor_attraction_monitor.aspx
VisitBritain (2010) Tourism Insights,
https://studentportal.napier.ac.uk/Library/buswiki/Wiki%20Pages/Tourism%20Insights.aspx (excellent source of current news and industry reports)
World Heritage (2010) DCMS pages http://www.culture.gov.uk/ukwhportal/
Key Journals
Annals of Tourism Research
Current Issues in Tourism
International Journal of Heritage Studies (IJHS)
International Journal of Tourism Research (IJTR)
Journal of Heritage Tourism
Tourism Management
Journal Special Issues
Annals of Tourism Research, Special Issue Heritage and Tourism, Vol. 23, No 2, 1996
Journal of Heritage Tourism, Special Issue Managing World Heritage Sites Vol. 2 No 3 2007
Current Issues in Tourism Special World Heritage Edition Vol. 7 No 4 2004
International Journal of Heritage Studies – Special World Heritage edition Vol. 8 no 1 2002
Journal articles (a selection to get you started)
Aas, C., Ladkin, A. & Fletcher, J. (2005) Stakeholder collaboration and heritage management, Annals of Tourism Research. Vol. 32, Iss. 1
Apostolakis, A. & Shabbar, J. (2005) Stated Preferences for two Cretan heritage attractions. Annals of Tourism Research Vol. 32, Iss. 4
Buckley, R. (2004) The Effects of World Heritage Listing on Tourism to Australian National Parks. Journal of Sustainable Tourism Vol. 12 No. 1
Carr, A. (2004) Mountain Places, Cultural Spaces: the Interpretation of Culturally Significant Landscapes. Journal of Sustainable Tourism Vol. 12 No. 5
Che, C. And Chen, F. (2010) Experience quality, perceived value, satisfaction and behavioural intentions for heritage tourists. Tourism Management Vol. 31 Iss. 1 pp.29-35
Chhabra, D. et al (2003) Staged Authenticity and heritage tourism. Annals of Tourism Research Vol. 30 Issue 3
Edsoon, G. (2004) Heritage: Pride or Passion, product or service? IJHS Vol. 10 No. 4
Frost, W. (2006) Braveheart-ed Ned Kelly: Historic films, heritage tourism and destination image. Tourism Management Vol. 27, No. 2
Garrod, B., Fyall, A., Leask, A. & Reid, E. (2012) Residents as Stakeholders of the Visitor Attraction Tourism Management Vol.33 No. 5 pp.1159-1173
Glover, P. (2010) Generation Y’s Future Tourism Demand: Some Opportunities and Challenges in Benckendorff, P., Moscardo, G. And Pendergast, D. Tourism and Generation Y CABI
Goh, E. (2010) Understanding the heritage tourist market segment. International Journal of Leisure and Tourism Marketing Vol. 1 No. 3 pp. 257-270
Grimwade, G. and Carter, B. (2000) Managing Small Heritage Sites with Interpretation and Community Involvement. IJHS Vol. 6, No 1
Hampton, M. (2005) Heritage, local communities and economic development.   Annals of Tourism Research Vol. 32, Iss. 3
Henderson, J (2000) War as a Tourist Attraction: the Case of Vietnam. IJTR Vol. 2, No. 4
Hughes, M. And Carlsen, J. (2010) The business of cultural heritage tourism: critical success factors. Journal of Heritage Tourism Vol. 5 No. 1 pp. 17-32
Kim, et al (2007) Assessing the economic value of a world heritage site and willingness-to-pay determinants: A case of Changdeok Palace. Tourism Management Vol. 28 No. 1
Leask, A. (2006) World Heritage Site Designation in Leask, A. & Fyall, A. (2006) Managing World Heritage Sites. Oxford: Butterworth Heinemann
Leask, A. (2010) Progress in Visitor Attraction Research: Towards more effective management, Tourism Management Volume 31 Issue 2 pp.155-166
Leask, A., Fyall, A. & Garrod, B. (forthcoming) Managing Revenue at Scottish Visitor Attractions Current Issues in Tourism available online March 2012
Leask, A., Fyall, A. & Barron, P. (forthcoming) Generation Y –Opportunity or Challenge – Strategies to Engage Generation Y in the UK Attractions Sector Current Issues in Tourism available online November 2011
Lawson, S. (2006) Computer Simulation as a Tool for Planning and Management of Visitor Use in Protected Natural Areas. Journal of Sustainable Tourism Vol. 14, No. 6 pp.600-617
Leask, A. And Rihova, I. (2010) The role of heritage tourism in the Shetland Islands. International Journal of Culture, Tourism and Hospitality Research Vol. 4 No. 2 pp. 118-129
Li, M. et al (2008) Tourism Development of World Heritage Sites in China: A Geographical Perspective. Tourism Management Vol. 29 Iss. 2
McBoyle, G. & McBoyle, E. (2008) Distillery Marketing and the Visitor Experience: A Case of Scottish Malt Whisky Distilleries. International Journal of Tourism Research Vol. 10 No. 1
McIntyre, C. (2009) Museum and Art Gallery Experience Space Characteristics: an Entertaining Show or a Contemplative Bathe. International Journal of Tourism Research Vol 11 pp,. 155-170
McKercher, B., Ho, P. and du Cros, H. (2005) Relationship between tourism and cultural heritage management: evidence from Hong Kong. Tourism Management Vol. 26 No. 4
McKercher, B. and Ho, P. (2006) Assessing the Tourism Potential of Smaller Cultural and Heritage Attractions. Journal of Sustainable Tourism Vol. 14 No. 5
Malcolm-Davies, J. (2004) Borrowed Robes: The Educational Value of Costumed Interpretation at Heritage Sites. IJHS Vol. 10. No 3
Mencarelli, R., Marteaux, S. And Puhl, M. (2010) Musuems, consumers, and on-site experiences. Marketing Intelligence and Planning Vol. 28 No. 3 pp. 331-346
Poria, Y., Butler, R. & Airey, D. (2004) Links between Tourists, Heritage, and Reasons for Visiting Heritage Sites. Journal of Travel Research Vol. 43 pp.19-28
Poria Y et al (2003) The Core of Heritage Tourism. Annals of Tourism Research Vol. 30 No. 1
Reynisdottir, M., Song, H. & Agrusa, J. (2008) Willingness to pay entrance fees to Natural attractions: an Icelandic Study. Tourism Management Vol. 29 No. 6
Shackley, M. (2004) Managing the Cedars of Lebanon: Botanical Gardens or Living Forests? Current Issues in Tourism Vol. 7, No. 4-5
Sharpley, R. (2007) Flagship Attractions and Sustainable Rural Development: the case of Alnwick Gardens, England. Journal of Sustainable Tourism Vol. 15 No. 2
Spennemann, D. (2006) Out of this world: Issues of Managing Tourism and Humanity’s Heritage on the Moon. International Journal of Heritage Studies Vol. 12 No. 4
Strange, C. and Kempa, M. (2003) Shades of Dark Tourism – Alcatraz and Robben Island. Annals of Tourism Research Vol. 30, Iss. 2
Taylor, K. (2004) Cultural Heritage Management: A Possible Role for Charters and Principles in Asia. IJHS Vol. 10 No. 5
Teo, P. and Huang, S . (2004) Tourism and Heritage Conservation in Singapore. Annals of Tourism Research Vol. 22, No. 3
Timothy, D. & Boyd, S. (2006) Heritage Tourism in the 21st Century: Valued Traditions and New Perspectives. Journal of Heritage Tourism Vol. 1 No. 1
Ung, A. And Vong, T.Z. (2010) Tourist Experience of heritage tourism in Macau SAR, China Journal of Heritage Tourism Vol. 5 No. 2 pp.157-168
Whitfield, J. (2009) Why and How Visitor Attractions Diversify Their Product to offer Conference and Event Facilities? Journal of Convention and Event Tourism Vol. 10
Winter, T. (2003) Angkor meets Tomb Raider. International Journal of Heritage Studies Vol. 8, No. 4
Winter, T. (2004) Landscape, Memory and Heritage: New Year Celebrations at Angkor. Current issues in Tourism Vol. 7, No. 4-5
Winter, T. (2009) The Modernities of Heritage and Tourism: Interpretations of an Asian Future. Journal of Heritage Tourism Vol. 4 No 2
Young, L. (2006) Villages that Never Were: The Museum Village as a Heritage Genre. IJHS Vol. 12, No. 4
www.icomos.org                                   International Council on Monuments & Sites
www.nts.org.uk                         National Trust for Scotland
www.historic-scotland.gov.uk     Historic Scotland
www.snh.org.uk                                     Scottish Natural Heritage
www.scottishmuseums.org.uk    Scottish Museums Council
www.vinopolis.co.uk                  Vinopolis Attraction
www.hlf.org.uk                          Heritage Lottery Fund
www.english-heritage.org.uk       English Heritage
www.englishtourism.org.uk                    Enjoy England site
www.heritageinterpretation.org.uk           Association for Interpretation – journal
www.edinburgh.org                                Edinburgh & Lothians
http://www.ewht.org.uk/             Edinburgh World Heritage Site
http://whc.unesco.org/pg.cfm    UNESCO World Heritage
http://www.tourism-intelligence.co.uk/Tourism Intelligence Scotland
Support is also available from Keith Walker in the library and via
Please note that the above list is a starting point, you are expected to source and use a wide range of references to support your learning.
Module Assessment
Assessment A

Module Number


Module Title

Managing Heritage Tourism

Module Leader

Dr Anna Leask

Tutor responsible for Assessment

Student’s first point of contact is Dr Anna Leask

Assessment A

Assessment A – essay


Assessment A – 50% learning outcomes 1 and 2

Size and/or time limits for assessment

Assessment A target length 2000 words, maximum length 2500
This limit includes all text and quotations within the essay but not the Reference List or Bibliography. Word count to be shown at end of essay.

Deadline of submission

Assessment A hand- in by 1pm Friday 6th July 2012.
Any work handed in late up to one week past the deadline will gain a maximum grade of P1.

Arrangements for submission

Work to be submitted as agreed with the Programme Leader.
Each piece of work should be accompanied by a cover sheet clearly stating the module number, module leader and student matriculation number (not student name). The cover sheet should also confirm that the assignment is your own work and has not been submitted for another assessment. You are advised to keep a copy of the assessment.
Please note there is only one reassessment opportunity so please work on the assessments in advance and ask the module leader if you are unsure of the requirements.

Assessment Regulations

All assessments are subject to the University Regulations

The requirements for the assessment

Assessment A
Each student is to select one question from the two shown below and present a written essay of approximately 2000 words in answer.
Select ONE:

The boundaries between definitions of heritage tourism and cultural tourism have become increasingly unclear in recent years.

Critically appraise this statement and determine the factors that account for the complexity that exists in defining the term heritage tourism. Consider why it is necessary to establish definitions of heritage tourism and conclude with your own definition of heritage tourism.

With reference to heritage visitor attractions (HVAs) within a destination area, identify the key factors influencing the supply and demand for heritage tourism. Review and evaluate the extent to which heritage site managers can manage these factors effectively.


Return of work

Written feedback will normally be provided within 3 weeks of submission.

Assessment criteria

Grades for the essay will be based on:

Originality and depth of content including relevant use of examples
evidence of research, investigation & referencing
level of analysis and coherent argument
quality of presentation including structure

Examples of excellent work would include evidence taken from a range of published sources, coherent argument and attention to each part of the question. A lesser answer might only refer to a limited number of relevant sources and lack evidence of research and original thought.
Please note that you must submit a paper copy of the assessments i.e. do not submit via Turnitin as these will not be accepted. All work must be original and fully referenced– please see information on avoiding plagiarism in the programme handbook, WebCT page and web pages at the following link http://www2.napier.ac.uk/ed/plagiarism/ Work should be written in the 3rd person and in formal English – please see the Learning Resources Centre website http://staff.napier.ac.uk/Services/Library/Information/Study+Skills/ for guidance on referencing style.

Assessment B

Module Number


Module Title

Managing Heritage Tourism

Module Leader

Anna Leask

Tutor responsible for this Assessment

Student’s first point of contact is Anna Leask


Assessment B report


Assessment B 50%

Size limit for assessment

Assessment B target length is 3000 words (excluding the reference list). Maximum length is 3500. The target length is the desirable length while the maximum length is the absolute limit after which you are penalized by a maximum mark of 40%. Length should be stated on the front cover sheet.

Deadline of submission

Assessment B 1pm Monday 23rd July 2012
Your attention is drawn to the penalties for late submissions -work submitted up to 1 week late will be marked with a maximum 40% pass mark.

Arrangements for submission

Work to be submitted as agreed with the Programme Leader.
Each piece of work should be accompanied by a cover sheer clearly stating the module number, student matriculation number (not name) and word count. Please also note that your work must be submitted with the appropriate cover sheet which must confirm that the assignment is your own and has not been submitted for another assessment. You are advised to keep your own copy of the assessment.

Assessment Regulations

All assessments are subject to the University Regulations

The requirements for the assessment

Assessment B (50%) Individual Report Learning Outcomes 3, 4 & 5
Each student is to select a visitor attraction and prepare a written report of 3000 words in answer to the points listed below.
The student should select ONE heritage visitor attraction with which they are familiar and prepare a report that answers the following points in relation to that site:

Identify and list the core resources and products at the heritage visitor attraction.


Identify and list the key stakeholders involved in managing and visiting the heritage visitor attraction.


Establish and list the key management and visitor management issues encountered at the heritage visitor attraction.


Discuss and assess the effectiveness of the management tools that have been put in place to manage the resource and visitors at the site?


Suggest recommendations for the improved management of the heritage visitor attraction. These may include product development, staffing, interpretation, visitor management, marketing and other aspects covered in the module delivery.

The assessment criteria for the report are:

Identification of the core resources, products and stakeholders (20%)
Identification of relevant management and visitor management issues (20%)
Discussion regarding the effectiveness of the management tools to manage the above (20%)
Range and appropriateness of the recommendations for the future management of the HVA (10%)
Evidence of research and investigation including range of sources and HVA category sector material (20%)
Quality of presentation, supporting material and consistency of referencing (10%)

The report should be fully referenced (minimum 2 textbook, 2 journal and 1 industry report reference sources) and follow standard report layout to include an introduction, conclusion and bibliography. Failure to accurately reference reports could result in a charge of plagiarism. Please keep a copy of your work for your reference. Please write the report in 3rd person English. Further information regarding the format of the assessment will be given in class.

Special instructions

The choice of heritage visitor attraction should be agreed with the Module Leader to ensure adequate access to information and material. Please note that students must be able to visit the site of their choice. The report should be accompanied by relevant support material including brochures, photographs and diagrams.

Return of work

Marks for Assessment B will normally be available within 3 weeks of submission. Feedback will be in the form of individual feedback sheets given to students in tutorials. General class feedback will also be provided on WebCT and in the tutorial. If students miss the feedback class then they should contact the Module Leader to arrange a time to meet to get their feedback. If students want to speak to the Module Leader for further feedback then this can be arranged at the end of class time or by email.

Assessment criteria

The assessment criteria for Assessment B are as listed above for Assessment A. Examples of excellent work would include evidence taken from a range of published sources, coherent argument and attention to each part of the question. A lesser answer might only refer to a limited number of relevant sources and lack evidence of research and original thought.
Work should be written in correct written English.
Plagiarism, the dishonest use of someone else words thoughts or ideas without proper acknowledgement, is viewed very seriously by Edinburgh Napier University and students can face disciplinary action in the event of established or suspected plagiarism (see WebCT page for file containing further information). The Turnitin plugin has been added to the WebCT page so that you may test your work prior to submission – please note that you must submit a paper copy of the assessments i.e. do not submit via Turnitin as these will not be accepted.
Please note that there is only one opportunity for reassessment.

Marking and grading process for both pieces of assessment
The basis of the Masters Grading Scale is that it defines three overall grades of performance, Distinction, Pass and Fail each divided into 5. This fifteen-point scale defines all standards of performance.
The following table provides reference points to allow percentage marks to be related to grades.
Overall grade            Grade                                     Guide Marks
                        D5                                           95-100
                                    D4                                           90-94
D3                                           85-89
D2                                           80-84
Distinction –               D1                                           75-79
                                    P5                                           70-74
P4                                           65-69
P3                                           60-64
P2                                           55-59
Pass –                         P1                                           50-54
Fail –                           F-1                                          40-49
F-2                                          30-39
F-3                                          20-29
F-4                                          10-19
F-5                                          0-9
I hope you enjoy the module – any questions – just ask!
A Leask May 2012

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