The Major Motivation of Special Interest Tourism - Essay Example

Special interest tourism refers to special tourism activities that a tourist engages in. A tourist must have the capability of enjoying these special activities. These activities may be sports, drama, culture, etc. Douglas (2001) explains that special interest tourism involves providing a customized recreational leisure and experience which is attractive to a specific group of people or market. These can be sports, culture, drama, etc. Heritage tourism is an example of special interest tourism. Heritage tourism concerns itself with the orientation of the cultural heritage of a specific location or place that a tourist is attracted to. It always includes the enjoyment of cultural resources, historical origins, and the natural resources of a particular region. Heritage tourism normally helps in promoting and preserving the cultural values of a specific region or society. Therefore, it is beneficial to the tourists, as well as to the local people who are visited by the tourists. Novelli (2009) denotes that the major motivation of special interest tourism is to enjoy a specific facility, culture or activity of a particular region. Therefore, the major motivation of special interest tourism is to experience these new products, cultures and facilities. Heritage tourism, as a special interest tourism is able to make tourists experience some cultural values of a particular region or place. Tourists are specifically interested in the cultural values or practices of the region under consideration (Thomas, 2004). An example can include an interest to explore the Italian art, or even an interest to experience the Brazilian music. These are specific cultural activities that a tourist would seek to enjoy. Based on these facts, it is possible to classify heritage tourism as an example of specific interest tourism (Patterson, 2006). Novelli (2009) is a great proponent of classifying culture as an example of special interest tourism. This is because the major intention of tourists is to explore the cultural values and beliefs of a specific region or place that they have visited. Spenceley (2008) provides an example of the grand tour trips that was common in the 16th century in Europe. These were trips made by young rich or noblemen in Europe (Walton, 2005). Their major intention was to explore the various cultural values in Europe, and America. They were specifically interested in classical antiquity, and the renaissance art, that was taking shape in Europe (Walton, 2005). This is an example of heritage tourism, because it aims at exploring specific cultural values and activities. Based on these facts, Spenceley (2008) explains that heritage tourism is an example of special interest tourism, mainly because it involves the satisfaction of the needs of a visitor, by allowing him or her to share a specific cultural value or activity. This is one of the major characteristics of special interest tourism. That is, it focuses on a specific niche market. Douglas (2001) explains that special interest tourisms are always complex. This therefore means that heritage tourism, as an example of special interest tourism is also complex. Patterson (2006) explains that the complexity of special interest tourism emanates because of sustainability issues. For instance, one of the major issues that touch on the sustainability of heritage tourism is the uniqueness of the culture under consideration. The cultural value of a particular region or place must be unique and different so that tourists may come to the place, and explore these values or beliefs. Take for example the Egyptian pyramids, which are a unique symbol of ancient Egyptian cultures, on how they used to bury their kings. However, the major question, is how unique or different is the particular culture from that of its visitors (Douglas, 2001). Visitors would only visit a region to explore a culture that is unique, and whose values are difficult to find in the regions where their coming from, or their communities. Furthermore, other questions to ask are on how to preserve this culture under consideration, so that it is not lost because of assimilation by dominant cultures, or because of globalization. Patterson (2006) therefore explains that because of the complexity of preserving these cultures, and identifying a unique culture during the age of globalization, heritage tourism can be referred to as a complex process. Take for example the Maasai cultural group in Kenya (Walton, 2005). They are known worldwide as a fearless warrior tribe. This is a major tourist attraction in Kenya, because people normally travel all over the world, just to experience and view their traditional life style. This includes their traditional music and dance which is very unique. However, preservation of these cultural values is difficult because of globalization. Furthermore, their young people are refusing to embrace these cultural values, in favor of modern cultures, which they emulate through the electronic and print media. Novelli (2009) explains that complexity arises when there is a dilemma on whether to initiate measures aimed at preserving these cultures, or allow them to be assimilated because of dominant cultural practices. For instance, educating the Maasai youth is a good process; however, through this education, most of them would leave their traditional lives, and seek the modern life, which in turn would lead to a reduction in the number of heritage tourists visiting the region (Thomas, 2004). Another issue involving the sustainability of heritage tourism, which makes it a complex process, touches on the addition of value. This refers to a process whereby the government or tour operators are engaged in activities whereby they modify these cultural practices or values, so that they may conform to the needs or desires of tourists. This is complex because governments are forced to modify these values, so as to make them attractive, hence attract tourists. However, by doing so, chances are high that the government or tour operators would be destroying the originality or the uniqueness of the culture under consideration, just for money. It is important to explain that preservation of the cultures of a particular group is important because it can act as a historical point of reference. However, the government may also need foreign exchange, which always comes from tourists who are visiting the region. This is a dilemma that tour operators and the government may face, making heritage tourism to be a complex process. Take for instance the Samba dance, which has been a symbol of the Brazilian identity since they year 1930s. However, for purposes of attracting European tourists, this type of dance has undergone through a series of modifications, resulting to different types and versions of Samba dances. An example of the modification of the Samba dance is the Samba axe, which began in 1992, when the rhythm of axe was able to replace the traditional lambda rhythm that characterized the original samba dances. Due to these modifications, the original Brazilian identity has been lost, and replaced with these new versions of the dance, just to attract heritage tourists. The complexity of this situation arises when the government is faced with the dilemma on whether to improvise the culture under consideration, for purposes of attracting more visitors, or leaving it the way it is, which may result to a decline in the number of visitors. Despite these complexities and challenges of heritage tourism, it has experienced some elements of growth in the present years. One of the major factors that have led to the growth of heritage tourism is based on the fact that there is a change in the trends of consumer tastes and needs. For instance, Buckley (2006) explains that one of the major sustainability issues, regarding heritage tourism, and that the stakeholders have taken advantage of and developed policies at reflects its principles, is on understanding the needs of the heritage tourists, and the market trends (Jack and Phipps, 2005). Heritage tourists are normally concerned with the culture or traditions of a particular region. Based on these facts, stakeholders of the tourism industry have developed a marketing campaign aimed at appealing to these needs. An example is an advertisement campaign that promotes the Egyptian pyramids as an important cultural value of the ancient Egyptian people (Jack and Phipps, 2005). Buckley (2006) further explains that educational institutions have played an enormous role in the promotion of heritage tourism. This is because of the numerous tours that they organize for their students, so that they may witness and experience the cultures of the regions that they visit. An example includes the visitation of the Westminster Abbey, the Penrith castle, etc by students of colleges, universities, or high school. This is an example of heritage tourist, because these students seek to explore the cultural experiences that are being depicted by these facilities (Jack and Phipps, 2005). The media has also contributed to the growth of heritage tourism. For example BBC has on numerous occasions aired documentary programs that talk about the remote tribes in Europe, Africa, Asia, and the Americas. These documentaries are normally aired by BBC for purposes of reflecting their community values, which is one of the key characteristic of sustaining heritage tourism. Jack and Phipps (2005), in their analysis of heritage tourism denote that providers of this service have also played a role in promoting its growth. These providers include the government, tour operators, and other investors in the tourism industry. The role of the government is to provide an infrastructure that would make heritage tourism possible. This includes building of roads, facilitating a free media, and creating a stable political environment that can make it possible for tourism to thrive. Tour operators and investors have the responsibility of advertising these heritage sites and cultures, and taking visitors to them (Thomas, 2004). Based on this fact therefore, heritage tourism is only possible through a collaboration of all the stakeholders of the tourism industry. Finally, it is highly possible to sustain heritage tourism. For example, in the United Kingdom, the government has developed infrastructures which make it possible for the development and growth of tourism (Buckley, 2006). This includes the building of roads, libraries, and a free and capable media which has the responsibility of highlighting the various cultures that should be explored. Furthermore, building of local capabilities and capacities is one of the characteristics of an effective sustainable strategy for heritage tourism (Walton, 2005). This means that for heritage tourism to be a success there is a need of involving all the major stakeholders in its planning, and development. It is only through this method, that heritage tourism will be sustained. In conclusion, heritage tourism is an example of the special heritage tourism. It involves the visitation of a specific place, just for purposes of experiencing the cultural values of the place under consideration. However, it is viewed as a complex process because of the difficulties of sustaining it. But with proper measures and policies, it is possible to sustain heritage tourism. Bibliography: Buckley, R. (2006). Adventure tourism. Wallingford, UK: CABI Pub. Top of Form Bottom of Form Douglas, N. (2001). Special interest tourism: Context and cases. Brisbane: John Wiley & Sons Australia. Jack, G., & Phipps, A. (2005). Tourism and intercultural exchange why tourism matters. Clevedon: Channel View Publications. Top of Form Bottom of Form Novelli, M. (2006). Niche tourism: Contemporary issues, trends and cases. Oxford: Elsevier. Top of Form Bottom of Form Patterson, I. (2006). Growing older tourism and leisure behaviour of older adults. Wallingford: CABI. Top of Form Bottom of Form Spenceley, A. (2008). Responsible tourism: Critical issues for conservation and development. London: EARTHSCAN. Top of Form Bottom of Form Thomas, R. (2004). Small firms in tourism international perspectives. Amsterdam: Elsevier. Top of Form Bottom of Form Walton, J. (2005). Histories of tourism representation, identity, and conflict. Clevedon: Channel View Publications. Read More