Exploring Intangible Heritage Marketing in Tourism

This chapter investigates the potential of Kalaripayattu as a tourism product. The study adopted interview method both personal and telephonic to extract primary data from practitioners and tourists. The study result shows that various facets of Kalaripayattu practices provide scope for visual engagement, psychological engagement, spiritual/wellbeing engagement, therapeutic engagement, engagement in specialized treatment, and engagement in combat and self-defense applications. These engagement are found to be appropriate to develop tourism products which could meet the general, wellness, cultural, as well as health tourism sectors. Study further investigates the impeding factors, while developing Kalaripayattu as a tourism product and suggested strategies to overcome the same. The study also suggests that the contemporary marketing practice can create a vibrant market for Kalaripayattu, and thereby, this ancient martial art could become a unique selling proposition (USP) in the tourism market.

Community Development Through Promoting Ecotourism in Mangrove Areas of Bangladesh

Ecotourism is the useful method of community engagement. All factors related to ecotourism support community livelihoods towards sustainability. The study was conducted with the view to know the possibility of community development through ecotourism in the mangrove areas of Bangladesh. The community participation in ecotourism was assessed significantly with the perception and common interest on natural heritage and environmental conservation and sustainability of the enterprise. The community can contribute and engage themselves by preparing and supplying local foods including organic production and wild foods (aquatic) that enhance the degree of ecotourism through community development. It was elicited that women can work in the prospective enterprise by adding new dimension of handicrafts business using local inputs and forest-based available raw materials. The host communities are the central notion of ecotourism for sustainable development in the study area.

Challenges for Innovative Transformation in Heritage Tourism Development in India and Pakistan

In the 21st century, tourism has become a popular economic development strategy adopted by developing countries. Among various facets of tourism, heritage tourism has been observed as the economically and commercially most viable option. Since countries with limited investment resources could invite foreign tourists to enjoy their heritage culture, history, arts, and music. However, heritage tourism in India and Pakistan has been observed as the neglected domain. The reasons for ignoring heritage tourism in India and Pakistan will be analyzed in this chapter with the purpose to identify challenges to preserve, conserve, develop, and promote built heritage tourism. Innovative transformation is suggested as the approach to develop, rejuvenate, and transform the tangible and intangible heritage tourism in India and Pakistan for reuse, social and economic prosperity of locals living around heritage sites, as well as to provide transformational experience to visitors.

Promotion of Heritage Tourism Through Branding and Graphic Communication

The chapter, starting from the analysis of the characteristics of heritage tourism, in particular in Italy, and the expectations of cultural consumers, focuses on the importance of a visual identity for the cultural heritage. For an effective integration of tourism and culture, a careful planning is required in the promotion of cultural assets, activities, and traditions. The role of communication should be to propose a new interpretation and representation of the territory, having as a main theme the role of culture. In this sense, it may be useful to identify a location through a brand, which materializes the characteristics of a system of culture and values of the territory, selecting structural elements that allow its identification and synthesizing them in a single name or symbol. Finally, some experiences of visual communication for cultural heritage realized in the academic field are presented here.

Challenges for Promotion of Heritage Tourism

This chapter appreciates the growing significance of heritage tourism, even in a place well-known as a fun-based modern destination. This study is based on an exploratory research which used qualitative research to study issues related to the promotion of heritage tourism in the United Arab Emirates. The purpose of this chapter was to identify challenges faced by the public and private tourism organizers for heritage tourism in the country. This original research employed the Delphi techniques and interviewed renowned heritage and cultural experts. Critical realism ontology was applied to analyze the qualitative data where themes emerged as the key challenges. Five themes emerged from the research that could be replicated to study heritage tourism challenges in other countries. A subsequent study to identify and assess solutions and strategies for these challenges is the suggested future study for this chapter.

Sustaining Tourists' Revisit Intention Through Talk-In-Interaction Model

Through conversation analysis theory, the author explores the possibility to develop Dieng tourism by investigating the role of conversation in sustaining tourists' revisit intention. To do so, the author conducted participant observation method in two homestays. To make a comprehensive analysis, the author made a detailed field note and followed the approved transcription protocols prior to writing a research report. The findings suggest that the hosts applied the culture they commonly practiced and believed in to people of different cultures. Therefore, it created communication breakdowns identified from the occurrence of unsuccessful turn-takings. Moreover, the study discovers that Zarndt's nationality-based cultural dimensions taxonomy is no longer relevant in tourism context because idiosyncrasy plays a bigger role in guest-host communication. Based on these findings, a newly proposed talk-in-interaction model accommodating a more balanced use of transactional and interpersonal motives is made for the improvement of homestay hosts' multicultural communication.

The Role and Importance of Rural Tourism on the Development and Promotion of Cultural Heritage Tourism

Cultural heritage will benefit from the support of other branches of tourism for the development of tourism. In addition to being inland with many tourism spots, rural tourism has a very important place especially for cultural heritage. Rural tourism can be defined as a type of tourism based on the activities of agricultural activities and natural resources in rural areas. Rural areas are especially recommended for cultural tourism. Indeed, in support of this, one of the four charms that World Tourism Organization has identified as rural tourism attractions is “rural heritage.”

A Methodological Proposal for Building Conservation

Guimarães is a Portuguese medieval town classified as a world heritage site. The historical city center of Guimarães has been shaping and its heritage shows the passage of time. The main goals are to analyze the organic and dynamic passage of time, and prepare a micro study and an historic analysis of a structure and the surrounding urban area. The authors intend to capture the time passage in the perspective of a city as a construction of an aggregation of elements and multiple layers. It is questioned what changes occurred from the generational passage in the building, considered here as a case study, and what implications for the structure of the urban mesh. Historical documental sources were analyzed and a structural examination by photography design was carried out from an analysis of the constructive, artistic, and the architectural structure of this house. The documental references from the beginning of the 16th century to the 19th century were revised. They were the support of the operational analysis that permits crossing data from the end of the Middle Ages until our days.