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Appreciation on adaptive reuse historical buildings (ARHB) can be stimulated by visitor’s knowledge on historical and cultural background of the building, which later translated through their actual visitation; ultimately increase their revisitation and recommendation to others. The study aims to examine the effects of appreciation and knowledge towards actual visitation to ARHB from local perspectives. This study developed and empirically tests a conceptualized model based on 241 surveys collected among local visitors at two historical buildings reused as a restaurant and event space in Kuching, Sarawak. A Structural Equation Modelling (SEM) via Partial-Least Square (PLS) technique was adopted to test the hypotheses developed. The empirical findings were revealed; (1) visual elements of ARHB have significant effects on appreciation and actual visitation, (2) clarity purpose of ARHB have significant effect on appreciation but not on actual visitation, (3) appreciation have direct effects on actual visitation, (4) appreciation mediates the relationship between ARHB attributes and actual visitation, and (5) knowledge does not moderate the relationship between ARHB attributes and appreciation. The study outcomes provide additional insight on appreciation and knowledge in adaptive reuse historical buildings context in tourism and hospitality management theory and suggests, in practice, to adapt this ‘new light’ urban regeneration strategy for tourism development and sustainability.

Volunteer tourism has grown into a popular sustainable form of niche tourism. There is however limited research on the business model canvas and the challenges that volunteer tourism organisations in heritage settings face. The challenges that these organisations face have a large impact on the structure and functioning of their business. These challenges can be overcome with education, strong relationships with partners, and running an ethical programme. This study investigated the business model canvas and challenges encountered by volunteer tourism organisations in this unique setting in South Africa. An exploratory qualitative approach was followed, involving interviews with managers at seven volunteer tourism organisations. The results were analysed using content and thematic analysis. The results provided an increased understanding of volunteer tourism in South Africa, and provide recommendations for marketing, management and future research. The study is valuable to managers, and contributes to the current discourse on volunteer tourism as an emerging market segment.

The purpose of this study is to examine the potentials of sacred groves and natural sites in order to harness them for tourism in local communities of Nigeria. Three communities in Inyi town were chosen as case studies: Umuome, Enugwu-Inyi, and Alum, using a purposive sampling technique. An ethnographic data collection method was adopted which involves in-depth interviews and direct observation. Grove locations were located and mapped using a geographic information system (GIS) in the research area. The secondary data was obtained from scholarly journals, books, theses, etc. The findings showed that the sacred groves and natural sites had exceptional value for cultural and eco-tourism. Existing literature reveals that no study has investigated the tourism dimension of the sacred groves. The implication of the study is that tourism aids in the preservation of sites' integrity. It shields the sacred groves from deteriorating and going into extinction. While this research will help researchers at the universities and research institutions that are seeking to carry out related research, it is more important to the government in that it will help other policymakers adopt a policy that promotes tourism in the sacred groves. Finally, the study recommends that sacred groves should be utiliz for tourism since it is a superior conservation alternative.

Churches in South Africa have a rich history. Church tourism is perfectly positioned to attract tourists to South Africa and forms part of heritage tourism. Church tourism involves tourists visiting sites of prayer and shrines for cultural, historical, and architectural reasons, but not specifically due to any religious motivation. Well-known church tourism attractions include the Notre Dame de Paris in Paris, the Rock-Hewn Churches of Lalibela, Ethiopia, and the Groot Kerk – Dutch Reformed Church in Graaf Reinet, South Africa. Data for the study was gathered through online questionnaires, resulting in the formulation of a new subdivision of church tourism, namely "church chasers". “Church chasers” generally do not travel specifically to visit churches. However, their decision to do so can be seen as secondary. They mostly spend time at churches during family holidays and weekend getaways. They find architecture, history, and sandstone buildings the most entertaining during a visit. The paper's main aim was to establish “church chasers” typical profile, behaviour, and motivation as a "new" kind of tourist pursuit by focusing on tourists visiting churches in South Africa. The broader aim was to determine whether “church chasers” as a subdivision of heritage tourism could revitalise small-town tourism in South Africa

In many parts of the global South heritage is one of the major drivers for destination development. This case study builds upon the existing international scholarship on heritage as a driver for local economic development. The focus on the study is Mahikeng and the wider Ngaka Modiri Molema District in the North West province where there is a wealth of underutilised local cultural and heritage assets. This valuable asset base stems from the area’s history of multi-cultural interactions and with important historical events that occurred in the area relating to the colonial town of Mafeking; the Siege of Mafeking, the founding of the Boy Scout movement and the Anglo-Boer War (South African War); the life of David Livingstone; the life and experiences of prominent African leaders like Sol Plaatje and Dr (Ngaka) Modiri Molema; and, African cultural heritage. However, many heritage assets in the area are underutilised due to the peripheral location of the town, poor marketing and low visitor numbers, as well as, poor maintenance. Arguably, Mahikeng and its surrounds enjoys a rich heritage asset base which offers latent opportunities for a future expansion of heritage tourism and an expanded contribution of tourism for the local economy.

ABSTRACT: This article discusses the structures of value propositions in cultural heritage tourism site business models in the context of the concept of open innovation. The objective of the study is to identify value propositions in tourism sites and the tendency of managers to use open innovation. The analysis was based on the example of European cultural heritage tourism sites associated with the European Route of Industrial Heritage. The research process included literature analysis and empirical research in the form of interviews conducted with managers of 73 sites. The research allowed for identifying 16 key values observed in the business models of cultural heritage tourism sites and then classify them into three groups, i.e., values proposed to the customer, values captured by the enterprise and social values. The following values were of the highest importance: promotion of historical industrial heritage, satisfying cognitive needs, acting as a symbol of the area, brand strengthening and organization of tourist traffic, so that the industrial heritage is preserved. It was noticed that some values were significantly correlated with the attitudes of managers towards the exchange of knowledge within open innovation. The majority of managers participating in the research were convinced that the revitalization of cultural heritage sites and the business models of these sites should be in the form of open innovation. The limitation of the research carried out is the inability to deepen the interviews, which was caused by the lack of direct contact with managers due to the COVID-19 pandemic.

Purpose – This study evaluates prospects of using ecotourism industry to advance community livelihoods in Musina Municipality, Limpopo, South Africa. Design/methodology/approach – Using questionnaire surveys, interviews primarily, supplemented by focus group discussions and interviews, primary data has been collected reflective of the potentiality of ecotouristic activities in Musina Municipality. To a lesser extent, field observations contribute to these primary sources. Extra insights are obtained through documentary reviews (secondary sources). Data is analyzed using quantitative statistical techniques supplemented by qualitative approaches. Findings – The study confirmed substantial ecotourism potential of the Musina Municipality and that this potential is manifest irrespective of geographic and demographic factors. However, the study reports a low current ecotourism impact in the Musina Municipality with consequential minimal benefits accruing to the enhancement of the standard of living in the local community. An inference is made that the key gap area impeding the realization of ecotourism potential in the Musina Municipality is the absence of a well-articulated tourism strategy linked to the sustainable economic development of the communities involved. Several fruitful initiatives for ecotourism consonant with local factor endowments are proposed. Originality/value – Although, taken in topical isolation, matters of community livelihoods and sustainable development have been increasingly coming to the forefront of research on tourism, few studies have taken a holistic approach predicated on the integration of community livelihood and sustainable development roles of various forms of ecotourism in community development within many rural areas. This study represents the first case study employing an integrated approach to analyze ecotouristic potential of rural Musina Municipality, one of the driest areas in the far North of Limpopo Province, South Africa, characterized by low standard of living juxtaposed with high touristic potential.

Intangible Cultural Heritage (ICH) is a tourist offer that is embedded within the people of a destination and their lifestyles. Given this nature of ICH, this paper aims to explore how tourists give meaning to ICH experiences especially in the absence of formal sources of information. It employs a qualitative phenomenological stance with a sample of 21 European tourists. The Appropriation Theory was used for theoretical support. Findings indicate that recollections and reflections of past travel experiences contribute to the interpretation of ICH experiences. Specifically, such recollections and reflections create a sense of familiarity with new ICH experiences allowing tourists to connect with them more, resulting in subjective meaning assignment which may or may not be the meaning envisioned by destination marketers and the host community. This study also initiates a discussion on ‘chain of reflective experiences’, through which further exploration of the effects of past travel experiences on new experiences are encouraged.

The study discusses experiences of the Trans Atlantic Slave Trade symbolically represented in Ghana by the Cape Coast Castle. It considers the themes of emotions, transcendence, differentiated voices, and resistances characterised tourists’ experiences of heritage tourism in Ghana. There is already a small but growing literature on heritage tourism in Ghana. But this literature focuses on econometric insights and little consider the emotions and transcendence, differentiated voices and resistances involved in such heritage tourism. This present study then adopts a novel approach of poetic analysis, by employing research and interpretative poems to analyse the transcribed data. It involved observation and in-depth interviews of 50 informants selected through accidental sampling procedure. The study revealed that the deployment of poetry provides a conduit to express complex, heteroglossic forms of reality that move beyond the conventional methodologies common in tourism research. As such, it has contributed to both local and international theories on heritage tourism.

In the context when tourism has become a widespread phenomenon, there are many global concerns in this regard, with reference to the plans to protect the world's cultural and natural assets, and to stimulate the sustainable development of this sector. Touristic, cultural and scientific bodies develop comprehensive strategies, initiating Conventions, drawing up plans and periodically preparing reports. Romania has a large number of tourist attractions, ranking 46th in the top based on this criterion, distinguishing itself also grace to the attractiveness of natural objectives, the total number of protected areas, the number of cultural objectives and the number of objectives in terms of oral and intangible heritage. Taking into account all these indicators, Romania may be proud of a vast touristic potential, which offers wonderful premises for starting a business in tourism, for the expansion of entrepreneurship and for the development of natural, cultural and anthropic resources. Each region and area of Romania has diverse and special particularities and characteristics, and we have to underscore their ability to become true business poles grace to the high level of their attractiveness, being capably of developing actual hospitality industries. The recognition of their existence and value obviously contributes to a very large extent to the promotion and inclusion of cultural objectives into various global rankings, actions that lead to an increased interest among tourists, and implicitly contribute to attracting a large number of visitors and generally have a significant media impact. In this respect, this paper highlights international and domestic coordinates related to the sizing and capitalization of tourism potential, analysing theoretical coordinates and statistical data. In addition, we also forward the results of a survey carried out in order to identify the prospects for capitalizing on the Romanian tourist heritage and the manner in which the highlighting of the Romanian touristic and cultural objectives can be a starting point for generating prosperous future business and can develop the business milieu in all areas, including in the regions experiencing a steep decline, like Caraş-Severin county. [ABSTRACT FROM AUTHOR]

Objective: The article presents the conditions, factors, and stages of development of the market orientation of cultural heritage objects. The author introduced a terminological distinction – the cultural potential of the object and its market potential. The market potential is understood as the ability to generate revenues from commercial activities (products and services). Research Design & Methods: The conceptual nature of the article determined the scope of methods used in diagnosing, analyzing, and synthesizing the phenomena and processes discussed. These were primarily critical literature studies, which usually limited considerations of the market role of cultural heritage objects to the cases of museum institutions and their tourist functions. Findings: Developing and organizing knowledge about the market concept of the functioning of cultural heritage objects, as well as indicating the main directions in the strategic marketing management of these objects. Besides, the paper points out the relationship between the cultural potential and market potential of historic buildings and outlines its significance. Contribution & Value Added: The presented concept of market orientation of cultural heritage objects breaks with the narrow understanding of the market of these objects and its only marginal role in generating development factors. The sustainable development of historic buildings should be focused on a balance between its functional goals (protection and conservation), socio-civilization goals, and economic ones.

The tourism sector is experiencing a remarkable constant progress and becoming one of the fastest growing economic sectors globally. In this context, it is interest for the academics and destination marketing organizations to undertake a dedicated study that gives a greater understanding of the concept of satisfaction in enhancing tourists’ loyalty. The purpose of this paper is to discuss the impact of service quality as one of the key antecedents affecting tourists’ satisfaction and loyalty towards selected destinations of the World Heritage Site in Malaysia. To confine the scope of the study, the area of interest focuses on a specific type of city, namely the Heritage City. The historical cities of Melaka and George Town inscribed as UNESCO World Heritage City in Malaysia are chosen in order to gain a comprehensive understanding of the tourists’ attitudes towards heritage city. The sample consists of 450 international and domestic tourists who visited the heritage city. Theoretically, the study contributes to the body of knowledge by emphasizing on key antecedents affecting tourists’ behaviour. Practically, the research findings imply suggestive value to destination marketing planning for Malaysian tourist destinations. At the conclusion, the study makes suggestion of the employment of HISTOQUAL model, which provides a detailed and valuable insight into the service quality assessment of the heritage settings.

The city of Georgetown, Malaysia was listed as a World Heritage Site by the United Nations Educational, Scientific and Cultural Organisation (UNESCO) in 2008 due to the diverse cultural and tourism activities. The listing has brought about an impact to the heritage properties in Malaysia. Since then, the volume of business activities has increased dramatically with a positive demand for heritage properties. This scenario has increased competition in commercial activities and business owners have struggled to offer their best products to tourists, both local and foreign. However, while investors and traders thrive to locate their businesses in heritage properties, some restrictions and externalities have influenced their activities. Among the significant factors that have influenced such activities, there is the Special Area Plan which restricts renovations and conservations, building condition and building price. Therefore, the purpose of this paper is to assess the sustainability of businesses located in the heritage properties. Eighteen criteria (factors) are identified and assessed to determine the best sustainable areas in the city and the Complex Proportional Analysis (COPRAS) is utilised as the best method to assess the issue. The findings show that each alternative has its unique characteristics that support the sustainability of businesses that occupy the heritage properties. This is the first paper of its kind to assess the sustainability of business activities that are occupying the heritage properties in Malaysia. [ABSTRACT FROM AUTHOR]

Purpose: So far, most studies in cultural tourism have looked at visitors in relation to the experience itself. This study aims to bring a broader view on what constitutes the daily environment of younger visitors and how museums could use this knowledge to develop a service delivery that is more adapted to their needs without sacrificing the museums' integrity and authenticity. As such, this research brings a unique and deeper analysis of young visitor behavior, in relation to arts and cultural practices that could be expanded to other areas of tourism experiences. Design/methodology/approach: The present study examines the main art and cultural tourism activities among adolescents. Using 32 in-depth interviews with adolescents between 13 and 18 years of age, this research takes a closer look at their experience and perceptions of art museums and exhibitions. Findings: The findings show that adolescents' perception of arts and exhibitions do not correspond to museum art criteria held by cultural tourism professionals. Based on the key theoretical themes emerging from the empirical investigation, a conceptual framework of adolescents' attitudes toward arts and exhibitions is now presented to provide insights into the dimensions of adolescents' art consumption in today's western consumer society. Figure 1 provides a graphic model that visualizes adolescents' art consumption experiences and summarizes the main findings and marketing implications in the arts field. Originality/value: Based on these findings, new ways of engaging with adolescents in the field of arts are suggested to create new business opportunities for the museum. The findings lean toward the necessity to develop a more youth-centric approach, which differentiates between how adults define art and what adolescents believe art is supposed to be. Thus, the findings demonstrate that adolescents' art consumption experiences are deeply anchored within the context of their social environment and the value judgments of their peers. The adolescent-centric logic within the arts experiential context is taken into account to underline the gap existing in many current arts marketing strategies that are targeting young visitors – and especially adolescents. [ABSTRACT FROM AUTHOR]

For a holistic heritage tourism development the support of tourism stakeholders is of prime importance and that is essential for the successful execution and long-term sustainable development of a locality. To implement a holistic approach on heritage tourism it is important to identify the key stakeholders for heritage tourism and to synthesise the similarities and dissimilarities between them. In this study, the context is the temple city of Bhubaneswar. The study may be further applied to other heritage tourism destinations. The primary data was collected from various stakeholders through a questionnaire and indepth interviews. The two broad categories of stakeholders that were identified during the study were the local suppliers and the experts of the tourism industry. Taking in the different perspectives of stakeholders may help in solving the issues that the current management is facing at the heritage sites in Bhubaneswar and may result in benefiting the destination as a whole by giving priority to the environmental sustainability, social worthiness, economic feasibility and cultural vivacity, of the place, thus paving a way for a holistic heritage tourism which is sustainable.

This study was conducted at KwaBulawayo (eShowe) and Ondini (Ulundi) Cultural Centres, which are located in the north coast of KwaZulu-Natal Province, South Africa. The study was conducted to explore the heritage tourism economic potential of these sites. This study theorised heritage tourism within the shift from an industrial to a post-industrial mode of production and consumption research framework. A descriptive design was used in the study, and a qualitative mode of enquiry was adopted during the collection, analysis, and interpretation of data. The population of the study comprised of the municipal officials, cultural centres’ personnel, community leaders, and households of the nearer communities. The municipal officials and cultural centres’ personnel were sampled through a purposive sampling technique, while community leaders and households were sampled through a convenience sampling technique. Survey questionnaires were used to collect data from a sample of 36 respondents through face-to-face interviews. The data were analysed through content analysis. The findings showed that the communities of the study areas, generally, understood heritage tourism within the context of use value, that is, as containers of cultural, historical, and traditional knowledge, rather than exchange value, as market commodities. This study further found that the branding of the sites revolved around the Zulu Kings, Shaka and Cetshwayo, which seemed not to draw tourists except for those fond of history. Hence, the study recommended that the sites be marketed and rebranded to enhance their full tourism potentials. As heritage tourism has become a major attraction the world over, this study further recommended that communities needed to be conscientised about the development value of heritage tourism and ideally participate therein. Related further research would focus on mechanisms to enhance community participation in tourism development, especially in such rural settings.

The attitude towards the rich heritage resources in Nigerian communities is poor on behalf of the state, at time when the government is looking for avenues through which it may possibly diversify the economy so as to boost employment generation and forge better standards of living for the general population. A closer and articulated observation has revealed that every community in Nigeria has a minimum of one major and viable heritage resource that can and should be utilized to conveniently boost the economy of communities if well harnessed and properly managed. The analysis in this article shows that majority of the respondents visit the Osun Sacred Grove deliberately because of its traditional exhibition and entertainment activities. It is deemed advisable that the Nigerian government could spend more money in such heritage areas to make more people visit the grove. The Osun Sacred Grove is a magical place located on the outskirts of Osogbo, the capital city of Osun State. The grove which is one of the last remnants of chief high forests in southern Nigeria, is viewed as the abode of the goddess of fertility – Osun – one of the pantheon of the many Yoruba gods. The landscape of the grove is unique and its meandering river is scattered with sanctuaries and shrines, sculptures and artworks in honour of Osun and other Yoruba gods. The sacred grove, is viewed as a symbol of identity for all Yoruba people, and attests to the once widespread practice of establishing sacred groves outside all settlements. The question of the level of development and sustainability of heritage tourism in Nigeria, amongst other issues, is what this article has sought to address.

Insufficient social, human, and economic capital may prevent economic transition in resource‐dependent regions. Attraction of in‐migrants with new perspectives and financial means may overcome this constraint and facilitate path creation in alternative industries. This paper seeks to determine if in‐migrant proprietors initiate, or augment, cultural heritage tourism in transitioning rural regions. Trinity, Newfoundland and Labrador, is the setting for this study. Located on the Bonavista Peninsula, this former mercantile centre was once a hub in the historic Atlantic cod fishery, and today is one of the province's premier tourist destinations. To ascertain in‐migrants’ role in this transition, we contacted members of the business community and posed questions to reveal their characteristics, proprietorship routes, and tourism activities. Using a critical realism perspective, we identify trends (i.e., demi‐regularities) in the information gathered, compare these empirical regularities to extant literature (i.e., abduction), and draw on documentation, and key informant interviews, to identify responsible conditions and generative mechanisms (i.e., retroduction). We find that counterurbanite proprietors are enhancing, rather than driving, an existing tourism trajectory, a situation we attribute to the earlier actions of civic‐minded incomers, and local residents. [ABSTRACT FROM AUTHOR]

Military events have significantly influenced history, and this is why military heritage is considered to be extremely important. Many of the most significant events shaping history have associations with national defence and conflict across the globe. Preserving military heritage helps us to comprehend important societal ideals and traditions. Every country is unique with regards to its military heritage. Military heritage tourism serves as a way for people with vested interest therein or simply the casual and curious among us to learn more about a countries military history. Military heritage tourism exists because of people with similar interests who come together to honour and celebrate their shared military heritage. Much will be drawn from the well-researched field of heritage tourism and its success as a tool of mediation in mending a nation with a controversial and bloody colonial past. The purpose of this paper is to determine what military heritage entails and in which forms it is practiced. South Africa has an abundance of military heritage sites which includes inter alia, battlefields, museums, memorials, monuments, festivals, events, re-enactors, re-enactments and private military collectors. In an effort to determine the potential of military heritage tourism as a niche market in the South African context the author will analyse each component of military heritage tourism, provide South African examples of each, explain their importance and the context in which they support one another. The paper will ultimately hopefully lay the foundation for greater military heritage and make recommendations with regard to future research needed on military heritage tourism in South Africa so as to drive the sustainability of heritage as such.