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Cultural assets are popular attractions for tourists. It is critical that the development of tourism based on valuable cultural assets is appropriate and sustainable. Greater cooperation can occur between the tourism industry and cultural heritage management to deal with this increasing field of the tourism industry. This course aims to help develop the cultural tourism industry in such a way that the interests of major stakeholders and cultural assets are respected. By adopting a cooperative relationship, both the tourism industry and cultural heritage management can achieve the benefits of sustainability.

This course addresses the concepts relating to cultural assets and their use as cultural tourism products. The course focuses on mechanisms through which the tourism industry can use cultural assets in ways that are sustainable and take into consideration the preservation and integrity of the asset, the needs and concerns of the local community, and the viability of the tourism product. Key issues that are covered include the different types and characteristics of cultural assets, the major stakeholders and their values and interests, the relationship between cultural heritage management and tourism, authenticity, commodification, market segments, and sustainable management practices. Wider issues relating to cultural tourism such as globalisation, branding, impacts, ethics, and indigenous involvement are also covered. The course takes a global perspective and considers the use of cultural assets in the context of different cultures and worldviews. Examples and case studies are provided from a number of countries and include assets from the World Heritage list. Students are provided with a framework for assessing and evaluating the use of cultural assets as cultural tourism products, and use this model to evaluate an existing cultural tourism product as part of their assessment.

On successful completion of this course students should be able to:

1. demonstrate academic and professional literacy skills by understanding the theories and concepts that underpin cultural tourism and applying them in case study situations;
2. demonstrate ethical research and enquiry skills by analysing the involvement, interests and values of various stakeholders in cultural tourism, including indigenous communities;
3. demonstrate cultural literacy skills by appreciating the global context of cultural tourism and the need for ethical and sustainable considerations;
4. demonstrate the ability to solve problems by conducting a comprehensive assessment of a cultural asset and evaluating its use as a cultural tourism product using an audit model;
5. describe and differentiate cultural tourism markets;
6. demonstrate effective research and information literacy skills by gathering relevant information from a range of credible sources to develop logical, well-structured arguments.