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Friday, December 20, 2002 www.imakenews.com/tourism   VOLUME 1 ISSUE 11  
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THE MTB TEAM
Editors:
Joe Fridgen
Don Holecek
Publisher:
Lori Martin
Support:
Kathy Adair
Fong Bristor
Seoki Lee
JeongHee Noh
Joe Deming

Best of luck at Penn State, Seoki!  We'll miss working with you!
  
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What is Cultural Heritage Tourism?  

The National Trust for Historic Preservation (NTHP) defines cultural heritage tourism as "traveling to experience the places and activities that authentically represent the stories and people of the past and present."  Cultural heritage tourism includes historic, cultural and natural resources.
 
Below are some links to information on the NTHP’s web site.
 
What is Cultural Heritage Tourism?
 
Benefits & Challenges of Heritage Tourism
 
Success Stories
 
Services & Publications
 
Following are some notes takes taken at Cheryl Hargrove’s presentation on “Cultural Branding” on Monday, October 14, 2002 at the Michigan Tourism Conference held at the Hyatt Regency Dearborn.  Ms. Hargrove is a former Director of Heritage Tourism for the National Trust for Historic Preservation.
 
Five Principles of Cultural Heritage Tourism:
  1. Collaborate
  2. Focus on quality and authenticity
  3. Make sites and programs come alive – engage visitors
  4. Find the fit between community and tourism
  5. Preserve & protect resources
 
Four Steps for Cultural Heritage Tourism Sustainability:
  1. Assess the potential
  2. Plan & organize
  3. Prepare, develop & manage
  4. Market for success
 
Cultural Heritage Branding–How It Differs From Traditional Branding:
  1. Not “tangible”
  2. Authenticity is important
  3. Fluid; changes with the culture
  4. Different icons, images, messages for different audiences
  5. Residents’ by-in is required
 
Building a Cultural Heritage Brand:
  1. Describe it
    1. Adjectives
    2. Testimonials
    3. Messages
  2. Test it
    1. Focus groups
    2. Surveys
  3. Apply it
    1. Logo
    2. Advertising
    3. Collateral materials
    4. Web site
    5. Targeted audience campaigns
    6. Merchandise
  4. Deliver it
    1. Consistent
    2. Controlled
    3. With quality
Published by Lori A. Martin
Copyright ©2002 Michigan State University Board of Trustees. All rights reserved.
 Published by the Tourism Resource Center and the Department of Park, Recreation & Tourism Resources. MSU is an affirmative-action, equal-opportunity institution. 		E-MAIL PAGE TO A FRIEND
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