cultural tourism meaning in english

What is cultural tourism and why is it growing?

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Cultural tourism is big business. Some people seek to embark on their travels with the sole intention of having a ‘cultural’ experience, whereas others may experience culture as a byproduct of their trip. We can argue that there is some form of cultural tourism in most holidays (even when taking an all-inclusive holiday you might try to local beer, for example).

But what do we mean by the term ‘cultural tourism’? What’s it all about? In this post I will explain what is meant by the term cultural tourism, providing a range of academic definitions. I will also explain what the different types of cultural tourists are, give examples of cultural tourism activities and discuss the impacts of cultural tourism. Lastly, I will provide a brief summary of some popular cultural tourism destinations.

What is cultural tourism?

Cultural tourism is the act of travellers visiting particular destinations in order to experience and learn about a particular culture . This can include many activities such as; attending events and festivals, visiting museums and tasting the local food and drinks.

Cultural tourism can also be an unintentional part of the tourism experience, whereby cultural immersion (with the local people, their language, customs, cuisine etc) is an inevitable part of a person’s holiday.

Cultural tourism definitions

It has been suggested that tourism is the ideal arena in which to investigate the nature of cultural production (MacCannell, 1976). Tourism provides endless opportunities to learn about the way other people live, about their society and their traditions. Whether you are attending the Running of the Bulls Festival in Pamplona , visiting the pyramids in ancient Egypt , taking a tour of the tea plantations in China or enjoying the locally brewed Ouzo on your all-inclusive holiday to Greece, you will inevitably encounter some form of cultural tourism as part of your holiday experience.

The World Tourism Organisation (WTO) (1985) broadly define cultural tourism as the movements of persons who satisfy the human need for diversity, tending to raise the cultural level of the individual and giving rise to new knowledge, experience and encounters. Cultural tourism is commonly associated with education in this way, some describing it more narrowly as educational cultural tourism (e.g. Bualis and Costa, 2006; Harner and Swarbrooke, 2007; Richards, 2005).

Although a common, more specific definition has not been agreed amongst academics due to the complexity and subjectivity of the term, there do appear to be two distinct viewpoints. The first focusses upon the consumption of cultural products such as sites or monuments (Bonink, 1992; Munsters, 1994), and the second comprises all aspects of travel, where travellers learn about the history and heritage of others or about their contemporary ways of life or thought (MacIntosh and Goeldner, 1986).

Csapo (2012) pertains that the umbrella term of cultural tourism can encompass a number of tourism forms including heritage (material e.g. historic buildings and non-material e.g. literature, arts), cultural thematic routes (e.g. spiritual, gastronomic, linguistic), cultural city tourism, traditions/ethnic tourism, events and festivals, religious tourism and creative culture (e.g. performing arts, crafts).

Types of cultural tourists

In attempt to understand the scope of cultural tourism academics have developed a number of typologies, usually based upon the tourist’s level of motivation.

Bywater (1993) differentiated tourists according to whether they were culturally interested, motivated or inspired.

Culturally interested tourists demonstrate a general interest in culture and consume cultural attractions casually as part of a holiday rather than consciously planning to do so.

Culturally motivated tourists consume culture as a major part of their trip, but do not choose their destination on the basis of specific cultural experiences, whereas for culturally inspired tourists culture is the main goal of their holiday. 

A more complex typology was proposed by McKercher and Du Cros (2002), who defined tourists based upon the depth of the cultural experience sought, distinguishing them in to one of five hierarchical categories. 

The first is the purposeful cultural tourist for whom cultural tourism is their primary motive for travel. These tourists have a very deep cultural experience. 

The second category is the sightseeing cultural tourist for whom cultural tourism is a primary reason for visiting a destination, but the experience is more shallow in nature.

The serendipitous cultural tourist does not travel for cultural reasons, but who, after participating, ends up having a deep cultural tourism experience, whilst the casual cultural tourist is weakly motivated by culture and subsequently has a shallow experience. 

Lastly, the incidental cultural tourist is one who does not travel for cultural tourism reasons but nonetheless participates in some activities and has shallow experiences. 

Adapting this theory, Petroman  et al (2013) segments tourists based upon their preferred cultural activities.

The purposeful cultural tourist, described as according to Mckercher and Du Cros (2002), enjoys learning experiences that challenge them intellectually and visits history museums, art galleries, temples and heritage sites that are less known.

The tour-amateur cultural tourist is akin with the sightseeing cultural tourist above and they often travel long distances, visit remote areas, enjoy tours and wandering through the streets.

The occasional cultural tourist plays a moderate role in the decision of travelling and enjoys an insignificant cultural experience, their preferred activities being to visit attractions and temples that are easy to reach and to explore, although not to the extent that the tour-amateur cultural tourist does.

The incidental cultural tourist plays a small or no role in the decision to travel and enjoys an insignificant cultural experience, whilst visiting attractions that area within easy reach and heritage theme parks.

The last segment is the accidental cultural tourist, who plays a small or no role in the decision to travel but enjoys a deep cultural experience. This tourist type is diverse and as such has no preferred activities attributed to it. 

Importance of cultural tourism

Cultural tourism is important for many reasons. Perhaps the most prominent reason is the social impact that it brings.

Cultural tourism can help reinforce identities, enhance cross cultural understanding and preserve the heritage and culture of an area. I have discussed these advantages at length in my post The Social Impacts of Tourism , so you may want to head over there for more detail.

Cultural tourism can also have positive economic impacts . Tourists who visit an area to learn more about a culture or who visit cultural tourism attraction, such as museums or shows, during their trip help to contribute to the economy of the area. Attractions must be staffed, bringing with it employment prospects and tertiary businesses can also benefit, such as restaurants, taxi firms and hotels.

Furthermore, for those seeking a deep cultural experience, options such as homestays can have positive economic benefits to the members of the community who host the tourists.

Read also: Overtourism explained: What, why and where

Personally, I think that one of the most important benefits of cultural tourism is the educational aspect. Tourists and hosts alike can learn more about different ways of life. This can help to broaden one’s mind, it can help one to think differently and to be more objective. These are qualities that can have many positive effects on a person and which can contribute to making them more employable in the future.

Cultural tourism activities

Whether a tourist is seeking a deep cultural experience or otherwise, there are a wide range of activities that can be classified as cultural tourism. Here are a few examples:

• Staying with a local family in a homestay
• Having a tour around a village or town
• Learning about local employment, for example through a tour of a tea plantation or factory
• Undertaking volunteer work in the local community
• Taking a course such as cooking, art, embroidery etc
• Visiting a museum
• Visiting a religious building, such as a Mosque
• Socialising with members of the local community
• Visiting a local market or shopping area
• Trying the local food and drink
• Going to a cultural show or performance
• Visiting historic monuments

Impacts of cultural tourism

There are a range of impacts resulting from cultural tourism activities, both good and bad. Here are some of the most common examples:

Positive impacts of cultural tourism

Revitalisation of culture and art.

Some destinations will encourage local cultures and arts to be revitalised. This may be in the form of museum exhibitions, in the way that restaurants and shops are decorated and in the entertainment on offer, for example.

This may help promote traditions that may have become distant.

Preservation of Heritage

Many tourists will visit the destination especially to see its local heritage. It is for this reason that many destinations will make every effort to preserve its heritage.

This could include putting restrictions in place or limiting tourist numbers, if necessary. This is often an example of careful tourism planning  and sustainable tourism management.

This text by Hyung You Park explains the principles of heritage tourism in more detail.

Negative impacts of cultural tourism

Social change.

Social change is basically referring to changes in the way that society acts or behaves. Unfortunately, there are many changes that come about as a result of tourism that are not desirable.

There are many examples throughout the world where local populations have changed because of tourism. Perhaps they have changed the way that they speak or the way that they dress. Perhaps they have been introduced to alcohol through the tourism industry or they have become resentful of rich tourists and turned to crime. These are just a few examples of the negative social impacts of tourism.

Read also: Business tourism explained: What, why and where

Globalisation and the destruction of preservation and heritage.

Globalisation is the way in which the world is becoming increasingly connected. We are losing our individuality and gaining a sense of ‘global being’, whereby we more and more alike than ever before.

Globalisation is inevitable in the tourism industry because of the interaction between tourists and hosts, which typically come from different geographic and cultural backgrounds. It is this interaction that encourage us to become more alike.

Standardisation and Commercialisation

Similarly, destinations risk standardisation in the process of satisfying tourists’ desires for familiar facilities and experiences.

While landscape, accommodation, food and drinks, etc., must meet the tourists’ desire for the new and unfamiliar, they must at the same time not be too new or strange because few tourists are actually looking for completely new things (think again about the toilet example I have previously).

Tourists often look for recognisable facilities in an unfamiliar environment, like well-known fast-food restaurants and hotel chains. Tourist like some things to be standardised (the toilet, their breakfast, their drinks, the language spoken etc), but others to be different (dinner options, music, weather, tourist attractions etc).

Loss of Authenticity 

Along similar lines to globalisation is the loss of authenticity that often results from tourism.

Authenticity is essentially something that is original or unchanged. It is not fake or reproduced in any way.

The Western world believe that a tourist destination is no longer authentic when their cultural values and traditions change. But I would argue is this not natural? Is culture suppose to stay the same or it suppose to evolve throughout each generation? 

Take a look at the likes of the long neck tribe in Thailand or the Maasai Tribe in Africa. These are two examples of cultures which have remained ‘unchanged’ for the sole purpose of tourism. They appear not to have changed the way that they dress, they way that they speak or the way that they act in generations, all for the purpose of tourism.

You can learn more about what is authenticity in tourism here or see some examples of staged authenticity in this post.

Culture clashes

Because tourism involves movement of people to different geographical locations cultural clashes can take place as a result of differences in cultures, ethnic and religious groups, values, lifestyles, languages and levels of prosperity.

Read also: Environmental impacts of tourism

The attitude of local residents towards tourism development may unfold through the stages of euphoria, where visitors are very welcome, through apathy, irritation and potentially antagonism when anti-tourist attitudes begin to grow among local people. This is represented in Doxey’s Irritation Index, as shown below.

Tourist-host relationships

Culture clashes can also be exasperated by the fundamental differences in culture between the hosts and the tourists.

There is likely to be economic inequality between locals and tourists who are spending more than they usually do at home. This can cause resentment from the hosts towards the tourists, particularly when they see them wearing expensive jewellery or using plush cameras etc that they know they can’t afford themselves.

Further to this, tourists often, out of ignorance or carelessness, fail to respect local customs and moral values. 

There are many examples of ways that tourists offend the local population , often unintentionally. Did you know that you should never put your back to a Buddha? Or show the sole of your feet to a Thai person? Or show romantic affection in public in the Middle East?

Cultural tourism destinations

Whilst many would argue that cultural tourism is ingrained to some extent in travel to any country, there are some particular destinations that are well-known for their ability to provide tourists with a cultural experience.

Cultural tourism in India

It is impossible not to visit India and experience the culture. Even if you are staying in a 5 star Western all-inclusive hotel in Goa, you will still test Indian curries, be spoken to by Indian workers and see life outside of the hotel on your transfer to and from the airport.

For most people who travel to India, however, cultural tourism is far more than peeking outside of the enclave tourism bubble of their all-inclusive hotel.

Thousands of international tourists visit the Taj Mahal each year. Many more people visit the various Hindu and Buddhist temples scattered throughout the country as well as the various Mosques. Some visit the famous Varanassi to learn about reincarnation.

Most tourists who visit India will try the local dal, eat the fresh mutton and taste chai.

All of these activities are popular cultural tourism activities.

Cultural tourism in Thailand

Thailand is another destination that offers great cultural tourism potential. From the Buddhist temples and monuments and the yoga retreats to homestays and village tours, there are ample cultural tourism opportunities in Thailand .

Cultural tourism in Israel

Israel is popular with religious tourists and those who are taking a religious pilgrimage, as well as leisure tourists. I visited Israel and loved travelling around to see the various sights, from Bethlehem to Jerusalem . I’m not religious in any way, but I loved learning about the history, traditions and cultures.

Cultural tourism in New York

New York is a city that is bustling with culture. It is world famous for its museums and you can learn about anything from World War Two to the Twin Towers here.

Many would argue that shopping is ingrained in the culture of those who live in New York and many tourists will take advantage of the wide selection of products on offer and bargains to be had on their travels to New York.

You can also treat yourself to watching a traditional West End show, trying some of the famous New York Cheesecake and enjoying a cocktail in Times Square!

Cultural tourism in Dubai

Dubai might not be the first destination that comes to mind when you think of cultural tourism, but it does, in fact, have a great offering.

What I find particular intriguing about Dubai is the mix of old and new. One minute you can be exploring the glitz and glamour of the many high-end shopping malls and skyscrapers and the next you can be walking through a traditional Arabian souk.

Cultural tourism: Conclusion

As you can see, there is big business in cultural tourism. With a wide range of types of cultural tourists and types of cultural tourism experiences, this is a tourism sector that has remarkable potential. However, as always, it is imperative to ensure that sustainable tourism practices are utilised to mitigate any negative impacts of cultural tourism.

If you are interested in learning more about topics such as this subscribe to my newsletter ! I send out travel tips, discount coupons and some material designed to get you thinking about the wider impacts of the tourism industry (like this post)- perfect for any tourism student or keen traveller!

Further reading

Want to learn more about cultural tourism? See my recommended reading list below.

• Cultural Tourism – A textbook illustrating how heritage and tourism goals can be integrated in a management and marketing framework to produce sustainable cultural tourism. 
• Deconstructing Travel: Cultural Perspectives on Tourism – This book provides an easily understood framework of the relationship between travel and culture in our rapidly changing postmodern, postcolonial world.
• Re-Investing Authenticity: Tourism, Place and Emotions – This ground-breaking book re-thinks and re-invests in the notion of authenticity as a surplus of experiential meaning and feeling that derives from what we do at/in places.
• The Business of Tourism Management – an introduction to key aspects of tourism, and to the practice of managing a tourism business. 
• Managing Sustainable Tourism – tackles the tough issues of tourism such as negative environmental impact and cultural degradation, and provides answers that don’t sacrifice positive economic growth.
• Tourism Management: An Introduction – An introductory text that gives its reader a strong understanding of the dimensions of tourism, the industries of which it is comprised, the issues that affect its success, and the management of its impact on destination economies, environments and communities.
• Responsible Tourism: Using tourism for sustainable development – A textbook about the globally vital necessity of realising sustainable tourism.

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Cultural Tourism: Definitions, Types, Advantages & Disadvantages, or Stakeholders of Cultural Tourism

Cultural tourism is a rapidly growing segment within the global travel industry, catering to individuals seeking to immerse themselves in local populations’ customs, traditions, and lifestyles. It combines the elements of leisure with an authentic experience of a destination’s unique historical, architectural, artistic, and culinary aspects. As a result, this form of tourism allows travellers to gain a deeper appreciation and understanding of different societies and their cultural characteristics.

In recent years, the demand for cultural tourism has been on the rise as more people are interested in exploring foreign customs and cultural experiences beyond the typical tourist attractions. This trend fosters cross-cultural connections and mutual understanding and creates positive economic and social impacts on local communities. By preserving and showcasing their traditions, local people have the opportunity to generate income and employment while maintaining a sense of pride in their cultural heritage.

With the increasing focus on sustainability and responsible tourism practices, cultural tourism sets itself apart by emphasizing the importance of engaging with local communities, adhering to ethical standards and minimizing negative impacts on the environment. As such, it presents a viable option for tourists who wish to expand their horizons while also contributing positively to the places they visit.

Table of Contents

Understanding cultural tourism.

Cultural tourism is a significant and growing aspect of the global tourism industry. The United Nations World Tourism Organization (UNWTO ) defines cultural tourism as the movement of people to cultural attractions away from their normal residence, with the intention of gathering new information and experiences that satisfy their cultural needs. It encompasses various activities undertaken by tourists to explore and experience different cultures, customs, and traditions.

One of the key aspects of cultural tourism is the opportunity it provides visitors to learn and engage with local communities, their history, and their way of life. This tourism is more than just visiting heritage sites or attending cultural events; it involves understanding and experiencing how people from different cultures live, express themselves through art, and maintain their traditions.

Cultural tourism fosters mutual understanding and respect between people from different cultural backgrounds. It encourages dialogue and exchange, breaking down social and cultural barriers and contributing to more tolerant societies. This form of tourism is an essential aspect of sustainable tourism development, as it seeks to preserve precious heritage for future generations while supporting economic growth for local communities.

As the tourism industry continues to grow, the demand for unique and authentic experiences increases. Cultural tourism serves to meet this demand by offering visitors the opportunity to immerse themselves in various cultural settings, fostering a deeper understanding of the world and its diverse cultures.

Importance of Cultural Tourism

Cultural tourism plays a significant role in society as it helps preserve and promote the values, beliefs, traditions, and heritage that define a particular culture. It allows individuals and communities to exhibit unique perspectives on arts, rituals, folklore, music, literature, language, oral traditions, and other cultural elements. Cultural tourism serves as a bridge between societies, aiding in fostering mutual respect, tolerance, and understanding among various cultures.

Economic benefits are also apparent through cultural tourism. Visitors contribute to the local economy, supporting local businesses and sustaining host communities’ cultural products and experiences. By engaging in cultural tourism, visitors gain an authentic understanding of indigenous and local cultures, empowering them to appreciate the rich diversity and uniqueness of the world.

Furthermore, cultural tourism helps preserve cultural heritage, vital for maintaining a sense of identity and continuity for future generations. This preservation and promotion of different cultures provide a sense of pride and belonging for people who are part of those traditions. In turn, this enhances cultural exchange, allowing individuals to learn about other ways of life while appreciating their values and beliefs.

Cultural tourism also supports the sustainability of performing arts and other creative industries. Through various interactions with artists and performers, visitors can develop an appreciation for a wide range of artistic expressions, contributing to the overall vitality of the art world.

Through the development of cultural tourism, a society can showcase its cultural heritage while contributing to its economic prosperity. By embracing the importance of cultural tourism, we can foster a greater understanding, appreciation, and celebration of the rich tapestry of customs, beliefs, and traditions that make up the world’s diverse cultures.

Types of Cultural Tourism

Cultural tourism allows travellers to immerse themselves in the history, heritage, and traditions of different places around the world. This form of tourism can be categorized into several types, each offering a unique way for visitors to experience and appreciate local cultures.

One type of cultural tourism is Historical and Heritage Tourism . This focuses on exploring sites related to a region’s past, such as ancient archaeological sites, monuments, and museums. It can instil a sense of wonder and appreciation for past civilizations’ achievements and teach travellers about the history of the places they visit.

Moving to the artistic side, Arts Tourism highlights the creative aspects of a culture. Tourists visit galleries, theatres, and concerts to experience local art, music, dance, and drama. It allows them to understand different communities’ aesthetic and expressive tendencies, opening their minds to new perspectives and forms of creativity.

Religious and Spiritual Tourism is another common form, where tourists visit religious sites, such as temples, churches, and mosques, or engage in spiritual practices like meditation and yoga. This type of cultural tourism can provide insights into various societies’ belief systems and rituals, fostering understanding and tolerance among people of different faiths.

However, culture isn’t just about history, arts, and religion but also daily life. Ethno and Indigenous Tourism involves tourists visiting and interacting with indigenous communities to learn about their customs, way of life, and unique perspectives on the world. This type of cultural tourism encourages empathy and cross-cultural understanding while emphasising respect for indigenous people’s rights and dignity.

Lastly, Culinary and Agritourism put emphasis on local food and drink traditions, as well as the agricultural practices that underpin them. This type of tourism can include attending food festivals, partaking in cooking classes or workshops, and visiting farms, vineyards, or breweries. Culinary experiences help tourists understand the richness of a region’s flavours and the relationship between local communities and their land and resources.

In summary, cultural tourism comes in various forms, appealing to different interests and tastes. It offers travellers a chance to explore and interact with diverse cultures, fostering connections and understanding among people around the world.

Forms of Cultural Tourism

Cultural tourism offers a wide range of experiences for travellers who seek to immerse themselves in different cultures, traditions, and ways of life. Various forms of cultural tourism cater to different interests and preferences.

Museums and galleries play a significant role in cultural tourism as they showcase a certain location’s history, art, and culture. Examples include art galleries displaying local and international masterpieces and museums featuring exhibits about the history and development of a specific region or theme.

Monuments and historic sites attract cultural tourists interested in exploring the past. Famous landmarks, archaeological sites, and heritage buildings tell the stories of civilizations and cultures that once thrived. UNESCO World Heritage Sites are often at the top of travellers’ lists, representing the world’s most significant cultural and natural heritage.

Architecture as a form of cultural tourism exposes tourists to varying architectural styles and meanings. Walking tours, cityscapes, and visits to iconic buildings provide a deeper understanding of a city’s architectural design’s cultural, social, and political influences.

Festivals and special events are another important aspect of cultural tourism, highlighting a particular community’s local customs and practices. These may include carnivals, parades, performances, traditional dances, and food festivals that provide a unique insight into the cultural identity of a place.

Gastronomy and cuisine play an integral role in the cultural tourism experience, as they allow tourists to savour the flavours and ingredients unique to a location. Local markets, food tours, cooking classes, and traditional restaurants all offer opportunities to appreciate the culinary heritage of a destination.

Shopping for crafts and textiles is a popular form of cultural tourism, as it allows travellers to bring home tangible memories of their journeys. Local artisans may showcase their talents through handmade textiles, pottery, jewellery, and other crafts, reflecting their community’s cultural heritage and artistic expression.

Cultural tourism encompasses diverse experiences, enabling travellers to engage with their chosen destination’s rich history, art, architecture, events, cuisine, and crafts. By exploring these varied aspects, visitors can deepen their understanding and appreciation of the world’s unique cultural landscapes.

Tangible and Intangible Cultural Attractions

Cultural tourism often focuses on two major aspects: tangible and intangible cultural attractions. These attractions shape a destination’s identity, providing depth and context for visitors and facilitating cultural exchange. This section will explore various facets of tangible and intangible attractions, comprehensively understanding their significance and diversity.

Tangible cultural attractions encompass elements of history, arts, and architecture that visitors can physically experience. Notable examples include monuments, visual art, and crafts that showcase local communities’ unique skills and traditions. Such attractions often reflect centuries of evolution and showcase the ingenuity of a region’s inhabitants. By visiting these sites and engaging with these art forms, travellers gain firsthand insights into the cultural heritage of their destination.

On the other hand, intangible cultural attractions comprise the non-material aspects of a culture that contribute to its unique characteristics and traditions. Music, social practices, festive events, and customs are some of the intangible elements that enrich the cultural landscape of a tourist destination. Interaction with local people plays a crucial role in understanding the region’s intangible cultural attractions, as they act as custodians of these traditions and their oral histories.

A dynamic interplay exists between tangible and intangible cultural attractions, creating a vibrant, multi-dimensional experience for tourists. For instance, the physical structure in architectural landmarks represents the tangible aspect, while the stories, legends, and rituals connected to the site contribute to its intangible allure. This symbiotic relationship reflects the essential interdependence between culture’s material and immaterial aspects.

In conclusion, tangible and intangible cultural attractions are indispensable pillars of cultural tourism. They provide an enriching experience for visitors and play a vital role in preserving and promoting a destination’s unique cultural heritage. Both aspects should be regarded with equal importance and cultivated to ensure a comprehensive and engaging experience for travellers seeking to explore a destination’s cultural offerings.

Advantages of Cultural Tourism

Cultural tourism provides a unique opportunity for individuals to immerse themselves in a particular society’s history, traditions, and customs. In doing so, they can develop a deeper understanding and appreciation of the diverse cultures that make up the world.

One significant advantage of cultural tourism is its potential to boost local economies. Tourist expenditures in local businesses such as hotels , restaurants, and shops can contribute to the growth and development of a region. Additionally, cultural tourism can create jobs, especially for local artisans, performers, and guides who offer authentic cultural experiences to visitors.

Another benefit of cultural tourism is the preservation and revitalization of cultural heritage. By attracting tourists interested in learning about and experiencing different traditions, communities are encouraged to preserve and maintain their cultural assets, such as historic sites, museums, and festivals. This helps ensure that future generations can continue to enjoy and learn from these valuable resources.

Cultural tourism also fosters cross-cultural understanding and appreciation. As people engage with diverse cultures, they may develop a broader perspective and a greater respect for cultural differences. This can lead to increased tolerance and harmony among different societies.

However, it is important to be aware of the potential disadvantages of cultural tourism. For instance, there may be issues related to overcrowding, environmental impact, or the commodification of cultural traditions. This makes it crucial to manage cultural tourism responsibly, ensuring it benefits both the tourists and the host communities.

Disadvantages of Cultural Tourism

Cultural tourism has gained popularity in recent years, drawing visitors from around the globe to experience and appreciate diverse cultures. However, this type of tourism also brings several disadvantages that must be considered.

One significant drawback of cultural tourism is the potential for commodification of cultures. As communities open their doors to tourists, they risk losing the authenticity and uniqueness of their cultural identity. Traditional practices and artefacts may be tailored to appeal to the tourist market, diluting their cultural significance.

Moreover, cultural tourism can put pressure on resources and spaces used by local communities. The influx of tourists may lead to overcrowding and increased competition for essential amenities. This could negatively impact the quality of life for local residents and strain the available infrastructure.

Another issue is the potential for environmental degradation resulting from cultural tourism. Some tourist activities may involve access to sensitive natural areas, leading to erosion, pollution, or disturbance of wildlife habitats. The construction of tourist facilities and infrastructure can also threaten the environment.

Lastly, cultural tourism can contribute to the unequal distribution of economic benefits. While some members of the community may profit from tourism-related businesses, others may not be able to participate in or benefit from these enterprises. This could exaggerate income disparities and create economic imbalances within communities.

In conclusion, despite cultural tourism’s numerous benefits to travellers and host communities, it is crucial to acknowledge and address its potential negative aspects. To ensure the long-term success of cultural tourism, policies and practices must be implemented that prioritize the protection of cultural and environmental resources and promote equitable distribution of economic benefits.

Cultural Tourism Destinations

Cultural tourism is a popular type of travel that allows visitors to immerse themselves in various destinations’ history, heritage, and traditions. Throughout the world, numerous places provide rich cultural experiences for travellers. Here, we explore a few notable cultural tourism destinations.

China is a vast and diverse country with a history dating back thousands of years. One can explore the architectural wonders of the Great Wall, the Terracotta Army in Xi’an, or the magnificent Forbidden City in Beijing. Visiting local markets and trying traditional cuisine also adds to the cultural experience in China.

India is another top destination for cultural tourism, offering many historical sites and vibrant traditions. The Taj Mahal in Agra, a UNESCO World Heritage Site, is a must-see with its iconic marble mausoleum. Another popular destination is Rajasthan , where the colourful cities and the royal palaces, such as the spectacular City Palace of Jaipur, offer a glimpse into the past.

France , specifically Paris , provides visitors with rich art, architecture, and cuisine. Iconic sites such as the Louvre, Notre Dame Cathedral, and the Eiffel Tower showcase the country’s artistic and architectural achievements throughout history.

Similarly, Spain is renowned for its rich cultural heritage with attractions such as the Alhambra in Granada, the Park Güell in Barcelona, designed by Gaudí, and the Prado Museum in Madrid.

Turkey , especially Istanbul , offers an intricate blend of European and Asian influences, with historic sites such as the Hagia Sophia, the Blue Mosque, and the Topkapı Palace. Moreover, the open-air bazaars and Turkish baths deliver an authentic cultural experience.

Italy , the birthplace of the Renaissance, is brimming with artistic and architectural masterpieces. Cities like Rome, Florence, and Venice are steeped in history, allowing visitors to marvel at landmarks like the Colosseum, St. Peter’s Basilica, or the Uffizi Gallery.

The beautiful island of Bali in Indonesia is known for its lush landscapes, Hindu temples, and vibrant arts scene, making it an excellent location for immersing oneself in the culture of the region.

Uzbekistan has gained attention recently as tourism grows along the Silk Road route. Visitors can admire the stunning architecture and mosaics of cities such as Samarkand, Bukhara, and Khiva, which capture the rich heritage of the ancient trading route.

In conclusion, cultural tourism invites travellers to explore fascinating destinations across the globe. While each location offers unique experiences, they provide a deeper understanding of human history, traditions, and heritage.

Stakeholders of Cultural Tourism

Cultural tourism is a multi-faceted industry that brings value to travellers in search of authentic experiences and to a myriad of stakeholders. From local communities to government bodies and from small businesses to environmental conservation efforts, cultural tourism can shape economies and lifestyles in both positive and negative ways. This guide delves into the key stakeholders in the cultural tourism sector, exploring their roles, impacts, and interconnected interests.

Tourists: The Heart of the Industry

Arguably, tourists are the backbone of cultural tourism. Whether they are history enthusiasts seeking out ancient ruins or gastronomes on the hunt for authentic local cuisine, tourists drive demand and shape the landscape of the tourism industry. They often seek enriching experiences that can offer a deep understanding of local cultures.

Local Communities: The Soul of the Destination

Local communities provide the lived experience that many cultural tourists seek. These people preserve the traditions, language, and heritage sites that form the basis of cultural tourism. Unfortunately, they can also bear the brunt of poorly managed tourism through cultural commodification and environmental degradation.

Government Bodies: The Framework Providers

Local and national governments play an instrumental role in regulating and promoting cultural tourism. They invest in infrastructure, enforce zoning laws, and facilitate public services like safety and sanitation that are vital to the tourism industry.

Tourism Boards and Agencies: The Promoters

Tourism boards, often funded by governments, are responsible for marketing a destination’s cultural assets to the world. These bodies work closely with other stakeholders to develop tourism packages, advertise local attractions, and even set guidelines for responsible tourism.

Tour Operators and Travel Agents: The Experience Curators

Specializing in delivering personalized experiences, these businesses are intermediaries between tourists and destinations. They can make or break the quality of the cultural tourism experience through their choices of local partnerships, itineraries, and guides.

Cultural Institutions: The Keepers of Heritage

Museums, art galleries, and historical sites are essential touchpoints for cultural tourists. They collaborate closely with various stakeholders to ensure that cultural assets are preserved and made accessible to the public.

Artisans and Performers: The Artistic Impressions

Artisans and performers add texture to the cultural fabric of a destination. These stakeholders benefit from increased visibility and economic opportunities , providing tourists a gateway to the authentic local culture.

Small Business Owners: The Local Economy Boosters

From restaurants and cafes to souvenir shops, small businesses see a surge in revenue when cultural tourism is thriving. They form a vital part of the local economy, providing services that enrich the tourist experience.

Academics and Researchers: The Thought Leaders

Cultural tourism is a field ripe for academic inquiry, touching upon anthropology, economics, and sociology disciplines. Research in this area can help shape policies that benefit tourists and local communities.

NGOs: The Advocates of Sustainability

Organizations that focus on cultural or environmental conservation often align with the interests of responsible cultural tourism. They act as watchdogs and advocates, ensuring that tourism practices are sustainable and ethical.

Real Estate Developers: The Infrastructure Builders

Though not directly related to the culture, real estate is essential in accommodating the influx of tourists, especially in booming destinations. They must balance business interests with responsible development.

Media: The Influencers

Media outlets, including travel bloggers and journalists, have a significant role in shaping public perception of a destination. Their storytelling can amplify the benefits or expose the pitfalls of cultural tourism.

The Environment: The Unspoken Stakeholder

Although not a traditional “stakeholder,” the environment stands to be significantly affected by tourism activities. Sustainable practices must be adopted to preserve the natural and cultural landscapes that attract visitors in the first place.

Understanding the intricate web of stakeholders in cultural tourism is the first step in creating an industry that benefits all. As cultural tourism evolves, stakeholders must actively dialogue to ensure sustainable and enriching experiences for everyone involved.

Cultural Tourism Experience

Cultural tourism experiences provide a unique opportunity for travellers to immerse themselves in the local culture, customs, and traditions of the places they visit. These immersive travel experiences enable tourists to understand the heritage and identity of the communities they encounter.

One popular way to experience cultural tourism is through homestays. These accommodations offer the chance to live with a local family, providing a firsthand glimpse into their daily lives and customs. The cultural exchange within a homestay environment can be transformative, offering insights that would otherwise remain veiled during a typical sightseeing vacation.

Another important aspect of cultural tourism is engaging with the local communities, participating in their events and festivals, and learning about their history and heritage through interactions with the people there. These experiences enable travellers to connect meaningfully with locals, fostering mutual appreciation and understanding of different cultures.

Cultural experiences often focus on different dimensions, such as:

• Arts and crafts: Exploring local artisans’ craftsmanship and heritage by visiting workshops, galleries, and markets.
• Cuisine: Sampling regional culinary specialities can offer a taste of local culture, traditions, and history.
• Religious sites: Visiting places of worship offers insight into the spiritual beliefs and practices of the area.
• Performing arts: Engaging with local music, dance, and theatre performances can reveal unique cultural perspectives and expressions.

Cultural tourism emphasizes responsible travel and encourages visitors to respect and appreciate the local customs, traditions, and the natural environment while exploring new destinations. Tourists can create unforgettable memories by connecting with people from different backgrounds and gaining a deeper understanding of their practices and values, fostering greater global empathy and cultural appreciation.

• Switch skin

What is Cultural Tourism and Why is It Important?

Tourism trends come and go. What was once deemed as a necessity in travel and tourism may not be a necessity today. So what is cultural tourism and why is it important? Let’s dive in!

How is Culture Defined?

In order to understand cultural tourism, we must first understand what constitutes culture. 

Culture is rooted in many complexities and many inner workings. On the surface level, culture can be defined through symbols, words, gestures, people, rituals and more. 

However, the core of culture is in its values. 

The way a culture perceives itself or stays preserved is through a set of shared values. 

Maybe its an ode to ancestry and tradition or a new breadth of 

However, the core of culture is in its values.

Whether it’s an ode to ancestry or creating a new set of values as time evolves, it can be also be held true to the 

Whether it’s an ode to ancestry or creating a new set of values as time evolves, cultural tourism is uprooted in holding and preserving cultures through traditions and heritage.  [1]

What is Cultural Tourism?

Adopted by the UNWTO General Assembly in 2017, Cultural Tourism is defined as the following: “A type of tourism activity in which the visitor’s essential motivation is to learn, discover, experience and consume tangible and intangible cultural attractions/products in a tourism destination.”

The main aim of cultural tourism is to improve the quality and livelihood of the local people who are committed to preserving cultural heritage and traditions. 

This can be through the purchase of locally made goods, initiatives through local food and the learning of recipes, 

This can be through the purchase of locally made goods, initiatives to learn how to cook local recipes and supporting local inbound operators who have a good knowledge of the cities they are operating in. 

This can be done through the following six aspects:

• Handcrafted Goods and Visual Art
• Social Practices
• Rituals and Festive Events
• Oral Traditions

Imagine visiting one of our destinations: Jordan, Tunisia, Kyrgyzstan, Uzbekistan or Tanzania. 

Imagine being able to experience all six of these aspects of cultural tourism all created in one package.

Where Can You Practice Cultural Tourism?

Jordan .

From the North to the South, Jordan’s landscapes and its people are ready to welcome you to each and every experience. 

In the North, experience the gastronomy of locally preserved recipes and take your hand at being able to learn how to cook yourself. 

Take your hand at handcrafted goods like making baskets out of wheat straws or learn the art of traditional weaving in Madaba. 

In the South, practice in rituals in the desert by learning about the infamous Bedouin tea, take some words and practices that are so pertinent to those in the South. 

See our packages in Jordan

Underground colonies, history and a rich culture are just waiting for you to learn about. 

Visit an artist in Gabes who has taken traditional methods of papermaking and carried it to the present today by honoring raw and organic materials pertinent to the atmosphere of Tunisia’s landscape. 

Then have an opportunity to stay in local accommodation in underground colonies which stay cool during the summer and warm in the winter.

You can also experience Amazigh history and the different languages present in Tunisia today that trace back to civilizations many years ago. 

See our packages in Tunisia

Uzbekistan 

One of Central Asia’s unknown wonders

Uzbekistan is located on the Silk Road and holds centuries of history that trace back to the Islamic Golden Age. It holds a unique architectural background and since it holds history between the Persian Empire and the Soviet Union, you can see a contradiction between both styles, all in one place. 

See our packages in Uzbekistan

Kyrgyzstan 

Where nature is a non-negotiable

With its beautiful nature, with over 2,000 lakes, Kyrgyzstan is another Central Asian wonder that holds beautiful fairytale naturescapes and semi-nomadic living. 

Kyrygz people still adhere to ancient civilizations and honor their ancestors by living in Yurts and sharing natural practices such as horseback riding and traditional old games, like Kok Boro and eagle hunting. 

See our packages in Kyrgyzstan 

Everything is “pole pole” in Tanzania

From visiting indigeneous tribes to participating in rituals to mother nature, Tanzanian people practice the “pole pole” lifestyle, which means slowly slowly in Swahili. 

With an intersection of different cultures and practiced rituals, Tanzania has become such a hub for many people to get together and enjoy the lifestyle and indigenous cultures. 

See our packages in Tanzania

Why is Cultural Tourism Important?

Cultural tourism is a travel and tourism trend that is here to stay. With more and more accessibility to the world and the people in it, there is peak interest in being able to immersively travel. 

• Peaks an interest to immerse yourself in a particular culture
• Creates meanings, stories and understanding between host and guest
• Share cultural practices and be part of the preservation of cultural heritage
• Gain a full understanding a culture without commodification 

What better way to honor a destination than by practicing in allowing something to be immortal. 

Also, if you’re interested in learning more about experiential tourism, check out this article. 

What are some cultural touristic experiences you are looking forward to trying?

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What is cultural tourism and how to make it part of your trips

Learn all about cultural tourism and find out about amazing destinations to live cultural experiences around the world.

Worldpackers Worldpackers

Jan 08, 2024

When you’re traveling, do you try to go beyond the surface and understand the different cultures that surround you? Then this article is for you. We will talk about the main characteristics of cultural tourism and will suggest 10 fascinating destinations with unique cultural aspects. 

We will also tell you how you can have a deeper cultural immersion than a typical tourist , mixing with locals and learning from them while you get free accommodation.

You might also like to read: 

• 20 ways to travel more intentionally
• 6 ways travel promotes learning and education

What is cultural tourism?

Cultural tourism is a form of travel that focuses on exploring and appreciating the unique traditions, history, and practices of a place . It is not just about visiting museums or attending festivals, but also delving deeply into the everyday aspects of local life. Authentic local food, local markets, and even casual chats with locals are an integral part of cultural tourism.

While a conventional tourist may seek relaxation and fun and focuses on visiting famous tourist places, the cultural tourist seeks to go beyond the superficial layer. They want to immerse themselves in local history, explore the unique customs of a region, and learn about its art and architecture. This type of experience is an opportunity to grow personally and empathize with people from different parts of the world.

Among the different types of cultural tourism, there are gastronomic tourism, rural tourism, religious tourism, ethnographic tourism, sports tourism, spiritual tourism, and voluntourism, to name a few.

Characteristics of cultural tourism

A main characteristic of cultural tourism is the deep appreciation for different cultures . Travelers not only visit a place to see its natural or architectural beauties, but also to immerse themselves in its culture and understand it thoroughly.

Another important characteristic is the constant educational component that exists in this type of trip. You don't just learn about a new culture: you are also an active part of the cultural exchange while sharing your own customs and knowledge with local people.

Respect for cultural heritage is another indispensable condition for the cultural tourist, since not only the most famous tourist attractions are visited, but also places of great importance for local communities, such as natural sites with a strong mythology, ruins of ancient civilizations, or religious temples. They are spaces that house ancestral stories and traditions, which must be valued and preserved with the greatest care.

You might also be interested in:  5 actionable ways to live like a local while traveling

Importance of cultural tourism

Cultural tourism allows travelers to immerse themselves in the heart of a culture and learn about its history, customs, and traditions. But it's not just travelers who benefit from cultural tourism.

Local communities also have much to gain as this form of travel can be a powerful driver for local economic development. Income generated by tourism can be reinvested in community projects, helping improve infrastructure and boost local employment.

Role of the cultural traveler

When we embark on a cultural journey, we are much more than just passive spectators: we actively become respectful participants within these diverse communities. It is vital to understand that each culture has its own unique identity forged by centuries - sometimes millennia - of history.

As cultural travelers, our role is to learn and respect these differences. It is this open-mindedness that allows us to experience the intrinsic beauty of the varied ways in which humans interpret and express our existence .

Being a responsible tourist is central so that both parties can benefit from this exchange, since lack of respect or damage caused in the place visited can have irreparable consequences. Visiting a community with the sole objective of taking photos for social media, without being really interested in it, can ruin places in the long run.

10 places where you can practice cultural tourism

Cultural tourism can be practiced anywhere in the world since there are countless diverse cultures all around us. As you travel you will realize that there are many more than you thought, because even within the same country there can be dozens or even hundreds of ethnic groups with their own religion, beliefs, mythology, dialect, gastronomy and so on.

Below we will see some of the most favorable destinations for cultural tourism, but obviously the choice of where to go depends on your interests.

Kyoto, Japan

Kyoto is known as the cultural heart of Japan. With its intact Shinto shrines and ancient Buddhist temples – such as Kinkaku-ji (the Temple of the Golden Pavilion) – Kyoto offers travelers an authentic glimpse into Japan's imperial past.

Don't forget to participate in a tea ceremony and stroll through Gion, a famous geisha neighborhood full of traditional houses where the maiko learn what is necessary to become geishas.

Keep reading about Japan:

• Japan off the beaten path: discover 6 unique non-touristy destinations
• Japan on a budget: live like a local and save your dollars
• How to teach English in Japan: the easiest way

Ubud, Bali, Indonesia

Ubud is the cultural heart of Bali and a must-see destination for travelers looking to immerse themselves in the rich history and traditions of this mythical Indonesian island. This small town is surrounded by terraced rice fields, lush tropical forests and centuries-old Hindu temples that look like something straight out of a postcard.

Unlike the tourist bustle of Kuta, Canggu or Seminyak, Ubud offers a more authentic and immersive experience when exploring its surroundings. Here you can learn about Balinese customs, participate in craft workshops, or attend local cooking classes . In addition, its vibrant art scene will allow you to discover everything from traditional dances to contemporary art.

Dharamsala, India

Located in the northern region of India, Dharamsala is known for being the residence of the Dalai Lama and the center of the Tibetan government in exile . Here you can visit the Dalai Lama temple, where you can witness Buddhist ceremonies and better understand this ancient tradition.

Aside from its rich religious heritage, you will also find a fascinating mix of Indian cultures and Tibetan influences that are reflected in both local customs and cuisine. You can enjoy typical dishes such as momos (dumplings) or thukpa (a noodle soup), while interacting with the friendly locals.

Another must-see attraction is the Dhauladhar mountains that surround Dharamshala; perfect for those adventurers interested in hiking while enjoying spectacular panoramic views. There is also the unique opportunity to learn about traditional Ayurvedic medicine through educational workshops offered by local experts.

Keep reading:   Discover India's top 3 best ecotourism destinations

Marrakesh, Morocco

Marrakech, in Morocco , is famous for its medina or old town, declared a World Heritage Site by UNESCO. Here you can explore labyrinths of narrow alleys filled with colorful bazaars where local artisans sell their wares.

A visit to the imposing Bahia Palace or the Saadian tombs will transport you directly to Morocco's glorious past: it’s an impressive experience of cultural tourism.

You cannot miss the opportunity to try authentic Moroccan dishes , such as couscous or a delicious tagine while enjoying the lively and hypnotizing atmosphere in Jemaa el-Fna, one of the largest and busiest markets in the world.

Istanbul, Turkey

Istanbul is an ideal destination for cultural tourism. This magical city is located at the crossroads between Europe and Asia, giving it a unique mix of Eastern and Western influences.

Its ancient history has left tangible traces that you can explore during your visit. From architectural wonders such as the Blue Mosque, the Topkapi Palace or the majestic Hagia Sophia to its bustling bazaars full of colors, aromas, and unique flavors.

Turkish culture has a lot to offer: its rich gastronomy with emblematic dishes such as kebab or baklava; its impressive ancestral religious traditions such as that of the dancing dervishes; and its palpable modernity in vibrant neighborhoods like Beyoğlu where contemporary art galleries coexist with bohemian cafes.

Rome, Italy

Rome, the "Eternal City", is a living museum. From the Colosseum to the Vatican, every corner tells a fascinating story about ancient Roman civilization and its impact on our society today, making it a classic destination for cultural tourism.

You can tour the ancient ruins of the Roman Forum and admire masterpieces of Renaissance art at the Vatican Museums. Every step through Rome allows you to immerse yourself deeply in its vibrant culture and rich history.

Keep reading : The 20 best places to visit in Italy

Granada, Spain

Known for its stunning Moorish architecture and charming cobblestone streets, Granada is another perfect destination for travelers looking to have a cultural tourism experience in Europe.

This Andalusian city, in the South of Spain,  lies at the foot of the Sierra Nevada mountains and offers a unique mix of Moorish and Christian influences.

The Alhambra, a jewel of Islamic art with its intricate mosaics and hanging gardens, is its main tourist attraction, but there is much more in Granada. The UNESCO World Heritage neighborhood of Albayzín is full of winding streets where you can browse local shops or simply enjoy the panoramic views from one of the many viewpoints.

You also can't miss Sacromonte, famous for its gypsy caves converted into houses and even flamenco bars. Here you can experience an authentic flamenco nigh t, full of the passionate rhythm that characterizes this traditional dance from southern Spain.

Salvador de Bahia, Brazil

Salvador is the capital of the state of Bahia and the fourth most populated city in Brazil . Founded in 1549 by the Portuguese, it was the most important center in the slave market, which over time led to an artistic culture where African expressions mixed with European and Indigenous influences.

No wonder it is one of the country’s most popular tourist destinations: it combines beautiful beaches with history, festivals, and traditions , being considered the cultural capital of Brazil.

Pelourinho is the old neighborhood of Salvador de Bahía, declared a World Heritage Site. Its cobbled streets are full of historical sites, colonial architecture, museums, restaurants, bars, hotels, musicians, and capoeira.

Cusco, Peru

The charm of Cusco, Peru , lies in its rich history and culture that have survived through time. This ancient Peruvian city is another perfect destination for travelers interested in cultural tourism in South America.

As the cradle of the Inca Empire, Cusco offers an unmatched experience. Here you can explore ancient Inca ruins such as the famous citadel of Machu Picchu, a must-see for any history and archeology lover.

You can also visit other historical sites such as Sacsayhuamán or Pisac. And if you are looking to immerse yourself even more in the local culture, there is nothing better than trying the exquisite Andean cuisine and participating in its colorful traditional festivals.

In addition to being a living museum full of archaeological treasures, Cusco is also known for its vibrant nightlife with numerous bars and clubs where you can enjoy folk music while mingling with locals and other international travelers.

Guadalajara, Mexico

This vibrant city, known as the birthplace of mariachi, is full of history, traditions and art that reflect the richness of Mexican culture . You can stroll through the local squares where mariachi groups perform regularly or visit the famous Degollado Theater during one of its nightly shows.

But the cultural wealth of Guadalajara goes far beyond mariachi. The towns near this metropolis are famous for their impressive craft production . Tlaquepaque and Tonalá are two perfect examples: these places are full of workshops where you can watch artists work with clay, blown glass, and other ancient techniques to create wonderfully detailed pieces.

Guadalajara also offers a wealth of cultural and historical museums, as well as well-preserved colonial buildings that tell the history of Mexico . You cannot miss visiting the Hospicio Cabañas, an architectural jewel from the 19th century and a UNESCO World Cultural Heritage Site.

In addition, the city is surrounded by agave plantations, the plant that is used to produce tequila and mezcal.

You might also like : Ul timate list of the best places to visit in Mexico: the top 13

Discover different cultures with Worldpackers

An excellent way to have a true cultural immersion in the places you travel is by volunteering through Worldpackers . This platform facilitates an exchange of work for accommodation which allows for transformative and budget-friendly trips.

It’s quite simple: you lend a hand in different projects for a few hours a day , and in return you get free accommodation on site. Depending on the host, you might also get other benefits such as free meals and activities.

This type of trip is super cheap, but that’s not the best part. Volunteering with Worldpackers you can meet many people with similar interests to yours and develop new skills, such as learning a language , bartending, or bioconstruction. 

From hostels in big cities to organic farms and holistic centers surrounded by nature , the possibilities are plenty. There are positions available in all of the countries mentioned in this article and much more: there are more than 140 countries available on the platform.

Keep reading : 

• Collaborative tourism: what are collaborative travel relationships?
• 6 types of volunteer work abroad that give you free accommodation
• How to find volunteering opportunities around the world using Worldpackers

Did that spike your interest? Create a free profile on Worldpackers and start saving your favorite volunteering positions. And if you liked these tips on how to practice cultural tourism around the world, let us know in the comments section below! 

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UN Tourism | Bringing the world closer

Ethics, culture and social responsibility.

• Global Code of Ethics for Tourism
• Accessible Tourism

Tourism and Culture

• Women’s Empowerment and Tourism

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The convergence between tourism and culture, and the increasing interest of visitors in cultural experiences, bring unique opportunities but also complex challenges for the tourism sector.

“Tourism policies and activities should be conducted with respect for the artistic, archaeological and cultural heritage, which they should protect and pass on to future generations; particular care should be devoted to preserving monuments, worship sites, archaeological and historic sites as well as upgrading museums which must be widely open and accessible to tourism visits”

UN Tourism Framework Convention on Tourism Ethics

Article 7, paragraph 2

This webpage provides UN Tourism resources aimed at strengthening the dialogue between tourism and culture and an informed decision-making in the sphere of cultural tourism. It also promotes the exchange of good practices showcasing inclusive management systems and innovative cultural tourism experiences .  

About Cultural Tourism

According to the definition adopted by the UN Tourism General Assembly, at its 22nd session (2017), Cultural Tourism implies “A type of tourism activity in which the visitor’s essential motivation is to learn, discover, experience and consume the tangible and intangible cultural attractions/products in a tourism destination. These attractions/products relate to a set of distinctive material, intellectual, spiritual and emotional features of a society that encompasses arts and architecture, historical and cultural heritage, culinary heritage, literature, music, creative industries and the living cultures with their lifestyles, value systems, beliefs and traditions”. UN Tourism provides support to its members in strengthening cultural tourism policy frameworks, strategies and product development . It also provides guidelines for the tourism sector in adopting policies and governance models that benefit all stakeholders, while promoting and preserving cultural elements.

Recommendations for Cultural Tourism Key Players on Accessibility 

UN Tourism , Fundación ONCE and UNE issued in September 2023, a set of guidelines targeting key players of the cultural tourism ecosystem, who wish to make their offerings more accessible.

The key partners in the drafting and expert review process were the ICOMOS International Cultural Tourism Committee and the European Network for Accessible Tourism (ENAT) . The ICOMOS experts’ input was key in covering crucial action areas where accessibility needs to be put in the spotlight, in order to make cultural experiences more inclusive for all people.

This guidance tool is also framed within the promotion of the ISO Standard ISO 21902 , in whose development UN Tourism had one of the leading roles.

Download here the English and Spanish version of the Recommendations.

Compendium of Good Practices in Indigenous Tourism

The report is primarily meant to showcase good practices championed by indigenous leaders and associations from the Region. However, it also includes a conceptual introduction to different aspects of planning, management and promotion of a responsible and sustainable indigenous tourism development.

The compendium also sets forward a series of recommendations targeting public administrations, as well as a list of tips promoting a responsible conduct of tourists who decide to visit indigenous communities.

For downloads, please visit the UN Tourism E-library page: Download in English - Download in Spanish .

Weaving the Recovery - Indigenous Women in Tourism

This initiative, which gathers UN Tourism , t he World Indigenous Tourism Alliance (WINTA) , Centro de las Artes Indígenas (CAI) and the NGO IMPACTO , was selected as one of the ten most promising projects amoung 850+ initiatives to address the most pressing global challenges. The project will test different methodologies in pilot communities, starting with Mexico , to enable indigenous women access markets and demonstrate their leadership in the post-COVID recovery.

This empowerment model , based on promoting a responsible tourism development, cultural transmission and fair-trade principles, will represent a novel community approach with a high global replication potential.

Visit the Weaving the Recovery - Indigenous Women in Tourism project webpage.

Inclusive Recovery of Cultural Tourism

The release of the guidelines comes within the context of the International Year of Creative Economy for Sustainable Development 2021 , a UN initiative designed to recognize how culture and creativity, including cultural tourism, can contribute to advancing the SDGs.  

UN Tourism Inclusive Recovery Guide, Issue 4: Indigenous Communities

Sustainable Development of Indigenous Tourism

The Recommendations on Sustainable Development of Indigenous Tourism provide guidance to tourism stakeholders to develop their operations in a responsible and sustainable manner within those indigenous communities that wish to:

• Open up to tourism development, or
• Improve the management of the existing tourism experiences within their communities.

They were prepared by the UN Tourism Ethics, Culture and Social Responsibility Department in close consultation with indigenous tourism associations, indigenous entrepreneurs and advocates. The Recommendations were endorsed by the World Committee on Tourism Ethics and finally adopted by the UN Tourism General Assembly in 2019, as a landmark document of the Organization in this sphere.

Who are these Recommendations targeting?

• Tour operators and travel agencies
• Tour guides
• Indigenous communities
• Other stakeholders such as governments, policy makers and destinations

The Recommendations address some of the key questions regarding indigenous tourism:

Download PDF:

• Recommendations on Sustainable Development of Indigenous Tourism
• Recomendaciones sobre el desarrollo sostenible del turismo indígena, ESP

UN Tourism/UNESCO World Conferences on Tourism and Culture

The UN Tourism/UNESCO World Conferences on Tourism and Culture bring together Ministers of Tourism and Ministers of Culture with the objective to identify key opportunities and challenges for a stronger cooperation between these highly interlinked fields. Gathering tourism and culture stakeholders from all world regions the conferences which have been hosted by Cambodia, Oman, Türkiye and Japan have addressed a wide range of topics, including governance models, the promotion, protection and safeguarding of culture, innovation, the role of creative industries and urban regeneration as a vehicle for sustainable development in destinations worldwide.

Fourth UN Tourism/UNESCO World Conference on Tourism and Culture: Investing in future generations. Kyoto, Japan. 12-13 December 2019 Kyoto Declaration on Tourism and Culture: Investing in future generations ( English, French, Spanish, Arabic, Russian and Japanese )

Third UN Tourism/UNESCO World Conference on Tourism and Culture : For the Benefit of All. Istanbul, Türkiye. 3 -5 December 2018 Istanbul Declaration on Tourism and Culture: For the Benefit of All ( English , French , Spanish , Arabic , Russian )

Second UN Tourism/UNESCO World Conference’s on Tourism and Culture: Fostering Sustainable Development. Muscat, Sultanate of Oman. 11-12 December 2017 Muscat Declaration on Tourism and Culture: Fostering Sustainable Development ( English , French , Spanish , Arabic , Russian )

First UN Tourism/UNESCO World Conference’s on Tourism and Culture: Building a new partnership. Siem Reap, Cambodia. 4-6 February 2015 Siem Reap Declaration on Tourism and Culture – Building a New Partnership Model ( English )

UN Tourism Study on Tourism and Intangible Cultural Heritage  

The first UN Tourism Study on Tourism and Intangible Cultural Heritage provides comprehensive baseline research on the interlinkages between tourism and the expressions and skills that make up humanity’s intangible cultural heritage (ICH). 

Through a compendium of case studies drawn from across five continents, the report offers in-depth information on, and analysis of, government-led actions, public-private partnerships and community initiatives.

These practical examples feature tourism development projects related to six pivotal areas of ICH: handicrafts and the visual arts; gastronomy; social practices, rituals and festive events; music and the performing arts; oral traditions and expressions; and, knowledge and practices concerning nature and the universe.

Highlighting innovative forms of policy-making, the UN Tourism Study on Tourism and Intangible Cultural Heritage recommends specific actions for stakeholders to foster the sustainable and responsible development of tourism by incorporating and safeguarding intangible cultural assets.

UN Tourism Study on Tourism and Intangible Cultural Heritage

• UN Tourism Study
• Summary of the Study

Studies and research on tourism and culture commissioned by UN Tourism

• Tourism and Culture Synergies, 2018
• UN Tourism Study on Tourism and Intangible Cultural Heritage, 2012
• Big Data in Cultural Tourism – Building Sustainability and Enhancing Competitiveness (e-unwto.org)

Outcomes from the UN Tourism Affiliate Members World Expert Meeting on Cultural Tourism, Madrid, Spain, 1–2 December 2022

UN Tourism and the Region of Madrid – through the Regional Ministry of Culture, Tourism, and Sports – held the World Expert Meeting on Cultural Tourism in Madrid on 1 and 2 December 2022. The initiative reflects the alliance and common commitment of the two partners to further explore the bond between tourism and culture. This publication is the result of the collaboration and discussion between the experts at the meeting, and subsequent contributions.

Relevant Links

• 3RD UN Tourism/UNESCO WORLD CONFERENCE ON TOURISM AND CULTURE ‘FOR THE BENEFIT OF ALL’

Photo credit of the Summary's cover page:  www.banglanatak.com

Cultural Tourism

• Living reference work entry
• Latest version View entry history
• First Online: 25 April 2023
• Cite this living reference work entry

• Shinji Yamashita 3  

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There are two ways of defining culture which deserve attention for understanding cultural tourism. First, culture is defined anthropologically as a “way of life” including everything from food to religion. Second, there is another definition in which culture is taken in a more restricted way such as “art.” This usage was originated in the nineteenth century but is still used widely.

It is important to consider the dynamic relationship of the two definitions of culture. This is particularly the case when considering culture as a tourism resource (Yamashita 2015 ). For example, terraced rice fields in Bali, Indonesia, are seen anthropologically as part of Balinese agricultural system. However, they could become tourism resources when they attract tourists and are appreciated as a “cultural landscape.” Culture, in this way, becomes a tourism resource by transforming from local “ways of life” to an object of aesthetic consumption. In 2017, during the UNWTO’s 22nd general assembly, cultural...

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Beck, U., A. Giddens, and S. Lash. 1994. Reflexive modernization: Politics, tradition and aesthetics in the modern social order . Cambridge: Polity Press.

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UNWTO. 2021. Tourism and culture . https://www.unwto.org/tourism-and-culture . Accessed 27 July.

Yamashita, S. 2003. Bali and beyond: The exploration of the anthropology of tourism . New York: Berghahn.

———. 2015. The Balinese subak as world cultural heritage: In the context of tourism. In Recent developments in Bali tourism: Culture, heritage, and landscape in an open fortress , ed. I. Nyoman Darma Putra and Siobhan Campbell, 116–144. Denpasar: Buku Arti.

———. 2021. Public tourism: New forms of tourism after the Great East Japan Earthquake. In Socialising tourism: Rethinking tourism for social and ecological justice , ed. F. Higgings-Desbiolles et al., 161–174. London: Routledge.

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Yamashita, S. (2023). Cultural Tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_45-2

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What is cultural tourism?

According to the United Nations World Tourism Organization, cultural tourism is “movements of persons for essentially cultural motivations such as study tours, performing arts and cultural tours, travel to festivals and other cultural events, visits to sites and monuments, travel to study nature, folklore or art, and pilgrimages.”

We expand this definition to encompass the participation of visitors in cultural activities whether those activities are the primary purpose of their travel or not.

Why should my organization take action on cultural tourism?

Cultural tourism is big business in Florida. Our state attracts more than 100 million visitors per year, and 65% of those visitors take part in at least one cultural activity. 

These visitors spend more on their trips and stay longer than other visitors.

Creating a plan to attract cultural tourism can do more than affect your bottom line, it can also help define your area as a cultural and artistic destination.

Why would a visitor come to my area?

Travelers look for an “authentic experience,” and your community has its own special attributes that set it apart from others. These features include your history, traditions, and yes, your arts and culture.

Your community has a story to tell, and finding an engaging way to tell that tale is one way to attract visitors. Tools are available for creating an inventory of community assets.  A few of them are found as links in this toolkit.

Where to begin?

That’s up to you!  Engage with other organizations and individuals in your area, or simply measure the effect visitors have on your own organization. The important thing to do is to start somewhere . You don’t even have to spend any money.

How do I approach my local Destination Marketing Organization (DMO)or Convention & Visitors Bureau (CVB)?

Sometimes arts and cultural organizations may be daunted at the idea of approaching the local DMO or CVB.  Arts and cultural organizations create value for tourists by offering experiences that cannot be found elsewhere.

You have a product that your DMO can sell… and their goal is to sell your area to visitors. You may find that showing them how many visitors take advantage of your services will catch the DMO’s interest. You may find that the excellent quality of your work will excite them as much as you know it will excite tourists.  Finding your way in may be difficult, but it can be done.

Remember, bring them a quality product and show them how they can use it to their own advantage.

Another helpful step is to integrate the boards of directors of DMO/CVB’s with the boards of arts and cultural organizations.  If a member of the DMO board is interested in arts and culture, there may be an opportunity for expanding their interest by having a conversation regarding an upcoming project or event. 

In addition, if you have someone from the tourism industry on your board, they may be able to provide some useful guidance and new ideas for promoting cultural tourism in the community.

What can I measure that relates to cultural tourism?

You can always start small in measurements. Try collecting the zip codes of your patrons as a way to find out how many of them traveled to your event or activity.  Think of what you want to accomplish, and ask yourself some important questions:

            “Why do we do what we do?”

            “Why do people take advantage of my current offerings?”

            “For what reasons are we funded?”

            “What change are we trying to create in our community?”

These questions and others like them can help you decide what to measure and how to measure it.

Once you have your numbers, analyze them and look at how you can improve what you’re doing.

Once you’ve implemented a change, no matter how small, measure again to see if you’ve achieved the outcome you wanted.

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What is Cultural Tourism?

Tourism across the world is getting an impetus because there is so much that people want to see and experience. In fact, visiting another country is one of the best ways to learn about the culture and language of that country. However, of late, people are indulging in cultural tourism that has given tourism a whole new meaning.

It also enables local communities to accept their culture as cultural tourism is a major driver for growth. So, communities go out of their way to celebrate and promote their culture as it makes them different from other communities. A good example is the carnival celebrated in Rio de Janeiro and Goa before Lent begins. While in Rio it is a raucous celebration where locals and tourists party and indulge in everything under the sky, in Goa, the mainstay of the event is a parade followed by dances and feasts.

Why Should Countries Focus on Cultural Tourism?

Cultural tourism benefits local communities. Some of the benefits of cultural tourism that government and local tourism bodies should be aware of include the following:

• Cultural tourism has a positive economic impact on the destination and can help underserved communities to thrive and flourish
• The money that this form of tourism bring in can be used within local communities for social good
• It helps preserve the local culture while allowing communities to emphasize the uniqueness of their culture to differentiate it from other locations
• It helps destinations market themselves and compete with more competitive locales on an even footing

Popular Countries for Cultural Tourism

As countries realize the importance of cultural tourism and how it can drive local economies, they are focusing on building cities and towns that can attract overseas visitors to experience and savor culture like never before.

No doubt France leads the field of cultural tourism, with Paris being the hub of European culture. People from across Europe, Asia, the Middle East, and the Americas visit Paris for retail therapy at the Champs Elysees. With the iconic Notre Dame Cathedral burned down, Paris still is home to gastronomy and art. People usually come to visit the Eiffel Tower, spend time at the Louvre and enjoy Arc de Triomphe. Of course, if you are in France during the Cannes Film Festival, you will be able to enjoy a unique experience.

China too is steeped in history and traditions that are fascinating and appealing. Many overseas visitors, particularly from the US, the UK, Europe, and Australasia throng Shanghai. It is a global financial hub and is the largest city in the country. It is the best place to experience the history and culture of this nation. Visitors can enjoy a leisurely stroll at the Bund, learn about the local history at the Shanghai Museum, and enjoy peace at the Yu Garden. There are numerous art galleries and restaurants that can fill the time in between these cultural attractions.

Turkey has always been at the forefront of cultural tourism, in particular Istanbul, which straddles Asia and Europe. Some of the best places to enjoy a cultural experience include Hagia Sophia, Topkapi Palace, Sultan Ahmed Mosque, and the Bosphorus. Even shopping and browsing through the Grand Bazaar can be a cultural experience. Istanbul fascinates cultural lovers from Asia, the UK, Europe, Australia, Canada, and the USA. People come here to check out the architecture and learn about the Ottoman Empire.

Cultural tourism is incomplete without a visit to India, the land of the Ganges, Taj Mahal, Varanasi, and Qutub Minar. Every city in India offers a unique cultural experience to visitors. Whether you want to experience the religious culture or historical culture, India has a lot to offer. It is one of the primary reasons that people from across the globe flock to India. You can visit Varanasi to experience Hinduism or spend time in Bodh Gaya, the tiny hamlet in Bihar where Lord Buddha attained enlightenment. The art of weaving in Rajasthan and saree weaving in Andhra Pradesh also offer insights into the local culture.

Culture tourism is a win-win experience. The visitors enjoy the rich heritage and learn about the local cultures and traditions while local communities enjoy development without forsaking their cultural values and beliefs.

Having read the information provided here, you can book cruises online for Royal Caribbean, MSC Cruises, or Carnival Cruises if you want to have fun with your family and loved ones.

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Understanding the Surge in Cultural Tourism: An In-depth Look into Its Popularity

By: Author Valerie Forgeard

Posted on Published: August 3, 2023  - Last updated: August 4, 2023

Categories Travel

You’ve probably heard the term ‘cultural tourism’ buzzing around travel circles, but have you ever wondered why it’s so popular? It’s more than just a trend.

Cultural tourism lets you dive deep into the heart of different societies, providing an up-close view of diverse traditions, customs, and ways of life.

Imagine walking through ancient ruins, participating in vibrant festivals or learning local crafts; it’s about experiencing a culture firsthand rather than observing from afar.

It’s not just about taking photos for your social media feed; it’s about expanding your knowledge and understanding of the world.

This article will guide you through the reasons behind cultural tourism’s popularity, its future prospects, and offer some tips on planning your own immersive adventure.

So let’s explore why more tourists are trading standard vacations for this enriching travel experience.

Key Takeaways

• Cultural tourism provides an up-close view of diverse traditions and customs, allowing for a firsthand experience of a culture.
• It expands knowledge and understanding of the world, while also ensuring cultural preservation and the passing down of traditions.
• Cultural tourism offers a distinct experience from mainstream tourism, providing immersive experiences beyond mere sightseeing.
• The role of media, including travel shows and social media influencers, and the economic impact of cultural tourism also contribute to its popularity.

Understanding the Concept of Cultural Tourism

Understanding the concept of cultural tourism involves more than just visiting historical sites or watching traditional dances. It is about immersing yourself in the very heartbeat of a society, experiencing its customs, traditions, and way of life. It requires appreciating and respecting another culture’s way of living. Cultural tourism involves exploring art forms, religious practices, and even participating in local festivals.

Cultural preservation plays a crucial role in cultural tourism. It ensures that these rich traditions are not lost but passed down through generations. Tourism policies also come into play by creating an environment conducive for tourists to learn while ensuring respect towards the host culture.

In essence, cultural tourism is popular because it offers a distinct experience from mainstream tourism. It allows you to walk away with valuable insights into diverse cultures.

Desire to Experience Other Cultures First-hand

Imagine stepping into a world so different yet so captivating, immersing yourself in the customs and traditions of an unfamiliar land. That’s the allure of exploring new civilizations first-hand. Cultural tourism lets you do just that, offering a rich tapestry of experiences that stretch beyond mere sightseeing.

With cultural immersion experiences, you get to:

• Spend time with locals, learning their ways and absorbing their wisdom.
• Participate in traditional activities or crafts, gaining insights not accessible through books or media.
• Savor authentic regional cuisines cooked by local chefs.

In cultural tourism, authenticity is paramount. It’s about more than just visiting; it’s about deeply connecting with people and places. This desire for genuine connections and immersive experiences fuels the popularity of cultural tourism.

Pursuit of Knowledge

In your quest for knowledge, there’s no better way than diving headfirst into new experiences and soaking up the wisdom of different societies. Cultural tourism offers this opportunity on a silver platter. It’s not just about sightseeing; it’s an explorative journey that quenches your thirst for historical learning and artistic exploration.

You can traverse through time, from ancient civilizations to contemporary cultures, discovering how past events have shaped today’s world. Artistic exploration becomes a sensory feast as you witness diverse art forms – be it painting, sculpture, or dance – each narrating a unique story of its people.

Cultural tourism is popular because it transforms travel into an enriching educational experience. So pack your curiosity and embark on this enlightening adventure!

Personal Growth and Development

There’s no denying that delving into new experiences can significantly contribute to your personal growth and development. Cultural tourism offers a unique opportunity for this, providing an avenue for personal introspection and cultural immersion.

When you journey into new cultures, you’re not just observing different traditions or customs. You’re connecting with the essence of human diversity, broadening your horizons while deepening your understanding of the world. It challenges your perceptions and biases, compelling you to reassess what you thought you knew about people, their way of life – even yourself.

This process of self-discovery through cultural exploration is transformative. It expands your empathy, fosters tolerance, and enhances your worldview. So embrace cultural tourism; it’s more than a vacation—it’s a journey towards becoming a better version of yourself.

The Role of Media in Promoting Cultural Tourism

Imagine immersing yourself in the vibrant cultures of the world right from your living room, thanks to travel shows and documentaries.

With social media’s influence, you don’t just have to visualize it; you can experience it virtually, even interact with locals before stepping foot on their land.

The role of media in promoting cultural tourism has become increasingly essential, making distant cultures accessible and inspiring us to explore them firsthand.

Travel shows and documentaries

You’re sitting comfortably on your couch, engrossed in a travel documentary that transports you to the vibrant streets of Tokyo, making cultural tourism incredibly appealing without even leaving your living room. The allure lies not just in the exotic locales but also in the way these places are presented by charismatic show hosts.

Documentary filming and the influence of show hosts play a critical role in this:

• They narrate captivating stories about historical landmarks.
• Their enthusiasm is infectious and engages viewers emotionally.
• They provide firsthand experiences about local cultures and traditions.
• They introduce viewers to authentic local cuisine, highlighting its connection to regional culture.

In essence, travel shows and documentaries work as virtual tour guides, making cultural tourism popular from the comfort of your home.

Social media influence

Switch on your phone and the world is at your fingertips, thanks to the immense influence of social media. It’s a significant player that’s making cultural tourism more popular than ever.

You see, it’s not just about snapping selfies anymore. The ‘Influencer Impact’ has changed the game. Instagram stars and travel bloggers are showcasing diverse cultures, traditions, and hidden gems from around the globe.

These viral destinations often become bucket-list entries for their followers who yearn for authentic experiences. They’re using platforms like Instagram or YouTube to share captivating stories and vivid imagery which inspire others to explore these culturally-rich locales themselves.

Social media is acting as a window into different cultures, promoting understanding and appreciation in an engaging way. And you can’t deny – it adds an exciting dimension to cultural tourism!

Economic Impact of Cultural Tourism

You’ll find it fascinating how cultural tourism significantly bolsters local economies by creating jobs, generating income, and fostering entrepreneurship. The tourism policies enacted to safeguard cultural heritage preservation translate into substantial economic gains.

Here’s a snapshot:

Such impacts can revitalize struggling regions or diversify the economic base of an area. Cultural tourism isn’t just about appreciating diversity; it’s also a catalyst for sustainable economic growth.

Environmental Impact of Cultural Tourism

While cultural tourism can be a boon to local economies, it’s important to consider its potential environmental impact. Done right, cultural tourism can result in sustainable practices that preserve and enhance the natural environment.

• Tourists visiting heritage sites often contribute to their maintenance and conservation efforts.
• Sustainable practices, such as eco-friendly accommodations and transport options, are increasingly associated with cultural tourism.
• Community involvement is crucial in ensuring these practices are maintained. Locals take ownership of protecting their cultural heritage and the surrounding environment.
• The enhanced appreciation for nature nurtured by cultural experiences can inspire tourists to adopt more environmentally friendly habits.

So remember, your travels don’t just impact you – they shape the world around us too!

The Thrill of Adventure and Discovery

Shifting gears from the environmental implications of cultural tourism, let’s delve into the element that truly fuels its popularity: the thrill of adventure and discovery. There’s an innate curiosity within you, a desire to uncover new cultures, heritage sites or historical landmarks.

Adventure preparation and discovery methods play a pivotal role in this quest. The table below elucidates this further:

In essence, preparing well amplifies your adventurous spirit while innovative discovery methods help you experience culture at its most authentic. So go ahead! Immerse yourself in the excitement of cultural tourism—it’s your passport to understanding our diverse world better.

The Role of Cultural Festivals and Events

Imagine being swept up in the vibrant whirl of a local festival, each beat of the drum resonating with your heartbeat, every splash of color etching an unforgettable memory. This is what cultural tourism offers you – an immersive experience that’s more than just sightseeing.

Now picture this:

• You are contributing to something bigger – festival financing. Your participation supports local economies by funding these grand spectacles and sustaining traditions.
• Not only does your ticket purchase help fund the event, it also helps finance future festivals.
• You’re aiding in creating job opportunities for locals and boosting small businesses.
• You’re supporting event sustainability. By choosing events mindful of their environmental impact, you demonstrate responsible tourism.
• Opting for eco-friendly events shows respect for the host cultures and their environment.

Cultural tourism isn’t merely a pastime but a pathway to global understanding and unity.

The Growth of Cultural Tourism Industry

The growth of the cultural tourism industry is evident as you journey through various world traditions. It’s clear to see that the industry of immersive travel experiences has flourished exponentially. Cultural tourism is no longer a niche market; it’s a booming industry, thanks in part to well-crafted tourism policies that emphasize cultural preservation.

These policies not only cater to your longing for unique and authentic experiences but also safeguard local customs and heritage. By choosing cultural tourism, you’re supporting the communities you visit while quenching your thirst for knowledge. You’re contributing to an eco-system that values diversity, respects tradition, and promotes mutual understanding.

So next time you plan your travels, consider this: Cultural tourism isn’t just popular because it’s interesting or exotic – it’s popular because it makes a positive impact on both travelers and host communities alike.

Challenges and Solutions in Cultural Tourism

As you explore the realm of cultural tourism, you’ll find that there are certain challenges. These challenges include overtourism and issues around cultural sensitivity and respect. Overtourism can lead to environmental damage and strain on local resources. A lack of cultural sensitivity can result in misunderstandings or even offense. However, by being aware of these potential pitfalls, we can work towards solutions. These solutions will allow us to enjoy the richness of diverse cultures while preserving their integrity for future generations.

Overtourism

You might’ve heard the term ‘overtourism’ thrown around, which refers to the negative impacts of too many tourists flocking to a particular cultural hotspot. It’s when infrastructure and resources are strained, locals feel pushed out, and cultures become degraded under the sheer weight of visitors.

This is where tourism regulation steps in as an immediate solution. Regulations may limit visitor numbers or implement timed entries on popular sites, ensuring that tourism doesn’t overwhelm local communities.

But it’s not just about restrictions; sustainable strategies are key. These can include encouraging off-peak travel or promoting lesser-known destinations to spread tourism more evenly.

So while overtourism poses challenges, with thoughtful planning and respect for local culture, we can ensure our love for travel doesn’t spoil what makes these places special.

Cultural sensitivity and respect

Navigating unfamiliar destinations, it’s essential to remember that your actions can greatly impact the communities you visit, particularly when it comes to their traditions and customs. Cultural etiquette isn’t just about being polite; it’s a way of showing respect for diversity appreciation.

In the spirit of cultural sensitivity:

• Imagine how you’d feel if someone disregarded your culture or beliefs.
• Understand that what might seem strange to you could be deeply meaningful for others.
• Be open-minded, willing to learn and adapt.
• Remember that observing can sometimes be more respectful than participating.
• Ask questions politely if you’re unsure about something.

By doing so, you not only enrich your travel experiences but also contribute towards preserving these precious cultural heritages.

The Future of Cultural Tourism

Looking towards the horizon, it’s clear that cultural tourism isn’t just a passing trend – it’s molding the future of travel in fascinating ways.

Advancements like virtual reality tours are bringing faraway cultures right into our living rooms, allowing us to experience unique traditions and landmarks without leaving home.

But don’t worry, nothing can replace the thrill of actual travel. Instead, these innovations inspire curiosity and promote sustainable practices. You’ll be more inclined to respect local customs and protect natural resources when you understand their value firsthand.

So as we move forward, brace for a future where cultural immersion is possible from anywhere in the world yet still encourages responsible exploration.

It’s an exciting time to be a traveler indeed!

How to Plan a Cultural Tourism Trip

Planning your next journey with a focus on immersion in local traditions and heritage can be an eye-opening experience, revealing the vibrant tapestry of human societies just waiting to be explored. Here’s a simple guide to help you plan your cultural tourism trip.

Firstly, consider budgeting considerations such as travel costs and dining expenses. You’ll need to balance these with accommodation choices that allow you to immerse yourself in local culture without breaking the bank.

Remember, planning leads to better experiences. So, take your time and choose wisely. Enjoy discovering new cultures!

Case Studies of Popular Cultural Tourism Destinations

Get ready to explore some fascinating case studies of popular cultural tourism destinations. These renowned destinations celebrate local traditions and heritage, offering immersive experiences that allow you to truly delve into the soul of a place.

Let’s start with Kyoto, Japan. This city is known for its serenity, with traditional tea ceremonies, a vibrant geisha culture, and ancient temples. The preservation of its historic charm is evident in its destination branding.

Next, we have Marrakech, Morocco. This city is famous for its vibrant souks and aromatic cuisine. Exploring the local cuisine here is a sensory delight that immerses you in the culture.

Moving on to Puebla, Mexico. This destination is renowned for its Talavera pottery and Mole Poblano, showcasing how food can be an integral part of cultural tourism. The unique flavors and traditions of Puebla make it a must-visit for food enthusiasts.

Let’s not forget about Rome, Italy. This city is a living testament to history, with iconic landmarks that serve as powerful brand ambassadors. Everywhere you turn in Rome, you’ll encounter a piece of history.

Lastly, we have Jaipur, India. This city is home to heritage sites that showcase intricate architecture and colorful festivals. Exploring Jaipur allows you to immerse yourself in the rich cultural tapestry of India.

Each of these destinations has a unique story waiting to be discovered by curious travelers like you. So pack your bags and get ready to embark on a cultural adventure!

Tips and Advice for Cultural Tourists

Having explored various case studies of popular cultural tourism destinations, you might feel inspired to embark on your own journey. As you prepare for this enriching experience, it’s important to remember certain tips and advice that can make your cultural tourism more enjoyable and respectful.

Firstly, immerse yourself fully in the experience by exploring local cuisine. This not only tantalizes your taste buds but also gives you a deeper understanding of the culture.

However, while indulging in this exploration, ethical considerations should be at the forefront. Be conscious of the environmental footprint you leave behind and show respect for local customs and traditions.

Remember that cultural tourism isn’t just about what you take away from it; it’s equally about appreciating and respecting the cultures you encounter along your journey.

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Tradition, cultural contact and English for tourism: the case of Mentawai, Indonesia

a English Department, Faculty of Humanities, Universitas Bung Hatta, Indonesia

b Faculty of Economics, Universitas Bung Hatta, Indonesia

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Foreign tourists' cultural contact with tradition and the use of English (tourism English) mediates visitor engagement and revisit intention. Developing cultural tourism in Mentawai requires a study on the relationship among traditions, tourism English, cultural contacts, and visitor engagement. Literature reviews show that there has not been a study examining this in Mentawai. The aim of this research was to examine Mentawai tradition and locally-based tourism English with which foreign tourists have cultural contact and the effect of cultural contact as a mediator for visitor engagement and revisit intention. Convenient sampling was used as the sampling method. Data was gained through survey which was measured using Likert scales of seven points and analysis using SEM-PLS and Smart-PLS. The study found that tourists have cultural contact with various Mentawai traditions derived from tangible and intangible culture. Tourism English involves culturally specific words, phrases and expressions which support cultural contact. The expressions with specific uses have functions in serving foreign tourists such as for greeting, offering, etc. Cultural contact has an effect on revisit intention positively. It mediates visitor engagement and revisit intention. In conclusion, cultural contact through which tourists have a contact with traditions demonstrated in tourism activities using locally-based tourism English plays a role as mediator between visitor engagement and revisit intention, meaning that Mentawai tradition and tourism English positively drives tourists’ intention to revisit Mentawai tourism destinations. The traditions and use of English are important elements to be developed for Mentawai cultural tourism.

Mentawai tradition, Tourism English, Cultural contact.

1. Introduction

Traditions and locally-based tourism English with which tourists have a cultural contact should play important role for cultural tourism village development. Cultural tourists enjoy having cultural contact with various cultural types of tourism in the form of attractions and events which provide an important motivation for tourism ( Richards, 2018 ). In Mentawai, foreign tourists from various countries had cultural contact with attractions and events as cultural activities in tourism villages ( Elfiondri, 2019a ). Cultural attractions and events as cultural activities are derived from elements of tradition with which cultural tourists can participate and have cultural contact ( Chen and Rahman, 2017 ). The foreign tourists in their cultural contact could enjoy more Mentawai indigenous traditions due to locally based-tourism English support ( Elfiondri, 2019b ). Thus, to develop cultural tourism villages, traditions and locally-based tourism English should be developed through scientific study.

Tourism English refers to English for Specific Purposes (ESP). ESP emphasizes specific needs in particular fields, occupations, or purposes ( Basturkmen, 2010 ). Tourism English is ESP in the field of tourism. It is used as a medium of communication in every domain of cultural tourism activities ( Stainton, 2018 ). All activities of tourism communication such as tour guides, operators, accommodation and other travel sectors need tourism English. In the activities, the English is used to explain culture, traditions, and other intangible cultural heritages, to manage all things in the transportation, and to manage accommodation and other travel sectors, etc. ( Stainton, 2018 ). In a certain region in which English is used in the activities of tourism, there are typical characteristics in various terms in expressions and phrases. The typical characteristics which differentiate the region from other regions can be in the terms of culture, people, economy and natural features ( Dirgeyasa and Ansar, 2015 ). The form of tourism English showing the typical characteristics of a certain region in this research is locally-based tourism English.

In developing tourism based on Mentawai indigenous culture and tradition, there have been some scholarly studies among which are studies on cultural tourism marketing ( Napitupulu, 2015 ), tourists' motivation and perception ( Pristiwasa and Wayan, 2017 ), and the development of a tradition of ethno-botany for eco-tourism ( Ramadhan et al., 2017 ). Towner (2016) did a study on the profile of surfing-tourists, Towner and Orams (2016) on the management of surfing tourism and surfing-tourism operator perceptions, and Ponting et al. (2005) studied the deconstruction of surfing tourism Those studies are on surfing, marketing, perception and tradition. Despite the fact that there have been studies on cultural tourism development based on Mentawai traditions, none of the studies discuss Mentawai indigenous tradition, tourism English, and tourists’ cultural contact in relation to tourists/visitor engagement and revisit intention. This is a gap in the literature of study on Mentawaian cultural tourism.

Study on Mentawai indigenous tradition, tourism English, and tourists' cultural contact in relation to tourists/visitor engagement and revisit intention fills the gap. It is important to better manage Mentawai indigenous tradition-based tourism villages in Mentawai. Focus on the study is to attract repeat foreign tourists in order that they have an intention to revisit the tourism sites. Revisit intention can be realized by way of ensuring that tourists have a satisfied tourism experience with intercultural interaction, tourists' activities and service quality ( Prayag and Ryan, 2012 ; Gomez-Jacinto et al., 1999 ) when they have cultural contact. Cultural contact mediates tourists' revisit intention and tourists/visitor engagement (tourists' interest in a product) ( Chen and Rahman, 2017 ). It the role of cultural contact as mediator, tourists' engagement contributes to tourists’ revisit intention through cultural contact.

In the context of Mentawai tourism sites, tourists’ interest in indigenous traditions drives them to have a cultural contact with which they will get a satisfaction. In the contact, they have contact with indigenous traditions, do traditional activities and get service in locally-based tourism English. Their satisfaction with their cultural contact will contribute to their intention to revisit Mentawai cultural tourism site. Thus, Mentawai indigenous traditions, cultural contact and locally-based tourism English is an important study to be held to better develop Mentawai cultural tourism. Given the gap and importance of the research, this study examines Mentawai tradition, tourism English, and cultural contact in relation to visitor engagement (VE) and intention to revisit (RI). The aim was to find out Mentawai tradition and locally-based tourism English with which foreign tourists have cultural contact, and the effect of cultural contact as a mediator for visitor engagement and revisit intention.

Research problems of the study are focused on Mentawai indigenous traditions, locally-based tourism and the effect of cultural contact on tourists' revisit intention. In the study, Mentawai traditions are those either tangible or intangible which are demonstrated in cultural tourism attractions with a support by locally-based tourism English. The tourism English has typical characteristics of in the terms of culture ( Dirgeyasa and Ansar, 2015 ). In the context of Mentawai, the English is typical characteristics in the terms of Mentawai culture. In cultural tourism, cultural tourists driven by their engagement have a cultural contact with the attractions. Satisfaction with the cultural contact then affects tourists' revisit intention ( Chen and Rahman, 2017 ). In its relationship with tourists/visitor engagement and revisit intention, cultural contact plays as mediator. The study examines the effect of the tourist's cultural contact as the mediator on revisit intention in Mentawai cultural tourism.

Mentawai indigenous traditions are only practiced by people living in hinterland of Mentawai islands, West Sumatera, Indonesia. At present, the traditions which are centered at Mentawai traditional houses called Uma can only be found on an island named Siberut. The culture-centered traditional house cannot be found on the Mentawai islands of Sipora or Pagai. Mentawai people have various indigenous traditions in which tourists, mainly foreign tourists are interested ( Elfiondri, 2019a ). The indigenous traditions are intangible cultural heritages like dances, songs, legends, ritual, festivals etc. ( Rudito, 2013 ; Ramadhan et al., 2017 ), which in practice are related to tangible cultural heritages ( Elfiondri et al., 2018 ). The tangible heritages include Uma , traditionally poisoned arrows, bark-belt, etc. ( Kusbiantoro et al., 2016 ). The indigenous traditions have been successful in attracting foreign tourists ( Elfiondri, 2019a ). The tourists' experience, in turn, will contribute to their intentions. Tourists’ intention to revisit a cultural tourism destination is linked with behavior intention ( Chen and Rahman 2017 ). According to Ajzen (1991) , behaviors refer to factors which capture people hard willing to do a behavior. In the theory of plan behavior (TPB), behavior intention is the most influential predictor of behavior.

Tourists' experience is linked with visitor engagement. Visitor engagement is the involvement of visitors with experience in tourism ( Brodie et al., 2011 ). The involvement refers to tourists' interest in a product, while the engagement deals with a deeper interest level ( Abdul-Ghani et al., 2011 ). Tourists’ experience is influenced by several factors including culture. The authenticity of the tourism experience as perceived by tourists is by engaging with the cultural elements when the tourists visit a cultural tourism destination ( Prentice, 2001 ). An authentic memorable experience is created by deep involvement in local culture ( Tung and Ritchie, 2011 ). The more serious cultural tourists are interested in what they see and experience in a cultural tourism destination ( Prentice, 2001 ), and the more engaged the cultural tourists are the deeper is the cultural contact ( Chen and Rahman 2017 ). Cultural contact refers to groups of people who stay in a particular cultural tourism destination in which they have contact with a different culture for several days or longer ( Chen and Rahman, 2017 ). It is the interaction of a group of people with other nations as outsiders (Cusick, 1998 in Chen and Rahman 2017 ). According to Schortman and Urban (1998) , the group of people and the outsiders has different identities.

In relation to VE and RI, CC plays as a mediator. Visitor engagement (VE) influences tourists' intention to revisit indirectly through CC. Revisit intention is the intention of tourists to revisit a cultural tourism destination that they visited in the past. The intention is driven by visitor engagement mediated by cultural contact. Chen and Rahman (2017) through her hypothesized model showed that VE affects CC, CC affects tourists' experience (MTE), and tourists' experience (MTE affects tourists’ revisit intention (RI) and intention to recommend (IR). The model shows that CC has a role as mediator between VE and MTE, and between VE and RI, VE and IR through MTE. Baron and Kenny (1986) as described by Zhao et al. (2010) asserted that mediation consists of full mediation and partial mediation. They explain, “full mediation is that the evidence for mediation is strongest when there is an indirect effect but no direct effect, while partial mediation is when there are both indirect and direct effects. The role of CC as mediator in supporting tourists revisit intention in tourism, CC is not only supported by tradition (culture), but also by the use of English.

The English language as the international language also becomes an important element for cultural tourism development ( Richards, 2018 ). Cultural tourists from various countries come to visit cultural tourism destinations to experience new culture. They have developed as consumers, becoming increasingly sophisticated in their needs and preferences as a result of an emergent culture of tourism ( Robinson and Novelli, 2007 ). To accommodate the tourists' development, the tourism industry needs tourism English which can bridge the tourists’ needs and preferences in cultural tourism activities. Tourism English is needed in all activities of tourism communication such as tour guides, whose function is to explain culture, traditions, and other intangible cultural heritages, and tour operators, whose function is to manage all things in the transportation, accommodation and other travel sectors, etc. The tourism industry needs the English language as a medium of communication in every domain of cultural tourism activities ( Stainton, 2018 ).

The literature review shows that in cultural tourism, tourists have a contact with tradition as tangible and intangible culture supported by tourism English. Tradition and tourism English in the context is CC with which tourists have a cultural contact. Referred to Chen and Rahman (2017) , CC plays a role as mediator between visitor engagement (VE) and Intention to Revisit (IR). The role can be understood through a relationship that VE affects CC, CC affects IR. Based on Chen and Rahman (2017) , Richards (2018) , Robinson and Novelli (2007) , and Stainton (2018) , the relationship and CC position can be pictured in the following Figure 1 .

CC position & its relationship with VE and IR.

2. Hypothesis of the study

To develop cultural tourism site and motivate tourists, attraction is the core elements of tourism; and cultural heritage is one of the important elements which becomes tourists’ attraction ( Leask, 2016 ). The cultural heritage attraction significantly motivates tourists to visit tourism sites every year ( Chen and Huang, 2017 ). It involves tangible and intangible heritages in which there are a numbers of traditions with which tourists have a cultural contact in tourism activities ( Chen and Rahman, 2017 ). In the context of Mentawai, the tangible includes heritages such as include Uma , traditionally poisoned arrows, bark-belt, etc. ( Kusbiantoro et al., 2016 ), and intangible heritages such as dances, songs, legends, ritual, festivals etc. ( Rudito, 2013 ; Ramadhan et al., 2017 ). Based on the core elements of the cultural tourism, it is anticipated that tourists have a cultural contact with Mentawai cultural heritages.

Tourists have cultural contact with various Mentawai traditions derived from tangible and intangible culture.

In cultural contact, tourists stay in a particular cultural tourism site in which they have contact with local culture for several days or longer ( Chen and Rahman, 2017 ). In the site, they communicate and interact with other nations/people (Cusick, 1998 in Chen and Rahman 2017 ). In tourism, people needs English in every domain of cultural tourism activities ( Stainton, 2018 ). People use English to serve tourists – to greet, welcome, address, etc. ( Elfiondri et al., 2019a , Elfiondri et al., 2019b ), to explain culture, traditions, and other cultural heritage elements to the tourists ( Stainton, 2018 ). Tourism English has culturally typical characteristics in the terms of culture, people, economy and natural features ( Dirgeyasa and Ansar, 2015 ).

Locally-based tourism English has culturally specific characteristics forms of which the functions are to serve and to give cultural information on cultural heritage elements to tourists.

Referred to Chen and Rahman (2017) , Cultural Contact plays as a mediator between visitor engagement and revisit intention. Visitor engagement affects cultural contact, and cultural contact affects revisit intention through tourists’ experience.

Cultural contact as a mediator for visitor engagement and revisit intention has an effect on revisit intention.

3.1. Context of the study

This study applied ethnography and convenient sampling method. Ethnography was used to collect and analyze data qualitatively on tradition and tradition-based tourism English, while the sampling method was for collecting and analyzing data on the effect of cultural contact as a mediator for visitor engagement and revisit intention. It used Likert scales of seven points and statistical tests of the structural equation model (SEM) and partial least square (PLS). It was held in two indigenous villages which are tourism destinations, Madobag and Muntei on Siberut island, Mentawai, Indonesia. The villages have been determined by the Mentawai rural government as cultural tourism villages. Foreign tourists from various countries in the world make cultural contact with the indigenous culture and traditions. In the cultural contact, they interact with people from Mentawai in English, such as guides, drivers, villagers, and the public.

3.2. Data sources

Data of this study were collected in two months (March to April 2019) through survey, observation, and interview. Data on tourism English and tradition were collected through observation and interview based on ethnography method. The aim of the study is to examine tradition and tradition-based tourism English with which foreign tourists have cultural contact in tourism activities. In line with the aim, data are terms, words, expression or phrases of the tradition-based tourism English and traditions. The observation applied to collect the data was participants observation with technique of direct observation. Guides and villagers who got involved in tourism activities as respondents were observed. It was held by way of engaging actively in the activities of tourism in the indigenous villages. Events of tourism happening in the villages in which the English used were watched directly by eye. Data were noted on a regular basis. Data were enriched by way of conducting semi structure interview to 25 respondents. The respondents were chosen randomly.

Data on the effect of cultural contact as a mediator for visitor engagement and revisit intention were collected through survey using questionnaires based on convenient sampling method. Respondents were foreign tourists who had cultural contact with the indigenous culture and traditions in the tourism activities in the villages of Madobag and Muntei. Respondents were chosen in convenient sampling method with non-probability sampling technique and accidental procedure. They were sampled conveniently because they were convenient sources of data where they could be found and accessed easily. They were selected randomly and accidental samples. Questionnaires used to collect data were designed by Chen and Rahman (2017) based on cultural contact ( Gnoth and Zins, 2013 ), visitor engagement ( Taheri et al., 2014 ), and revisit intention ( Bonn et al., 2007 ).

3.3. Data analysis

Data on tourism English were analyzed qualitatively based on Spradley ethnography ( 1997 ). The analysis began with a domain analysis on tourism English. Structure of domain was analyzed by using semantic relationships. The analysis on the domain resulted in an overview of tourism English. The next step was classification of the domain structure by means of taxonomic analysis. The analysis resulted in classification of tradition-based tourism English in the forms of words, phrases and expression. The forms were then analyzed with a componential analysis which resulted in the elements of each form as to the smallest part.

Data on the effect of cultural contact (CC) as a mediator for visitor engagement and revisit intention were analyzed quantitatively using Likert scales with seven-points, and the analysis was based on SEM-PLS and Smart-PLS 3.0. The statistical test is used because analysis to find out the effect of CC needs an analysis on variables relationship. The variables are a latent constructs which cannot be measured directly, but indirectly by way of measuring relationship of variables. Analysis of the structural equation model with a partial least square (SEM-PLS) is appropriate to test the relationships of variables with small samples in tourism research. SEM can be analyzed two approaches: covariance-based method and variance-based methods. In this case, the study selected a partial least square (PLS), variance-based methods ( Chin, 2010 ). The reasons based on Chin (1998) and Garcia et al., 2012 ) are that (i) PLS imposes less restrictive assumptions about normality and can handle small samples, (ii) PLS is suitable for predictive application and theory building ( Chin, 1998 ), and (iii) PLS has emerged as a popular alternative to SEM empirical tourism research ( García et al., 2012 ). The PLS uses a measurement model and a structural model ( Matandare, 2018 ). To have a fit model, the measurement uses Outer Loading, Composite Reliability and Cronbach Alpha, Average Variance (AVE), and Fornell-Lacker criterion. For the structural model, R-square and Q-square are used to see the predictive power and relevance.

3.4. Ethical approval

This research has been approved by Research Ethics Committee of Universitas Bung Hatta, Number: 081/LPPM/Hatta/II-2019. The participants of the research have provided their involvement in written approval. Their identities were removed from dataset.

As indicated by Table 1 (Demographic data of foreign tourists), there were 14 foreign countries from which the tourist came to visit the cultural tourism destinations in Mentawai.

Table 1

Demographic data of foreign tourists.

4.1. Locally-based tourism English

The research found that the locally-based tourism English in the tourism activities in Mentawai is tourism English which has locally specific forms of words, phrases and expression characterized by Mentawai indigenous traditions/culture which consists of tangible and intangible culture. Classification based on Spradley ethnography method ( 1997 ) shows that the locally specific forms of words and phrase of tourism English can be classified into two kinds in use ( Table 2 ): the forms used in both tangible and intangible traditions and the forms only used in intangible traditions. The forms used in both traditions are those which are derived from tangible tradition. For example the word of “poisoned arrow” is derived from tangible tradition. It is tangible tradition (tangible cultural heritage) and used in tourism activities demonstrating tangible traditions. In the activities demonstrating intangible tradition such as hunting, the word is also used. Thus “poisoned arrow” is used in tourism activities demonstrating both traditions. While the forms derived from intangible tradition are only used in tourism activities which demonstrate intangible tradition. The uses can be pictured in the following pattern ( Figure 2 ).

Table 2

Tourism English words and phrases.

Pattern of locally-based tourism English.

Table 2 contains the examples of tourism English forms which are used generally in the tourism activities which demonstrate tangible and intangible tradition/culture. Words and phrases in the left column are the English forms used in the tourism activities demonstrating intangible tradition and culture. The forms in the right column are those which are used in tourism activities demonstrating tangible and intangible traditions.

Locally-based tourism English has a number of expressions which are used in tourism activities ( Table 3 ). The expression is used to greet and welcome tourists, keep social relationship with tourists, reject tourists’ request and to apologize.

Table 3

Tourism English expression.

4.2. The effect of CC as mediator between visitors' engagement (VE) and revisit intention (RI)

The Mentawai traditions and tradition-based tourism English with which foreign tourists have cultural contacts support the cultural contact (CC). The support is indicated by the role of CC as mediator between tourists/visitor engagement (VE) and intention to revisit (IR). The following measurements show that the CC plays an important role in mediating VE and IR. The measurements show that IR is positive, meaning that tourists have an intention in the future to revisit tourism villages in Mentawai. According to Chen and Rahman (2017) , positive IR is derived from positive effect of VE on CC and positive effect of CC on IR. Shortly the positive (good) IR means that VE has a positive (good) effect of CC and CC has a positive effect on IR. It shows CC as mediator between visitors' engagement (VE) and revisit intention (RI) has a positive effect on IR.

4.3. Results of the measurement model

There are two model assessments in Smart-PLS ( Hair et al., 2017 ): Measurement model assessment (MMA) and structural model assessment (SMA). In measurement model assessment, convergent validity and discriminant validity must be satisfied ( Vinzi et al., 2010 ). Convergent validity uses statistic properties such as Outer Loading, Cronbach Alpha (CA), Composite Reliability (CR), and Average Variance (AVE) ( Wong, 2013 ). The value of outer loading should be higher than 0.70 ( Hulland, 1999 ). Meanwhile, Crobach Alpha and composite reliability must reach the cut value (0.70) ( Bagozzi and Yi, 1988 ). Finally, AVE value should be higher than 0.50 ( Bagozzi and Yi, 1988 ). The result of convergent validity is shown in Table 4 . Three constructs (an intention to revisit, visitor engagement, and culture contact) have an outer loading greater than 0.70. Additionally, the CA and CR of all constructs are greater than the cut off value, and it may be concluded that the constructs are reliable. Finally, the value of AVE also supports the convergent validity due to its higher value.

Table 4

Measurement model.

The second evaluation for the measurement model assessment is discriminant validity. The assessment uses the Fornell-Lacker criterion ( Fornell and Larcker, 1981 ). This criterion implies that the square AVE value must be higher than the coefficient correlation between the construct and the other construct. For instance, the square root value for the construct of the culture contact is 0.808 and this value is higher than the coefficient correlation value between culture contact and intention to revisit (0.499). Therefore, it can be concluded that the discriminant validity is achieved. The result of the discriminant validity test is presented in Table 5 (see Figure 3 ).

Table 5

Fornell-Lacker criterion.

Table 5 shows that the discriminant validity is achieved, meaning that this measurement model assessment has been achieved. It is indicated by the the square AVE root values (values in bold) which are higher than the coefficient correlation between a construct and the other construct. The square root value of culture contact construct (0.808) is higher than the coefficient correlation between intention to revisit (0.499), and the square root value for construct of intention to revisit (0.872) is higher than that of visitor engagement (-0.134).

4.4. Results of the structural model

Table 6 presents the structural model analysis using two criteria: predictive power and predictive relevance. Predictive power using the R-square shows 0.25 and 0.09 for revisit intention and cultural contact respectively. Further, the values of Q-square for two constructs are greater than 0 (0.155 for revisit intention and 0.44 for cultural contact) and it can be concluded that the model is fit.

Table 6

Structural model analysis.

Note:∗∗∗ indicate significance at 1% respectively.

The structural model is indicated in Figure 2 (see Figure 4 ).

Structural model.

The structural models show that visitor engagement (VE) does not significantly affect revisit intention (RI), but VE has a positive effect on cultural contact (CC), and CC has a positive effect on revisit intention (RI). The higher CC will cause a higher RI. Zhao et al. (2010) said that it is mediation if there is a significant indirect effect between a latent independent variable and a latent dependent variable, and a latent independent variable directly does not have a significant effect on dependent variable. Referring to Zhao et al. (2010) , cultural contact in this study plays a mediator role between VE and RI, because there is a significant indirect effect between VE as a latent independent variable and RI as latent dependent variable, and VE as a latent independent variable directly does not have a significant effect on RI as dependent variable.

5. Discussion

Elfiondri (2019b) discussed the use of English and Mentawai traditions in the case of using English phatic communication, but he did not discuss the relationship of English with traditions. His findings on the function of English used in serving foreign tourists are in line with the functions of English expressions found in this study. As presented in Table 3 , the English expressions used in Mentawai tourism activities are to greet, offer services, maintain social relationships, reject, apologize, and to welcome foreign tourists. As stated by Wardhaugh (1986) , Arimi (1988) and Galantucci et al. (2018) , the expressions are those used for these functions. Such function in tourism activity was also found by Dirgeyasa and Ansar (2015) . He stated that offering was the most frequently used, and the functions need specific language.

English expressions used in Mentawai tourism tend to be simple and use informal forms, for example “ You join us hunting? ”, “ Nice to meet you in our traditional house ”, “ morning Sir ” ( Table 2 ). Specific language use and content of the tourism English expressions are culture and tradition-based. The given expressions contain the culturally specific vocabulary of “hunting” and “traditional house” respectively. Table 2 shows the culture-based specific English words and phrases are those related to various elements of traditions derived from tangible and intangible culture. English which is used in Mentawai tourism is supported by ( Nangsari, 2000 ) stating that tourism English is culturally specific, and by Kang and Yu (2011) concluding that tourism English uses simple forms and communicative language.

Mentawai traditions and the tradition-based tourism English are the fundamental base of cultural contact (CC). The significant result of CC mediating tourists'/visitors’ engagement (VE) and revisit intention (RI) indicated by the above quantitative measurement models implies that the traditions and tourism English play important roles in developing cultural tourism in Mentawai. The significant result of CC as mediator indicates that tourists have a positive RI, meaning that they feel satisfied with the traditions and the tourism English, so that they have an intention to revisit cultural tourism destinations in Mentawai. This is in agreement with Chen and Rahman (2017) who said that intention of tourists to revisit cultural tourism destinations they visited in the past is driven by visitor engagement mediated by CC.

Chen and Rahman (2017) stated that CC is a determining factor which motivates the tourists' revisit intention, and CC is the tourists' contact with different culture. In Mentawai, the tourists have contact with various indigenous traditions of tangible and intangible culture ( Table 2 ) and with Mentawai people serving them in English as shown in Table 3 . The tourists' CC in Mentawai has been proven by the statistical measurement models that the CC has successfully motivated tourists’ revisit intention. This finding is in line with the statement by Chen and Rahman (2017) .

6. Conclusion

The study discussed Mentawai tradition and tradition-based tourism English with which foreign tourists have cultural contact and the effect of cultural contact as a mediator for visitor engagement and revisit intention. The study results in that cultural tourism activities in Mentawai demonstrated Mentawai indigenous traditions which can be classified into tangible and intangible traditions. In the tourism activities, it is used locally-based tourism English of which the forms are derived from and related to the tangible and intangible traditions. The English forms derived from tangible traditions are used in demonstrating both tangible and intangible traditions. Tourism English involves culturally specific forms of words, phrases and expressions which support cultural contact. The forms of words and phrases derived from intangible traditions are only used in demonstrating intangible traditions. The forms in expressions are used to greet and welcome tourists, keep social relationship with tourists, reject tourists’ request and to ask for apology. The indigenous traditions and locally-based tourism English in the tourism activities become parts of cultural contact because cultural tourists have a contact with the traditions and English in the activities. Cultural contact plays as a mediator for visitor engagement and revisit intention. As the mediator, cultural contact has a positive effect on revisit intention. It can increase the level of revisit intention. For successful development of indigenous cultural tourism, CC in which there are traditions and locally-based tourism English is important for all parties (local people, guides, tourism managers, and government tourism office) who involve in the management and activity of cultural tourism villages in Mentawai. The parties should preserve and develop Mentawai traditions by way of exploring any elements of indigenous cultural heritages of Mentawai. In order to better demonstrate the traditions and serve tourists in cultural tourism attractions and activities, tourism English should also be developed locally based on various elements of Mentawai cultural heritages. Cultural tourism attractions and activities supported by various elements of Mentawai indigenous culture and locally-based tourism English service will result in a cultural contact which satisfies tourists. Their satisfaction triggers them to revisit cultural tourism villagers of Mentawai in the near future.

Declarations

Author contribution statement.

Elfiondri: Conceived and designed the experiments; Performed the experiments; Analyzed and interpreted the data; Contributed reagents, materials, analysis tools or data; Wrote the paper.

Zaitul: Analyzed and interpreted the data; Contributed reagents, materials, analysis tools or data.

Nova Rina: Performed the experiments.

Funding statement

This work was supported by Ministry of Research and Technology and Higher Education, Republic of Indonesia (PDUPT research, 7/E1/KPT/2019).

Data availability statement

Declaration of interests statement.

The authors declare no conflict of interest.

Additional information

No additional information is available for this paper.

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• INSTITUTIONS

GUANGZHOU, April 23 -- The Ministry of Culture and Tourism in China launched a national initiative on Tuesday in Zhuhai, a city in south China's Guangdong Province, to promote cultural and tourism consumption.

The initiative, which is scheduled to run from April 2024 to February 2025, will include various promotional activities tailored for the May Day holidays, summer vacations, National Day holidays, and the Spring Festival or Chinese New Year.

Collaborating closely with local authorities, the ministry will organize themed events to introduce unique cultural and tourism activities, innovative consumption opportunities, and consumer-friendly measures. This concerted effort aims to ensure that both businesses and the general public reap benefits from this initiative.

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