Cultural Tourism

Cultural tourism professionals are often poised between business interests on the one hand and host communities on the other. When this happens, it is easy for these professionals to be caught between two worlds and undervalued by both. Cultural Tourism is intended to serve as both a handbook and a textbook that can be used by cultural tourism professionals and other interested individuals who want to master the management and marketing skills needed to interact effectively with mainstream decisionmakers. The book analyzes cultural tourism as a distinct policy science having its own unique priorities, goals, and traditions, and it discusses specific ways in which cultural tourism professionals can best understand and communicate with business leaders. Topics such as business ethics and research methods are considered in ways that will prove useful to individuals in the field who are involved in negotiations with business-oriented colleagues. }Cultural tourism is growing and its complexion is changing. In an era in which public funds for tourism are being reduced, professionals in the tourism field must learn to understand the needs and wants of the business community if they are to accomplish their goals and those of host cultures. Leisure activities, in general, and the arts and cultural tourism in particular, must develop the ability to effectively function within the private sector. Cultural Tourism is intended to serve as both a handbook and a textbook that can be used by cultural tourism professionals and other interested individuals who want to master the management and marketing skills needed to effectively interact with mainstream decisionmakers. The book analyzes cultural tourism as a distinct policy science having its own unique priorities, goals, and traditions. It facilitates a greater understanding of the mind-set of mainstream decisionmakers and discusses specific ways in which cultural tourism professionals can best understand and communicate with business leaders. By grafting a business perspective onto cultural tourism strategies, the book presents an overview of business theory and strategy, followed by a number of negotiation tactics. Further, it examines how general marketing theory and other theories (such as those of the human relations school of management) can be used by cultural tourism professionals when evaluating marketing strategies. }