Some motivations that culture and heritage tourists have when visiting famous landmarks include reinforcing identity and creating understanding, authenticity, fulfilling a challenge, delving into the local history, and exploring to discover.
ADDITIONAL INSIGHTS INTO THE MOTIVATIONS OF CULTURE AND HERITAGE TOURISTS
A) REINFORCES IDENTITY AND CREATES UNDERSTANDING
- Culture and heritage tourists visit famous landmarks for both fun and educational purposes to learn more about themselves, their ancestors, culture, religion, and race.
- Direct interaction with the sites or famous landmarks gives them a chance to understand specific identity and reinforces their understanding of what they learn in a classroom.
- By visiting historically significant buildings, famous museums, churches, art galleries, and palaces, heritage and culture tourists are able to have a spiritual, aesthetic, historic, social, or scientific value for present, future, and past generations, thus reinforcing their identity and understanding.
- Since they seek understanding, culture and heritage tourists are able to develop important connections within local communities where famous landmarks, such as archaeological sites, are situated.
- These individuals tend to apply rather "high standards for authenticity" and visit famous landmarks for these authentic cultural experiences.
- They regularly arrange these visitations by themselves to have an authentic cultural experience firsthand either through site excursions or by travel package.
- Culture and heritage tourists seek authentic destinations and experiences by visiting famous landmarks to obtain a connection to what is real.
- With UNESCO recognizing many famous landmarks as important sites for cultural preservation, culture and heritage tourists are able to experience authenticity.
- These tourists seek authentic representation of how life was in the past as they visit famous landmarks.
- They believe that culture and heritage tourism helps them explore for an authentic comprehension "of how something, or a people, was like."
C) TO FULFIL A CHALLENGE
- Culture and heritage tourists visit famous places to fulfill a challenge mentally, emotionally, or physically.
- Many culture and heritage tourists usually to reserve an abundance of knowledge on the famous landmark. In fact, the visit could be a part of their ‘bucket list.’
- Many visit sites that have been recognized by UNESCO to support the preservation of local cultures, customs, and traditions.
- Since they desire to fulfill a challenge, they focus on the quality of the visit.
D) TO DELVE INTO THE LOCAL HISTORY
- These tourists visit famous landmarks to establish "a connection to a living culture through history and stories."
- They visit famous landmarks to obtain a better understanding of the local history.
- These tourists want to get deeper into the cultures and backgrounds that are different from their own.
- These tourists are interested in various opportunities to partake in cultural activities.
E) TO EXPLORE AND DISCOVER
- Culture and heritage tourists visit famous landmarks to explore and learn more about the landmark by themselves.
- These tourists love comprehensive programs of their journey as well as background information on famous destinations.
- They desire to know the world around them and thus explore.
- With this, they are able to broaden their horizons and expand the areas individuals visit beyond a limited number of destinations.
DATA ON CULTURE AND HERITAGE TOURISTS
- In 2017, the cultural tourism market made up 39% of international tourism arrivals (516 million international trips).
- This fact apparently upholds a "long quoted but largely unsubstantiated estimate that cultural tourism accounts for 40% of global tourism."
- The direct value of culture and heritage tourism globally amounts to more than $1 billion with an estimated $327 million coming from the Asia Pacific region.
Our research began by scanning through studies and market researches for relevant information on the requested topic. We visited tourism industry websites such as My Travel Research, tourism market research reports like CBI, United Nations Educational Scientific and Cultural Organization (UNESCO), World Tourism Organization (UNWTO). We also consulted government studies that deal with tourism. With this strategy, we found sources that provide an understanding of the motivations of culture and heritage tourists. We discovered quantitative and qualitative data from these research reports and national white papers regarding the culture and heritage tourists who visit famous landmarks.
Additionally, we found a psychographic of culture and heritage tourist visitor segments identified and adopted by several national tourism organizations globally, including Tourism Research Australia, Fáilte Ireland, and the National Trust Organization. These sources provided the required details, while the World Tourism Organization presented a detailed report on tourism and culture synergies that many nations use and cite in preparing their policies and strategy.