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Virtual Heritage Experiences:Towards A Typology
Bingjie Liu, M.S.Tourism, Recreation and Sport Management,
University of Florida
Holly Donohoe, Ph.D.Assistant Professor
Tourism, Recreation and Sport Management,University of Florida
March 2013
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Introduction
• The influence of information and communication technologies (ICTs) development (Buhalis & Law, 2008)
• New Tourists have the specific requirement of “edutainment ” (Buhalis & Law, 2008)
• Destination management organizations are transforming towards knowledge-based entrepreneurships (Stamboulis & Sjayannis, 2003)
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IntroductionICT influence in heritage tourism• On-site interpretation
The emergence of virtual heritage (VH)• A type of virtual environments that embedded with
cultural heritage and represented through digital media” (Tan & Rahaman, 2009 p. 144)
• Preservation and education (Berndt, & Carlos, 2000; Roussou, 2002)
• Alternative form for heritage visits (Sundstedt et al., 2004).
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Example : Lascaux cave
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Introduction
• Can VH become a sustainable form of cultural tourism? The key is to understand how receptive tourists could accept VH as tourism substitute (Guttentag, 2010)
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Study Objective
• As one of the early attempts, this study examined both the supply and demand of VH and proposed a conceptual framework to demonstrate the possibilities of VH as cultural tourism products
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Theoretical Background : VH
Supply Side: Virtual Heritage Sites:
• Create and represent a virtual heritage site of accuracy and authenticity (e.g. Addision, 2000; Ibrahim et al., 2011; Koller et al., 2009)
• User experience: a conceptual framework of interpretation (Rahaman et al., 2012)
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Theoretical Background: VH
Conceptual model for interpreting digital heritage Adopted from Rahaman & Tan, 2010
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Theoretical Background : Cultural Tourists
Demand: Cultural Tourist• Cultural tourism as special interest tourism and cultural
tourists (McKercher et al, 2002 )
• The cultural tourists typology (McKercher et al, 2002 )
• A spectrum of cultural tourists based on the centrality of cultural tourists rangingg from casual cultural tourists to purposeful cultural tourist (McKercher et al, 2002)
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Proposed Conceptual Framework
Dimensions:
• Supply (VH) : interpretation
• Demand (Cultural Tourists): the centrality of cultural tourism
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Proposed Conceptual FrameworkDemand
Serious Cultural Tourists
DemandCasual Cultural Tourists
SupplyLow Interpretation
SupplyHigh Interpretation
Moderate SubstitutiveLow Substitutive
High SubstitutiveModerate Substitutive
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Implication• Marketing
Help produce positive destination imageEngage with a broader audience
• ManagementHeritage preservation, and sustainable managementIncrease the value of educationNecessities to build up virtual heritage sitesDifferent strategy towards different population
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Limitation
• Conceptualized model, future empirical research is needed
• A general theoretical estimation
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Thank you