virtual heritage experiences: towards a typology bingjie liu, m.s. tourism, recreation and sport...
TRANSCRIPT
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
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)
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).
Example : Lascaux cave
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)
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
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)
Theoretical Background: VH
Conceptual model for interpreting digital heritage Adopted from Rahaman & Tan, 2010
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)
Proposed Conceptual Framework
Dimensions:
• Supply (VH) : interpretation
• Demand (Cultural Tourists): the centrality of cultural tourism
Proposed Conceptual FrameworkDemand
Serious Cultural Tourists
DemandCasual Cultural Tourists
SupplyLow Interpretation
SupplyHigh Interpretation
Moderate SubstitutiveLow Substitutive
High SubstitutiveModerate Substitutive
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
Limitation
• Conceptualized model, future empirical research is needed
• A general theoretical estimation
Thank you