Cultural Tourism: A Strategic Focus

Cultural Tourism: A Strategic Focus

Cultural Tourism: A Strategic Focus

Cultural Tourism: A Strategic Focus


This is intended to serve as both a handbook and a textbook that can be used by cultural-tourism professionals who want to master the management and marketing skills needed to interact effectively with mainstream decision-makers.


Host cultures involved in cultural tourism must communicate with power brokers whose training and perspectives are based on business principles. The sway of such opinions transcends the boardrooms of major corporations since many public officials embrace similar perspectives. Unfortunately, on many occasions, business theory does not adequately respond to the needs of host cultures involved in tourism. The basic goal of this book is to present an orientation toward business that host cultures and those who represent them can use as they negotiate strategies and tactics involving the tourism industry.

These negotiation skills are sorely needed because business thinkers, such as marketers, are becoming increasingly involved with tourism. In many cases, business-derived tactics are routinely applied to tourism in inappropriate and counterproductive ways. This book is designed to help remedy that unhealthy situation.

Marketers and cultural tourism professionals emerge as potential antagonists unless they communicate in mutually understandable ways. Unfortunately, business-derived thought often has an inequitable advantage when conflicts arise because it more effectively reflects the prevailing mind-set of those who ultimately make decisions. The bias in favor of business thought that many decisionmakers hold puts cultural tourism professionals at a disadvantage during negotiations.

In order for cultural tourism professionals to forcefully advance the positions and orientations they represent, it is necessary for them to clearly articulate how and why their perspectives differ from those of business-oriented practitioners. It is also essential that their negotiations are phrased in ways that are appreciated and respected by the business community. Only in this way can cultural tourism professionals portray their positions and their missions in an effective and convincing manner.

The first six chapters provide the overview needed for cultural tourism professionals to strategically align their orientations with those of business. In "Mating Social Science with Business Strategy: Serving Multiple Stakeholders," profound changes in the contemporary public sector are dis-

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