Research into cultural tourism experiences show just how extensive the concept can be – as extensive as the concept of culture is itself. In a recent document on the development of Creative Communities, the NSW government simply stated:
“Culture is the fabric of life“
“It is the way we communicate, celebrate, change, and grow. It embraces our values and our history. The art it creates helps us understand the past and challenges us to imagine the future.“
Turning this definition into research practice is not easy and often is determined by the context, community or environment. At its heart, cultural tourism is the connection with the community, it is the nexus where the community meets the visitor, either through arts activities, such as visual or performing arts, or through heritage, museums and festivals yet it is also the human connection to place.
All of these aspects are part of the cultural tourism experience that visitors are seeking, through the arts as well as through the habits and behaviours of local people in the destination. Attending grower’s markets, viewing churches, learning to weave baskets and taking in the local architecture are all part of the cultural tourism experience. In my understanding, connecting to the local community also means connecting to the passion for local sport – attending the AFL football at the MCG would constitute a perfect cultural experience that sits alongside the State Gallery and the Regent Theatre. It is not unusual for tourists to do all three.
Our research explores cultural tourist experiences in regional Australia – examining the people who visit, the experience they are seeking and the expenditure into the local economy. It is increasingly important to also consider and explore the impact on the community at the heart of the experience, and to ensure they contribute to the planning and outcomes of the experience.
Contact us for a quick quote for a cultural tourism assessment for your gallery, theatre or performance venue.
DESTINATION RESEARCH 