The debate over the issues of cultural tourism is heated up by the arguments presented by various authors yet the need to stick on to the concept of sustainable tourism planning and development is somewhat arbitrary. If only sustainable tourism planning and development is prioritized and intensified, the proponents as well as opponents of the effects of cultural tourism to its four major players are working hand in hand in developing policy frameworks instead of exchanging disruptive arguments. As one of the world's largest industries noted by Harril and Potts (2003), tourism can potentially develop “the material life of communities that have lost traditional industries as trade barriers have fallen”. However, Harril and Potts similarly declared that “tourism can also have severe negative impacts on a community, outweighing any economic and cultural benefits”. With the role of changes in technology, transportation, and communications and, in varying degrees, a spread of geo-political stability that has accompanied economic affluence for many citizens in industrialized and developing countries throughout the world, tourism will continuously serve its intended purpose as a promising industry and driver of international economy.
This paper intends to discuss different issues relating to the following statement: The four major players in cultural tourism have different values and interests in cultural assets and, consequently, different views on authenticity. Many writers suggest that this leads to potential conflict over the use of such assets for cultural tourism (McKercher, Ho & du Cros). However, Yunis maintains that cultural tourism and cultural heritage management ‘can establish a mutually sustainable and beneficial relationship’ (p. 86) with positive outcomes for all the major players.
Discussion
Today, increased attention has been paid to the management of the growing field of hospitality and tourism business, which have been widely recognised as very important sectors of the service industry. However, there is more to the approach of management of the said businesses than just the internal factors affecting it. Four environmental factors, namely: social, economic, political and cultural, largely play an important role in the approach to the management of the hospitality and tourism businesses. Within the sphere of the environmental factors are the groups of participants involved and affected by hospitality and tourism. According to Kandampully, Mok and Sparks (2001), they are: (1) the tourists; (2) the businesses providing the goods and services that the tourist market demands; (3) the government of the host community; and (4) the host community. Actually, tourism can often provide an attractive socio-economic development option for many societies. For example, Lanfant (1995, p. 3) states that:
Tourism is often presented as the last chance. Thus, through international tourism, poor regions which have been removed from any focus of activity, closed in on themselves, and condemned to certain death by economists find themselves rediscovered and thrust into the path of development, linked to the international market and propelled onto the world scene.
Tourism can raise the profile of a destination, attracting the interest of investors and visitors alike. It is not simply the case that many countries turn to tourism out of desperation, but because it affords their population a better standard of living. There are a number of benefits that may be derived from tourism provided that it is managed properly. These have, of course, been well documented in tourism literature and might include the creation of employment, the receipt of foreign exchange, the expansion of other economic sectors, and infrastructural developments. In environmental and socio-cultural terms, tourism development can provide a stimulus and funding for conservation, and the preservation of cultural heritage and traditions. Some of the more intangible benefits may include the renewal of cultural pride, the revitalisation of customs and traditions, and opportunities for cross-cultural exchange and integration. Again, these are more difficult to measure, but can be perceptible within local communities.
With all the presented benefits and drawbacks in tourism, it remains as ambivalent industry in which it cannot resolve its positive and negative impacts. Tourism is a priority sector for assessment because of its broad economic, environmental and social implications throughout the world, and its place in World Trade Organization (WTO) negotiations. In industrialized country, tourism has been replaced by manufacturing, distribution, or extractive industry as the economic mainstay, in developing countries however, the shift is basically from an agrarian economic base to a tourist economic base, bypassing an industrial phase altogether. While it is said that tourism becomes an important pillar in many societies and economies in various parts of the world, it can never be denied that the development of tourism always has a detrimental effect on the people and the environment of a tourist destination (Smith & Eadington, 1992). To bridge the gap and end the unending debate on the pros and cons of tourism, particularly in cultural tourism, the concept of sustainable tourism planning and development must take into illumination.
Taking for example on the case of Hong Kong, it holds an uncontested identity as one of the most exceptional and vibrant tourist destination in the whole world. It emanates an aura of magnificence, efficiency, and state-of-the-art competence (Kwong & Miscevic, 2002). Hong Kong had many unique competitive advantages such as the hardware and software required of a world-class city, including keen business acumen, a well-developed infrastructure, a versatile financial system, robust legal institutions, policies conducive to a free and open society, a clean and efficient civil service, simple and low tax, a large pool of talent and a very cosmopolitan community (Hwa, 2003). Hong Kong is also known for sustaining its competitive advantage especially in Asia’s hotel, restaurant as well as the entire tourism and hospitality industries (Lloyd et al, 2000; Yu, 1994). Because of abundant offers and several attractions like its world-renowned cultural heritage, Chinese cuisine and dining, entertainment, leisure, and cosmopolitan lifestyle, tourists move their way to experience Hong Kong’s splendor through such top level offers. Geographically speaking, the Hong Kong Tourism Board (HKTB) locates Hong Kong in a favorable geographic location in the centre point of Asia Pacific region with a minimum five (5) hours fly reaching most of the areas worldwide. With the support of government and able infrastructures, events tourism thrives on this piece of land. Different kinds of events that consist of both commercial, social, cultural, educational in nature are present in this venue. The historical brief of tourism development is limited because of the fact that it remained a British colony for several years that there other information and developments that are not credited to the present situation. However, in reference to the previous national history, it could be said that Hong Kong tourism is just fresh and pioneering. With the influence of free trade, globalization and advent of modern technological means, the nations become an instant role model in international tourism especially in cultural (heritage tourism). The development of the tourism is still in the making. Thus, it is still on the process of development in cooperation of the government, tourists, tourism-related individuals, and Hong Kong people.
Basically, sustainable tourism planning and development is one of the important things to consider in gaining positive impact to the community. Tourism has continued to be an essential component of development planning in developing nations. In some instances tourism has been perceived as a redeemer to sluggish industries and conventional agriculture, generating new connections and demands. Specifically, the diverse subdivisions of the tourism industry, such as hospitality, catering, food and beverages, tours, recreational activities and the entertainment industry, transport, souvenir manufacturing and sale are accounted to unlock enormous outlooks for employment and profits to varied populations (Ghimire, 2001). Although resident attitudes toward tourism development are frequently discussed in the context of communities, rarely do researchers discuss the implications of these attitudes for urban planning. At the same time, however, tourism planning continues to evolve from having a design orientation toward having a more inclusive and sustainable community approach.
Tourism is an "invisible" industry, encompassing transportation, lodging, and entertainment (Harrill & Potts, 2003). Unfortunately, tourism is also invisible to many planners, so tourism development is often left to private developers and leisure service providers. Given tourism's substantial social, economic, and environmental impacts – positive and negative – planners can no longer afford to dismiss tourism as tangential to other planning functions. Thus, there is a need to build up and invest on international tourism policies and frameworks so as to serve the individual welfare of all the players in tourism. With this case, Socio-economic situations are crucial factor that influences tourism in a destination while society and economy is influenced by economic activities, jobs, industry, policy and law as well as the technological innovation and political stability in a country. The economy of a country may also provide and overview of what a destination can offer, the prices of the goods and services and the available resources that may satisfy travelers and tourists (Mak, 2004). Thus, the particular recognition of socio-economic factors, there is a definite need to implement effective and efficient socio-economic planning.
Strategic planning could be used in considering socio-economic situations in tourism especially in cultural tourism. Strategic planning consists of the process of defining objectives and developing strategies to reach those objectives. In marketing, strategic planning is defined as an organization-wide planning as a way of responding to market opportunities, external environment and target audiences; when doing strategic marketing planning, the decision must be in line with the mission, vision, internal strengths and resources available to the company (Andreasen & Kotler 2003; Meek & Meek 2003). On this case, instead of company, the host country or authorized organizations that are directly managing tourism attractions and initiatives should take over. It has been stated that strategic marketing planning takes place in the context of corporate planning (Thomas & Gardner 1985; Meek & Meek 2003). In terms of tourism particularly cultural tourism, strategic planning serves as the regulating mechanism that will define the extent of tourism activities as well as featured places. Setting objectives that are directed to the economic and social development are not always limited to the national leadership but also involves community participation especially the people who inherently exist in specified areas. It is also important that strategies that are implemented to achieve such goals are consulted to every parties involved. Since cultural tourism is a promising and profit-oriented industry, the need to protect the natural well-being of the area and its other related aspects is prioritized. Socio-economic planning therefore is focused on the sustainability and tourism development.
As part of tourism strategic planning and development, there are specific motives why governments all over the world sustain the development of tourism (Gray, 1997) similar to the case of cultural tourism. Initially, the prospective for tourism to produce foreign currency is vital, even more so in countries which have artificial or controlled exchange rates, or which are, frequently accordingly, caused to undergo balance of payments difficulties. Second is the truth that tourism is labor exhaustive, and generates employment throughout the economy. Similarly, tourists pay out money on lodges, transportation, and meals, but also on an extensive assortment of goods and services. Third is the actuality that the tourism industry does not, in general, have need of costly or intricate technology or an extremely skilled labor force. With the exemption of a handful of multifaceted projects like airline operations, investment in tourism is not relatively costly, and will frequently give back a profit practically speedily. Furthermore, a lot of nations previously have prepared the basic and most imperative prerequisites for the improvement of the tourism segment; an agreeable climate, striking surroundings, historical locations, and welcoming population. In other words, governments frequently sense that their nation possesses an unexploited economic resource, and come to a decision to take advantage of it.
If tourism is sustainable, as to the case of cultural tourism, the following benefits – aside from the other mentioned above – are taken at hand more than its potential yet manageable drawbacks.
· More Employment Opportunities – an effective cultural tourism strategy could bring additional employment opportunities for the destination, as the presence of foreigners in the place would spark the interest of the latter to explore the investment possibilities of the area.
· Enhanced Transportation System - Tourism can lead, for example, to an enhanced transportation system through advances in vehicle and route-way design which allow greater opportunity for pleasurable and meaningful participation in this worldwide phenomenon.
· Increased Cultural Consciousness – With the existence of cultural tourism come stimulated restoration of historic sites. Heritage features could not be kept intact if their preservation had not become the ongoing concern of tourists, resulting both in financial contributions and state support from them. It is also utilized as a tool to resolve or even avert conflict.
Conclusion
Though cultural tourism may perhaps bring about an assortment of potential advantages, unrestrained mass cultural tourism, which is the most predominant structure of tourism nowadays, unavoidably boosts the previously existing conflicts, in addition to generating new ones (Moli, 2003). Tourism's gluttonous craving for basic resources like land, water and energy, has preordained that the tourism industry and government agencies are progressively finding themselves more in opposition over land rights and water rights by local individuals. Therefore, the modern world is exemplified by mass concentrations of individuals, mass production, and mass actions.
Today, the concept of sustainable tourism is growing. This is a global effort to protect the environment and all factors in tourism. It involves social responsibility, a strong commitment to nature and the integration of local people in any tourist operation or development. Recently, the formation of the idea of sustainable development provided new momentum for tourism planning. Like most economic enterprise, sustainable tourism planning plays a vital role especially on the case of cultural tourism. Through planning, there is a specified objective to be attained at a specified time. The strict implementation of strategic plans and marketing strategies will procure positive result sustainable development and benefits to its players. Planning will serve as the blueprint of all the development intended by the state, people and tourism stakeholders. Having presented all the points above, the statement of McKercher, Ho & du Cros and Yunis is agreeable yet it is linked and resolved by the idea of sustainable tourism planning and development as particularly applied to the case of cultural tourism.
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