中小型文化和遗产型景点的旅游潜力评估外文翻译.doc

外文翻译 原文 Assessing the Tourism Potential of Smaller Cultural and Heritage Attractions Material Source: EBSCO Author: Bob McKercher and Pamela S.Y. Ho This paper reports on the development and application of a mechanism to assess the tourism potential of cultural and heritage assets. The assessment tool considers cultural, physical, product and experiential values. It was tested on a sample of 16 secondary museums, historic sites and temples in Hong Kong that are currently being promoted by the local destination management organization. While their cultural and physical values were rated strongly, their tourism and experiential values were low. Indeed, a number of fatal flaws were identified that effectively precluded most of them from ever functioning as viable attractions. Remoteness, isolation from other attractions, small scale, a lack of uniqueness and poor setting exacerbated their weaknesses. Keywords: attractions, cultural tourism, product, assessment Introduction Both over- and under-use pose threats to the sustainability of cultural tourism products. Over-use can degrade the physical fabric of the asset, damage tangible and intangible values and lead to a diminished visitor experience (ICOMOS,2000; Shackley, 1998). Under-use can result in the insufficient generation of revenue for needed conservation work or a loss of local support for maintaining the attraction, especially if public resources are required to subsidise its operations (Getz, 1994; McKercher, 2001). Shifting demand from over- to under-utilised attractions is a logical solution that should, in theory, resolve both problems. Excess demand from popular sites can be directed to less popular ones, and in doing so, a more balanced use of a destination’s entire suite of cultural assets and a more sustainable form of tourism can be achieved. The operationalization of such a strategy presupposes that tourists are willing to make such a shift, which in turn presupposes that alternative attractions have