Heritage Tourism • "give supportto", "to hold up", "to bear"

or "to keepup"
PRELIM TOPICS • Sustainable is an adjective for something
that is able to be sustained, ie, something
LESSON 1: SUSTAINABILITY: AN that is "bearable" and "capable of being
OVERVIEW continued at a certain level". In the end,
sustainability can perhaps be seen as the
Objectives: processes) by which something is kept at
At the end of the lesson, students will be able to: a certain level.
1. Define: sustainability, sustainable
tourism, and sustainable development. Daniel Christian Wahl, author of Designing
2. Identify the different elements of Regenerative Cultures, defends sustainability
sustainability. refers to:
3. Enumerate the 10R's of • "sustaining the underlying pattern of
4. Appreciate the principles of sustainable health, resilience, and adaptability that
tourism. maintain this planet in a condition where
life as a whole can flourish”
• And that for this to be possible in the long
I. DEFINITION OF SUSTAINABILITY term, the way modern societies
Origin and Definitions of Sustainability organized shouldn't be sustained, but
Hans Carl von Carlowitz and "Sustainability" rather re-designed using a regenerative
• The concept of sustainability " or perspective (more about the
"Nachhaltigkeit" in German, can be regenerative movement ahead).
traced back to Hans Carl Von Carlowitz
(1645-1714), who managed mining on Sustainability is a holistic approach that considers
behalf of the Saxon court in Freiberg. ecological, social and economic dimensions,
• Despite different forest regulations, the recognizing that all must be considered together
impact of timber shortages on Saxon's to find lasting prosperity.
silver mining and metallurgy industries • Sustainability is most commonly used in
was devastating. In his work SvIvicultura the broad sense to apply to the
Oeconomica oder Anweisung zur wilden environment in two parts.
Ваum-Zucht (Svlvicultura Oeconomica or 1. natural and
the Instructions for Wild Tree Cultivation) 2. physical, and further encompasses social,
Carlowitz formulated ideas for the cultural, and economic environs.
"sustainable use" of the forest.
• His view that only so much wood should It is readily utilized in business, industry, and
be cut as could be regrown through government. Sustainabilitv important to make
planned reforestation projects, became sure that we have and will continue to have, the
an important guiding principle modern water, materials, and resources to protect human
forestry. health and our most precious environ
Sustainability is important in bridging the social
• Etymologically, the word sustainability gap between individuals, industry,
comes from sustainable + it. And medicine/health, and governments.
sustainable is, for instance, a
composition of sustain + able. So if we Sustainable Approach
start from the beginning, to <sustain> A sustainable approach is a systems-based
means approach seeks to understand the interactions
which exist among environmental, social, and
economic pillars in an effort to better understand III. 10R's OF SUSTAINABILITY
the consequences of our actions. Ideally,
research that seeks sustainable solutions to Sustainable Development
protect the environment that also strengthens • Brundtland Report for the World
our communities and fosters prosperity. Commission on Environment and
Development (1987) introduced the
II. ELEMENTS OF SUSTAINABILITY term of sustainable development.
• Sustainable development is the
The term sustainability is broadly used to indicate development that meets the needs of
programs, initiatives and actions aimed at the the present without compromising the
preservation of a particular resource. However, it ability of future generations to meet
actually refers to four distinct areas: social, their own needs.
economic environmental - known the four pillars
sustainability. 10R's of Sustainability
Sustainability creates and maintains the
Economic Sustainability conditions under which humans and nature can
Refers to practices that support long-term exist in productive harmony, permit fulfilling the
economic growth without negatively impacting social, economic and other requirements of
social, environmental, and cultural aspects of the present and generations.
community.
The world's population of almost 8 billion is likely
Social Sustainability to increase to 9 billion by 2050. The demand for
Targets to preserve social capital by investing and diminishing natural resources is growing. Income
creating services that constitute the framework gaps are widening. Sustainability calls for a
of our society. The concept accommodates a decent standard of living for everyone today
larger view of the world in relation to without compromising the needs of future
communities, cultures and globalization. It means generations.
to preserve future generations and acknowledge
that what we do can have an impact on others
and on the world. 1. RESPECT - It all starts with respect as
weighty regard to first have esteem for
Human Sustainability one's self, then others, property, our
Aims to maintain and improve the human capital natural, phsical, cultural, social and
in society. Investments in the health and economic environments; and our earth's
education systems, access to services, nutrition, delicate ecosystem.
knowledge and skills are all programs under the 2. REFUSE - Reject the idea of utilizing
umbrella of human sustainability. anything that may cause harm to oneself,
someone else or our delicate ecosvstem.
Environmental Sustainability Refuse to use food items and products
Aims to improve human welfare through the that are falsely represented and not
protection of natural capital (land, air, water, certified correctly.
minerals etc.). Initiatives and programs are 3. REDUCE - Decrease, cut, lessen or to
defined environmentally sustainable when they diminish the utilization of raw or natural
ensure that the needs of the population are met resources, and consumption of the same
without the risk of compromising the needs of in a finished product or good, or in the
future generations. transportation of products or goods
including but not limited to food or such
 products made from chemicals or nature conservation or capacity building
minerals. programs for local communities to
4. REUSE - Reclaim or reprocess items that manage protected areas.
have been used so as not to become • Sustainable Tourism takes full account of
totally spent beyond use again. its current and future economis social
5. RENEW - Repair, rebuild, reconstruct and environmental impacts, addressing
items we have used so the can have or the needs of visitors. industry, the
serve a useful purpose once again; to environment and host communities.
repurpose.
6. RECYCLE - Reclaim or reprocess items 1. Marketing tourism responsibly.
that have expired from their serviceable Marketing that provides tourists with the
purpose, so they may once again be full and responsible information
made into something useful, and reduce increases respect for the natural, social
the need for raw materials and and cultural environments of destination
expending energy to make new products. areas and enhances customer
7. RESPONSIBILITY - Mental, moral, or legal satisfaction.
accountability to individuals, business 2. Undertaking research. Ongoing research
and governmental actions with a view to and monitoring by the industry using
transparency. effective data collection and analysis are
8. RETHINK - To change one's mind thought, essential to help solve problems and to
and their figurative heart condition so bring benefits to destinations, the
they will not take the wrong course of industry, and consumers.
action and cause harm to another, or to
our environment; collectively business Thus, sustainable tourism should:
and government have to change their 1. Make optimal use of environmental
dismal pattern of thinking. resources that constitute a key element
9. REPLANT - To replace vegetation on land in tourism development, essential
and waterways, that has been removed ecological processes and helping to
for any reason, and to prevent conserve natural heritage and
degradation or deforestation. biodiversity.
10. RESTORE – Return damaged systems to 2. Respect socio-cultural authenticity of
their original or better condition host communities, conserve their built
previously recorded, to ensure they can and living cultural heritage and
recover, mature and grow without traditional values, and contribute to
further hindrance or harm. intercultural understanding and
tolerance.
IV. PRINCIPLES OF SUSTAINABLE 3. Ensure viable, economic operations,
TOURISM long-term providing socio-economic
Sustainable Tourism benefits stakeholders distributed,
• Is the form of tourism that meets the including stable employment and
needs of tourists, the tourism industry, income-earning opportunities and social
and host communities today without services to host communities, and
compromising the ability of future contribut to poverty alleviation.
generations to meet their own needs.
• Sustainable Tourism provides crucial The main responsibilities of sustainable tourism
economic incentives for habitat include:
protection. Revenues from visitor • Protecting the environment, natural
spending are often channeled back into resources, and wildlife
 • Providing socio-economic benefits for improves the quality of the tourism
communities who live in tourist experience.
destinations 7. Consulting stakeholders and the public.
• Conserving cultural heritage and creating Consulting between the tourism industry
authentic tourist experiences and local communities, organizations
• Bringing tourists and local communities and institutions are essential if they are
together for mutual benefit to work alongside each other and resolve
• Creating inclusive and accessible tourist potential conflicts of interest.
opportunities. 8. Training staff. Staff training which
integrates sustainable tourism into work
Principles of Sustainable Tourism practices, along with recruitment of
Tourism Concern, 1991 in association with the personnel at all levels, improve the
Worldwide Fund for Nature (WWF) gives 10 quality of the tourism product.
principles for sustainable tourism. These are
following as: LESSON 2: HERITAGE TOURISM
1. Using resources sustainably. The PRINCIPLES
conservation and sustainable use of
resources- natural, social and cultural - is I. MEANING AND ELEMENTS OF
crucial and makes long-term business CULTURE
sense.
2. Reducing over-consumption and waste. Definitions of Culture
Reduction of overconsumption and • BELIEFS AND BEHAVIOR - Culture refers
waste avoids the costs of restoring long- to the beliefs and behaviors of a
teres environmental damage and particular group of people.
contributes to the quality of tourism. • WAYS OF LIVING - Consists of the ways of
3. Maintaining biodiversity. Maintaining living that are developed by a group of
and promoting natural, social and people.
cultural diversity is essential for long- • WHOLE COMPLEX (UNESCO) - The whole
term sustainable tourism and creates a complex of distinctive spiritual, material,
resilient base for the industry. intellectual and emotional features that
4. Integrating tourism into planning. characterize a society or social group. It
Tourism development which is includes not only the arts and letters, but
integrated into a national and local also modes life, the fundamental rights
strategic planning framework and which of the human being, value systems,
undertake environmental impact traditions and beliefs.
assessments increases the long-term
viability of tourism. The Three Levels Of Culture/ Iceberg of Culture
5. Supporting local economies. Tourism • SURFACE CULTURE - This is observable
that supports a wide range of local such as person's or community's food,
economic activities and which takes clothes, music, holidays and etc.
environmental costs and values into • SHALLOW CULTURE - These are the
account, both protects these economies unspoken rules of social norms that a
and avoids environment damage. person or community has. They include
6. Involving local communities. The full the attitudes towards elders, concepts of
involvement of local communities in the time, personal space, rules about eye
tourism sector not only benefits them contact and etc. Sometimes we see
and the environment in general but also particular behavior as disrespectful when
it is in fact, a part of the person’s culture.
 • DEEP CULTURE - This is the most
important form of culture because it has Categories of Cultural Tourists
an intense emotional impact on trust. It
controls how we learn information. This
form of culture manipulates our
everyday behaviors and helps us make
sense of our world. This would include
decision-making preference of
competition cooperation, gender roles,
and etc.

Cultural Tourist Typology Model

II. CULTURAL TOURISM IN CONTEXT

• The main usage of the term cultural

tourism involves the consumption of a
wide range of cultural manifestations like
heritage, art, folklore and etc. by tourists.
• Cultural tourism is the act of travelers
visiting particular destinations in order to
experience and learn about a particular
culture. This can include many activities
such as; attending events and festivals,
Testing the Model
visiting museums and tasting the local
food and drinks.
• Cultural tourism can be regarded as the
'original form' of tourism considering its
roots in the GRAND TOUR (16th Century)
 IV. DIFFERENCES BETWEEN CULTURE AND
III. MEANING AND ELEMENTS OF HERITAGE
HERITAGE

Definitions of Heritage
• Inherited Legacy - Heritage is an
inherited legacy that consists of both
physical items and intangible constructs
of a group of people.
• Maintained, Conserved & Preserved -
Heritage is passed down from one
generation to another and maintained in
the present form and preserving them
for the advantage of generations to
come.
• Unique Sense of Identity - Heritage is a Differences
person's unique, inherited sense of • Culture can be described as a sum total
family identity: the values, traditions, of collective human beliefs with a
culture, and artifacts handed down by structured system that is specific to a
previous generations. nation or a time period. It is the shared
social characteristics and behavior,
The Heritage Cycle beliefs, religion, cuisine, music and arts,
language, and so on for a particular
group of people that set them apart.
• Heritage, on the other hand, is an
expression of ways of living passed on
from generation to generation by a
particular group of people, or a society. It
refers to the things that you
while culture is the characteristic
• By understanding - people value it features that describe a society.
• By valuing it - people want to care for it
• By caring for it - it will help people enjoy Connection between Culture and Heritage
it • The cultural customs and traditions,
• From enjoying it - comes a thirst to when preserved to the future
understand generations, it becomes a heritage to the
future.
What is Heritage Tourism? • Heritage is a keystone of a culture as it
Traveling to experience the places, artifacts, and preserves the identity of a culture.
activities that authentically represent the stories
and people of the past and present. It includes V. MEANING AND ELEMENTS OF CULTURAL
cultural, historical and natural resources. HERITAGE

Cultural Heritage
• Cultural Heritage is an expression of the
ways of living developed by a community
and passed on from generation to
generation, including customs, practices,
 places, objects, artistic expressions and According UNESCO, the term cultural heritage
values. encompasses several main categories of
• Cultural Heritage is often expressed as heritage
either Intangible or Tangible Cultural Tangible cultural heritage:
Heritage (ICOMOS, 2002). • movable cultural heritage (paintings,
• As part of human activity Cultural sculptures, coins, manuscripts)
Heritage produces tangible • immovable cultural heritage
representations of the value systems, (monuments, archaeological sites, etc.)
beliefs, traditions and lifestyles.
• As an essential part of culture as a whole, Tangible cultural heritage includes buildings and
Cultural Heritage, contains these visible historic places, monuments, artefacts, etc., which
and tangible traces form antiquity to the are considered worthy of preservation for the
recent past. future. These include objects significant to the
archaeology, architecture, science or technology
Cultural Heritage Classification of a specific culture.

Tangible Cultural Heritage

• Refers to physical artefacts produced,
maintained and transmitted inter-
generationally in a society.
• It includes artistic creations, built
heritage such as buildings and
monuments, and other physical or
tangible products of human creativity
that are invested with cultural
significance in a society.

According UNESCO, the term cultural heritage

Cultural Heritage Tourism
encompasses several main categories of
"The coordinated and mutually supportive
heritage
application of cultural, heritage and tourist
Intangible cultural heritage:
resources for the improvement of the overall
o oral traditions
quality of community life".
o performing arts
o rituals
Travelers who are interested in cultural heritage
tourism would visit or take part in any of the
Intangible cultural heritage includes traditions or
following:
living expressions inherited from our ancestors
• Historical attractions, monuments, or
and passed on to our descendants, such as oral
landmarks traditions, performing arts, social practices,
• Museums, art galleries, or theaters rituals, festive events, knowledge practices
• Festivals, concerts, or performances concerning nature and the universe or the
• Culturally significant neighborhoods or knowledge and ski produce traditional crafts.
communities Intangible cultural heritage is an important
maintaining cultural diversity in the face of
growing globalization.
Intangible Cultural Heritage development
• It indicates the practices, rather than materialism.
representations, expressions, • A desire for direct forms of
knowledge, skills - as well as the experience ("life seeing" rather
instruments, objects, artefacts and than sightseeing).
cultural spaces associated therewith - • Growing importance of
that communities, groups and, in some intangible culture and the role of
cases, individuals recognize as part of image and atmosphere.
their Cultural Heritage. • Increased mobility creating
• Tangible and intangible heritage require easier access to other cultures.
different approaches for preservation
and safeguarding, which has been one of 2. Supply Side
the main motivations driving the • Development of cultural tourism
conception and ratification of the 2003 to stimulate jobs and income
UNESCO Convention for the • Cultural/Heritage tourism was
Safeguarding of the Intangible Cultural seen as a growth market and
Heritage. "quality"
• The Convention stipulates the • An increasing supply of culture
interdependence between intangible as a result of regional
Cultural Heritage, and tangible cultural development.
and natural heritage, and acknowledges • The growing accessibility of
the role of intangible Cultural Heritage as information on culture and
a source of cultural diversit and a driver tourism through new
of sustainable development. technologies.
• The emergence of new nations
Recognizing the value people for the and regions eager to establish a
expression and transmission of intangible distinct identity.
Cultural Heritage, UNESCO spearheaded the • A desire to project the image of
recognition and promotion of living human regions and nations.
treasures, 'persons who possess to a very high
degree the knowledge and skills required for ESTABLISHING CULTURAL HERITAGE IDENTITY
performing or recreating specific elements of the By: Prof. Felipe de Leon Jr.
intangible Cultural Heritage'. • ORIGINALITY
• INDIGENOUSNESS
The Growing Articulation between
• AUTHENTICITY
Culture/Heritage and Tourism
• HISTORICITY
1. Demand Side
• MAGNITUDE
• Increased interest in culture,
particularly as a source of • EXCELLENCE
identity and differentiation in
Heritage Tourism and Its Impacts
the face of globalization.
Economic Benefits of Cultural and Heritage
• Growing levels of cultural capital, Tourism
stimulated by rising education • Injects new money into the economy,
levels. boosting businesses and tax revenues
• Aging populations in developed • Creates new jobs, businesses, events,
regions. and attractions, thus helping diversify the
• Post-modern consumption local economy
styles, emphasizing personal
 • Supports small businesses and enables
them to expand VI.SUSTAINABLE TOURISM AND CULTURAL
• Promotes the active preservation and HERITAGE
protection of important local resources
• Builds vital relationships among and Cultural heritage and sustainable tourism:
within local communities drivers of poverty reduction and shared
prosperity
• Helps encourage the development and
• Both the protection of cities' identities
maintenance new/existing community
and local cultures, and the promotion of
amenities
cultural expressions, are crucial to ensure
Social Benefits of Cultural and Heritage Tourism livability and to make cities become
vibrant life-spaces, including the
• Helps build social capital
regeneration of natural heritage to
• Promotes preservation of local
create green areas for social use.
traditions, customs, and culture
• Culture is also a platform for social and
• Helps improve the community's image
economic development as well as
and pride
competitiveness. Historic centers are
• Promotes community beautification
assets for the development of urban
• Builds opportunities for healthy and
communities, promotion of cultural and
useful community relationships and
creative industries. enhancement of
partnerships
sustainable tourism. These activities
• Provides research, education, and work- contribute to pov reduction by
placement opportunities for students generating income and creating
• Creates enjoyable opportunities for both employment for local
local residents and visitors attracted to • Inclusion and recognition of cultural
the cultural arts, history, and identities is an important factor to
preservation
address poverty and boost shared
• Boosts local investment in heritage prosperity. Safeguarding cultural
resources and amenities that suppo diversity is a wav to promote social
tourism services. interaction and cohesion in the context
of both internal and international
Environmental Benefits of Cultural and Heritage
migration to cities.
Tourism
• Finally, creating urban resilience from
• Helps encourage a culture of
culture is possible through traditional
preservation
knowledge systems, culture-based
• Boost awareness of the tourist site,
strategies to reduce cities' vulnerability
attraction, or area's significance
to hazards and cultural programs for
• Helps encourage local residents and post-disaster recovery. The protection of
visitors to be mindful about their impact world heritage sites and cultural heritage
on the natural and built environment in all its form as a global legacy helps to
promote international peace efforts.
The benefits of culture and heritage tourism are
amplified through the economy, so their impact is Integration of Cultural Heritage in Sustainable
much wider than just the direct spending levels. Tourism
As Simon Thurley of English Heritage has shown • Worldwide, the interactions between
in his Heritage Cycle, heritage tourism has culture, recreation, wetland
benefits that extend beyond the solely economic. management and tourism are crucially
important both for the conservation of
 biodiversity and for the promotion of keep something as an inheritance
human cultural diversity, including the requires an act of interpretation. In the
maintenance of cultural values and old days, shamans and interpret heritage
practices. is critical priests were considered
• Collaborative programs for professional interpreters, and following
environmentally sustainable tourism can the Age of Enlightenment, European
offer support for livelihoods as well philosophers developed their own ideas
beneficial management of wetland of how heritage might be interpreted.
ecosystems, and these should be
encouraged. The first seminal book on Interpreting our
• Further strengthening the positive links heritage' was written in 1957 for the US National
between culture and tourism is essential Park Service. Its author, Freeman Tilden, defined
both for the future of the tourist industry heritage interpretation as: “an educational
and for safeguarding vulnerable aspects activity which aims to reveal meanings and
of culture. One way or another, tourism relationships through the use of original objects,
will continue to be a prominent and by firsthand experience, and by illustrative media,
influential feature of modern civilization. rather than simply to communicate factual
• Cultural diversity has been information.”
acknowledged as a mainspring of
sustainable development in the UNESCO At present, we engage and empower people to
Convention on the Diversity of Cultural interpret on their own by:
Expressions (2005) and in Agenda 21 for • Offering paths to deeper meaning;
Culture (2004). This concept provides a • Turning phenomena into experiences;
springboard for new paradigms • Provoking resonance and participation;
regarding the integration culture, the • Fostering stewardship for all heritage.
natural environment and tourism.
• Participatory planning and multi- Aims and Importance of Heritage Interpretation
stakeholder partnerships can foster links Marek Nowachi(2012)
between cultures and landscapes in the • Heritage interpretation serves to
context of tourism development. facilitate the achievement all of these
Cultural heritage should therefore be purposes: it aims to enrich experiences,
central to developing environmentally stimulate activity and widen knowledge.
sustainable tourism in all its forms. • Interpretation is a method for helping
visitors understand the character of the
LESSON 3: INTRODUCTION TO HERITAGE place, explaining its meanings, providing
INTERPRETATION experiences and provoking emotions. It
also seeks to inspire visitors to gain
I. HERITAGE INTERPRETATION knowledge about a heritage on their
PRINCIPLES AND IMPORTANCE own. For this purpose, a variety of media
are employed: from verbal talks, through
What is Heritage Interpretation? printed resources, puppet shows and live
• Interpretation means to add meaning to interpretation, to advanced computer
experiences, whether this comes from techniques.
feelings or thoughts. How we interpret • Knowledge about interpretive methods
heritage is critical for the way we shape is not limited to techniques for
our common future. communicating knowledge using specific
• Heritage interpretation is deeply rooted media: it also includes the abil to write
in human culture. Even the decision to interesting interpretive texts, structure
 them in an adequate and formulate care for resources and provide
themes and subtitles in such a manner cooperation and support (including
that will make the text easier financial support), as well as to explain
to understand. the objectives of regional policies;
• This knowledge also encompasses the • to inspire a change in visitors' attitudes
ability to develop a complex and behaviors, so as to shape such
interpretation plan for a heritage area. attitudes and behaviors which are
• It points out what are the main themes friendly to the natural and caral
worth interpreting and where they environment and take into account a
should be interpreted, defines what sustainable management of datura!
media should be employed and how, and resources and heritage protection.
suggests appropriate tourism Marek Nowacki (2012). Heritage
management strategies with regard to Interpretation
natural and cultural heritage sites.
• Knowledge on heritage interpretation is An interpreter not only conducts public and
indispensable to any professionals group tours while discussing and commenting on
handling the tourism traffic, including things seen, but also tries to relate their
guides, tour leaders, tourist information significance to the experience and knowledge of
personnel, tourist attractions staff (in others. In architectural surroundings, an
museums, zoos, herit parks), as well as interpreter assists others in experiencing and
those involved in tourism management understanding how they are affected by the
and development of tourist areas. spaces visited.
• The basis aim of interpretation is to help
visitors understand the meaning of sites, Interpretation is identifying and explaining to the
develop a sensitivity to their visiting public the meaning that certain artifacts,
surroundings and realize the importance buildings, landscapes, or sites have within the
of history and the environment. context of our culture and heritage.
• Heritage interpretation enriches visitors' Interpretation depends on dire observation of or
impressions, stimulating - or triggering - contact with the subject.
their free time activity.
• To increase visitors' awareness and instill Interpretation develops appreciation. Visitors
models of behavior which ar friendly to may come for a variety of reasons, but our goal is
both the natural and cultural to help them develop an understanding of why
environment. the buildings, attractions, and sites on our tours
are important historically and culturally, and how
Objectives of interpretation could be they enrich the community, the state, the nation,
formulated as follows: and even the world. Most important, however, is
• to orient visitors to basic services, the significance of the buildings for the visitors
dangers, supply options, available hotels themselves.
and hostels, camping sites, means of
transport; • We try to give visitors the time and
• to inform about available forms of opportunity to see the sites for
tourism and recreation, about the themselves and to develop their own
organizational policy of the site's appreciation.
manager, about local culture and • We hope they will benefit from a
• to involve in natural and cultural deepened awareness of the peo times,
resource interpretation, and inspire to and events associated with these
buildings.
 • Interpretation uses marketing and
The Program Head and Technical Advisor of the advertising techniques,, journalism
Nayong Pilipino Foundation Cultural Leadership strategies, and a host of other tools to
Institute Program, Ms. Natasha Kintanar said that deliver an interpretive outcome.
"Heritage Interpretation is a way to communicate • Well executed interpretation is a fun,
information about a natural or cultural site, inspiring & motivating recreational
museum, park, or center." She also added that learning experience.
heritage interpretation is an "art to create a
relation between the elements of a heritage site; Interpretation is not what you say to visitors, but
or a collection on one hand, and the 'meaning- rather the way you say o them.
making of the value frame of the visitors."
Tilden's Principles of Heritage Interpretation
Heritage interpretation is used in: 1. The chief aim of Interpretation is not
• Natural and cultural heritage sites instruction, but provocation. The role of
• Natural and cultural trails interpretation is to provoke the audience to
• Museums and galleries interact, to think and to react to the presentation.
• Heritage interpretation centers Good interpretation asks provocative questions.
• Aquariums
• Parks and zoos 2. Any interpretation that does not somehow
• Objects of industrial heritage relate what is being displaved or described to
• Nature reserves something within the personality or experience
• Events of cultural tourism of the visitor will be sterile. This includes
tangibles, intangibles as well as universal
Interpretation can be delivered through concepts.
different media types
Personal media include: 3. Information does not equal interpretation, but
• information services (e.g. desk in visitor all interpretation contains information.
center, roving interpreter),
• conducted activities (e.g. guided tours), 4. Interpretation is an art which combines many
• talks (e.g. auditorium talks in visitor arts regardless of subject material. Any art is to
center, campfire talks), some degree teachable. You might use acting,
• living interpretation ( e.g. historical re- puppets, artwork, photos, props, storytelling or
enactment). other artistic skills in developing your interpretive
program service.
Non-personal media include:
• audio devices ( e.g. audio stations, CDs), 5. Interpretation should aim to present a whole
rather than a part. The whole is greater than the
• written materials (e.g. leaflets,
sum of its parts. A critical aspect of successful
guidebooks),
interpretive planning the development of
• self-guided activities (e.g. walking trails),
themes. Generally, all interpretation should
• exhibits (in visitor centers, in museums or
illustrate one main interpretive theme. These can
open-air exhibitions)
be supported
program themes and sub-themes.
Difference between Interpretation and
Information
6. Interpretation for children must be designed
• Information is just straight facts, figures
specifically for children, and not simply a dilution
& dates.
of programs and information for adults.
Interpretive programs for children need to have
fun, hands-on, and edutainment with a clear The Interpretative Triangle (Ludwig, 2015)
theme or purpose in Analogies and examples • Turning phenomena into experiences
need to be geared children as well. - Provoking resonance
and participation
To make remembering Tilden's principles easier - Fostering stewardship
we came up with "Tilden's Tip's", a short hand for all heritage
version of the main principles. - Offering paths to deeper
• Provoke: attention, curiosity and meaning
interest.
• Relate: to the everyday life of your Fitch's Model of Heritage Interpretation
visitors.
• Reveal: the main concept or theme
through some creative or unusual
viewpoint.
• Address the Whole: make sure your
program relates to your main Project
THEME.
• Message unity: use the correct
supporting elements in your program to
illustrate your theme or main concept.

• Professional interpreters do not only

facilitate learning processes as guides in
face-to-face dialogues. Professional and Popular Interpretation (bv
Fitch)
• They provoke peoples' curiosity and The first level of interpretation is carried out by
interest by relating the site or objects to professionals such as archaeologists, historians
the participants' own knowledge, and architects. From available evidences
experience, background and values. (excavations, ruins, artefacts, documents etc.)
professionals examine and verify for authenticity
• Professional interpreters also refrain and document them to feed second level of
from simply communicating unrelated interpretation for public.
facts.
The public is only imparted information in the
II. HERITAGE INTERPRETATION second level of interpretation that is the 'popular'
MODELS level. However information gathered at the
professional level is used as the basis for
interpretation in the popular stage, thus
generally public are not able to communicate
with the original evidences.

III. IDEAS FOR INTERPRETING

HERITAGE SITES
• How a site is interpreted depends largely
on the nature of the place itself. Some
locations may be able to take a high
degree of on-site interpretation. Others -
because of rarity, use, or fragility - may
 require an interpretation strategy that is Goals
largely off-site or dependent on mobile • What will the visitors learn?
technology or publications. • Will they gain skills?
• However, no matter what is done, an • Will their attitudes and future behavior
interpretation plan should be carried out be changed?
first. It is not sufficient to simply install a
sign or piece or interpretive art without Critical review
giving some consideration to the site's • What information is already available
conservation values. about the site before they arrive, at the
• The complexity of the plan will depend arrival points, and on location?
on the ambition of proposed • Where are the information gaps?
interpretation programme and the site's • Do items need to be removed?
significance.
Legal protection
A plan should consider the following: • Is the site subject to the any legal
Significance protection under the planning,
• Why is the site important? archacology or wildlife acts?
• Is there a statement of significance? • If so, you must design your interpretation
• Is there a conservation management to take them into account.
plan? • What permissions do you need?
• What is important to the community?
• Do different sections of the community
have differing viewpoints on the site? Product of Interpretation
• The product (result) of interpretation is
Reasons tourists' knowledge about the sites and
• Why are you interpreting the site? objects of heritage.
• What are your motives? • It emerges as a result of interpretation in
the form of exhibitions, signs, stories,
Meanings themed tours, brochures, audio-visual
• What are the meanings you wish to techniques, etc.
communicate? • The aim of interpretation is
accomplished when visitors have
Audience understood why a particular site, object
• Is your audience going to be the local or area is the heritage of the local
community, Filipinos, foreign tourists, commur state, nation, humanity and,
children, teenagers, adults, people of above all, of every human.
differing socioeconomic background and
ethnicity? A heritage interpreter should definitely have:
• Each audience may need differing • dedication to her/his sites or objects
interpretation actions. • dedication to her/his participants
• dedication to her/his own mission
Key messages and stories
• People learn through stories they find If someone is really in love with these three
interesting and relevant to their lives. elements, she might be inspired enough to
• What stories will you tell? achieve the skills that are needed to become
a good heritage interpreter.
Four Aces of Interpretation
• Working with the interpretive triangle
means searching for deeper meanings,
which formulated into theme
statements, and which are situated in the
center of the diagram – but giving the
same dedication to each of its three
cornerstones.
• Otherwise the high potsdal which
heritage offers for non-formal learning
might get lost.

Done well, heritage interpretation can

enhance the visitor experience. It may also
strengthen the relationship between the site and
those who live around it. Furthermore, by
improving the attractiveness of a site,
interpretation can lead to economic benefits for
the wider area.

Done badly, it can inaccurately communicate

the meanings of the site and alienate those who
visit. It can also physically damage the historic
material if poorly specified and installed.

Bringing citizens closer to their heritage is about

bringing them closer to each other, and this is an
important step towards a more inclusive society.
Engaging citizens through heritage does not
mean interpreting heritage for them but
encouraging them to search for their own deeper
-Tibor Navracsics-

"Think like a wise man, but communicate in the

language of the people" W.B. Yeats