CULTURAL TOURISM

Cultural Tourism

CULTURAL TOURISM

Introduction

There is an increasing market for cultural tourism in Canada, especially since baby boomers, a large and rich demographic group, are looking for softer, more-educational tourism experiences. In particular, a niche market for these types of adventure activities in Canada is found among German tourists possessing a high affinity for Aboriginal tourism in comparison to other European international tourists (Williams & Richter, 2002). An understanding of tourist perspectives and interests is essential for development of a sustainable Aboriginal tourism product. Therefore, the purpose of this research is to examine the demand for Mi'kmaw cultural tourism activities in Nova Scotia by studying tourist interests and motivations. To meet this objective and to gain insight into the tourist perspective, tourists were asked to identify how they would like to experience Mi'kmaw culture and to share their interests and attitudes towards these types of activities, as well as their motivations for participating in Mi'kmaw cultural tourism. Management implications stemming from the research include the ability to inform Mi'kmaw tourism hosts on the demand for their products as well as tourist demographic information that can help guide marketing initiatives.

The demand for Mi'kmaw cultural tourism in Nova Scotia

Studies of Aboriginal tourism worldwide, notably from Australia, New Zealand and Canada, provide insight into the opportunities and challenges communities face when developing Aboriginal tourism. One such challenge involves the proper and effective marketing of Aboriginal tourism activities where a well-developed marketing campaign includes the transmission of unique cultural themes to attract potential tourists to these sometimes remote sites. Cultural tourism gives Aboriginal people the opportunity to provide tourists with an educational experience, one that is most often influenced by the type of activity offered and its level of interactivity with indigenous hosts as well as its authenticity (Lockwood, 2003, 41-54).

Discussion

Providing an authentic Aboriginal tourism experience can pose a challenge, especially considering cautions regarding the misrepresentation of Aboriginal peoples' lifestyles in tourism activities where entertainment takes priority . Further, providing tourists with an educational experience can be influenced by its method of delivery. Spark's (2002) study presents the opinions of tourists visiting the Brambuk Cultural Centre in Victoria, Australia, on the centre's ability to provide a learning experience. In particular, the study focuses on more-educational 'living spaces' characterized by heterogeneous spaces that encourage touching, smelling, listening, and seeing as compared to 'dead spaces' where cultural artefacts are encased in glass lending to a more shallow learning experience (Ashton, 1997, 29).

Providing an educational Aboriginal tourism experience is of utmost importance when attempting to dispel inaccurate images of Aboriginal culture and ultimately educate tourists on the reality of historic and contemporary Aboriginal life. Another major issue that communities face when developing Aboriginal tourism activities is that of Aboriginal ownership and control, this being the recommended model for fully addressing principles of sacredness and spirituality. Byrne (1993) agrees that Aboriginally operated tourist sites such as cultural centres located within Aboriginal communities are ideal, especially amongst fears from Elders that sacred artefacts may be mistreated by non-Aboriginal people who ...