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- All Subjects: Festivals--Economic aspects--Arizona--Wickenburg--Case studies.
- Creators: Chhabra, Deepak
Description
Because of its ability to harbor social values, norms, and beliefs, heritage has always been utilized as an ideological vehicle. One prominent example of politicizing heritage is Chinese red tourism, comprised of state-promoted tours to revolutionary memorial sites. It is expected to generate political, economic, and social benefits, particularly to reinforce the legitimate leadership of the Chinese Communist Party. Statistics show that dramatic market growth in red tourism has occurred over the past decade. Yet it is still heavily driven by the government and thus whether long-term sustainability can be achieved is still questionable.
This dissertation explores the dynamics of red tourism from the perspective of a meaning-making process, where tourism discourses circulate among the processes of production, transmission, and consumption. The results reveal that higher-level government primarily assumes the leading role, whereas local government is largely excluded from strategy making processes and primarily responsible for implementation and operation. Some dissonance exists between higher and lower-level governments in their goals and involvement in red tourism development. Second, intermediaries are not altruistic and attempt to maximize their own benefits. While site interpreters may provide officially authorized narratives, their primary focus is hosting higher-up administrative visitors. On the contrary, tour guides are more customer-oriented, which may lead to officially undesirable interpretations. Third, driven by multiple motives, tourists have increasingly diverse attitudes towards red heritage and participate in various political and non-political activities. A considerable degree of congruence was found between tourists' participation, motivation, memories, and perception. Quantitative results indicate that the majority of tourists have learned about the political significance and/or content of red heritage, and developed more positive attitudes towards, and support for, the CCP and the government, to a certain extent.
This dissertation contributes to current research by adopting a systematic and emic perspective to explore the dynamics of red tourism. Several conceptual frameworks were developed inductively to describe the meaning-making process. Mixed methods were used to learn about tourists' consumption and perceptions of red heritage. Implications regarding enhancing the effectiveness of the meaning-making process, limitations of the study, and potential directions for future research are also discussed.
This dissertation explores the dynamics of red tourism from the perspective of a meaning-making process, where tourism discourses circulate among the processes of production, transmission, and consumption. The results reveal that higher-level government primarily assumes the leading role, whereas local government is largely excluded from strategy making processes and primarily responsible for implementation and operation. Some dissonance exists between higher and lower-level governments in their goals and involvement in red tourism development. Second, intermediaries are not altruistic and attempt to maximize their own benefits. While site interpreters may provide officially authorized narratives, their primary focus is hosting higher-up administrative visitors. On the contrary, tour guides are more customer-oriented, which may lead to officially undesirable interpretations. Third, driven by multiple motives, tourists have increasingly diverse attitudes towards red heritage and participate in various political and non-political activities. A considerable degree of congruence was found between tourists' participation, motivation, memories, and perception. Quantitative results indicate that the majority of tourists have learned about the political significance and/or content of red heritage, and developed more positive attitudes towards, and support for, the CCP and the government, to a certain extent.
This dissertation contributes to current research by adopting a systematic and emic perspective to explore the dynamics of red tourism. Several conceptual frameworks were developed inductively to describe the meaning-making process. Mixed methods were used to learn about tourists' consumption and perceptions of red heritage. Implications regarding enhancing the effectiveness of the meaning-making process, limitations of the study, and potential directions for future research are also discussed.
ContributorsZhao, Shengnan (Author) / Timothy, Dallen J. (Thesis advisor) / Chhabra, Deepak (Committee member) / Lee, Woojin (Committee member) / Nyaupane, Gyan (Committee member) / Li, Wei (Committee member) / Arizona State University (Publisher)
Created2014
Description
Many scholars agree that heritage tourism has grown in recent years. It has become a unique way for communities to diversify their economies while preserving local culture and heritage. One unique way communities are doing this is through heritage festivals. These festivals have a significant impact on local communities and are multifaceted as they do not just provide economic impact to host communities, but also positive or potentially negative social and environmental impacts.
In recent years, a more sustainable approach integrating economic, socio-cultural and environmental impacts has been suggested when analyzing short term event such as festivals. It is important for event managers and scholars alike to understand these potential impacts as heritage festivals continue to evolve and prevalent part of heritage tourism.
This study aims to measure and quantify the economic, social and environmental impacts of two heritage festivals – Gold Rush Days and Bluegrass Festival, closely following Andersson and Lundberg’s 2013 study on commensurability and sustainability utilizing willingness to pay (WTP) and willingness to accept (WTA). Both are annual heritage festivals and take place in Wickenburg, Arizona. Primary data collection methods are used to gather information regarding economic and social impacts. Paper questionnaires distributed via stratified random sample to festival attendees and town residents is the survey instrument used in the study. To determine environmental impacts, secondary data in the form of stakeholder interviews are conducted.
Findings suggest a positive economic impact to the town of Wickenburg. Visitor expenditures, retained local spending and direct, indirect, and induced impacts are presented. Social impacts show a generally positive attitude toward the festival from a resident perspective. Environmental impacts show that collaboration among town stakeholders is needed to better determine festival environmental impact as no formal measures of impact are currently being recorded. Further empirical research is needed to better determine these impacts.
In recent years, a more sustainable approach integrating economic, socio-cultural and environmental impacts has been suggested when analyzing short term event such as festivals. It is important for event managers and scholars alike to understand these potential impacts as heritage festivals continue to evolve and prevalent part of heritage tourism.
This study aims to measure and quantify the economic, social and environmental impacts of two heritage festivals – Gold Rush Days and Bluegrass Festival, closely following Andersson and Lundberg’s 2013 study on commensurability and sustainability utilizing willingness to pay (WTP) and willingness to accept (WTA). Both are annual heritage festivals and take place in Wickenburg, Arizona. Primary data collection methods are used to gather information regarding economic and social impacts. Paper questionnaires distributed via stratified random sample to festival attendees and town residents is the survey instrument used in the study. To determine environmental impacts, secondary data in the form of stakeholder interviews are conducted.
Findings suggest a positive economic impact to the town of Wickenburg. Visitor expenditures, retained local spending and direct, indirect, and induced impacts are presented. Social impacts show a generally positive attitude toward the festival from a resident perspective. Environmental impacts show that collaboration among town stakeholders is needed to better determine festival environmental impact as no formal measures of impact are currently being recorded. Further empirical research is needed to better determine these impacts.
ContributorsScott, Karla (Author) / Chhabra, Deepak (Thesis advisor) / Timothy, Dallen (Thesis advisor) / Tetreault, Colin (Committee member) / Larsen, Dale (Committee member) / Arizona State University (Publisher)
Created2015