Cultural Tourism: a Place-based Approach

Code: AHVS489H
Apply this course towards: Cultural Resource Management

Course description

How your community can capitalize on its arts, heritage, culinary and natural history attractions

For the past decade, the growth of cultural tourism has challenged cities and regions to capitalize on their cultural and heritage assets. Once regarded as a niche market, cultural tourism has emerged as a major market segment and a significant motivator for travel.

This course explores how to make the most of the fast-growing and lucrative market for cultural tourism. Whether you work for a destination marketing organization or economic development agency—or manage or market a museum, gallery, festival, heritage site or other cultural experience—this course offers development strategies and marketing tools that will help you to succeed. Special emphasis is placed on the theory and practice of place-based cultural tourism in the context of destination planning. 

View information on accommodations in Victoria.

Learning objectives

  • Understand the rise of cultural tourism as a market segment.
  • Think critically about what cultural tourism is, and what it is not.
  • Identify key factors that make cultural tourism experiences exportable.
  • Appreciate the role of place in conceiving a cultural tourism initiative.
  • Weigh the advantages of a place-based approach to cultural tourism vs. attractions-based approaches.
  • Understand key principles in site interpretation and place interpretation.
  • Understand key principles of cultural tourism marketing.
  • Consider issues of cultural authenticity, integrity and preservation.
  • Build community support for cultural tourism initiatives.
  • Plan a cultural tourism initiative.


Note: though not required, prior experience in a cultural organization would be an asset for success in this course. Please contact the Program Office if you have any questions or concerns.

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Info you should know:

Continuing Studies statement on use of educational technology

This course will require the use of Zoom and may use other education technology such as internet-based applications, cloud services, or social media. In order to complete this course you will be required to either consent to the disclosure of your personal information outside of Canada to enable use of these technologies, or work with the Division of Continuing Studies to explore other privacy protective options (such as using an alias or nickname).